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<td width="650" valign="top" bgcolor="#CCCCCC"><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-style: normal; font-variant: normal; font-weight: bold; color: #990000;"><p align="right">07/01/02 The Weekly Newsletter For Radio Sales Professionals. Issue #11.</span></p></td>
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<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: medium; font-weight: bold; color: #333399"><b>Prospecting For Gold!</b></div>
<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: black">This week we continue on the theme of prospecting. In our lead article we debunk the myth of the Yellow Pages and explain why those dollars should be in your account instead. We also have a great new download from our site. It's an in-depth look at the entire SIC code list of businesses in the US and explains in some detail who really is spending on advertising and who isn't. Some of the answers may surprise you. You can access the download from the section in the middle of this newsletter. Enjoy, and have a prosperous week.<br><br>
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<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: black">Back Issues of all revenue.generator newsletters can be found at <a href="http://www.radiodcl.com/generic.html?pid=2">this page</a> on our site.<br></div>
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<img src = "http://www.radiodcl.bigstep.com/Images/invisible.gif" width="4" height="1" border="0" alt=""></td><td><div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: smaller; font-weight: bold; color: #333399"> To unsubscribe, send a mail with "unsubscribe" as the subject <a href="mailto:alchemy@iohk.com">here</a>.</div><div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: x-small; font-weight: bold; color: #990000">In this edition:<br>*"Selling Advertising Professionally #9"- The Power Of A Slogan<br>*New Free Downloadable Industry prospect List <br>and...</div><br><div style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: large; font-weight: bolder; color: #990000">Don't Believe The (Yellow) Hype!</div>
<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: x-small; font-weight: normal; color: black">Last week we talked about the 80% of businesses who just never get asked to become advertisers; how our normal prospecting base is a pie of our own design, frantically chased after by every media salesperson in town. This week, let's focus on one of the contributing factors - that age-old trickster, the Yellow Pages.
<br><br>
Firstly, let's put paid to one of the biggest and most successful hoaxes of our time, (and in bold so there's no confusion); <b>"The Yellow Pages is not an advertising medium!"</b> That's right. Contrary to their success in having us believe otherwise (and, it seems, every business owner too), the Yellow Pages is simply what it says it is on the front cover - a telephone directory, nothing more, nothing less.
<br><br>
If you doubt this, take off your "radio professional" hat and think about how advertising works on you as a regular human. Basically, its a lot like playing "Who Wants to Be a Millionaire?". Imagine for a moment that you need a particular product or service; a desk lamp say, or a good dentist.
<br><br>
What's your first response? Do you rush straight to the Yellow Pages? No. You go straight to the first business you think of who can provide that product. Why? Because if you don't need help, you won't take it; in "Millionaire" parlance, you can answer that one on your own. Because it's right there, at that point, when advertising is supposed to pay off, pushing into our heads the brand recall needed to make us choose a particular company at exactly the moment we need their products. If at that point you can't think of anyone who provides that particular product, it means simply that no-one in that product category has your share of mind. In other words, no-one has done enough advertising to make themselves known to you.
<br><br>
So, then what do you do? Rush to the Yellow Pages now? Probably not. Let's phone a friend or ask the audience instead. Isn't it a much more natural reaction to simply ask someone you trust at work or at home? That way, we not only (hopefully) find the information we want, but feel secure in the knowledge that we're getting a recommendation too. That's the second stage and its called word of mouth (yep, that's right, good old 'word of mouth' is the <b><i>second</i></b> best way to get people to know about you.)
<br>
Finally, after using up all our other options we go for the "Take Away Two" option. Just as in "Millionaire", this is the last gasp. Once everything else has failed (i.e. no-one has done enough advertising) we're left with choosing between two or more options, neither of which we know anything about. Right here, at this lowly, unfortunate third stage, is how we use the Yellow Pages. Flicking through pages and pages of listings, hoping that the one we eventually stick the pin into is going to give us what we need.
