How To Get Free Radio Advertisement

How To Get Free Radio Advertisement



HOW TO GET FREE RADIO ADVERTISEMENT
The greatest expense you're going to​ incur in​ conducting a
successful business is​ advertising.
You have to​ advertise .​
Your business cannot grow and​ flourish
unless you advertise .​
Advertising is​ the​ life-blood of​ any
profitable business .​
And regardless of​ where or​ how your
advertise, it's going to​ cost you in​ some form or​ another.
Every successful business is​ built upon, and​ continues to​ thrive,
primarily, on good advertising .​
The top companies in​ the​ world
allocate millions of​ dollars annually to​ their advertising
budget .​
of​ course, when starting from a​ garage, basement or
kitchen table,you can't quite match their advertising
efforts---at least not in​ the​ beginning .​
But there is​ a​ way you
can approximate their maneuvers without actually spending their
kind of​ money .​
And that's through P.I Advertising.
P.I .​
stands for​ per inquiry .​
This kind of​ advertising most
generally associated with broadcasting, where you pay only for
the responses you get to​ your advertising message .​
It's very
popular--somewhat akin to​ bartering--and is​ used by many more
advertisers than most people realize .​
The advantages of​ PI
Advertising are all in​ favor of​ the​ advertiser because with this
kind of​ an​ advertising arrangement, you can pay only for​ the
results the​ advertising produces.
To get in​ on this free advertising, start with a​ loose leaf
notebook, and​ about 100 sheets of​ filler paper .​
Next, either
visit your public library and​ start poring through the​ Broadcast
Yearbook on radio stations in​ the​ U.S., or​ Standard Rate and​ Data
Services Directory on Spot Radio .​
Both these publications will
give you just about all the​ information you could ever want about
licensed stations.
An easier way might be to​ call or​ visit one of​ your local radio
stations, and​ ask to​ borrow (and take home with you) their
current copy of​ either of​ these volumes .​
To purchase them
outright will cost $50 to​ $75.
Once you have a​ copy of​ either of​ these publications, select the
state or​ states you want to​ work first .​
It's generally best to
begin in​ your own state and​ work outward from there .​
If you have
a moneymaking manual, you might want to​ start first with those
states reporting the​ most unemployment.
Use some old fashioned common sense .​
Who are the​ people most
likely to​ be interested in​ your offer, and​ where are the​ largest
concentrations of​ these people? You wouldn't attempt to​ sell
windshield de-ice canisters in​ Florida, or​ suntan lotion in
Minnesota during the​ winter months, would you?
At any rate, once you've got your beginning target area decided
upon, go through the​ radio listings for​ the​ cities and​ towns in
that area, and​ jot down in​ your notebook the​ names of​ general
mangers, the​ station call letters, and​ addresses .​
be sure to​ list
the telephone numbers as​ well.
On the​ first try, list only one radio station per city .​
Pick out
the station people most interested in​ your product would be
listening to .​
This can be determined by the​ programming
description contained within the​ date block about the​ station in
the Broadcasting Yearbook or​ the​ SRDS Directory.
The first contact should be in​ the​ way of​ introducing yourself,
and inquiring if​ they would consider a​ PI Advertising campaign.
You tell the​ station manger that you have a​ product you feel will
sell very well in​ his market, and​ would like to​ test it​ before
going ahead with a​ paid advertising program .​
You must quickly
point out that your product sells for, say $5, and​ that during
this test, you would allow him 50% of​ that for​ each response his
station pulls for​ you .​
Explain that you handle everything for
him: the​ writing of​ the​ commercials, all accounting and
bookkeeping, plus any refunds or​ complaints that come in .​
In
other words all he has to​ do is​ schedule your commercials on his
log, and​ give them his best shot .​
When the​ responses come in,
he counts them, and​ forwards them on to​ you for​ fulfillment .​
You
make out a​ check for​ payment to​ him, and​ everybody is​ happy.
If you've contacted him by phone, and​ he agrees to​ look over your
material, tell him thank you and​ promise to​ get a​ complete
package in​ the​ mail to​ him immediately .​
Then do just that.
Write a​ short cover letter, place it​ on top of​ your ready-to-go
PI Advertising Package, and​ get it​ in​ the​ mail to​ him without
delay.
If you're turned down, and​ he is​ not interested in​ taking on
any PI Advertising, just tell him thanks, make a​ notation in​ your
notebook by his name, and​ go to​ your next call .​
Contacting these
people by phone is​ by far the​ quickest, least expensive and​ most
productive method of​ exploring for​ those stations willing to
consider your PI proposal .​
In some cases though, circumstances
will deem it​ to​ be less expensive to​ make this initial contact by
letter or​ postcard.
In that case, simply address you card or​ letter to​ the​ person you
are trying to​ contact .​
Your letter should be positive in​ tone,
straight forward and​ complete .​
Present all the​ details in​ logical
order on one page, perfectly typed on letterhead paper, and​ sent
in a​ letterhead envelope .​
(Rubber-stamped letterheads just won't
get past a​ first glance.) Ideally, you should include a
self-addressed and​ stamped postcard with spaces for​ positive or
negative check marks in​ answer to​ your questions: Will you or
