Seven Steps to Stimulate Ad Growth
Is it possible to charge your advertising clients more and still save them money? Absolutely! In a few steps, you can raise your rates and provide more leads per client dollar. It starts with:
Personnel – you’ve got to have the team to get results. Some people are better face-to-face sellers, some are better on-air or online entertainers, and some are better at staring out the window concocting a compelling, emotionally driven story for an ad, blog post, article, or landing page that gets results for each client.
Time – No Rushing! Give your creative team days to consider script ideas, to locate the proper resources from producers and actors, to the proper music and effects. You’ll get ads that people talk about, you can brag about, and your clients renew.
Confidence – Sellers must recognize effective copy and content, then have the permission and fortitude to say something like “in my experience that script will not get you the results you are looking for, and we won’t run it. Yes, we want your business, but only if it helps both of us succeed. That copy won’t, and here’s why.”
Unusually – If it sounds or reads like a traditional ad, it is limited to traditional results. Do something different. Don’t cut and paste from another market, and remember: clichés kill all momentum. If the copy or content isn’t heard or read, it won’t get results.
Breaking “Rules” – It’s important to note that the client does not have to like the commercial. Your client may be uncomfortable going outside what is viewed as a traditional ad or post. But if everyone is doing the traditional ad or post, what makes their ad or post stand apart? They don’t have to like it; when they trust your team, they will embrace the results (and renew).
The Right Actors – Success comes from variety. Use the same voices for commercials that the radio or TV station uses for entertainment or news and it dilutes the influence of both. Hire a team of actors (or Voice Actors from Voice Creative) for your local spots so the air-personalities remain entertainers, not sellers.
Growing your budget – Yep, it all takes money, but with the proper time, space and confidence, your team is more effective. So the station can charge more and return a greater number of leads per dollar than right now. Plus you’ll get clients who brag about your team and their radio results.
Your clients are the experts at their business, the advertising sellers and creative team are the experts in web content and advertising.
Use your power of “no” and guide your clients to advertising success, and you’ll also build the website or station’s long-term growth.