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- Did you have a favorite radio station you used to listen to as kid? I know I did. In my city CHUM was the radio station everyone listened to and we all had our favorite radio personalities. My brothers and sisters and I listened to that radio station fervently with our transistor radios plastered up against our ears. Later on we carried around our big blasters. Interesting how closely we connected with those radio personalities like they were our best friends, our teachers, our family. How does that happen?
Today our options are endless in how we get information and how we are entertained. The internet has brought with it options that years ago we never imagined could exist. One thing is for sure though and that is that we still connect and make a significant impact through one of the oldest tools around and that’s our voice. Yes you’ve got it. Voice is the oldest sales and marketing tool you have access to and you carry it around with you each and every day.
Through our voice we can communicate our thoughts and feelings. We express our hopes, our fears, our anger and our excitement for things we’re passionate about. We connect in a good or bad way with others. Have you ever heard that saying “it’s not what you say but how you say it”. Well that’s true in a sense but it’s also important to be communicating the correct message. So using this tool called our voice is two-fold. First, be clear on the message that you want others to hear and then deliver it in a way that not only leaves the feeling you want to create but also tells the story you want to relate.
Although many marketing systems and programs are automated, most campaigns still have some sort of voice component to them. It could be anything from a live follow up phone call from an account representative making sure someone got the free report you promised to send them or, a voice broadcast letting your clients know you’re on vacation for a week. Sometimes we drive our prospects to a toll free hotline for information on what we provide so they never get a busy signal and each and every prospect gets a consistent message. Another instance where we use voice in our marketing can be sending a prospective client to a testimonial line where your best clients have recorded their testimonial for you. What would you rather do if you were considering using a company or service; read a two line testimonial or hear the honesty in someone’s voice as they tell their story?
Radio advertising is another way to use voice in marketing and it is still very much alive. People spend time in their cars on a consistent basis. Think about how much time you spend in your car, driving to and from work, taking the kids to school, their baseball practice or the doctor. You also spend time driving to family visits or road trip vacations. This is the time most people wile away the hours listening to the radio. Getting a spot on a radio talk show is a great way to introduce you and your business. The sound and excitement in your voice in an interview or during an ad spot proves to be much more effective than print alone.
Podcasting has become a great tool. If you don’t know what podcasting is, think of it as RADIO on demand. Podcasting has more content options and programming than radio. As a listener, you can determine what programming you want and when you want to listen to it. You can also keep audio archives to listen to when it suits you. Podcasting can be used for many things such as talk shows, tutorials, story telling, music and other audio content. By promoting your podcasts, you start to get additional listeners.
Use your voice in a sales letter, on a squeeze page or website for more effect. Again, not everyone likes to read a lot of material and if they can hear an audio piece or see a video you’re more likely to get your story heard. You can get a message out to all of your clients by sending out a voice broadcast in your voice. How often do you get a message from your doctor or dentist telling you that they will be on holidays next week and here’s a number where they can reach your replacement in your absence? What a great “stay in touch” message that shows that person cares.
In speaking to some top marketers in the last little while, they all tell me that the most important thing that every business owner still needs to be doing is speaking to their clients. Without that personal touch, hearing the sincerity and confidence in your voice, your clients can go anywhere. So if you’re not using your voice as much as you should be, rethink your marketing strategy to start including some of the things I just touched on here. Happy marketing and I hope to hear your voice on the radio on my next road trip!
To hear more about some of the marketing strategies and products discussed in this article go to www.ProspectsToProfits.net