Telling Your Story
July 28, 2022
Do you ever struggle to tell the best story for your station? Don’t quite know how to show that you are a great “match” for the advertiser? Need a general format for finding and telling your story?
We’ve got you covered.
Well, at Research Director, Inc., we are experts at telling your story. Here are a few “golden rules” to play matchmaker between your station and the advertiser. Remember … you will be most successful in your matchmaking efforts if you can show that the two parties have a lot in common.
#1 – Finding your story
- Gather all the info you can about the advertiser’s target consumer and their goals for the ad campaign. This might include age, gender, socioeconomic info, lifestyles, retail spending, etc.
- Pull all the quantitative and qualitative reports for anything that might match the characteristics of the target consumer.
- Consider additional categories to explore. Example: plans to buy a home or vehicle for a mortgage company, as well as other loans and banking information.
- Determine the estimates that provide the most value for your story. Cume persons for reach, composition for targetability, etc.
#2 – Craft your story (this is the matchmaking part)
- Determine where you match the characteristics of the target the advertiser wants to reach. Show the comparison by stating, “Here is your target consumer” and then, “Here is how our listeners match your target. They have a lot in common, right?”
- Start with broad information and narrow. Consider profiling the market first, followed by the client or consumer group. Add your station facts last.
- Use meaningful data. More details to come in our next Back to Basics blog.
- Some sample bullets:
- $XXX is spent on furniture yearly in (your market).
- XX people in (your market) are planning to buy furniture in the next year.
- Potential furniture buyers are XX% more likely to spend $XX on their next purchase. XX% of our listeners are planning to buy furniture this year.
- That’s XXX people that could buy their furniture from YOU!
#3 – Putting it all together
PowerPoint is the mostly widely used software for presentations. Be sure you are proficient in the basics of layout, fonts, etc. or get someone to help you create the slide deck. Now take all the main bullets points you created to tell your story. Keep the slides simple – only a few main points/bullets on each page. Add an image or graphic that relates to your main points. Include a cover page with the client’s name and logo, as well as a Summary and Call to Action. Depending on the stage of your prospect, you may want to include a proposed schedule that will help the advertiser to accomplish their goals. DON’T FORGET TO ASK FOR THE ORDER!
Reach out to us here for additional help.
Karen Morriss, Director of Client Services