Recently in Radio Category

You're on the franchise trade show circuit.

You get articles in franchising trade publications.

And, you do radio podcasts.

1. Speaking

Speaking at franchise trade shows and events is great way get in front of an audience 50, 75 or more people to talk about franchising.

You're there to speak to people and market yourself to franchise buyers and franchisors. This is a pretty darn good way to develop new business.

If you can capture the names of the attendees and follow up with them on a consistent basis, you are doing even better than most of your competitors.

2. Writing

Writing topical articles on franchising in trade publications is a terrific technique to get in front of franchising readers and have them learn about your point-of-view on important franchise issues and how to solve problems. However it's very hard to convert these readers unless you've included a call-to-action that motivates them to do something to contact you.

3. Radio

Radio is one of the oldest and most effective ways to market.


You capture people's attention with an interesting topic with lively give and take between the on-air personalities.

Radio podcasts on franchising are popular.

However is anyone listening?

I don't know of any franchise podcasts that have a verified audience or a way to distribute their episodes.

You could be having a lively radio show with no listeners. And who wants that?

Franchise-Info has programs that can get your content like articles, presentations and even those podcasts in front of franchise readers.

You don't need virgin content since we can use what you've already created.

We can even use those radio show podcasts that had no listeners and distribute them to our franchising audience.

What we can guarantee is that you'll reach people who can do business with you.

Message me at [email protected] or call 443.502.2636 and we'll pick the program that bests fits your marketing objectives.

If you liked this, you should sign up for the LinkedIn Marketing & Advertising Tips from Franchise-Info newsletter.

Or, for more information on the Franchise-Info Business Directory, call Joe at 1-443-502-2636 or email Joe direct [email protected]

We're very fortunate to hold much of our casting in the Detroit area, which gives us a diverse mix of very talented actors. So, call it an embarrassment of riches that I end up spending a great deal of time listening to auditions, looking for just the right voice.

I start each audition without listening for anything specific; I simply listen to the voice. Often times this gets me to the natural fit - the people whose auditions were exactly what I was looking for. You set the tone and voice of your ad, and these are the actors that understand the character simply by reading it. I always love working with the natural fit because it generally leads to a very smooth, simple recording session with excellent results.

But sometimes no one meets me in the stream of consciousness, so I dig a little deeper. Radio ads are all about feeling and emotion, so I listen for who is capable of eliciting them through their undirected audition. These are the people who are able to set the tone, and even if their read is off by a little bit, they can draw out an emotional response.

Even actors get caught on certain words and phrases, so I pay close attention to how they deliver the ads' key messages. If they have the tone I want but get caught on a line, I'll ask for a second read and provide some direction.

I recall a story I once read about how Carly Foulkes, the T-Mobile spokeswoman, first struggled on the American English pronunciation of "mobile," but she fit the role so well that she was hired and coached, and has now been the spokeswoman for years. A little direction goes a very long way.

Radio spots are organic, and there's a lot of room for the ad to grow when you have an actor that truly understands how to act.

The voice needs to speak to the market your ad is targeting. It gives them something to relate to, so they have a reason to listen to what your ad has to say.

So, to sum it up in a random, completely unsolicited metaphor: If a radio ad's content is king, the voice is his chariot.

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