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I spent 20 years of my more than 30-year career within the radio advertising business. During that span, the number one objection of customers and new prospects was, "I tried it once, and it didn't work." This objection is a hard objection to overcome. But to make it in the radio business as long as I have, you must truly know how to overturn this objection to earn a new piece of business. And truthfully, a medium that does not usually work is because either the provider or the buyer had no clue what kind of powerful marketing weapon they were dealing with. It was typically sold as a cheap, get-rich-quick package bundled with a terrible ad message. Then

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