by Tracy Johnson
Personalities are often frustrated with what they perceive as a lack of commitment and promotion support from management. It’s common to hear complaints about the lack of promo tools, trinkets, or giveaways at events. And in a world of ever-tightening budgets, the purse strings are unlikely to be loosened. So don’t wait and hope for something that probably won’t happen. Take matters into your own hands by investing in these 3 promotion tools.
It’s a great way to advance to the next stage in your Personality Success Path.
Start with thank you notes.
Really? Thank you notes? Old-fashioned, hand-written thank you notes? Absolutely.
Very few people send personal snail mail anymore, which creates an opportunity to stand out by taking a few minutes to send a short and thoughtful handwritten message.
Get inexpensive personalized notes from a custom printer online or at Walmart. To save a few bucks, buy in bulk from Amazon, like this package of Wilton 100-Pack Basic Thank You Cards. Add some stickers with the show (or station) logo and it’s an impressive custom note.
They don’t have to be over-the-top but should represent the brand and come with matching envelopes. These are just 16.99 for 100 notes with envelopes (click on the photo to order from Amazon).
So how would they be used? Send them to clients, guests, partners, and anyone who has helped your show in any way. When a listener helps at an event, send a thank-you note. And don’t forget businesses who listen to the show regularly.
Dwyer & Michaels (Quad Cities), discovered the power of this personal connection. They sent thank-you notes to clients who sponsored a golf tournament. They cite three reasons to do this:
When’s the last time you had professional photos taken? A year? Two years? Five years? Never? You need them, and they don’t have to be expensive. Hire a photographer (there are thousands of them on Craig’s List) for a variety of head-shots and poses.
Then, print them on small (3×5, 4×6, or 5×7) cardboard stock to hand out at promotions, appearances, and events. Hand them out to listeners in public or as a leave-behind at restaurants. It may seem self-serving (and it is), but it doesn’t have to be weird to creepy.
Be sure the photos are contemporary (how you’re dressed, how you look), updated, and well-lit. It doesn’t matter if they’re color or black and white, but the color photos are usually better. And there’s not much cost difference anymore.
Also, be sure to leave a blank space for autographing (and personalizing the autograph). The lower left-hand corner is the best place for this.
Business cards are dirt cheap. Order 500 or 1,000 on Vista Print for just a few dollars. They offer pre-designed cards or a template to design from scratch.
On the cards: Include the station (with dial position), phone number, email address, website (your own show site if you have one), and times you’re on the air. If the budget can afford a two-sided card, put a photo on one side.
Hand them out liberally with invitations to use the contact information at any time.
Most companies probably won’t buy these 3 promotion tools because they were slashed from the budget. Don’t get angry or frustrated. If it’s worthwhile (and it is) and builds your career (and it does), stop waiting and hoping.
Just do it. It’s tax-deductible and a basic investment in a strong personality brand.
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