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July 02, 2013 at 10:58 AM
Are you getting less than ideal results from your radio marketing campaigns? Would you like to turn listeners into loyal clients? Advisors everywhere are turning to the radio airwaves in hopes of building a following of happy prospects, who will eventually become long-term clients. However, most advisors miss out on the majority of the opportunity, because they turn to radio with no real strategy or game plan for converting listeners.
Many advisors operate with the belief that the only way to capture a lead via radio is to have the prospect “call in.” This is not true; there are multiple ways to capture leads with radio. However, if you are not aware of them, you will be boxed in and limited to only what you know.
The typical call-to-action on a radio show is “call my office.” However, understand that asking someone to call your office can be intimidating, since many people like to gather information at arm’s length. Asking listeners to call your office can create fear of being drawn into a sales conversation by a savvy salesperson who may try and talk them into something they are not prepared to commit to.
You may be thinking, “So, is it bad to have people call my radio show?” Absolutely not! But understand that those calling in likely already have a very high buying temperature. Those that don’t simply won’t call, and that’s a lot of people to let slip through the cracks.
Secondary offer
Just as with seminar marketing, you should have a secondary offer as a reward for listening to your show: like going to a website to download a free report or texting a short code to start the conversation. Remember, people are not sitting at home, next to a telephone, listening to your radio show and anticipating they have to call in when the time is right. You have to meet your prospects where they are and make it simple for them to engage with you.
