Successful Local Broadcast Sales

 Successful Local Broadcast Sales

Author: Paul Weyland
Pub Date: September 2007
Print Edition: $14.95
Print ISBN: 9780814431627
Page Count: 240
Format: Paper or Softback
e-Book ISBN: 9780814409800

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Table of Contents

Contents

Acknowledgments v

Introduction 1

PART I Selling Your Client on Why Your Station

Is Logical to Buy, Regardless

of Your Ratings or Program 11

CHAPTER 1 Prospecting Local Direct: The Key to a Successful

Broadcast Career 13

CHAPTER 2 Using Media-Savvy Strategies to Get

Appointments with Key Decision Makers 23

CHAPTER 3 Making Broadcast Advertising User-Friendly 29

CHAPTER 4 Explaining Broadcast Marketing

to a Direct Client 37

CHAPTER 5 Advertising Clutter: You Are the Solution 45

CHAPTER 6 How We Really See and Hear Commercials 51

CHAPTER 7 Branding—It’s Not Just for Cowboys 59

CHAPTER 8 Your Station Is the Logical Solution 67

PART II Writing Genius Creative Whether You’re

a Creative Genius or Not 73

CHAPTER 9 Recognizing Creative Problems 75

CHAPTER 10 Creating a Centerpiece for Your Commerical 83

CHAPTER 11 Making the Spot Emotional 89

CHAPTER 12 Solving Consumer Problems Without Clichés 95

CHAPTER 13 Telling Your Target Market What to Do 109

PART III Demonstrating That Using Your Station

Is Not a Gamble, but a Good,

Calculated Risk 119

CHAPTER 14 Calculating Return on Investment (ROI) and

Managing Client Expectations 121

CHAPTER 15 Explaining the Pure Logic of Buying

Your Station 127

CHAPTER 16 The Value of One New Customer 135

CHAPTER 17 Selling Against Other Media 139

CHAPTER 18 Why a Local Broadcast Client Should

Own Your Station 159

PART IV Broadcast Sales Mechanics: How to

Make Your Job Easier 167

CHAPTER 19 Creating Concise and Customized Marketing and

Advertising Proposals 169

CHAPTER 20 Break Through the Commercial Clutter: Power

Presentations 179

CHAPTER 21 How to Negotiate Without Turning into a Pitiful

Puddle of Spineless Goo 183

CHAPTER 22 Why Objections Are Our Friends and Logical

Ways to Handle Them 193

CHAPTER 23 How to Close Broadcast Sales Without Looking

Like a Jerk 203

CHAPTER 24 The Value of Super-Servicing Your Local Client

211

CHAPTER 25 Collecting—How to Make Sure You Don’t Work

for Free 217

CHAPTER 26 How to Overcome Call Reluctance 221

CHAPTER 27 Conclusion 229

Index 231

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