You’ve received your 2024 ad sales goals for various verticals and stations. But have you set a personal resolution yet? For years, I wrote down lengthy New Year’s resolution lists that lacked focus on that One Big Thing. I ditched the chaos this year and embraced the Power of One Word. It’s a straightforward approach backed by a proven system and it delivered daily emails until it clicked. If it’s good enough for big names like the LA Clippers, Hendrick Auto Group, and college and pro teams, it’s undoubtedly worth adopting.
Enter “The Power of One Word,” championed by Jon Gordon, author of “The Energy Bus.” Gordon offers a free 7-day email series to help you pinpoint your personal word for 2024, providing clarity and focus. Let me break it down using my own experience.
I needed a word that could keep me driven 24/7 to boost my income for my family. I looked at myself deeply and reviewed what I enjoyed doing with my resources. I realized that my joys—indulging family in meals at top-notch restaurants, attending pro and college football games, maintaining a comfortable home for entertaining, traveling, and investing—could be condensed into one concept. Rather than a laundry list of diet, exercise, hobbies, and income goals, I wanted One Word to motivate me in Gordon’s six life dimensions: mental, physical, emotional, relational, spiritual, and financial.
My word? Provider. It’s my constant cue to hustle, ensuring I furnish a lifestyle for my family that’s fulfilling and propels all of us forward. And here’s the kicker—it’s simple yet groundbreaking. I place the word on my computer screen, in the bathroom, and on the TV remote. Whenever “Provider” catches my eye, it’s an immediate gut check: “Is my current action contributing to providing?” I plastered PROVIDER everywhere, but maybe I should also stick it in my pantry and on the couch!
This word flips the script in my ad sales game. Sure, an extra cold call might lead to meeting my sales goal. But for me, it’s more profound—making every call, pitch, and providing—for my family and clients. Often, clients need to be pushed towards uncomfortable but necessary actions, like consistent ad spend, to drive their businesses forward. Providing that nudge is for their benefit. It’s a game-changer.
Give the One Word exercise a shot. It took me until day three to find my word; my daughter took longer, while my wife didn’t even need the emails—it struck her overnight. Your word could be “connection,” “domination,” or anything that revs up your sales engine. This method has garnered praise from thousands, spanning schools to sports teams.
Let go of the old routine. Embrace change and find One Word that screams success.
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.
