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Nick Wilson is Ready for Cleveland’s Summer of LeBron

Tyler McComas

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A decision looms in the NBA that could change the landscape of the league for several years to come. That’s to be expected when the greatest basketball player of all-time (yeah, I said it) has an open run of where he can play next season. But if you think Lebron James’ decision just affects the Cleveland Cavaliers, the rest of the Eastern Conference or even his legacy, you’re sadly mistaken. 

Lebron’s decision affects the economy of northern Ohio, the growth of basketball around the area and certainly from a media perspective – the popularity of sports radio in Cleveland. Sure, hosts will still be able to rely on topics centered on the Cavs, as well as the Indians and Browns, but there’s no denying that losing the biggest star in the NBA would have a considerable effect on sports radio stations in the city. 

Though that seems grim, there’s actually a big silver lining for everyone associated with sports radio in Cleveland. Name any market in the country and you’ll find sports radio stations bracing for lower ratings in the summer. It’s natural and happens every year.

Cleveland, however, may be preparing for its biggest ratings push of the year in the months of June and July, which is something that’s usually unprecedented in a major city Why? Well, there’s no bigger story in sports today than where Lebron is going to play next season.

Most hosts across the country might be scrambling for topics to fill a show during the summer months, but hosts in Cleveland have the luxury of covering one of the biggest sports stories in the history of the city. Though the NBA Finals are over, Clevelanders haven’t tuned out sports radio. They’re locked in as ever to hear the latest reports and rumors on where King James is leaning. If Lebron does leave Cleveland, he won’t do so without giving sports radio a huge ratings boost.

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However, there’s certainly a lot to be gained for stations in Cleveland if Lebron decides to stay in town. Yes, it keeps the Cavaliers as a national brand in the NBA, but it also keeps the market held in high regard. As Nicholas Wilson of 92.3 The Fan told me, young talent from across the country have flocked to Cleveland to cover the best basketball player on the planet. If Lebron does leave, would that same talent stay in the city? Would Cleveland still be on the radar for talented, up and comers in the business? 

As the decision looms, Wilson shares insight on how much is at stake in the next month for local stations like 92.3 The Fan in Cleveland. 

TM: Would you say this the biggest sports story in the history of Cleveland? 

NW: It’s up there. I’ll honestly say that the Cavs’ title two years ago is probably the biggest story in recent history. Lebron owns the biggest stories of the last 5-10 years along with the Indians World Series run. But if you look at the way this thing is going to build, seeing as we’re a month out, I think the optics of this are different than the decision to leave in 2010 and the decision to return in 2014. I think the average Clevelander knows that there’s a lot of speculation on Lebron’s future. 

I think it’s still going to be a Top 5-10 story in Cavaliers history, but I think it’s minimized a bit because the championship has already been won. People in Cleveland still want Lebron to be back, but the stakes don’t feel as big as they were in 2010. 

TM: You just alluded to the frustration level not being as high as 2010 if he leaves. But as a show host, are you rooting for the outbursts if he decides to leave town again? 

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NW:  I’m not so foolish to not show self-interest, absolutely. Lebron is the ever-ripened fruit on the evergreen tree. He always gives you content. 

Selfishly, I want him to be back because he makes the Cavs more interesting, but I don’t know if there’s going to be the outburst. There’s always going to one or two guys that try to make their name by giving the take Lebron James let Cleveland down by going. There always will be. That probably holds true with fans as well, there’s people who have still not forgiven Lebron James for leaving in the first place. 

I don’t think you’re going to see the mass hysteria like when he left in 2010, or when he came back in 2014, but I still think even though there isn’t going to be the anger, even though those coals don’t burn as hot, I still do think, that for sports radio in the next month, we’ve got you there. People are more calm and rational this time around, but I still think they really want to see where he goes. 

TM: Do you consider this the biggest month of the past year for Cleveland sports radio? 

NW: It’s pretty up there. Look, it’s a Browns town so their season is always a big time for us. I would say the NFL Draft was huge for us as well as the NBA Finals. But I think Lebron’s future in Cleveland is a cottage industry, because it touches all aspects of the NBA offseason. 

