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The Cheater’s Secret to Writing Radio Spots That Convert: Talk to the Salespeople

For every new radio client, we take on, Last Minute Media Deals initiates a thorough creative discovery process to create our radio media planning and buying strategy. After learning about the company’s competition and market position, there’s one tactic in our bag of tricks that without fail provides the most practical and effective insights for writing radio spots that convert.

We talk with the salespeople. Okay, we go a bit further than that. We harass the salespeople. We listen in on their phone calls. We follow them on sales appointments. We even take them out to lunch. That’s because a good salesperson has nuggets of information we’d never find anywhere else. Outside salespeople and on-the-floor or over-the-phone customer service reps work in the trenches. They talk directly to customers and always have a honed, tried-and-true sales pitch forged through countless interactions.

A good salesperson will always tell us everything we need for writing radio spots that get response

  • How to overcome objections
  • The key benefits that are most likely to make customers convert
  • How to effectively position the product against the competition
  • Their favorite sales hooks

“Salespeople are the ones that close the sale and, therefore, have the hard-won insights on clinchers— the things that ultimately turn prospects into buyers. Salespeople have a wealth of insight, yet so many marketers fail to ask them for it.”

Jonathan Kranz, Principal at Kranz Communications


In most cases, a salesperson will give you more granular product information than the CEO or marketing manager. You could talk to a million experts on how to position or sell a particular brand in a direct-response spot, but you’ll learn more on one sales call in the field with a good sales guy or gal.

We always go on sales appointments armed with an audio recorder to document the entire sales presentation. Later, we have the recording transcribed and create a log of all the wisdom contained therein.