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Guest post by: Leanne Hoagland-Smith Become an Author

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Radio is a viable marketing strategy. A study released by Arbitron in late 2011 revealed that radio listeners stay with the same radio even during commercial breaks. This suggests some loyalty to the program.

Much of talk radio revolves around education based marketing and possibly this also may help to explain why listeners stay during the commercial breaks. Regardless of your beliefs or political persuasions, to understand and appreciate how this industry secures loyal customers and consequently keeps making money suggests you may need to get out of your own way.

By providing education and then actually inviting their listeners to "check it (facts) out" these loyal fans keep coming back for more and more. Bottom line the more people who listen generates greater advertising revenue and achieves the goal to increase sales. Now if your target market fits the demographics this becomes a win-win for everyone. Sales Coaching Tip: Without a written marketing action plan including an executive marketing summary, you will be working harder not smarter.

I realized the impact of education based marketing when channel surfing and hearing comments from the listeners (loyal customers some who patiently waited a couple of hours to speak with the host) like this:

• "You have educated me.
• "Your show is the only one I listen to because of all the facts you share."
• "You provide the best details to complex issues."
  
  

Again step away from your own beliefs and re-read these comments. People listen to talk radio because they want to be educated, they want to learn. This approach within the overall sales process has an added benefit - loyal customers who engage in repetitive behaviors. Maybe this is why Rush Limbaugh can charge as what he calls "confiscatory rates."

So if you wish to increase sales and secure a competitive advantage, construct a compelling message that educates. Sales Coaching Tip: Remember your facts can be checked out (thanks to the Internet) so be careful in exactly what you say.

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