Is it really possible to get a free radio commercial? I don't think so, because radio stations are affected by the economic climate just like everyone else.
However there is a better way and cheaper to! Get yourself invited to give an interview. This is far and away the best method of getting your message out to your market.
Become an expert
Radio stations, particularly radio talk shows survive by giving their listeners their views on current affairs and the impact on the local community. This is where you come in. I expect you are an expert in whatever market you serve, now you just need to adjust your focus slightly and become an expert in your local area. Do you know its strengths and weaknesses?
For example does your town have good communication links, is it easy to get around. If your local government decide to cut spending or invest in building a new road, you need to be aware of the impact that will have on your town. Why? Because you need to have an expert opinion when you give your interview.
Know your subject
OK, now lets turn our attention to your business. Whatever product you produce or whatever service you provide, how does it benefit your town. Is there any new legislation or laws coming in that will make it harder for you to supply customers? Has a large corporate organization moved in looking to kill off small town businesses like yours?
How will this affect your town. What will the impact be on local citizens? What in the world is happening that might impact on your ability to supply your local community?
Pitch your local radio stations.
Now you know what to talk about, start pitching your local radio stations, particularly producers and radio talk show hosts.
Contact them about a news headline that could impact people locally. Pitch them about the effect on the region. They are not interested in your product or service but they are passionate about theirs - the content they put out. They want to offer their listeners information and entertainment that interests them. So be topical.
Don't be boring
Please please don't be boring. If you're a bore you'll never get asked back on air again. NEVER! The whole point of this project is that you become the station's go to person on local business matters.
If you have a deep monotone voice, practice changing the pitch. Get excited, get passionate, get controversial. This stuff works. The more of a reaction you can stimulate the more the station will love you and ask you back. Get interviewed by a few stations and you will soon become a local celebrity. Think of the benefit to your business!
Conclusion
So we've talked about the chances of getting a free radio commercial and found that the best way to get free air time is to become a local expert. Don't forget the cumulative effect from being interviewed more than once. After hearing from you a few times, your potential customers will get to know you and think of you as their friend. This is important because they will remember you if they need your services or products. Make the most of this opportunity. Become the local expert that radio station managers and producers rely on!
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