Lead Generation Tactic: Get on the Radio
This article is excerpted from the July 8th, 2003 edition of "The Sales Generator", a free weekly e-newsletter focused on lead generation. Published by INVICTUS Solutions Group (www.INVICTUSsolutions.com
We’ve all heard professionals and business owners on the radio, discussing some aspect of their work. Doctors get air discussing new techniques in coronary surgery. Attorneys are asked to discuss the importance of wills and estate planning. And business owners are given the chance to discuss the impact of new tax rules. But have you ever stopped to wonder how they got there?
Like print media, radio stations exist to provide content for their audiences. To get high ratings, they must provide a steady stream of information of interest to those that tune in to them. One way to do this is to bring in guest “experts” to discuss topics of interest. With the right approach, you can be that expert.
The best thing about getting on the radio is instant credibility for you and your business. Most people don’t understand how the broadcast media works, and automatically think that the station sought you out as a well-known expert in the field. While that can and does happen, that’s not the only way to get on the air.
The truth is that it’s not that difficult to get invited in to do a talk segment on the radio. One of the main reasons for this is that
most people are simply afraid to do it! In many cases, just the thought of being broadcast to many thousands of listeners petrifies people.
There are several types of programs on which you might appear, including general interview shows, interview/call-in shows, panel shows, and specialized programming. Topics you can address include trends, how-to information, or what’s new in your industry.
To get your “fifteen minutes of fame”, prepare a pitch letter to sell the producer on your idea for a radio show. Pitch letters should be as brief as possible; never more than two pages. E-mail your letter to radio station program managers, and call to follow through a couple of days later. When you call, focus on the story, not on the pitch letter. With a good story idea, and a little tenacity, you’ll get the chance to make it on the air.
About the Author
Robin Johnston, Director of INVICTUS Solutions Group, is a marketing and business development professional with experience across technology, financial services, and public sectors. Robin is a Certified Management Consultant, and holds an MBA in Marketing and Corporate Strategy. He excels at developing strategic and tactical marketing plans, positioning brands, sales training, deploying programs to out-market competitors, generating leads, and accelerating revenue with limited marketing budgets.
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