Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!                Special Edition 

8 April, 2020 

      

 

 


Greetings from BBI!
 
This is a special edition of the Bryson Broadcasting International newsletter. Due to the current advertising environment, our goal is to disseminate positive information that you may use with your clients to mitigate any damages to your station's revenue or your client's revenue.  
 Our clients needs our guidance more than ever. This is an entirely new challenge for many of them. Those of us who have lived through 9-11, hurricanes, tornadoes, cyclones, floods, fires, droughts, terrorist attacks or housing market collapses know something of how to survive and thrive in spite of current conditions.  

I hope you may find ideas to share with your clients and other broadcasters.

Happy Selling!
 
In This Issue
How To Get Prospects To Talk To Us Now
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
How To Get Prospects To Talk To Us Now
 
While most businesses are working with shorter hours, carry out only, or are completely closed, why would they talk with us about advertising?  Most of us are working from home and making contact with potential customers by phone instead of in person. As we call these prospects, remember that they are asking themselves, "Why would I give this person my time, especially NOW while we are dealing with this emergency and struggling to stay in business?"
 
If we understand the mindset of these business owners, we can craft our opening messaging (our .30 second commercial) to fit today's environment.  
 
We always want to present what we do from the world of our clients, not our world. If we were to open the call with "I'd like to talk to you about your radio advertising" we have just presented what we do from OUR world. Believe me, even in normal times, most prospects do not want to talk about radio advertising. What they DO want is to solve problems that arise in operating their business.  

Today they have a whole new set of problems to deal with, problems they have never encountered before. They, and we, are in uncharted waters.  
 
With this in mind, our opening lines should be something like this:
 
" Hello, I'm ____ with ____. I know we are living through extraordinary times. We are working with businesses in our area to help them to minimize the affects of this pandemic on their businesses. Most of our clients have had to change how they serve their customers, everything from closed dining rooms, social distancing, curbside pickup, delivery, shorter hours. Some of our clients have had to completely close temporarily. How have the government mandates changed your business? (listen to what they say.)  
We are never certain that we can be of help to a business until we discuss your needs further. We are being effective in helping other local business people. Might it be of benefit to discuss how we might be able to help you? Could we set a time when I could phone you back?"
 
"Advertising" may be a bad word right now. "Messages to your customers" is not. Businesses must communicate with their customers. And what they must communicate is changing daily, sometimes hourly. Radio is able to change messaging as often as needed.   
 
For your current clients, try to create new messaging for them before you call. If you have worked with a business for awhile, you probably have a pretty good idea of what they might need to communicate to customers now. Our clients are too busy to think about it. We should do the thinking for them, become their guides. We are the marketing experts. 
 
All surveys are showing that radio listening is up. People may not be commuting to work, but they are listening to the radio. We provide information. We provide entertainment. We provide connection.  We provide companionship.  
 
The first step in helping businesses is to get them to talk with us. Use the above as a prototype to craft your own message in your own words. Remember to present what we do from the standpoint of our customers: We help them to solve problems, to deal with this pandemic. Today, they need us more than ever.  
 
This will pass.  We will survive.  
 
 
 The Client's Corner  
  
 
Nielsen has reported that 83% of Americans are spending the same or more time with radio due to COVID-19. 60% of adults 18+ say they trust radio to give timely information about the Coronavirus.
Radioinfo (Australian newsletter) has heard from several sources that radio time spent listening is up, and that the peaks at breakfast and drive time are smoothed across the day.
There's never been a better time to use radio!
                    
 Words to Live By......
  
 
 "Tough times never last, but tough people do."
                  Robert Schuller 
                                                                            

We want to help your staff increase revenue! We at Bryson Broadcasting International are available to help your sales staff achieve its next level of expertise.  We customize our programs to meet your needs.  As needed, we make use of interpreters and produce sales materials in your language. If you would like to discuss your sales training needs, we may be reached at Pat@patbryson.com, or call us at 918.747.8774.  
For more information about BBI, click here.
┬ęCopyright 2020 Bryson Broadcasting International
A little about me.....
Pat a8704 ch
 
Pat Bryson has worked in the radio industry for over 30 years. During that time, she was one of the highest billing sales people in the radio industry in her market. She was promoted to General Sales Manager, managing and training both experienced and inexperienced sales people . Her career advanced to General Manager, where Pat  created a culture of over achievement for her stations.
  
Through Bryson Broadcasting International, Pat now helps her clients to create that same culture of over achievement in their stations.
 
Pat is one of Radio Ink's Most Influential Women in Radio for 2018 and 2019. 
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