(By Pat Bryson) I was working with a print media client a few weeks ago discussing the most common objections they hear. Undoubtedly, it was this: “Nobody reads the newspaper anymore.” I found this interesting because I, and I’m sure you have, too, also hear from my radio clients, “Nobody listens to the radio anymore. They listen to satellite or podcasts.” My TV people say, “Everyone fast-forwards through the commercials or watches Netflix.”
We all experience the same objections tailored to our media. But I had an “a-ha” moment. 10 or 20 years ago, when a new business opened, the first thing they thought of regarding advertising was “I have to place a newspaper ad”. Now, we radio people were never the first thing they thought of, TV maybe second or third. But today, what do you suppose is the first thing a retailer thinks of in regard to advertising? “I have to put this on Facebook”.
It all comes down to perception. Does our prospect perceive that Facebook is the best place to advertise? Does our prospect perceive that “no one reads the newspaper” “no one listens to radio” “everyone watches Netflix”?
Perceptions have changed in today’s digital world. Yet, studies show that “traditional” media, especially radio, still holds a valuable place in the advertising universe. Look at P&G. We still educate consumers on what to buy, where to buy it, and why they should want it. But we are dealing with perceptions that shape the reality and decisions of our prospects and clients. We must understand these perceptions. We must understand the world of our clients. It’s a new world for them also.
The more we understand their world, the better equipped we are to create campaigns to meet their needs. We can become their guide in this complicated marketplace. “It’s not about us: It’s about them.”
If you’d like more ways to talk to a client about this, read Pat’s “How Full Is Your Testimonial File?” and Roy H. Williams’ “Nobody Listens To The Radio Anymore“.
Pat Bryson is the CEO of Bryson Broadcasting International, a consulting firm that works with sales managers and salespeople to raise revenue. She is the author of two books, “A Road Map to Success in High-Dollar Broadcast Sales” and “Successful Broadcast Sales: Thriving in Change” available on her website. Read Pat’s Radio Ink archives here.
