The Attributes of a Great Radio Advertising Client

The email arrived out of the blue on Thursday a week ago, from someone I'd never met. It contained two questions about radio advertising - more precisely, about radio advertisers - that I've never been asked nor consciously considered before now. I'll let you read them for yourself, exactly as I received them:

Dear Mr. Schwartz,

A thank you from a fledgling radio entrepreneur. I've gotten a lot out of your postings and enjoy your writing style. Your 'Darci' find is delightful-- what a great voice. Quirky but friendly. And she 'being her' has a great pull.

I'm assuming that you wrote the copy -- good work.

Can I ask a radio sales question? How do you target the best prospects for radio advertising? What are the characteristics or demographics of the businesses that become great radio advertising clients? [emphasis mine-RS]

I am working on a business plan to purchase a local AM radio station and need to develop some realistic numbers for our business consultant.

Thanks for all you've shared, Mr. Schwartz. I'm getting quite an education!

All the best from Delaware,

Steve

I didn't have a ready answer, and that bothered me. Usually I'm able to address radio advertising/sales questions quickly and confidently, off the top of my head, but this was not one of those times. Steve's questions demanded deeper delving into thirty-eight years' worth of accumulated experiences and education in the business, to try to identify the traits common to my best and most successful clients over the years.

After pondering these things for several days, I replied late Monday night as follows:

Steve,

Thanks for your kind words - much appreciated. Your questions, while beguilingly simple on the surface, have substantial depth, and I wish I had the time to answer them in as much detail as they deserve.

Setting aside such obvious considerations as the prospect having both the desire to grow his business and the financial capacity to fund that growth through effective advertising, one looks for a number of things. I'll give you 7, in no particular order:

1) someone who runs a good business well, and who has above-average growth potential in the market. (The Wizard would say, someone who's great at running his business but who stinks at advertising it.)

2) someone who is genuinely open to new ideas and willing to embrace a calculated risk, looking at the advertising campaign as a long-term investment in the future of his business;

3) someone who recognizes that results take time, and is willing to give a new campaign several months minimum to gain traction before judging its merits. (Roy Williams has written extensively on this; it's the approach of the farmer, as opposed to that of the hunter. Suggest you go to wizardacademypress.com, find the DVD called "The Most Common Mistakes in Advertising" and watch it at least several times. You'll thank me for the suggestion.)

4) someone who has a compelling story and is willing to entrust you with its uncovery and telling, one installment at a time;

5) someone who impresses YOU to such an extent that you are unwilling to pull your punches or cut corners; rather, you are committed to investing as much time and effort as it takes to get his message and schedule right, and who, in turn, respects your time and talent and is prepared to compensate you fairly for your investment of same in his behalf;

6) someone who isn't likely to be moved by petty criticisms, peer pressure, or the snipes of your competitors, but who will remain committed to the course come hell or high water;

7) someone who can accept occasional setbacks as part of the learning process, and who is willing to move past them. Great advertising is more of a process than an act. It involves testing messages (not your radio station!) and refining them as time goes on. Beware the prospect who is easily distracted by novelty or who will leave you for someone willing to give him a lower price.

Steve, may I invite you to join Radio Sales Cafe - our online network for radio advertising sales professionals? It's free to join, and I think you'd really enjoy the wealth of information, ideas, and experiences members share with one another on a regular basis. I'd be willing to use your questions as the basis of a Friday Poll (you can see what this is about at the site), and let other members weigh in with their thoughts. The information could be priceless - and it won't cost you a dime.

Thanks again for reaching out.

Cordially,

Rod

Steve's reply was waiting in my Inbox the following morning:

Wow, wow, WOW.

You know, having only been on the periphery of radio (Traffic Director, 3 yrs; Broadcast Engineer, 6 years -- never an owner, airstaff, salesman, PD, or GM) I am constantly amazed at the kindness being shown to me, by the generous amount of time that strangers, really, are willing to give in order to help someone come into their world. Thank you very much, Rod. I hope you can repurpose your extensive reply. Yes -- I think it's a great idea for Radio Sales Cafe. (Can't remember if I found your blog through Grace or Radio Sales Cafe first.) It is very scary to think that I am moving towards the radio world (as a business, away from what I do now http://www.illuminova.com) so I'm moving slowly. With guidance from sound business minds - the 'Peter Drucker of Delaware' - and professionals and friends like yourself. Thanks again. I'll see you at the Radio Sales Cafe. All the best from Delaware, Steve

Did you smile when you read his observations on the reception he's had from people in the radio industry: "I am constantly amazed at the kindness being shown to me, by the generous amount of time that strangers, really, are willing to give in order to help someone come into their world." This is something I observed very early in my radio advertising sales career, the open doors and open hearts of station owners and managers, willing to help a newbie succeed in the business. I'd often tell new hires that one of the best things about our industry was that there would always be a job available anywhere in the country for someone who enjoyed radio advertising sales and became good at it. I believed it then, and I believe it today.

Given his attitude, perspicacity, and focus, I predict that Steve will succeed in spades when he launches his station. I hope he is able quickly to find good employees and cultivate great client relationships.

And I hope that he, in turn, will pass along to others what he learns in the process.