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While You Were Gone - the News Got Worse
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If you were watching television over the holidays, the bad news was inescapable; mostly from the same keen minds who called it a "Recession" about a year after it started. So what else is new? For all this week we'll concentrate on Kicking Off the New Year; getting a jump-start on revenue. Yes, it's possible.
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Good Dog versus Bad Dog
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There's an old Native American story about A Good Dog and A Bad Dog.
The legend says that we have two metaphoric "Dogs" in our heads; a Good Dog and a Bad Dog, both engaged in a never-ending, fight with each other in every waking hour. Who wins the fight? Answer: the one we FEED THE MOST; the one to whom we give the most attention, the one that occupies most of our time and discussion. However there's good news. The legend says that WE are in charge of that fight. Which dog wins is up to us - not them. By feeding one or the other we decide which one wins. The winner is our personal responsibility.
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The Bad Dog
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We're having a tough time because of our clients having a rough time. We're inundated with the Bad Dog news of the economy; layoffs, bankruptcies, businesses closing their doors, etc. And the experts say it's going to get worse. There's not much we can do to impede this Bad Dog, but we have a choice as to how much thinking and discussion time we give to them.
But we can do something about a part of the Bad Dog - our fear of change. One of the other reasons we're having a rough time is that our failure to innovate has come home to roost; innovations we could have made when revenue acquisition was easier. Those are the practices that actually interfere with and impede our selling success. Examples include complicated commission plans including different commission rates for New Business versus Renewal, Agency versus Direct, instead of commissions based on hitting one net dollar goal - no matter where the money comes from. Another is Attention-Scattered account lists that discourage our achieving expertise in advertiser business categories. Finally, the worst sales killer is our failure to recognize that the value of Radio is tied directly to creative. In-station creative copy writing people are a common practice around the rest of the world. Those people are considered an asset. Most US broadcasters consider them a frill. Unbelievable.
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Then there's the Good Dog
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We FEED this dog when we consider possibilities. They're everywhere. Here's just an iota.
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New Trends are emerging. Ostentatious show is out; Thrift is in. Shopper-tainment at the Mall has slowed. Instead of eating out, people are eating in or take-out, Netflix, anything Green, outpatient medical centers, mega-churches, home security and a couple dozen more.
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Advertisers who are The Low Price Leader are in. Advertisers with a clear cost-benefit proposition are in.
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We FEED this dog when we re-consider the tools that we formerly considered Secondary. Examples:
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Coupons will be huge. Your weekly listener e-mail newsletter represents a GIANT potential for new revenue.
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Untapped treasures include our mastery of NTR applied to the web and texting.
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This week we'll talk about Your Extended Sales Staff. (For AEs.)
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Odds are good that there'll be an Obama stimulus plan. Any good news will stimulate hope and excitement.
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(We pray that our new President will also outlaw the BCS.)
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Which are We Feeding Most?
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Recall that the foundation of this newsletter is to propose to you that, yes it's a bad economy, but knowing that fact doesn't take us anywhere but down. There's no hope. Even worse, concentrating our attention on it will STOP all progress and make it a Personal Recession.
All traditional media will look different when we come out of this. The lesson of history is clear: in challenging times those who pioneered and searched for new opportunities came out big winners. So the goal is to concentrate on the proposition that we're in a NEW economy with new rules for success. The goal is clear - to discover and then maximize those new opportunity on them. Once we understand some of the new rules and new alternatives, we'll succeed. Everybody's looking for leadership, hope and innovation.
You Are Not Required to Have a Personal Recession.
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Three TazMedia Products for Right Now!
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Online - How to Jump-Start Your Year - in Today's Tough Economy. The primer.
Click Here for Details & Registration.
Online -Selling in the New Economy - for Senior Sellers & Managers. Aha! It turns out that the problems are different for the Big List Seniors. The larger the market, the larger the problem. Solutions here.
Click Here for Details & Registration.
Onsite - Secrets to Advertising in the New Economy. A Station Workshop for Clients. The clients love it and it produces extra revenue. We've just had a big success in one major market and two more large clusters have jumped on this.
Click Here for Details & Registration.
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