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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

15 August, 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:

"The results are in and the survey says...Pat Bryson has nailed it!"

Joe Conti

President Pennsylvania Association of Broadcasters


I'll be speaking to the Mississippi Association of Broadcasters Sept 24 and 25. Four sessions that will increase your revenue! Hope to see you there.

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


Why Do We Buy What We Buy?

We need to understand

money_sack.jpg

When asked the question, "Why did you buy that?" most people either don't know or won't tell you. Our minds are emotional, not rational. 90% of our decisions to buy are made emotionally. Once we decide what we WANT to do, we use logic to justify doing it. 

 

Minds also tend to remember attributes and things that no longer exist or are remembered incorrectly. Ever heard, “He has a memory like an elephant!”? I’m sure you’ve experienced this when you hear “I used radio once and it didn’t work.” Maybe, maybe not. Usually when you probe this statement a bit, you find out that they don’t remember how long they were on the radio, how many ads they ran, which station they used or even what their ad said. They just have a vague recollection that they weren’t happy with the outcome.

 

People also buy what they think they SHOULD have. Call it herd mentality. Because risk plays a big part in how people buy and what they buy, following the herd reduces the risk somewhat.  

 

According to Jack Trout in "Trout on Strategy", there are five forms of risk identified by behavioral scientists:

 

1. Monetary risk. (I could lose money on this.)

2. Functional risk (Maybe it won't work or do what it's supposed to do.)

3. Physical risk (It looks a little dangerous. I could get hurt.)

4. Social risk (I wonder what my friends will think if I buy this.)

5. Psychological risk (I might feel guilty or irresponsible if I buy this.)

 

So how do we reduce the risk when we ask prospects to buy our campaigns? One way is to use testimonials. A good story about another business that has used us and has been wildly successful allows the mind to emulate the buying behavior of other people: those we often look to as being “in the know”. If the testimonial comes from an expert in their field, that’s even better. We rely on the expert’s superior knowledge to remove our perceived risk.

 

 Testimonials from satisfied customers can be powerful when told over our airwaves. They can also be powerful when we do short video clips and post their success stories over social media. This gives our clients added exposure and helps to establish us as “experts” in marketing. Success attracts success!  

 

Endorsements by our announcers are also powerful tools.  Our on-air people are the ones invited into homes and cars daily. They become de facto friends. Their recommendations can move mountains and merchandise!

 

Our job is always to remove risk and increase value. Understanding the five forms of risk mentioned by Mr. Trout and using the stories of successful advertisers to counter them can increase our revenue. Stories aren’t just for children anymore.

 

Happy Selling and Happy Story Telling!


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. Finish 2024 with strong momentum and A+ players!

Words to Live By ....


"Remember that more than 60% of what we buy wasn't

on our list."

Paco Underhill


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

BBI Journeys Around the U.S.

Castle Country Radio's amazing staff!

Catching up with old friends in New York. Steve and Audrey Smith


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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