Benefits

What are your customers (advertisers/listeners) buying? Is it the morning show? The music you play? Is it habit? Is it price?

It’s none of these.

People don’t buy features, they buy benefits. The two are very different. Features are the characteristics of the product. Benefits are the oftentimes intangible aspects for the listener, and increased business for the advertiser. What benefits does your station have to sell?

Music quantity statements don’t add up to a benefit by themselves. They are too easy to match, or beat. The only time they make sense is if you know that a substantial part of the audience thinks the competition doesn’t play enough music and you know for sure that they cannot match or beat your promise.

Same goes for rate wars. Denigrating your product by giving it away does not build value or position it as a potential benefit. The worst thing that could happen to you and your market is if the competing stations follow you into this black hole.

Identify and promote the things about your product that provide a benefit to your listeners. It could be the morning show. It could be the blend of music you play. It could be your information package. Whatever it is, when you make the list make sure it includes at least one thing unique to your market.

As for your sales efforts, you’ve heard it before I’m sure: Sell results! That’s what an advertiser is looking for after all. That’s the benefit they care about most.

If you’re talking about results your station has generated for its clients you’re highlighting the value your airtime can bring to the prospect. If they perceive value, price becomes less important.

Unfortunately the last couple of years have made even an obvious benefit a tough sell. However, benefits that bring revenue are still in demand. It’s the intangibles that have become next to impossible to sell. That’s why it’s imperative you concentrate on results and build value with your stories.

Bob Glasco

480-488-0903

bob@glascomedia.com