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05/12/03 A Lifetime Favor

You already know the definition of insanity: doing the same thing over and over, expecting a different result. By this definition, Radio is clearly insane. Consolidation has given us the ability to compete with newspapers in terms of total reach, and in-car listening is higher than ever, but we sell Radio today with the same tired pitch as when I first got into Radio in 1969.

What can we tell advertisers that is different from what we’ve ever said before? Is there anything that will rock their world?

Like you, I’m very protective of my reputation so I don’t make claims that I can’t back up. Like you, I don’t stick my neck out until I have all the facts. So when I tell you that I know a man who is quietly but dramatically altering the future of Radio, will you believe me?

Roy H. Williams has figured out the deep science of making Radio work, and he’s using it to make inroads into major advertisers. Most stories you’ve heard about him are true.

It’s true that Roy now has 10 branch offices around the world and that his New York Times and Wall Street Journal best-selling books have been translated into Chinese, Japanese, Korean, Portuguese (for Brazil) and Hebrew. It’s true that he received a knighthood, that he gets $30,000 to speak, and that he turns down a lot more opportunities than he accepts due to “separation anxiety.” He doesn’t like being away, even for one night, from his wife of 27 years.

It’s also true that Roy never personally listens to the Radio, though his firm spends tens of millions of dollars buying it. And it’s true that he has only a few close friends in our industry. I count myself lucky to be among them.

Who’s paying him to teach the deep science of auditory persuasion?
• Politicians (George W. invited him to his inauguration.)
• Educators (One university offered him an honorary doctorate.)
• Journalists (Roy teaches editors and writers for USA Today, The Wall Street Journal, Fortune, Forbes etc.)
• Scientists (Dr. Kerry Mullis, a Nobel Prize-winning biochemist recently attended Roy’s school as a student; and renowned neurologist Dr. Larry McCleary compared his experience there to “Alice in Wonderland on steroids.”)
• Ministers (Billy Graham and James Dobson have both sent representatives.)
• Financial gurus (Roy spoke to them last year from the floor of the New York Stock Exchange. This year, NASDAQ.)

But mostly, Roy is paid to speak at such places as Procter & Gamble’s world headquarters. Last month in Las Vegas, he spoke to the marketing directors of more than 200 grocery-store chains at their annual Food Marketing Institute.

But there’s currently no one in our industry qualified to follow up on these leads. This doesn’t bother Roy in the slightest, but it bugs the hell out of me. If you have a brain in your head, you’ll be in Atlantic City, June 17 and 18, for a special seminar by Roy — because I’ve asked Roy for a lifetime favor, and you get only one of those in a lifetime.
— Eric Rhoads


For more seminar information, call 800-610-5771 or visit http://www.radioink.com/wizardconference.


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