won't you over my material and​ consider a​ mutually profitable
Per Inquiry advertising campaign on your station?
Once you have an​ agreement from your contact at​ the​ radio station
that they will look over your materials and​ give serious
consideration for​ a​ PI program, move quickly, getting your cover
letter and​ package off by First Class mail, perhaps even Special
Delivery.
What this means is​ at​ the​ same time you organize your radio
station notebook, you'll also want to​ organize your advertising
package .​
Have it​ all put together and​ ready to​ mail just as​ soon
as you have a​ positive response .​
Don't allow time for​ that
interest in​ your program to​ cool down.
You'll need a​ follow-up letter .​
Write one to​ fit all situations;
have 250 copies printed, and​ then when you're ready to​ send out a
package, all you'll have to​ do is​ fill in​ the​ business salutation
and sign it .​
If you spoke of​ different arrangements or​ a​ specific
matter was discussed in​ your initial contact, however, type a
different letter incorporating comments or​ answers to​ the​ points
discussed .​
This personal touch won't take long, and​ could pay
dividends!
You'll also need at​ least to​ thirty-second commercials and​ two
sixty-second commercials .​
You could write these up, and​ have 250
copies printed and​ organized as​ a​ part of​ your PI Advertising
Package.
You should also have some sort of​ advertising contract written
up, detailing everything about your program, and​ how everything
is to​ be handled; how and​ when payment to​ the​ radio station is​ to
be made, plus special paragraphs relative to​ refunds, complaints,
and liabilities .​
All this can be very quickly written up and
printed in​ lots of​ 250 or​ more on carbonless multi-part snap-out
business forms.
Finally, you should include a​ self-addressed and​ stamped postcard
the radio station can use to​ let you know that they are going to
use your PI Advertising program, when they will start running
your commercials on the​ air, and​ how often, during which time
periods .​
Again, you simply type out the​ wording in​ the​ form you
want to​ use on these reply postcards, and​ have copies printed
for your use in​ these mailings.
To review this program: Your first step is​ the​ initial contact
after searching through the​ SRDS or​ Broadcasting Yearbook .​
Actual
contact with the​ stations is​ by phone or​ mail .​
When turned down,
simply say thanks, and​ go to​ the​ nest station on the​ list .​
For
those who want to​ know more about your proposal, you immediately
get a​ PI Advertising Package off to​ them via the​ fastest way
possible .​
Don't let the​ interest wane.
Your Advertising Package should contain the​ following:
1 .​
Cover letter
2 .​
Sample brochure, product literature
3 .​
Thirty-second and​ sixty-second commercials
4 .​
PI Advertising Contract
5 .​
Self-addressed, stamped postcard for​ station
acknowledgement and​
acceptance of​ your program.
Before you ask why you need an​ acknowledgement postcard when you
have already given them a​ contact, remember that everything about
business changes from day to​ day---conditions change, people get
busy, and​ other things come up .​
the station manager may sign a
contract with your advertising to​ begin the​ 1st of​ March .​
The
contract is​ signed on the​ 1st of​ January, but when March 1 rolls
around, he may have forgotten, been replaced, or​ even decided
against running your program .​
a​ lot of​ paper seemingly covering
all the​ minute details can be very impressive to​ many radio
station managers, and​ convince them that your company is​ a​ good
one to​ do business with.
Let's say that right now you're impatient to​ get started with
your own PI Advertising campaign .​
Before you jump off the​ deep
end, remember this: Radio station people are just as
professional and​ dedicated as​ anyone else in​ business---even more
so in​ some instances--so be sure you have a​ product or​ service
that lends itself well to​ selling via radio inquiry system.
Anything can be sold, and​ sold easily with any method you decide
upon, providing you present it​ from the​ right angle .​
hello out
there!
Who wants to​ buy a​ mailing list for​ 10 cents a​ thousand names?
wouldn't even be allowed on the​ air .​
However, if​ you have the
addresses of​ the​ top 100 movie stars, and​ you put together an
idea enabling the​ people to​ write to​ them direct, you might have
a winner, and​ sell a​ lot of​ mailing lists of​ the​ stars.
At the​ bottom line, a​ lot is​ riding on the​ content of​ your
commercial---the benefits you suggest to​ the​ listener, and​ how
easy it​ is​ for​ him to​ enjoy those benefits .​
For instance, if​ you
have a​ new book on how to​ find jobs when there aren't any jobs:
You want to​ talk to​ people who are desperately searching for
employment .​
You have to​ appeal to​ them in​ words that not only
perk up their ears, but cause them to​ feel that whatever it​ is
that you're offering will solve their problems .​
It's the​ product,
and in​ writing of​ the​ advertising message about that product are
going to​ bring in​ those responses.
Radio station managers are sales people, and​ sales people the
world over will be sold on your idea if​ you put your selling
package together properly .​
And if​ the​ responses come in​ your
first offer, you have set yourself up for​ an​ entire series of
successes .​
Success has a​ ripple effect, but you have to​ start
on that first one .​
We wish you success!




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