It touches the NBA Draft, because the Cavs have the No. 8 pick. It touches the trade market because of Kevin Love and the questions of his trade value. It touches free agency, because Lebron is a free agent and the Cavs are going to have to go about that two different ways, depending where he ends up. From a sports radio perspective, you could not set up the next four weeks any more perfect than how they’re set up. 

TM: There are rumors that have already come out about Lebron’s next destination and others will come out in the next month. As a host, how do you sort through what’s worth bringing up on the air versus what doesn’t?

NW: This is the million dollar question. For me, I just always try to consider the source. Like, I love Gary Payton and he’s the one who originally said that Lebron James Jr. was going to enroll at a Los Angeles high school next year, but that dude talks as much as any human being in NBA history. Not that I refuse to believe the report, but there’s a part of me that can laugh about it a little more that Gary Payton would be the guy to break this kind of news.  

Having seen Lebron for so long, I think everything is automatically something that you can take a little skeptically, which I think makes it a little more fun. But I actually think that’s part of the on-air stuff. I think some of the best conversations that I’ve heard on Lebron James and his future, are do you trust this report? You cannot get two Clevelanders who trust the same source of information the exact same amount. It leads itself into a battle royale over things like where Lebron’s kid will go to high school. 

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TM: Aside from Lebron himself, what kind of guests are you looking for in the next month to add insight to this story? 

NW: I really love the Cavs beat. Dave McMenamin, Jason Lloyd, Joe Vardon from the reporter perspective. I like all those guys. From the current player perspective, give me Richard Jefferson or Channing Frye. From Lebron’s camp, I would say it’s probably be Rich Paul. From Cavaliers historical, it’s Mark Price. It depends on the way you look at it, but I love listening to those number of perspectives for different reasons. Each one can give you an insight into Lebron that are so fascinating and so singular in terms of how they view him and the pursuit of his legacy.

TM: Let’s say Lebron doesn’t sign in Cleveland. Are they now on the back burner in terms of your topic list? 

NW: I don’t know way less Cavs, it’s interesting, because when Lebron left in 2010, there was still a lot of talk on the team because it galvanized people in a direction. The Cavs had been kind of listless, near the top of the Eastern Conference but never able to get over the hump or able to get another great player to town. 

So Lebron leaving that first time, there was an intense amount of interest for the first 16-18 months of the Cavaliers. Then, of course as rebuilding processes do, people fell by the wayside and the feeling toward Lebron lessened and lessened. I do think that any decision that he makes, for the first year, is going to galvanize people in one direction or the other. 

TM: In terms of capturing your audience, are the Browns poised to pick up where the Cavs fall of if Lebron leaves? 

NW: The Browns have been poised to pick off anybody from any audience, no matter Lebron James, the Indians, any national story, they’ve been poised to pick this thing off since they came back in 1999. As a matter of fact, it took Lebron coming back in 2014 to really kick the Browns off their mantle. Even though the Browns have lost an asinine amount of their fan base, for what’s happened the last three years, I still think the Browns are going to be king of this town if they start winning. 

What I will say, is if Lebron stays along with the championship expectations, I don’t think it’s going to be a clean victory by the Browns. At that point, it will probably be a similar ratio as to what it is now, but if Lebron leaves and Baker Mayfield turns out to be a nice quarterback and the Browns start to win, you could just say a prayer for the Indians and the Cavs because I may not get to talk about them for the next 5-6 years. 

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TM: Does the allure of a sports radio job in Cleveland hinge on Lebron being in town? Especially with people that aren’t from the area?

NW: Oh absolutely. Cleveland is an interesting market because it’s very insulated and there’s a lot of people that have been doing it for several years. I do think for a lot of the younger guys, Lebron holds a lot of the intrigue. Some younger have to ask themselves, I’m going to follow the old trend of staying in Cleveland for your career, or are there other places where there might be more interesting teams or just as interesting cities as Cleveland without Lebron. 

