Did you know that you can be on the radio and do what I do?
My partner Ricky Cash and I have a system that helps you get on the air and host your own show as part of our family of shows. But there are a few things to be considered:
- What are you passionate about?
- Are you committed?
- Are you a detail oriented?
- Do you possess skills?
- Are you afraid of asking for the sale?
I want to focus on that last bullet point. “ARE YOU AFRAID TO ASK FOR THE MONEY?”
On order to get on to the radio, one needs funding. “Brokered Airtime” is a phrase that is becoming more and more common where radio stations will bring on board personalities to their station BUT they have to bring their own sponsors/advertisers who are willing to pay for the airtime.
This is a cheaper way for stations to bring talent on the air, rather than hiring them on the payroll to host a show which means more cost.
The nice thing as a brokered show, is that the host owns it. Meaning there is a lot more flexibility as to content that will be aired. Should the host decide to leave the station, they can take the show with them since they would own the rights to it and not the station.
But the problem here is two-fold: (1) many hosts to be are uncomfortable going out and talking to potential sponsors to help them get on the air and (2) advertisers find it hard to support an unknown commodity.
When Cash & I meet with a potential hosts, the first thing we suggest to do is to grab a piece of paper and label the top with two headings: WARM & COLD. The WARM list really is the key to getting started on the air. These businesses that are familiar with you already. Maybe it is your favorite restaurant that you go to a few times a week? Maybe it is the nail salon? Dry cleaners? Auto body shop? etc….
You have an established relationship that should make it easier to get over the hump of being afraid to ask for their support.
The COLD list is the market to be explored AFTER a host has been on the air for a while and can being them results.
If a host doesn’t believe they can bring in the advertising dollars they need, how can they expect an advertiser to support them. It may take more NO’s to get to the YES you need to get on the radio. It becomes smooth sailing once you break through the first time.
Until next time…..