<br><br>
So what? Well, remember all those advertisers who should be advertising with you but never get asked? You can be sure many of them are in the Yellow Pages. And you can be even more sure that when they bought that listing, that little box, paid extra for that border, they were told they were 'advertising'. Do yourselves and your clients a favor, break these bad habits once and for all and business will be better for everyone.
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<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-style: italic; color: #990000"><br>by Matt Hackett, Corporate Director, radioDCL<br><br>
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<div style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: medium; font-weight: bolder; color: #990000">"Industry Prospect List"</div>
<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: x-small; font-weight: normal; color: black">The Advertising Pie:<br>
<br>
radioDCL has taken the entire SIC code list of businesses in the US and laid over the top the 200 largest advertising groups.
<br><br>
Two points:
<br>
1. The top 200 buyers of advertising are marked in red. Check to see if your station has advertisers from each category. If you don't, then build a prospect list and chase them down. Securing only one from each category will secure your station 200 advertisers.<br>
2. The rest of the list (18,378 SIC Code industry listings), should hold good virgin prospecting territory.<br><br>
Bear in mind this is quite a large download, so make sure you have either a good fat connection or a little time to spend...<br><br>
To download these packs, simply visit our site at <a href="http://www.radiodcl.com">www.radiodcl.com</a> and go to the tools download page.
<br><br>
As always, our tools are free to anyone who visits our site. However, if you do use them, we would appreciate it if you could let us know. The more feedback we get, the better able we are to design even more effective tools in the future. And if you have useful tips and tricks you think others could benefit from, you can mail them to us <a href="mailto:alchemy@iohk.com">here</a>.</div>
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<div style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: large; font-weight: bolder; color: #990000">Selling Advertising Professionally</div>
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<div style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: medium; font-weight: bolder; color: #990000">Week Nine - The Power Of A Slogan.</div>
<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: x-small; font-weight: normal; color: black">The great enduring advertising campaigns have a slogan, a 'line'. The best have the Business name, product, or service permanently integrated within it or alongside it.
<br><br>
As with all things that need planning, if you know what's at the end, working backwards to the beginning you'll know how to get there. That is, start with the slogan then write the advertisement.(The Beatles always began with the title of a song and then wrote backwards to create hit songs.)
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The hook line, "We love to see you smile", is a great example.
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A hook line such as that - like so many other famous slogans - work all the harder because they have gone beyond advertising 'copy' to be part of colloquial street language.
<br><br>
"Oh What a Feeling!" "Just Do It!" "Got Milk?"
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<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: normal; color: #990000; font-style: italic;">
by Michael Tate - President, radioDCL<br><br>
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<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-style: normal; color: #990000">To share your advertising / client experiences, or to post a question, mail us <a href="mailto:alchemy@iohk.com">here</a></div>
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<td width="650" valign="top" bgcolor="Black"><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-style: normal; font-variant: normal; font-weight: bold; color: Red;"><p align="center">If you have useful information for fellow radio professionals you would like to share, submit it to us <a href="mailto:alchemy@iohk.com">here</a>. Be sure to include your full name, title and station call sign with all submissions to ensure proper accreditation. Aside from unsubscribe requests and unless specifically requested otherwise, all correspondence sent via this newsletter will be considered for publication. Thank you. All content ©radioDCL 2002, all rights reserved. We respect your privacy. You have received this newsletter either through previous contact with your company, or because you are listed publicly on your company's website as contactable via email. We do not buy, rent, or sell mailing lists. You will not receive any other forms of communication from us, unless you correspond or subscribe. We will not divulge your information to any third parties for any reason. However, should you not wish to receive future copies of revenue.generator send a mail with "unsubscribe" as the subject line <a href="mailto:alchemy@iohk.com">here</a> and your name will be immediately and permanently removed from our recipients' list. For a copy of our privacy policy visit us at <a href="http://www.radiodcl.com">www.radiodcl.com</a>. If you want to view this issue in your web browser <a href="http://www.radiodcl.com/newsletter/Issues/July1st.html">click here</a>.</span></p>
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