Some of the biggest producers use a radio show as their primary marketing engine to drive their business. But what separates the men from the boys is the advisor who truly understands how to evoke a response from the audience to generate leads. 

Are you thinking about doing your own radio show? Or do you have an existing show that isn’t performing as it should be? The following are five secrets that will help you generate more leads on your next show.

Secret #1: Immediately introduce your show topic

It’s not uncommon for advisors to open their show; talk about the weather; and go on ad nauseum about much of nothing. Before you know it, they’re five, 10, even 20 minutes into the show, and they still haven’t established their topic. And their listeners are leaving in droves.

Instead, establish your show topic right out of the gate. Once the produced opener/intro runs, open the show with energy and enthusiasm and immediately introduce your show topic within the first two sentences. This sets the tone and direction for your show.

Secret #2:  Sensationalize your topic

There is no quicker way to lose listeners than with a boring topic. What’s more interesting: “Today we’re going to talk about retirement planning.” Or, “Today, I’m going to unveil five little-known strategies to supercharge your income in retirement that you never even knew existed.”

Take a lesson from magazine cover stories. These sensationalized cover stories are what sell magazines off the shelf. Using a sensationalized radio show topic will sell listeners on why they should listen to your show. Once you introduce your sensationalized show topic, sell the listener on why it’s important to them. Tell me. Then sell me.

Secret #3. Pack your call to action with benefits

Wondering why you’re not generating more leads? Maybe you need to take a hard listen at how you do a call to action. When I do show critiques I typically hear something like “call me for a no-obligation consultation.” I’m sorry, but this doesn’t motivate me to call you. And this is exactly why you’re not generating any leads.

First, understand the difference between features and benefits. And pack your calls to action with benefits. What’s in it for me? I rarely suggest writing anything out, but in this case I highly recommend it. At the very least make some bullet points to ensure you hit all the benefits of your call to action.

Secret #4: Focus your content on the listener

Oftentimes I’ll hear an advisor open the show and it’s all about the advisor. This is who we are. This is our mission. This is why we’re so great. And so on. Yes, it’s important to establish your credibility. But that shouldn’t take minutes, or an entire segment of the show.

The ultimate goal is to generate leads for your business. And you’ll do just that by focusing the content of your show on the listener. What are your clients talking about right now? What are their concerns? Much of your show’s content should come from your client meetings and personal experiences.

Secret #5. Talk to me as an individual

This is the most common rookie mistake. You talk to the audience as just that an audience. And you miss making the one-on-one connection.

Radio is a personal, one-on-one medium. Talk to one person almost as if you’re sitting across the table having breakfast together. Be real. Be relatable. Incorporating the word “you” will help you establish this as a habit.

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