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| The Website for Radio Sales Professionals from Jim Taszarek
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This Book's For You
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Here's the best of the book avalanche...books I think deserve to be next to your bed...the best use of your reading time...also the most fun.
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Selling Electronic Media
I am not happy about this book, dammit. All I can say is - this is the book I wish I had
written. I mean Shane's a research guy - a programmer.
Where does he get off writing 500 PAGES of solid
material? Here's the part I dislike most. While
Ed designed it to be a college textbook, guess
what? It's a terrific primer for any new starter
on your staff. It's also not bad as a reference
for veterans to get focus back to their selling.
Dammit.
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Radio Advertising 101.5
by Jim Conlan and Bill West
These guys are nuts. But for an industry that
has mistakenly put the emphasis on prospecting,
closing and presenting - instead of doing great
creative, so the clients would call us -- this
is needed stuff. In short, copy writing rules
that are simple, fun and effective.
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The 11 Immutable Laws of Internet Branding
by Al Ries and Laura Ries
Want to hear what one of the world's most highly
regarded advertising and marketing experts predicts
about the future of radio and the Internet?
Go to Chapter Six of this book. And the
news is good - for those who latch on now.
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Selling the Invisible
by Harry Beckwith
Easily the best I've ever read on the subject
of intangible sales. Everything in the book
applies to radio sales. Permanent reference book.
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Ogilvy On Advertising
by David Ogilvy
Co-founder of Ogilvy & Mather, "The
Father of Modern Advertising." Answers
the problem of radio salespeople who know little
of other media or the basics of advertising.
Especially helps us talk to clients on the subject
of advertising. Contains a wealth of illustrations
and examples. Please, please don't miss this one.
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Sacred Cows Make the Best Burgers
by David Brandt and Robert J. Kriegel
Protected Accounts Lists, Call Sheets, Commissions,
AQHour Rank, assigning accounts by agency -
all are sacred cows in radio. Do they still
serve us well? Should all these institutions
be Re-examined? What are the rules, principles
and traditions we should keep? Which ones need
to be tossed? This book gives some easy guides
for deciding on which rules to keep.
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Visionary Selling
by Barbara Geraghty
And keep the word "vision" in mind.
Geraghty says there have been three phases in
selling history.
They are:
1. F-A-B, Features & Benefits -"here's
what I got - here's why it's a benefit to you.
2. C-N-A, The Client Needs Analysis - "What
are your needs? What a coincidence! My product
can fill your 'needs' exactly."
3. The best question we can ask the client is
"What is your vision - where are you trying
to go - what are you trying to achieve? OK,
my product, my service,
> me and my ideas, can help get you there.
Excellent, meaty stuff.
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© 2005 TazMedia, Inc.
7746 East Bowie Road, Scottsdale, Arizona, 85258
(480) 970-4200 | taz@tazmedia.com
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