Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

15 May, 2019

 

Greetings from BBI!

Today's competitive broadcasting environment means that we all must be better, we all must work smarter. Bryson Broadcasting International (BBI) is committed to helping broadcast organizations worldwide to raise their level of expertise in sales and management.

Our newsletters give you information about sales and marketing that you may use to increase your revenue. We hope that you may find them to be of great benefit to your sales success. Happy selling!
In This Issue
Why do People Buy What They Buy?
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Why Do People Buy What They Buy?
When asked the question, "Why did you buy that?" most people either don't know or won't tell you. Minds are emotional, not rational. 90% of decisions to buy are made emotionally. We insert a bit of logic to justify what we wanted to do.   
 
Minds also tend to remember attributes and things that no longer exist.   
 
People also buy what they think they SHOULD have. Call it herd mentality. Risk plays a big part in how people buy and what they buy. Following the herd reduces the risk somewhat.   
 
According to Jack Trout in "Trout on Strategy", there are five forms of risk identified by behavioral scientists:
 
1. Monetary risk. (I could lose money on this.)
2. Functional risk (Maybe it won't work, or do what it's supposed to do.)
3. Physical risk (It looks a little dangerous. I could get hurt.)
4. Social risk (I wonder what my friends will think if I buy this.)
5. Psychological risk (I might feel guilty or irresponsible if I buy this.)
 
So how may we reduce the risk? One way is to use testimonials. It allows a mind to emulate the buying behavior of famous people: those we often look to as fashion-setters. Or perhaps the testimonial comes from an expert in their field. We rely on their superior knowledge.
 
Sometimes testimonials are from the satisfied customers of our clients. Let them tell their stories via our airwaves.   
 
Endorsements by our announcers are also powerful. Our on-air people are the ones invited into homes and cars daily. They become de facto friends. Their recommendations can move mountains.  
 
Our job is always to remove risk and increase value. The more we can do this, the more successful our campaigns will be. 

 The Client's Corner 
  

Facebook may have lost some of its appeal. 42% of Americans 18 and older say they have taken a break from checking the social media platform for several weeks. 26% have deleted the Facebook app from their cellphone. Even 44% of younger users (18-29) have deleted the app. 54% have adjusted their privacy settings. 
 
These findings come from a survey of US adults done last May following the news that Cambridge Analytica had collected data on tens of millions of Facebook users without their knowledge.   
   
The pendulum continues to swing back in favor of "traditional" media. Social platforms my provide part of the answer to marketing strategies, but they do not provide the entire answer. Less and less often are we hearing, "I'm only doing Facebook".   
 
We have the opportunity to help our clients to integrate all forms of their marketing into a cohesive, effective campaign. Are we? 

 Words to Live By......
  
"Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does."

                                               Steward Britt            

                                                                            

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 2019 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. 
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