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Greetings from BBI!
Today's competitive broadcasting environment means that we all must be better, we all must work smarter. Bryson Broadcasting International (BBI) is committed to helping broadcast organizations worldwide to raise their level of expertise in sales and management.
Our newsletters give you information about sales and marketing that you may use to increase your revenue. We hope that you may find them to be of great benefit to your sales success. Happy selling! |
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Headlines That Sell |
We are broadcast people! Many of us are auditory. And now, with the advent of the Internet, we are having to write HEADLINES for our websites. It's easy to go wrong writing these headlines. Where do most people make headline mistakes? These are courtesy of David Garfinkel, copywriting coach.
- The headline just doesn't pass the "So what?" test. Just having a factual headline doesn't really work because facts rarely stir people's emotions. When there's a promise in the headline that the prospect doesn't immediately see as valuable, the headline fails the test.
- The headline is cute, clever or obscure. These include plays on words, sexual innuendo, attempts at humor. Your prospect may find them funny, but this type of headline never sets the tone or puts the prospect in the mood to take action. Also, cuteness and humor do not always translate across cultures. Not all of your headline readers will speak English as a first language.
- The headline means everything to the business but nothing to the prospect. If your company has celebrated its 25th anniversary, congratulations. Self-congratulatory headlines have no power to motivate prospects to shop with you...unless they have a burning desire to shop with a company that's been around awhile. Same goes for radio stations with longevity.
Most headline failures can be traced to the failure of the person writing the headline to stand in the prospect's shoes and to see things from his or her point of view. This valuable skill is the key to writing good headlines. |
| The Client's Corner | | What do you tell your clients about media dominance? Media dominance is the position owned by the advertiser with the greatest share of voice. Share of voice is created by dominating a medium. If your client cannot afford to dominate several mediums, he should choose one. If you cannot dominate all radio or TV, you should dominate one radio or TV station. If you cannot dominate the entire station, you should dominate a daypart or a TV show.
Creating media dominance requires repetition. Sleep lessens the impact of all advertising, thus requiring people to be reached over and over again. If your client would create share of voice, he must utilize repetition, repetition, repetition. |
| Words to Live By..... | |
" Luck is what happens when preparation meets opportunity." |
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We want to help your staff increase revenue! We at Bryson Broadcasting International are available to help your sales staff achieve its next level of expertise. We customize our programs to meet your needs. As needed, we make use of interpreters and produce sales materials in your language. If you would like to discuss your sales training needs, we may be reached at Pat@patbryson.com.
For more information about BBI, click here.
©Copyright 2010 Bryson Broadcasting International
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| A little about me..... |
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Pat Bryson has worked in the radio industry for over 25 years. During that time, she was one of the highest billing sales people in the radio industry in her market. She was promoted to General Sales Manager, managing and training both experienced and inexperienced sales people . Her career advanced to General Manager, where Pat created a culture of over achievement for her stations.
Through Bryson Broadcasting International, Pat now helps her clients to create that same culture of over achievement in their stations. |
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Jane Pigg, Carolyn Becker, Joyce McCullough and Pat at NAB Dinner
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| Our Clients | |
Students at NABEF session in Las Vegas at NAB |
| Our Clients |
 P Reunion of Silver Addy Award winners at Addy Award Banquet. Left to right: Peggy George, Steve Bright, Pat Bryson begin_of_the_skype_highlighting end_of_the_skype_highlighting |
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