Sales Tip from a Programmer

Set up training sessions for jocks on endorsement/live spots.  The best live spots are stories – true life stories about a successful experience with the sponsor. The worst use pre-written copy that sounds read instead of experienced.  One of the best radio product endorsers – Rush Limbaugh.  Put aside your politics and listen to how he delivers a live spot, and use it in your training.

Sell title sponsorships to everything and work with jocks to make saying it second nature.  The “Randy’s Volvo” Prize Closet, the “Stanley Steemer” Contest Line, the “Panera Bread” Text Line – ESPN Radio does the best job of this and it can become a valuable asset on the station.   

And don’t underprice it.  At WIKY in Evansville, Indiana we sold an hourly “time check” to a local jeweler with a :15 co-op Rolex mention attached and we sold it at a Rolex-like price. It’s still on the air after five years and I’m sure it’s paid for a car or vacation for some lucky AE.