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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

15 October, 2024



Greetings from BBI:I am honored to again be a part of the 2024 Most Influential Women in Radio from Radio Ink. Thank you!


What Clients are saying about BBI:

Randy and books

"Click to hear what Randy Miller has to say about "Successful Broadcast Sales: Thriving in Change":

https://youtu.be/UUaRIbeKdhI

Where I'll Be Next


October 20-23 I'll be in Osage Beach, MO with the Idea Bank. I always enjoy this group of broadcasters!

A Little About Me

Pat Bryson is an internationally known speaker and trainer specializing in training salespeople and managers. She has consulted stations in the United States, Canada, Australia, Europe and Central Asia. Her career has included on air, salesperson, sales manager and general manager. Since opening BBI, she has travelled extensively and has spoken at most major radio conventions on three continents. Pat is the author of two books, "A Roadmap to Success in High Dollar Broadcast Sales" and "Successful Broadcast Sales: Thriving in Change".


Pat has four times been named one of Radio Ink's Most Influential Women in Radio


Selling Advertising That Works

How do we do it?

Our advertisers want their advertising to work. Amazing. They give us money. We give them commercials. They want people to come into their businesses and buy things.


So do we. We want our clients to experience great results from their advertising so that they will continue as our customers. How we schedule their commercials (plus what the commercials say) will greatly determine what kind of results they experience. What the commercials say is the subject of another newsletter. Today we'll talk about how to create successful schedules.


Two of the biggest and most frequent mistakes made by advertisers are not scheduling enough commercials weekly and not airing them for a long enough time to influence the listener. We know that people learn through repetition. Think about how you learned your multiplication tables, the alphabet, or a foreign language. Repetition played a large part in how much you retained. It is the same way with advertising.


E.L. Thorndyke, in "Educational Psychology", explained the "Curve of Forgetting." Even with meaningful material, after one day his test subjects only remembered 72% of what they heard. After five days, they remembered 56%, after ten days, 47%, and after 30 days, only 30%.


He also tested recall after a sales call. After one day, clients remembered 72%. After one week they remembered 52%, and after one month they remembered 30%. This should tell us that every time we are in front of a client, we need to resell them on our station and on why their advertising dollars should be invested in broadcast.


One of the reasons that people do not retain material is the power of sleep. Sleep functions as a cleansing mechanism for the brain. Have you ever had the experience of being worried about something and then getting a good night's sleep? The next morning, chances are you feel better. You're not so worried anymore. You've experienced the cleansing power of sleep. But sleep also washes away some of the impressions that advertising has made on the brain during the day. This is why advertising must be frequent and long-term. It must find its way into the brain and remain there despite sleep. How well your client's message is retained is a function of ad repetition/customer sleep.


Establishing a brand identity is like taking three steps forward and two steps back. You must have sufficient repetition to overcome the cleansing effects of sleep. Long-term branding campaigns should expose the customer at least three times within each seven nights' sleep, 52 weeks a year. The mistake that many of our customers make is not advertising long enough and with enough frequency. When you think about it, aren't your most successful advertisers usually those who use annual contracts? They are able to establish their brands in the minds of the consumer.


Broadcasting is powerful. It can affect behavior. It will move product. So the next time a client asks, "What does it take to successfully advertise?" you know what to say: "Expose your message at least three times in a seven nights' sleep cycle for at least 52 weeks." Great advertising results are waiting for your clients!


Happy Selling!

The Client's Corner

Bryson Broadcasting International is serving our clients two ways this year. In addition to in-person market visits, virtual sales training and sales meetings are available for your stations! We will customize the materials to meet your individual needs. Once a month, these sessions will be done live with your staff. The Zoom meeting platform allows for interaction and discussion as we teach the materials. It's more important than ever for our sales staffs to have great skills. Good skills are no longer good enough. We can raise the skill set of your staff.


To discuss how we may benefit your revenue department, give us a call at 918.810.3068 or email at pat@patbryson.com. Prepare for 2025 with strong momentum and A+ players!

Words to Live By ....



"Advertising is a bridge between people who make things and people who need things.” – Jean Wade Rindlaub




Add this to your library!

What people are saying about this new book:

"Congratulations Pat on another great book. Best book I've read in years on solution-driven sales. I highly recommend it!


Duane Alverson, President (retired)

MacDonald Broadcasting Company

Buy It Now

More Fun with Broadcast!

Cheryl Young heads to a remote for KOFM. Yes, it was poolside.

Western Association of Broadcasters in Banff, Canada


We want to help your staff increase revenue!


We at Bryson Broadcasting International are available to help your sales staff achieve its next level of expertise. We customize our programs to meet your needs. As needed, we make use of interpreters and produce sales materials in your language. Our training options include online sessions done live for your staff.


If you would like to discuss your sales training needs, we may be reached at Pat@patbryson.com,


or call us at 918.810.3068. 


For more information about BBI, click here.


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