Tips for Translating the Lingo
For many small business owners, talking with a radio advertising rep can be an exersize in frustration, not unlike talking to someone who speaks a different language. Too many times, reps assume a knowledge and understanding that you may not possess. You may find yourself confused as to what you are being offered and what results you can expect.
Ideally, your rep will be sensitive to your needs and explain everything in plain language. In the real world, the rep is pressured to perform and likely to rush through the background information too quickly for someone not fluent in "adspeak". Unfortunately, your rep may not notice your eyes glaze over in confusion and you may be too flummoxed and overwhelmed to ask for clarification.
Develop background basics
Ideally, you will have read a few articles or books on radio advertising before you sit down to discuss your needs with the ad rep. If you've skipped this step or were reacting to a sales call out of curiousity rather than premeditated intention, then you may find it helpful to review a glossary on radio terminology before sitting down with the representative.
The Radio Marketing Bureau has a PDF glossary which provides a very good overview. You may want to print it out to take with you into your meeting or use it as a starting point to develop questions for your ad rep after the meeting.
Avoid Overcompensating
You may be tempted to pepper your conversation with radio relevant terms to appear more prepared and knowledgeable during the advertising meeting. Many believe that this tactic will cause the account executive will be less likely to oversell you and that you will be more successful in negotiating a good deal. It is more likely that the account executive will intrepret your knowledge as a basis for scaling back their presentation and provide you with less information, believing you have the background knowledge to make a decision with less information than they normally provide to first time advertisers.
Don't be afraid to ask questions
Sometimes, advertising reps can get into a groove with their standard spiel and not realize they have lost you. Don't hesitate to stop them. Ask for the explanations you need to make the right decisions for your business.
You may find that some advertising reps get a bit flustered and lose their train of thought if they are interrupted mid-stream. Too often, they are allowed to make their presentations and proposals unchecked and they aren't used to spending time with the details that are important to you. Don't allow their unease to silence you. You deserve to know exactly what you are getting for your marketing efforts.
Get it in writing
If you are unfamiliar with radio and ad terminology, don't commit to anything until you've had a chance to fully review the offering. Not that this should be a way to put the ad rep off indefinitely, but allowing yourself a week or two to review the offering gives you some time to look up unfamiliar terms and get clarification from a reliable mentor or written resource before making your decision. The job of the advertising rep is to get you to nod and to agree on each point of the proposal before you move forward. However, while you may be nodding through the presentation, you needn't commit on the first run through if you are not ready.
Translation Services
If you are at a point of making a decision and don't have a business mentor to guide you through the process, you may want to take advantage of the Easy Results with Radio Consulting Service. For a small fee, you can get feedback on proposals in plain language and guidance on how to negotiate with your account executive to create a plan that fits your marketing goals.