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Thursday, July 13, 2006

HOW TO GET FREE RADIO ADVERTISING

HOW TO GET FREE RADIO ADVERTISING


The greatest expense you're going to incur in conducting a successful
business is your 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 you 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 budgets. 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 is a 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 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
the 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 money-making 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 deice 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 the general managers, the station call letters,
and the addresses. Be sure to list the telephone numbers as well.


On your 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 data block about
the station in the Broad casting Yearbook or the SRDS Directory.


Let's say that you're listed 250 different radio stations. It's best to list
the stations you want to contact alphabetically by the city or town they're
licensed to serve, with a tab


separating each state. The next step is either a phone call or a letter to
the station manager of each of the stations.


This first contact should be in the way of introducing yourself, and
inquiring if they would consider a PI Advertising campaign. You tell the station
manager 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 on 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 your 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 look over my materials
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 that at the same time you organize your "radio station
note book," 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 two 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, and 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 on to
the next station on your 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 acknowledgment and
acceptance


of your program.


Before you ask why you need an acknowledgment postcard when you have already
given them a contract, 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 o f 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 the 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 in stance, 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 the
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 to 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!


 


Rich Jerk Makes
Millions Online


 


 


























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