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Radio advertising Sales lead Holland Cooke Media Sales Lead
Local Direct Sales Lead advertising non-traditional revenue NTR
Again this year, I moderated the opening panel at the Talkers magazine New Media Seminar in New York. Our topic: "Surviving The Radio Bloodbath," specific strategies and tactics for surviving...and PROSPERING...under Radio's new rules.

On my panel, the host of the longest-running show in Talk Radio, Bruce Williams, himself a longtime entrepreneur. I only wish that Talkers made sessions-on-tape available, as other conventions do, so the following would be more than a paraphrase based on my recollection. But here goes. You'll get the drift.

Though Bruce's welcome, recognizable voice and trust-me delivery slam-dunked the copy he ad-libbed, this spot would be extremely effective voiced-by-the-client (unless the client can’t affect the sympathetic delivery necessary).

Your prospect: A female attorney who handles divorce.
Look ‘em up by the dozens under "Family Law" in your Yellow Pages.

Bruce suggested copy such as: "IT’S THE MOST DIFFICULT THING YOU’VE EVER HAD TO DO: DIVORCE.  IT WON’T BE EASY, AND IT’S NEVER COMPLETELY FAIR.  SO DO YOU REALLY WANT TO SHARE THE MOST INTIMATE DETAILS OF YOUR PERSONAL AND FINANCIAL LIFE WITH JUST ANY LAWYER?  YOU CAN CONFIDE IN ATTORNEY MARILYN SALINGER.  SHE’S BEEN THERE.  SHE KNOWS. SHE SPECIALIZES IN FAMILY LAW. AND SHE’S A GOOD LISTENER."

The spot targets women, thus your advertiser prospect is a lady lawyer. And -- without coming-right-out-and-saying "DON’T TRUST A MAN" -- this spot is meant to resonate with listeners who, at this moment in their troubled lives, are less-than-enchanted with the opposite gender. 

Tips:

  • Already got a female attorney advertising on-air?  Take this to someone else.  Why: You’ve already got the advertiser you’ve already got; so use this to develop new business.  Use the fact that you’ve already got attorney “A” on-air in the pitch to attorney “B.”
  • If your prospect can’t tawk, consider giving this to a female host (if you have one), or hiring outside voice talent (recommendation: Kim Snyder, www.KimSnyder.com).  It’ll be worth a talent fee, since this copy needs to stand-out from other spots…and because this WILL become a 52-week advertiser…and probably attract other attorney advertisers.

Want more local direct Sales ideas?

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