Dear Colleague,
Are you getting your prospects involved emotionally, or simply focusing on your product or service?
All's Well That End's Well
Problem: Radio stations typically get "freebies" from local merchants in exchange for advertising time. These freebies are used for a variety of promotions and are an important way for radio stations to create interest in their stations. KZAP had a few sets of tickets for a Shakespearean play at a local theater, and decided to give them away. The DJ announced enthusiastically, "OK folks, we've got great theater ticket this weekend at the Old Globe Theater. "All's Well That Ends Well", a Shakespearean classic. The fifth caller gets the tickets, so call 555-1234 right away. And they waited and waited, but the phone lines were silent. So they tried again the next hour, with the same results. Two more efforts met with the same fate.
Reason: Ho-hum. So what? Their listeners were tuned into a different station, WII-FM, What's In It For Me? Their offer had failed to generate any enthusiasm in their listeners because they had failed to give them an experience that they could relate to. OK, free tickets, but to Shakespeare? Not exactly everyone's choice for an exiting theater experience.
Solution: At a meeting the following day, the general manager of the station recalled something he had read a few days before. People get excited about getting dressed up for a classy evening out, the report said. So they changed their "pitch" to the following, "If you'd like to have an evening out, want a reason to get dressed up and do something really classy, we've got just the ticket for you, and they're free tickets to see Shakespeare's' "All's Well That End's Well." Tickets go to the fifth caller." The phones lit up and the tickets were given away immediately. What was the difference? The audience was into the experience, not just the play. The play was secondary. Think of the emotional value of getting dressed up for a night out doing something classy. It's light years away from simply attending a play by the Bard.
Good Selling!
Ron Silver
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