The BEST Sales Techniques to Sell MORE Ads!

How to sell radio and magazine ads. So I got a great question from one of my YouTube viewers, Micheline, who wrote in to say, hi Evan, my name is Micheline Evans. I really appreciate what you are doing and saying. You've really encouraged me to step out in my business. Thank you so much for your insight and wisdom. Well, thank you for commenting. I'm starting an advertising business for small business owners and want to help them go to another level, people knowing what products or service they render. Now I started off on radio and magazines. I'm not getting a lot of customers to understand that I can help them. I'm not charging a lot of money for radio advertisement. I don't know what I'm doing wrong. Could you please give me some tips or ideas? I would really much appreciate it. Thank you so much. Can't wait to hear from you. So, Michalina, you're selling to entrepreneurs, you're selling to small business owners. It's a really tough sell because entrepreneurs, we're tight with our money, right? When we spend on an advertising campaign, it's not for branding purposes. We need to see a result, right? Here's an example. So when I write— I work with brands, I work with companies, I create a blog post for them, I'll help promote their content. When I'm working with a big brand, I'll try I charge them $2,500 to create one piece of content, a blog post for their site. $2,500, that's a lot of money. If I tried to sell that to an entrepreneur, they'd pay $2,500, you better get me some results on that, son, because that's a lot of money. That's a big chunk of marketing for me that needs to generate results. So that's the difference, right? Like, this has to work. If somebody spends money with you, that could be their entire advertising budget for the year, so it's gotta work. And so there's a lot of fear. So for you, my advice on how to sell radio or magazine ads to small business owners: 1, target your market. You have to know who you're selling to, right? You've got to know the right kind of people to sell to because you're not going to sell to every single entrepreneur. And what I would probably do is go look at competing magazines, look at competing radio stations in different markets, and see who's advertising on their station. What kind of businesses are advertising there and then go reach out to your local market. So I don't know where you are, let's say you're in New York, I would pull a model like LA, find a similar magazine or radio station that targets the LA market and see what kinds of businesses, right? You won't have the exact same franchise or store here but similar kinds of businesses. Is it a jeweler? Is it real estate people? Is it, you know, manufacturers? Who is it that's advertising on the radio? Chances are those same types of businesses will be interested in your local market. So you have to really be specific because not every person is going to be interested. You're not just targeting small business owners, you got to get a little bit more niche. The second thing is reduce the risk. You have to reduce the risk for them, and this goes for anything in sales. Reduce the risk and make it easy to say yes. So I don't know how much it costs for you to get started on this thing. If I wanted to sign up with you and take out a radio ad, what that cost me? You'll find a lot of business owners say— this is the catch-22 that you're in. They'll say, "I'm happy to spend on it if it works, right? If I know that I spend a dollar with you and I get 5 back, I'm gonna do that all day long. All day long. But I'm not guaranteed it's gonna work. I don't have, you know, I don't know anything about radio or magazine advertising. Most entrepreneurs won't, right?" That's what they'll say. So there's a huge risk. So you have to find a low-risk way to launch this thing. You have to find a way for me to get it either for free or at a really reduced price as my first time shot through. Once you've qualified, right, you're picking the right kinds of businesses that are the right size, that work based on other markets, and give them a low-risk way to get started. Because a radio station or magazine, once that airtime or that magazine goes out, if they don't have the sponsors in there, it still has to go out, right? That radio show is airing on this date regardless if they have sponsors or not. So working with them to find deals where you can start off small, free ideally, or really super low cost to get them to try one time and show that it works. If it doesn't work, then they're not going to continue, right? And then that's, that's on you because you picked the wrong client, the wrong campaign, or this station or this, this magazine doesn't work, right? You have to deliver results. When it does work, then it's easy to upsell them and get them to sign into a fuller campaign, right? So I sell I sell Zuga Guides for entrepreneurs. I don't do advertising for it. I wouldn't go out and take a magazine ad out or radio show ad out, right? I wouldn't do that. It's not part of the model. But if somebody like you came to me and said, here's a free way to do it as a trial and it worked, then I would start spending money with you, right? If I can show that, hey, I spend $1,000 with Ms. Shalini, she gives me $5,000 back, I'm going to do that. No problem. Let's 10 times that. Let's keep going, right? That's the, that's the catch-22. It's too risky for entrepreneurs to get into. They can't see the proof, they can't see the tangible results, so they're not going to do it. So you have to make it easy for them to say yes. The third thing is helping with the creative. A lot of entrepreneurs, even if they agree to it, they don't know how to make a radio ad, they don't know how to make a magazine ad. So how can you help them? Give them either tools, resources, people, a campaign. Something to help them make that easy. Because I might say, yeah, I love that, but I don't— what does a radio spot sound like? I don't know how to do that. So train them, work with them, give them people to help them so that that fear is gone. You're eliminating all their objections, right? The big two is gonna be, well, I don't think it's gonna work, it's too risky for me, and I don't have the resources to make this campaign together. You can eliminate those, you get people to say yes. But it all is gonna come from targeting the right people. You don't waste all this time and energy and the, you know, the collateral you've built with the stations, your radio stations and the magazines, you don't waste all that time only to have somebody come through and then not sign up, right? If you've delivered them results and they don't sign up, then you need to do a better job qualifying upfront, make sure you get the right people who can potentially afford this thing when it takes off. That's my advice. Believe. I love to hear what you guys think. If you guys have ever done an advertising campaign with a magazine or radio station, leave it below. Let me know what your fears are. Let me know what worked, what didn't work, what you would change. If you have other advice for Micheline, leave it in the comment section below. I really want to hear from you. You guys like this video, thumbs up below. You want to see more like this, click on my face, subscribe to the channel. Thank you so much. I'll see you soon.