Acknowledgments V
Introduction 1
Selling Your Client on Why Your Station Is Logical to Buy, Regardless of Your Ratings or Program 11
Prospecting Local Direct: The Key to a Successful Broadcast Career 13
Using Media-Savvy Strategies to Get Appointments with Key Decision Makers 23
Making Broadcast Advertising User-Friendly 29
Explaining Broadcast Marketing to a Direct Client 37
Advertising Clutter: You Are the Solution 45
How We Really See and Hear Commercials 51
Branding-It's Not Just for Cowboys 59
Your Station Is the Logical Solution 67
Writing Genius Creative Whether You're a Creative Genius or Not 73
Recognizing Creative Problems 75
Creating a Centerpiece for Your Commerical 83
Making the Spot Emotional 89
Solving Consumer Problems Without Cliches 95
Telling Your Target Market What to Do 109
Demonstrating That Using Your Station Is Not a Gamble, but a Good, Calculated Risk 119
Calculating Return on Investment (ROI) and Managing Client Expectations 121
Explaining the Pure Logic of Buying Your Station 127
The Value of One New Customer 135
Selling Against Other Media 139
Why a Local Broadcast Client Should Own Your Station 159
Broadcast Sales Mechanics: How to Make Your Job Easier 167
Creating Concise and Customized Marketing and Advertising Proposals 169
Break Through the Commercial Clutter: Power Presentations 179
How to Negotiate Without Turning into a Pitiful Puddle of Spineless Goo 183
Why Objections Are Our Friends and Logical Ways to Handle Them 193
How to Close Broadcast Sales Without Looking Like a Jerk 203
The Value of Super-Servicing Your Local Client 211
Collecting-How to Make Sure You Don't Work for Free 217
How to Overcome Call Reluctance 221
Conclusion 229
Index 231