When Radio Advertising Works...

When radio advertising works, it's a win for everyone involved.

I came across a post from Karen at Big Pond that gave a brief glimpse of her experiences with a dedicated radio advertising professional that met her needs and expectations. I don't know what radio station he works for, but he exemplified what radio sales is supposed to be about.

It's what I strive for whether I'm selling radio locally at XM105 or online with Moms Talk Radio - finding the right niche for my clients, putting together the right message and producing results.

I keep saying that it's not rocket science -and it's not.

Karen's post shows that putting together a radio campaign is largely something you can put on auto-pilot. You can put the writing, production and delivery in the hands of a professional and come out with a campaign that works for you. All it takes is stepping out of your comfort zone enough to communicate your needs and goals so that the radio advertising representative can put it all together for you.

I just wish it wasn't so hard to convince people that we (radio professionals) are not just after the sale, that we really want to help your business grow. That is my biggest challenge. So often I find small business owners who have absolutely no interest in talking to me. Some do so only to be polite, but I can tell they would rather be almost anywhere else in the world rather than talking with me. It's obvious that they don't want what I'm selling and I'm working hard to understand why.

Who doesn't want more leads, more traffic, more sales?

Why does radio advertising seem so scary to small business owners?

I'd really like to know.