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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">07/08/02 The Weekly Newsletter For Radio Sales Professionals. Issue #12.</span></p></td>
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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">We hope you had a great Independence Day weekend and are back feeling refreshed and ready to take on the world! We know we did, and to celebrate, we've added some brand new sales tips to the download section of our website. Check out the details in the mid-section of this newsletter.<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: #333399">Wishing Well</div>
<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: black">"What a beautiful site you have. I have been printing your tips for a while now. You really support radio. I
wish I had a sales rep who would take advantage of what you are offering."
<br><br>Glo<br>
KGLW</div>
<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: #990000">Thanks for the kind words. Whether you're a rep, a manager or an owner, getting maximum results is hard. We have a range of practical solutions that can help. Go to <a href="http://www.radiodcl.com/generic.html?pid=2">this page </a>on our site. Simply fill in a few details of what you want to achieve or your specific concerns and we will send a range of options back within 24 hours. There are answers and it costs nothing to find out about them.</div><br>
<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: #333399">See and Feel!</div>
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staff or keep in a booklet of info they (and I) may refer to?"
<br><br>Vicky
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<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: #990000">We've had a number of people ask us for this, so the answer is "yes!". In two weeks' time, all articles featured in these newsletters will be available on the site as .pdf printable downloads. Check back to our site for details. </div><br>
<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: #333399">Back Issues</div>
<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 #10"- Long Term<br>*New Free Downloadable Sales Tips - The 9-Point Checklist <br>and...</div><br><div style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: large; font-weight: bolder; color: #990000">What Business Are We In?</div>
<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: x-small; font-weight: normal; color: black">Well, last week's article about the Yellow Pages certainly revealed some confusion out there about two things; a) what different advertising media are good and bad at and b) what our job as radio sales people really is.
<br><br>
For those who missed last week's article (available on our newsletter page at <a href="http://www.radiodcl.com">radiodcl.com</a>), the synopsis was basically this: that the Yellow Pages is not really an advertising medium but a telephone directory and that most of the money spent in it would be put to much better use building brand recognition on [your] radio stations.
<br><br>
Although many readers seemed to agree, there was a sizeable level of disagreement. Now don't misunderstand me; we thrive on disagreement. In fact, this kind of discussion is what our industry needs more than anything during these weird and wonderful times. But occasionally, we need to stand firm on a few things. So, in the interest of sanity, here goes.....
<br><br>
<b>1) Yellow Pages vs. Internet</b><br>
The Yellow Pages is not the same as the Internet. For the vast majority of businesses, the Yellow Pages can provide no more than a name, address, phone number and small list of services in a box. The Internet (at little or no extra cost) can provide a host of information consumers can use to compare pricing, services etc. But only, of course, if those sites have managed to get themselves high up enough on the search engine list (a whole article unto itself!).
<br><br>
<b>2) Branding is Key</b><br>
Even when people look through the Yellow Pages, they are affected by brand recognition. The biggest beneficiaries are those companies who have created great branding and then take big spaces in the book.
<br><br>
<b>3) Yellow Pages as Prospecting Tool</b><br>
Yes, the Yellow Pages is very useful as a prospecting tool. However, most AE's commit a cardinal sin when using it for this purpose. When you run your finger down a column in the Yellow Pages looking for leads, have you found yourself saying "Hmm, they'll buy; they won't; they won't; they might; they won't etc. etc.."? Never make a decision on behalf of an advertiser. Also, include all the "little guys". If they haven't bought a big ad, it means they haven't been 'sold' yet. They still have questions. You could be the one to answer them......
<br><br>
and lastly...
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<b>4) Always Remember Which Industry You're In</b><br>
If you are in radio sales, your job is to sell radio airtime. Dress it up however you like, but at the end of the day that's what you're there to do. The great advantage you have over everybody else? There really isn't any reason why just about everybody shouldn't be on radio. It's local, it's cheap, it's effective, it can build brand, offer retail spiking, give information; it beats every other medium out there hands down. So go out and feel good about it. All the other media (especially those newspapers!) already have a whole bunch of people scouring the streets, touting their advantages over radio to potential advertisers. PLEASE don't be one of them.
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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 align="center" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-style: normal; color: #990000">For questions or comments, click <a href="http://www.radiodcl.com/contactus.html">here</a></div><br>
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<br>
<img src="http://www.radiodcl.com/newsletter/tipsntoolsarchivelogo.gif" width="498" height="50"><br><br>
<div style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: medium; font-weight: bolder; color: #990000">"The 9-Point Checklist"</div>
<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: x-small; font-weight: normal; color: black">
<br>
This week, we offer a simple 9-point checklist of sales basics. We know, most of them look easy, and maybe you should take them for granted. But when you read them, ask yourself whether you really do follow them - every time!<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. <b>However, if you do use them, we would appreciate it if you could let us know.</b> 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>
<br>
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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>
<br>
<div style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: medium; font-weight: bolder; color: #990000">Week Nine - Long Term.</div>
<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: x-small; font-weight: normal; color: black">There are two distinct ways in which an advertiser should approach their campaigning. We discussed the importance of 'Image', but what of Retail. The call to action!
<br><br>
Retail advertising should work alongside image campaigning. The same feel, the same look, the same sound, and the same goal, but obviously it must be 'action' oriented.
<br><br>
Image advertising treated in the ways we've detailed over the last nine weeks will maximize the results of any retail advertising. Think about McDonalds for a moment - the most successful marketers in the world, they combine Image and Retail Advertising with stunning success.
<br><br>
Just concentrating on short term Retail advertising is not enough.
<br><br>
It will bring your client limited success and it won't do his or her business, product or service justice. Unfortunately most advertisers think short bursts of advertising will do. And even more unfortunate, many advertising account executives will buckle under and concur.
<br><br>
As Radio Account Executives we have a responsibility to be truthful with all of our clients and prospects. Advertising geared towards reaping rewards for the client will only be successful over the longer period rather than a shorter time frame, and then only when all the elements we've discussed are apparent.
<br><br>
Help your client.
<br><br>
Use your intuition.
</div><br>
<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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<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: ##990000">To advertise in the classified section of this newsletter, or to enquire about banner advertising, visit us <a href="http://www.radiodcl.com/generic.html?pid=6">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/July8th.html">click here</a>.</span></p>
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