subject: How Talk Radio Gets Education Based Marketing and So Can You! [print this page] Talk radio especially conservative talk radio gets education based marketing probably better than any industry. Regardless of your beliefs or political leanings, you need to get out of your own way to truly understand and appreciate how this industry secures loyal customers (listeners) and consequently stuffs their piggy banks through advertising dollars.
By providing education and then actually inviting their listeners to "check it (facts) out" these loyal fans keep coming back for more and more. Bottom line the more people who listen the greater advertising revenue generated and the goal to increase sales is realized. Now if your target marketing fits the demographics this becomes a win-win for everyone. Sales Training Coaching Tip: Without a written marketing action plan including an executive marketing summary, you will be working harder not smarter.
I realized the impact of education based marketing when radio station surfing and hearing comments from the listeners (loyal customers some who patiently waited a couple of hours to speak with the host) like this:
"You have educated me."
"Your show is the only one I listen to because of all the facts you share."
"Your provide the best details to complex issues."
Again step away from your own beliefs and re-read these comments. People listen to talk radio because they want to be educated, they want to learn. This approach within the overall sales process has an added benefit - loyal customers who engage in repetitive behaviors. Maybe this is why Rush Limbaugh can charge as what he calls "confiscatory rates."
If you wish to increase sales, construct a compelling message that educates. Sales Training Coaching Tip: Remember your facts can be checked out (thanks to the Internet) so be careful in exactly what you say.
So what "Does a compelling marketing message sound like?"
Citing statistics is a great way to grab someone's attention such as:
Would you like to be in the 30% who realize 8 hours of pay for 8 hours of work specific to your employees productivity or the 70% where you employees are draining your profit coffers? Sales Training Coaching Tip: Cite your sources such as: These statistics are from a fairly recent Gallup Poll
To be able to educate does demand your know your:
Products or Services
Industry
Industry of your target market
Target markets or markets
Current potential qualified customers (prospects)
General market place trends - Local, regional, state, national and international)
Sales Training Coaching Tip: Make sure you have a written marketing action plan along with a written executive marketing summary. This will help you work smarter not harder.
The other implicit demand is to focus not on your or your products or services, but your potential customers and his or her needs. This shifting may result in you being uncomfortable especially if you have engaged in Product Based Marketing. Yet this traditional approach is beginning to die on the vine even for multi-billion dollar organizations. For example, Pespi announced it stepped away from its past marketing activities during the Super Bowl game and pledge $20 million in a social media education based marketing campaign.
One reason for this change from product based marketing to education based marketing is because people are literally and figuratively overwhelmed with data, information and knowledge. Potential customers do not have time to scour the Internet, read the latest journals or attend local economic seminars. They are looking to others to help them and if you can provide viable, succinct information without misleading them using a compelling message then you have their attention. In other words, you are now the Red Jacket in the sea of gray suits.
Maybe you are thinking "I don't have time to educate!?" Let me ask you one question: Do you waste at a minimum of 12 minutes a day between 8am and 5pm? Given that research about productivity and time management suggests the majority of people waste at least 1 hour a day, then you probably have the time. This is not a case of time management, but rather self-management.
So now is the time to learn more about this marketing approach if you truly wish to increase sales by shortening sales cycle times and improving customer loyalty.
Now Pay Close Attention --
On the next page you will take a sneak peak at the upcoming secret system release for driving herds of targeted traffic to any site, affiliate or product and dump wads of cash into your bank account using this hidden facebook secret
So if you want to take a behind the curtain pre-release look at the facebook secret that is about to shake the internet to its core then I strongly recommend you read everything on the next page before it's too late!
