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It's The Media's Fault
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Have you heard people say (or have you said) If only the media would quit talking about the recession it . . . wouldn't be as bad and people wouldn't pay attention to it, etc.
There's a slogan in journalism that says, Dog bites man. That's not news. Man bites Dog - That's News. Now you must admit that the number of bankruptcies, unemployment and foreclosures is news. Besides it isn't just affecting your market - it's worldwide. So let's ask, What would you like the media to cover? Would you rather that they skip over bad news? Talk more about the Good Positive Stories? Should the media not talk about Bernie Madoff, corporate greed, mortgage salespeople lying to customers about potential to pay their mortgages? What part should "the Media" downplay? I don't think "the mainstream media" (which incidentally, includes us) has a conspiracy to talk up bad news. Besides, those bad news stories alert us to what's really going on and gives us a chance to lessen the effects on us.
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Don’t Try to Shield Ourselves from News
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Managers sometimes tell AEs that there's no such thing as a recession. The AEs, seeing the same 24/7 news as everyone else, don't believe the SM which leaves the SM open to being doubted about more important stuff, like the their opinions on fundamental sales subjects. Face it. Man up. It's there. However, like everything we say, consider it a New Business with new opportunities.
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Start Looking for Good News. It's Coming.
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Soon the economy will become Old News. The talk of it will die down. Then the talk will be about the Recovery. That will present a huge opening for us.
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It's apparent the auto companies won't go out of business. There might be fewer dealers - but they'll need to advertise.
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Obama and Hope. There's a feeling in the country that the new administration will help out. When the Stimulus Package (or whatever they call it) is announced, every station should have it's own Stimulus Package on the street. What would that look like? Got some ideas? It's got to be more than spots.
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Recovery Prep Project. I don't know what it means is either, but sure like how it sounds. What would you do with this?
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When the stories appear - start building a collection of articles. E-mail them to clients. Savor them in sales meetings. Read every word. Make them into posters. Believe them.
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Advertiser Recovery Workshops. How could you help your most loyal advertisers turn things around, even if it's nothing more than playing a bunch of great new spots and showing them some great NTR ideas.
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Kudos to Paul Weyland
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Paul is one of the good things about our business. He and I are often on panels and workshops and I watch him continually get good marks for delivering good solid material. Need to thank him for his ideas about copywriting.
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If you're writing copy, don't sit in front of a blank screen and use all the usual clichés.
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There are other things that work so much better.
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Imagine, while driving, you're talking about a business and describing it to a friend in the passenger's seat. Just tell them a story. That's Real Copy.
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Imagine writing a letter to a good friend telling them about the new ___ store you found.
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Tell about the people you met and how they worked so hard to help you. Again, it's real.
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Copy is best when it's about Story and sounds like it's talking to an actual person - not announcing to a person - not filled with the eons of old copy clichés.
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The irony is that it not only works better, but is also far more effective.
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Thanks Paul.
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Excellent Small Market Gig
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Gary Buchanan and Three Eagles are looking for a GM for a Fort Dodge seven station cluster including heritage AM KWMT - which you can hear in a zillion states and several planets. Gary says he's looking for someone who'll get totally involved with programming, sales management and the community. (If I recall, the GMs who fit this description are why many small market companies are up for '08 and pacing ahead for '09.) Very progressive idea company. Contact Gary at gbuchanan@threeeagles.com.
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Next Online Workshops Jan 28 - Feb 28
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Selling in a Tough Economy. We'll keep doing them as long as people keep enrolling them.
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Selling in a Tough Economy CD and DVD. We're finishing a 1-hour version of the workshop, both as an audio CD and a DVD with video. We'll have purchase info shortly.
Two Brand New Subjects.
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Negotiation Skills for a Tough Economy. For when the client says, "I need a lower ___or higher amount of ___ or I can get it cheaper down the street." Heard that lately?
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Advertising in a Tough Economy. How to talk to advertisers. The online version of the live workshop we do for 100 advertisers at a time.
Details, Dates & Registration will be available shortly.
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