Q: I’ve attended the Wizard Academy®. Is the content exactly the same?
A: No. If you’ve been fortunate enough to be one of 10 people able to attend the Wizard Academy® — which was founded by Roy Williams — congratulations, but NOTHING TAUGHT AT THE ACADEMY WILL BE TAUGHT DURING THIS DAY. This is new material.
Q: Is this the same content as previous Roy events?
A: This is 100% new material. As you know, Roy's research is ongoing, and he has developed a new system, with new material never before published, never before seen in public, never taught at his academy. Everything is new, and you will be the first in the world to see it — and be able to gain tremendous advantage. In fact, you'll know things that previous attendees don't even know. Roy has new evidence that consumers are responding differently to advertising, even since the Austin event.
Q: Is this sales training?
A: No. This is not "training" at all... it is education that WILL impact your results as a marketer or seller, but this is not about learning objections and trial closes. Instead, this teaches you a scientific approach to radio, why it works or fails, how to make it work, how to plan campaigns for clients to bring them results, how to show them the need for long-term schedules and compelling motivation. This is the first time anyone has brought radio people a selling system that has NOTHING to do with sales training yet has everything to do with making advertisement work and growing radio spending. IMPORTANT: THIS IS 100% NEW MATERIAL AND EVEN PEOPLE TRAINED ON ROY WILLIAMS' PREVIOUS SYSTEMS HAVE NEVER SEEN THIS.
Q: How much does it cost to attend?
A: $499.
Q: Will you be serving meals?
A: Lunch, continental breakfast and cocktails will be provided. Attendees are on their own for dinner.
Q: How much does the Wizard Academy® charge for this if I go there?
The Wizard Academy® accepts only 10 people per month and is booked months in advance. If you can get in, the price is $3,500. This information is not available at the academy.
Q: Can’t I send someone in my place?
No refunds or cancellations. Substitutions allowed with permission from the publisher in writing. Before you register, make sure you plan to attend.
Q: Who should attend?
A: People who have not been able to increase billing substantially. Companies and people seeking new ideas with proven results.
SALESPEOPLE
Benefits:
• Increased confidence in radio: No more dreading calls to clients for fear their campaign did not work.
• You’ll completely understand how to make radio work for your clients.
•
New tools to sell clients on long-term schedules.
• Hit budget in first quarter so you can spend the rest of the year exceeding budget.
• You’ll understand a compelling proposition that most radio people do not understand.
• You’ll see increased sales, increased client satisfaction and increased self-confidence because you’ll be removing the guesswork.
• The few account executives with the guts to invest in themselves will see an incredible return on their investment and a long-standing successful career.
SALES MANAGERS (Local, National, Regional, DOS)
Benefits:
• Hit your annual budget within first quarter.
• The majority of your clients will be 52-week advertisers
• Spread inventory across 7 days and all time slots
• Less rate and ratings resistance
• No more hype. You’ll actually know exactly how to make radio work.
• Less sales turnover from frustrated reps who don’t know how to make the ads work.
• Fewer client complaints and lost clients, because results could become the best in the market.
• Less last-minute cramming to hit budgets because of increased long-term business.
• Know NEW secrets that NO ONE IN RADIO KNOWS.
MARKET MANAGERS & GENERAL MANAGERS (major market or small market)
Benefits:
• Hit your annual budget within first quarter.
• The majority of your clients will be 52-week advertisers
• Spread inventory across 7 days and all time slots
• Less rate and ratings resistance
• Happy clients who get results unlike any they have seen before.
• Increased sales.
• Lower sales turnover — fewer frustrated account executives.
• Understanding how to make radio work scientifically.
RADIO PROGRAMMERS
Benefits:
- The systematic approach will teach you techniques that will engage audiences and endear them to your radio station.
End result: higher listening levels.
• Learn techniques of engaging the mind — techniques that no programmer in the world has ever seen.
CLIENTS & AGENCIES (anyone who buys and creates media):
Benefits:
• You’ll learn how to use one of the lowest-cost mediums to pull unheard-of results for clients so you can get the results without the high costs of expensive media.
• ROI: Clients will be able to track results and know it’s working.
• Clients won’t want to leave your agency, because of the success they are bringing you.
Only a select few in the agency world know this system.
• You can apply this knowledge to other media as well. It just happens to work most easily and most cheaply with radio.
• Increased sales for your clients.
STATION OWNERS & GROUP HEADS:
We know you’re likely to tell yourself you can send someone to check this out and tell you what was said. Save your money. If you want to seriously impact your stock price, the individual success of your radio stations, the ratings and sales results you are getting chain-wide, you must roll up your sleeves and get into the trenches with everyone else who will be learning this system. It's hard work; its different from anything you have ever attended. When you leave, you will wish every key employee in your company had been present.
Benefits:
• Hit annual budgets group wide in Q1
• Wall Street will see your growth exceed industry averages
• You don’t want your people selling against this system.
• Your group will see dramatic sales increases if you follow this system.
• You’ll become known as the group whose advertising works.
• You’ll be learning the first NEW thing to hit the radio industry in decades.
• You’ll be challenged and invigorated, learning something that few business executives will ever learn.
• You’ll be able to apply these techniques to all aspects of business, including boosting stock value.
Q: Is this better for my younger salespeople or my older, more-experienced people?
A: Honestly? Both. This is fresh. The older, experienced people — who have heard it all — have not heard this. If they are open to change, this will transform them into more successful professionals. For the novices, this is ideal. Teach them properly before they develop bad habits.
Q: My company isn’t likely to pay for me to come. Is it worth a personal investment?
A: Companies are not paying for much of anything extra these days. Times are difficult. If the company isn’t able to pay for training you, should you stop growing? Of course not. An “A-Player” needs continual stimulation and growth for his or her own benefit. In this case, we believe this is a wise personal investment, because we believe it will result in a more successful career. It should help you sell longer-term schedules to more clients, resulting in more income for you. It will open your eyes and shift your thinking; and the key principles can be applied to any media and any business. Does it make you more valuable to your employer or future employers? If you don’t attend and your competition does, isn’t it better to be equal in skills and knowledge, to not be left behind? Is it worth a personal investment? You have to decide that for yourself. (But the answer is “Yes”!)
We received a letter from a 6-month rookie who attended Atlantic City at his own expense. He became the Salesperson of the Month for Cumulus and has 60 52-week advertisers on the air since attending. He was hired from his station in Macon, GA to KISS in Los Angeles. This is UNHEARD OF!
Q: What benefits will I see?
A: We know of one station in a small market that just sold for an unbelievable price of $70 million dollars, so the new owner can learn why this little station is billing $9 million a year in a market where the top station would normally bill only half that. The GM uses the Roy Williams system exclusively.
Q: We want to send one person and have that person teach the staff when they return.
A: We’ve all done it. Usually, someone doing this will condense a couple of days of learning into a 5- or 10-minute report of highlights. This doesn’t usually deliver the required substance. In this case, it’s impossible. The concepts Roy teaches are very difficult to teach. It has taken Roy years to devise a way to communicate these complex theories so that you can understand it after two full days. You won’t be able to teach it, but you’ll understand it enough to use it. This is an important investment. We suggest you send anyone you want to learn these methods for actual use.
A group owner recently told us that his staff is billing MILLIONS of DOLLARS more each year by using Roy's old system (you'll be learning Roy's NEW system, 100% new material). He told us that it happens faster if the GM, SM and top salespeople attend together. At minimum, send the GM and SM to see a huge change in client behavior and spending. Salespeople who attend on their own will see big benefit by being the top of their class in the market. Competitors won't understand why. This is a well-kept secret.
