{"id":6130,"date":"2020-04-29T00:00:48","date_gmt":"2020-04-29T00:00:48","guid":{"rendered":"https:\/\/lastminutemediadeals.com\/?p=6130"},"modified":"2020-05-08T18:39:13","modified_gmt":"2020-05-08T18:39:13","slug":"knowing-when-to-kill-a-commercial","status":"publish","type":"post","link":"https:\/\/lastminutemediadeals.com\/knowing-when-to-kill-a-commercial\/","title":{"rendered":"Knowing When to Kill a Commercial"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]\n

Knowing When to Kill a Commercial<\/strong><\/h1>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]After 30 years of selling, writing, and placing commercials on radio and TV, there is one important lesson I have learned that has saved my clients and me a ton of money. If you\u2019ve written a successful radio or TV ad, you\u2019ll know it the first time it airs. If it doesn\u2019t drive calls or web hits immediately, no amount of frequency will improve its performance.<\/p>\n

Years ago when I was a new radio sales rep, my manager sat me down and gave me an extensive sales training where he handed me The Yellow Pages and told me to start \u201csmiling and dialing.\u201d Then he revealed the three most important words in radio sales, \u201cFrequency. Frequency. Frequency!\u201d You see, it was common in those days to get a client on the air and after a week of 40 run-of-schedule spots, you would call them to see how they worked. After an uncomfortable silence, they would say, \u201cWere we running this week? We haven\u2019t received any phone calls.\u201d When I would ask my sales manager why the spots were not working, he would undoubtedly say, \u201cYour client didn\u2019t run enough. They need more frequency!\u201d<\/p>\n

Well, as you can imagine, it never goes over well when you call your client back and tell them their radio schedule is tanking because they aren\u2019t running enough spots. It gets even worse when you suggest they double what they are spending and keep running the failing spot for at least 13 more weeks for any chance of making back their investment. Usually, they hung up on me, threatened to call a lawyer or both. I relived this nightmare scenario many times in my first few years in radio sales and the rule has never changed. If my spot doesn\u2019t work immediately, I\u2019m dead.<\/p>\n

Yes, quality always trumps quantity when it comes to successful ads. That lesson has saved my clients and I more money than one could imagine.[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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