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Your Own Talk Radio Show As a Marketing Tool

From: Marsha Friedman
Subject: Your Own Talk Radio Show As a Marketing Tool
Date: Tue, 19 Apr 2005 13:13:40 -0400

Hmmm...Advertise on Talk Radio…
or Have Your Own Talk Radio Show?

By Marsha Friedman
President, Event Management


You know all about talk radio.


We’ve all listened at some point.


We listen because somewhere there’s a talk show tailor-made for us. Whether we’re on the political right or left, a health nut, a gardener, travel fan or entrepreneur, there’s a show for each of us.


What you probably don’t know is this: Not everyone you hear on talk radio is on because they have a fascinating show. Or a great radio voice.


Some are on because they’ve paid for the privilege.


It’s true. Some savvy marketers actually have their own talk radio programs. And they’re using them to sell, among other things, their goods and services. In a way that traditional marketing never could.


Even so, and perhaps entirely understandable, those who know this virtual secret don’t seem all that interested in sharing it.


Radio Infomercials that Sound
the Real Thing


Eight years ago, the nutritional company, TriVita, thought up a novel way of advertising their sublingual B-12. They’d do infomercials. Radio infomercials.


Today, eight years later, they’re still doing them. And there’s no hint of stopping. That’s because their infomercials, hosted by Evangelist James Robison and his wife Betty–with the assistance of Alfred Libby, M.D.–are still making the grade.


Like TriVita, Focus Factor has also seen the infomercial light. From a humble start, their nutritional infomercial is now on hundreds of stations. Not long ago, it was listed in the top twenty infomercials (yes, there’s actually an infomercial top twenty list just like there is in music).


Done properly, and with just the right mix of the editorial and the promotional, infomercials can keep listeners from changing stations. That’s because a good infomercial can sound much like a regular radio show where facts, stories and testimonials flow over the airwaves.


It often isn’t until the “close” where a radio infomercial gives itself away. But, strangely enough, that doesn’t necessarily sour the credibility it’s built over a half-hour of persuasive content. By then, people have already accepted the “format,” bought into the product and decided whether or not it’s for them.


The key here is in how the infomercial is constructed. The smartest companies bring in specialists to help design them. Armed with the latest stats and techniques, these pros orchestrate the most powerful “fake radio” shows possible. And that, bottom-line, can move a company’s products. 


There’s Gold in Live Radio Infomercials


Take Joe Battaglia, for example.


Joe’s the voice of The American Advisor, a daily, fifteen-minute radio show that promotes the virtues of gold investing. And, specifically, gold investing with Joe’s company, Goldline International. For years now, Battaglia’s show has broadcast three times each weekday in a rare live version of the usually pre-recorded infomercial.


It’s a successful formula. The brief program starts out with a daily update on gold. After that—and several plugs for Goldline’s latest offer—Joe takes a live call or two. Then he winds things up with a final Goldline pitch. And that’s that.


It’s obvious Battaglia does his homework in presenting a compelling picture for the gold industry.

And it must be working well. The American Advisor has been the pillar of the company’s marketing plans for quite some time now.


The Quick and Easy Way

to Get Your Own Talk Radio Show


But opportunities like that don’t just come out of the woodwork. And even if they did, not everyone would be comfortable running their own talk show.


There are the often daunting matters of research, show scripting, of producing the whole thing and, if at all possible, of having professional coaching (so you don’t sound too amateurish). Then, just to take the pressure off, a co-host would be an awfully nice asset, too.


While support like that is out of reach for most of us, it isn’t for the clients of Event Management Services. This unique company offers clients an elite radio infomercial designed in a remarkably short period of time. And that means everything from A to Z.


Included in their infomercial package is the valuable help of a nationally syndicated talk show host. With over 20 years of experience and industry accomplishments, this professional scripts, produces and hosts each “show.” That’s whether the infomercial is the recurring recorded version (like TriVita’s) or something live like Joe Battaglia’s.


To explore this still “hidden” marketing maneuver for your own products or services, contact me at 727-443-7115 ext 208 or email address@hidden.


Warmest regards,

Marsha Friedman, President

Event Management Services
1127 Grove Street
Clearwater, FL 33755
727-443-7115 x 208
727-443-0835 fax

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