After the BSM Summit ’23, Barrett Media President Jason Barrett wrote about what stood out at the just concluded sports radio convention. JB mentioned that he was disappointed that more GMs and sales managers didn’t attend. He thought they could gain great insight from the Summit and challenged them to start acting and thinking differently.
One idea I had, and others have as well, is personal branding. You gain skills from attending the Summit to improve your personal radio salesperson brand through education, networking, and speaking to others about your ideas.
Here are some tips on how a radio salesperson can invest in personal brand development:
WHO ARE YOU?
Write down what is important to you, your client-facing strengths, and your USP. Why you? Consider what sets you apart from reps in the market and how you can communicate that to prospects so they see the value in YOU.
CREATE A WEBSITE
This should be a no-brainer. There are tons of platforms for you to do this. Here is but one.
This will really build your brand faster. It’s like a LinkedIn profile come to life with graphs and pictures. Make it visually appealing to get around on, and put your info about your experience, client-facing skills, and services. Consider including testimonials from previous clients or business partners. They can google review you!
HIT THE SOCIALS
Make LinkedIn and Instagram your regular spots to share content. Make posts that show you at your best and your personality. Always share content from others, respond to comments, and like others’ work. Publish white papers on LinkedIn.
SAY CHEESE
Do a studio session with a photographer specializing in business. Take headshots that showcase what you are all about on the phone, pc, or networking. Wear different outfits and jerseys of your favorite teams and bring your partner.
MEET AND GREET
Hit the ad fed, chamber of commerce, and any other business-minded group that resonates with you. Go to meetings with college boosters, causes you believe in, and anywhere you may meet small business people. Make it a weekly commitment. Attend BSM Summit 2024, stay current with the latest trends, and connect with other pros.
SPEAK UP!
By writing blogs, video posts, and podcasts, you work on your beliefs and how to shape the pitch for others. The difference is you aren’t just standing and delivering a speech to a Rotary Club. Be a thought leader. Show what you are an expert in. If you aren’t, become one in something. Take the package of the month and make it yours.
F IT
Don’t fake it til you make it, man. Being yourself will attract clients who want to be around you. You won’t have to tolerate them; you can partner with them. Let it fly, and you will be surprised at how that resonates. Don’t try to be all things to all people.
I believe that there are four types of clients. One hates you, one loves you, and the other two are up for grabs. If you can get the ones who don’t care about you but like the results you can create, then you can click with 50% of your clients, not just 25%.
Invest in the best, you, and don’t be like the rest. Brand YOU.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
