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The Magic Word That Melts All Fear


Im going to do four things, if youll let me.

1. Im going to teach you a magic word. 2. Im going to teach you a magic truth. 3. Im going to teach you offer packaging. 4. Im going to melt your fear.

The magic word is experiment. Ill tell you when and how to use that
magic word a few paragraphs from now.

The magic truth is that advertising doesnt fail. Ads fail.

A really good ad will work on just about any radio station. Believe it or not, there are surprisingly few stations out there with the wrong audience. So if your sales presentation is mostly you telling advertisers that youve got the perfect audience for them, you need to ask your best friend to tie you to a chair and slap the hell out of you until you promise to quit saying that.

Really good ads pay off in ways your clients can see. And when they can see that your ads are working, they quit saying things like, Were all out of budget. Youll laugh out loud at the piles of money your clients can find when theyve seen that your ads are clearly paying off.

The bottom line of the magic truth is this: Youve got to make your client give you a really good ad.

And offer packaging is what makes an ad really good.

Now is the time to use that magic word. 1. Look at your client and say, Id like to do an experiment. Theyll say, What kind of experiment? 2. You say, I want to make an offer so attractive that people feel like they have to take advantage of it.

Two things will happen in that brief exchange. First, youll sharply reduce your clients resistance when you use the word experiment. Tell a client that something is true and theyll go into judgment mode to decide if they believe you. But you dont want your client to be your judge; you want them to be your partner. And nothing makes them so clearly your partner as doing an experiment together.

Second, that word experiment promises four things: 1) limited risk; 2) limited time window; 3) the excitement of adventure; and 4) Were going to know something at the end of this experiment that we do not currently know.

Thats a lot to pack into a single word, isnt it?

Offer Packaging
The lowest possible cost of acquiring a new customer will not be achieved until youve packaged an offer thats hard for the customer to refuse.

Note: Free is no longer a magic word. If you allow a chiropractor to offer a free examination and act like its a powerfully attractive offer, Im going to tie you to that chair again and call your friend. Your listeners know that a free examination is just another way of saying a free sales pitch.

Powerfully attractive offers are usually based on A) a guaranteed flat rate for a service thats usually priced according to the degree of difficulty, such as, Well open any clogged drain for $99, even if your clog is in the main line. Or B), a series of impressive things that are included at no extra charge after youve made your offer and named your price. The more surprising and attractive your list of things included at no extra charge, the more impressive your package will be.

Do the math with your client and youll both see that the cost of a powerful offer is much lower than the cost of ads that dont work very well. It all comes down to the price of customer acquisition. Your client knows that the cost of convincing a customer to do business with them a second time is only a fraction of the cost of attracting that customer the first time.

So quit talking about your radio station. Start talking instead about the kinds of offers your client can make to your audience. Walk in their door and say, Id like to do an experiment.

Theres nothing scary about that.

In fact, its exciting.

So why are you still sitting there? Stand up. Go make some calls.

Roy H. Williams is president of Wizard of Ads Inc. E-mail: