Evan Carmichael explains how to attract sponsors without cold pitching. Stand for something specific so advertisers know your audience, then make your show so good that word-of-mouth brings sponsors to you. He worked with American Express, Google, and Microsoft this way.
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How to sell ads on your radio show. So I got a great question from my YouTube viewers, love you guys, RB Radio Show, who wrote in with a question to say, "Good video, I have the Real Brother Radio Show and I do have video ads that I've run as commercials on my show. I want to know how to sell more ads." This is a great question and I have a radio show and I have YouTube channel and and I have a website that had ads before, so I know a lot about selling ads. Here's the thing, okay, here's my 2 tips, my 2 best nuggets of advice for you. Number 1: Stand for something. It has to be really clear what you stand for and who you're selling to, right? So for me, if you look at my channel, you look at anything I do, you can tell that I believe in entrepreneurs. So if you are selling something that relates to entrepreneurs and you want to connect with somebody who knows entrepreneurs, I'm the guy to talk to. I'm one of the best people in the world to talk to. If you're gonna sell anything else, I'm not the guy to talk to, right? There's only a handful of companies. If you look at how many companies there are in the world, there's only a small percentage who care about entrepreneurs, and those guys come to me because they know that I help entrepreneurs. If you're selling plants, if you're selling makeup, if you're selling statues, if you're selling cars, all this other stuff, I can't help you. And I'll tell that to people, like, if you are not selling to entrepreneurs, there's no point in working together because I'm not going to get results for you. So it has to be really clear who you're helping, who is your target market, right? And if you're pitching somebody, or if you are even writing to me, right, you're telling me about your show, what is the Real Brothers Show all about? Who do you serve? Who is your audience? Right? That shit ooze out of everything that you do. Make it super clear so then I can even talk about you and I can refer somebody to you. If I know you're looking for a certain market and I run across somebody, I can say, hey, you gotta listen to this show. It's a great show. Check it out. Right? Make it easy for people to talk about you. So that's number 1, stand for something. Number 2 is a little tougher to swallow. Number 2 is make your show better. Here's the thing, okay? I never go out and sell anything. I don't sell any advertiser on anything, and yet I've worked with the biggest brands in the industry for my industry. I work with American Express and Google and Microsoft and Dell and major banks and major telcos. I've worked with all of these companies, but I've never reached out to get a sale. Here's the reason why, okay? This is really important. It's their job to know what's happening in the markets that they're selling. So if I'm working with American Express, there are people who are at American Express whose job it is to know what's happening in the entrepreneurial market, right? They are actively looking for people who are influencers, who are getting an audience, who are building traction. That happens when you build a great show. You have to have people coming away from your show saying, "That was the greatest show I ever heard. That show was for me. I can't wait to listen in next week and tell all my friends about it." Right? If somebody's listening to my show, I want them to say, "That was a great show and Anytime I meet an entrepreneur, I'm gonna tell them about that show. Right, that's what happens with some of these videos, right? You like the videos, you comment, you share it, it builds traction, it builds momentum. That's how people find me. I just came back from speaking in Malaysia. I had a keynote speech, it was about social media for entrepreneurs. I don't know anybody in Malaysia. I have no connections there, I've never been there. How did it happen? They found my videos on YouTube and said, "Wow, we need to bring this guy to our event." That's how it happens, because my videos now are good enough. My show is pretty good. I'm still working on it. I like it. There's still things to improve on it, right? So your show has to be better. Your show has to be at the point where people can't wait to call in, can't wait to listen to the show next week, can't wait to tell their friends about tuning into this thing. And if you get that, you You get that momentum going, then the advertisers will come, and you don't have to worry about selling them on anything because they're pre-sold to say, "This is the guy who you have to go to to reach this certain community." Your show's not there yet, and that's okay, but here you are, you're going to be investing your time, your energy, your resources, your thought process into doing something that you love, hopefully, which is making your show better and making it have a stronger impact with people. Versus going out and doing something that you don't love, which is selling advertising. I've never had— you think about it, I'm gonna go on a little bit of rant about sales now. You think about sales, right? You think about following up with people and you're calling people and following up and following up and following up. I don't do that, okay? I don't follow up with anybody. People write to me, I'll write back to them, I'll give them a proposal if they need it, but I never follow up after that because the people who you have to follow up with They're never going to be good customers for you. Think about the people who keep following up with you, right? Somebody's trying to get you to buy a car or insurance or whatever it is, and they follow up and they follow up and they follow up and they follow up. Are you ever happy with that person? No, right? Like the guys, they're, they're, they're going to be companies who love what you do, who say, this guy's the best at what he does, he's an expert, he helps me reach my audience. I need to work with him. And there can be other companies who just don't quite get what you do, and you have to sell them and convince them and follow up with them. Who's gonna be a better customer? And who's gonna take more of your time talking to, right? So instead of wasting your time on the guys who don't get it, who you have to follow up with constantly, spend it on the guys who love what you do and create a product Create a service, create a show that people can fall in love with. Make your show better and you'll get a bigger audience, you'll feel more fulfilled, and you'll get advertising dollars to follow. Believe. Those of you watching the video, thumbs up below. Let me know what you think. Comments, questions down below in the section. If you ask a question, I'm gonna give you a response. I really love seeing those comments come in. They really make my morning every day when I'm eating my breakfast. So please leave a comment and subscribe to the channel if you want to see more. Click on my face. Thank you so much, and I'll see you soon.
