When I first got into radio sales, I was told of the importance of getting as many success letters as possible to build your resume. Most sellers were very lazy in doing this, But as I started my business nearly 40 years ago, I did just that.
I asked for – and received – a lot of success letters.
But over the past 10 years, my thinking has shifted. The success letters are great, but you’re handing them out one at a time. Not very efficient.
Today, my sellers ask for on-air testimonials that they can run. Efficiency just increased exponentially!
Better yet, the seller that gets the on-air testimonial, gets the love. After the testimonial, the seller comes in and says something to the effect of, “Hi, this is ____________. And that’s just one of the many success stories I have from my clients. If you’re looking for success. Give me a call. My direct number here at the station is _____________.”
On-air success stories beat success letters – but it’s not a bad thing having both!
