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Jeffrey Hedquist
- Fairfield, IA
- United States
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Jeffrey Hedquist's Discussions
Convincing Clients to Do Radio Right With Peer Selling
2 Replies
Started this discussion. Last reply by Jeffrey Hedquist Mar 8.
Radio: One-To-One-to-One-To-One
Started Mar 1
Commercial Structure - If You Build It (Right) They Will Listen
3 Replies
Started this discussion. Last reply by Kristen Kotik Feb 9.
Jeffrey Hedquist's Page
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Neil,
Good questions. The purpose of peer selling is not to sell the client on using a script done by someone else, it's to get them to open up to possibilities, to see the bold, outrageous, subtle, or innovative marketing being done by their peers…
Jeffery;
I think this is an outstanding idea, but I am a little uneasy at the same time. What are your suggestions when the prospect hears a spot from another market and decides to change the name and address, but run the same spot? How do you reco…
Ever try to convince clients to do something on the air that’s out of their comfort zone, different from what their competition is
doing, just a little bit adventurous?
If you’ve been mostly successful at this, stop reading and call me
immediately…
People listen to radio one at a time. Now that may seem
obvious, but why do many of today’s radio commercials seem to be written for an
earlier time when people actually gathered around the family radio? We all hear commercials start out with
“Hel…
I am new to the radio sales industry, with advertising print sales as my main sales background. I am working to overcome the difference in developing visual ad copy vs. audio ad copy, and am finding these discussions to be helpful. Thanks for sharin…
Joe,
Well put. Chuck is one of my mentors. It was he who told me "Radio is theatre of the gut."
Chuck Blore, the radio production god, always said the there is a difference between a joke and humor. Humor can bear up to repetition, which radio claims is its strength. A joke told the second time is old. Consider this when writing the entertainm…
Lots of commercials catch the listener's attention with an interesting story up front, and then lose it with all the selling or marketing
information that follows. So your listener's been enticed to pay attention, but
you haven’t rewarded them for s…
To write effectively for any audience, you need to know as much about them and their lifestyles as possible. A versatile radio writer needs to "become" a middle-aged businessman, an extreme sport enthusiast, a Latina housewife with three children, a…
World renown selling expert Dale Carnegie said, NOTHING is ever bought or sold without some degree of emotion. I say nothing is better than radio at being the conduit of communication between sellers of stuff and buyers of stuff.
Jack - Exactly. Stories "make facts sticky." Storytelling is one of the best tools for management, sales , marketing, customer relations, human resources, education and...raising kids.
A tip to salesfolks when with clients: "Stories that you can tell involving similar businesses, etc. reach the same button that a good story-ad reaches in listeners"! I find story-telling keeps their attention better than anything else
I can legally…
World famous radio legend Chuck Blore once told me that instead of being "theater of the mind," radio is really "theater of the gut," because of its emotional impact.
Let's face it – people buy emotionally. They may justify it logically and objecti…
Here's a simple, but possibly painful test to perform on your radio script before you've produced it. Read the first 5 seconds of your commercial out loud to yourself or to members of your intended audience. Then stop and ask: "Would you continue to…
I absolutely enjoyed this comm and I was hooked. Great
What a great piece of work, Roy! Thanks so much for sharing it. (I just linked to it on Facebook.)
Welcome to Radio Sales Café! Can't wait to hear more of your stuff!!
-Rod
Jeffrey Hedquist's Blog
Be Human!
People buy from people, not from institutions. Advertisers often forget this, and are more concerned about their perfect "image" than about relating to their audience as fellow human beings.
It's not a perfect world, and listeners recognize this, so a commercial that tries to portray the advertiser as perfect, doesn't ring true.
Let the audience in on your little faults, the chinks in the armor. For example, the car dealer who says, "We have the best deals, the biggest selection, the friendlie… Continue
It's not a perfect world, and listeners recognize this, so a commercial that tries to portray the advertiser as perfect, doesn't ring true.
Let the audience in on your little faults, the chinks in the armor. For example, the car dealer who says, "We have the best deals, the biggest selection, the friendlie… Continue
Posted on June 11, 2009 at 8:47pm —
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