Norton E. Warner

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I’m sure you are familiar with the Pareto principle also known as the 80–20 rule or the law of the vital few, that states 80 percent of your revenue comes from 20 percent of your customers. The Warner Concepts training for Radio Advertising Professionals is designed to “superserve” the 20% of your local core customers who may provide 80% of your local sales income. It’s important that you identify all those accounts in this 20%. Once these accounts are identified you can focus on convincing each and every one of them on the power of radio to achieve their goals.

The goal of the Radio Advertising Professional webucation is to attract and keep all or a major share of every locally controlled budget in your market. These budgets make up the base budgets that are on the air on the first of every month.

The end result of the RAP training is to enable your sales team to convince every local advertiser that radio can do 100% of the advertising job to be done. Remember – belief equals budget. Your client’s belief in the power of radio to achieve his or her business goals equals your client’s budget or investment in your radio stations.

The first sale to be made is “selling” your radio sales reps on the power of radio advertising. The RAP online webucation will do this for you.

The second and most critical sale to be made is convincing advertisers of the power of radio to achieve 100% of their business and advertising goals.

The Radio Advertising Professional with credibility (the quality or power of inspiring belief) may be able to make this critical sale. For those who haven’t achieved personal credibility you may introduce the Marketing Bridge Club mini-seminars to your community of advertisers. In four mini-seminars, each less than an hour, you can create an advertiser’s understanding and belief in the power of radio. The time spent educating and advertiser will be saved a hundredfold in servicing the account and on “keeping the client sold.”

The RAP webucation that leads to larger budgets from local accounts is not meant to replace any income from community events, station promotions, sports, online broadcasting, internet services or other seasonal or “good idea” events. These are not only major income producers they are important support for building a community and attracting listenership. In fact, the 20% of core long-term, base budget advertisers will also want and should be encouraged to participate in your community and station promotions.

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The Shepherd Magic

Norton E. Warner

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The Concept and Radio Advertising Professional training began with the late Jerrell Shepherd in Moberly, Missouri in 1968. In 1967 KWIX and KRES FM were acclaimed “The most successful small market stations in America.”  These two stations grossed $325,000 in a community of 13,000. Mr. Shepherd, as he was called affectionately by his staff,  labeled our system, The Concept. He identified all local businesses that might make up the 20% that could provide 80%* of his stations’ sales income. These accounts were called “Concept Advertisers.” When we introduced the Warner Concept system KWIX and KRES were grossing $400,000. In less than three years these two stations reached 1.4 million. In 2005 Dave Shepherd, Jerrell’s son, took three stations in Moberly, KWIX, KRES FM and KIRK FM to $2.6 million. Click on The Rest of the Story from a 1988 interview with Jerrell. His vision and belief in the power of radio has fueled the missions of the Warner Concept System, Marketing Firepower and the Radio Advertising Professional online webucation.


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Big Results on a Small Budget

You can advertise with effective reach and frequency, even if yours is a small enterprise with a very limited budget.

Small-business proprietors often view advertising with frustration and a sense of futility. “I have so little money for advertising it wouldn’t do me any good” is a common lament. These businesses forgo advertising and rely on word-of-mouth to tell their stories. Growing your business through word-of-mouth can be the last gasp of a company that has dribbled away its limited budget on an unproductive media campaign.

Keys to Small-Budget Radio Advertising

If you operate a small business that meets a need or fills a market niche, and your business is growing slowly without advertising, I can promise that radio advertising would be effective for you. The instructions are simple:

1. Concentrate your budget on radio.
Don’t be seduced into using other advertising media or promotional gimmicks that could fragment your limited budget.

2. Advertise on the one or two radio stations that talk to your most likely and profitable customer. 

3. Commit to a long-term budget you can sustain.
You should be comfortable paying the bill every month without counting on your advertising to immediately increase your revenue.

4. Prepare a strong and effective Value Story campaign that sets you apart from your competition. 

5. Use a PFP (Planned Fixed Position) schedule designed to assure effective reach and frequency. Over time you will achieve the magic snowball effect that multiplies your schedule exponentially.

6. Allow time to effectively reach a station’s total audience with sufficient frequency to be remembered at buying time.  Think in terms of months and years—not days. The smaller the budget the more time required to communicate your Value Story. The larger the budget the less time required.

7. Increase you budge as your enterprise grows. Asses your growth percentages annually. Use a percentage that fits your comfort zone.

In summary, you must let the element of time work its magic; carefully select the radio station that targets your most profitable customers; stay within a reasonable budget; prepare dynamic messages; and schedule the ads so that they reach the station’s total audience. These instructions apply to larger budgets, too, with the difference being the time or patience required. As the amount of money spent intelligently on advertising rises, the time needed to achieve reach and frequency with a station’s audience decreases.

The Magic of Budget Expansion

In time, radio’s powerful “magic snowball” will magnify listeners’ perceptions of your ads and your advertising budget will seem six to eight times greater than it is. Take, for example, the story of Bill and Shirley Naill and Artistic Cleaners in Wichita, Kansas. Their success at their small 12.5-footstorefront building enabled them to establish several branch locations in the Wichita area, as well as a highly-profitable tux and bridal gown rental business.

When Bill and Shirley visited me a few years ago, Bill shook my hand and said, “Here’s the man who made me rich.” But he was wrong. What enabled his enterprise to prosper was the entrepreneurial spirit and teamwork of Bill and Shirley, a great marketing bridge, and hard work. I merely executed the radio campaign that told his story through the exclusive and effective use of one radio station.

Bill and Shirley’s story should be encouraging to all small businesses. It demonstrates how the power of radio amplifies the smallest of budgets, making it the only advertising medium whose benefits are available to every enterprise in America, regardless of size.


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