Any young guy making his name in radio in Cleveland, has to think about that, because from the external standpoint, I get a lot of publicity just off the fact I’m in Cleveland and know a few people in radio. When they need someone to talk Cavs, boom, I’m on CBS or I’m on in Portland with my boy Chad. Just for me, who’s someone that’s broken through the Cleveland market in the last 5-7 years, if I’m getting attention like that I can only imagine what someone who’s been here longer or in any of the drive shifts is getting, publicity wise. 

I do think the intrigue factor with Lebron has been something that’s incalculable the last four years. I guarantee you, a young kid who just graduated college from Syracuse, who’s looking at two similar jobs, is saying, oh man, it would be cool to go and talk about Lebron. But if he leaves and we become Browns centric, it will be interesting to see what that does for the young professionals. 

BSM Writers

Mike Silver Has An NFL Backstage Pass

“When you go through a career transition like that, let alone during a pandemic, you find out a referendum on all your relationships.”

Derek Futterman

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It was the 2010 NFL Draft and standout wide receiver Dez Bryant was eligible to be selected by a professional football team. As a journalist, Mike Silver has always looked to enterprise stories and wanted to be with Bryant when the moment he had been waiting for finally arrived.

Through a preexisting relationship with Pro Football Hall of Famer Deion Sanders, he got in touch with Bryant and received permission to attend his draft celebration. Before being selected in the first round by the Dallas Cowboys, Bryant revealed to him that then-Miami Dolphins General Manager Jeff Ireland had asked him during the pre-draft process if his mother was a prostitute.

Once that information was published in Silver’s column, Ireland had to publicly apologize and was subsequently put under investigation by the team’s majority owner Stephen Ross.

“People were like, ‘How did you get that?,’ but I was very proud because really the way I got it was because Deion Sanders respected me enough based on things that had happened decades earlier and the way that I conducted myself that I was able to ultimately get to Dez,” Silver expressed. “That to me is a validation. I’ve nurtured relationships for years and years that have led to zero reporting and thought, ‘It’s okay; it’s just part of the process. It is what it is.’”

From the start, Silver was a believer in journalism and the power the profession had in divulging stories in pursuit of the truth. Born in San Francisco, Calif. and raised in Los Angeles, he would read The Los Angeles Times sports section for a half hour per day, observing the proclivities and vernacular of other writers. As a high school student, he co-authored a sports column in the Palisades Charter High School Tideline with current Warriors head coach Steve Kerr, gaining practical experience in journalism and cultivating professional relationships.

“I was the only Warriors fan in our school because I was born in San Francisco so he used to clown me for being a Warriors and 49ers fan like everyone else in our school – so I ended up having the last laugh,” Silver said. “By old standards, you’d say, ‘You can’t cover Steve Kerr. That’s your friend.’ I think in 2022 if I have to cover Steve Kerr, I’ll just be like, ‘You know what? Everyone knows we’re friends. I’m just going to be up front about it.’”

Silver attended the University of California, Berkeley where he earned his bachelor’s degree in mass communication and media studies. The school was not known for profound levels of success within its football and basketball programs, according to Silver; however, the student newspaper was a place to gain repetitions in covering sports and having finished work published, printed and distributed.

Towards the end of his time in college, Silver wrote stories that were published in The Los Angeles Times, the newspaper he grew up reading and from which he drew inspiration to become a journalist.

“We would tell the players we covered, ‘Hey, we’re trying to go to the pros too, and we’re not going to get jobs in this industry if we don’t write the truth,’” Silver said. “We were trying to break in as legitimate journalists and we definitely ruffled some feathers along the way.”

Once he graduated from school, Silver began his professional career writing for The Sacramento Union where he covered the San Francisco 49ers. Silver grew up as a football fan and was familiar with the team but always tried to find original, untold angles to differentiate his stories from others. Shortly thereafter, he transitioned to join The Santa Clara Press Democrat as a beat writer and used the time to further develop his writing and reporting skills. Five years later, he was in talks to land his dream job as a writer in Sports Illustrated, a prolific sports magazine focused on producing original content.

Sports Illustrated was released on Wednesdays and operated under the belief of trying to omit any stories that may have been reported in the days prior. The goal was to tell stories that were under the radar and would be impactful and memorable for its readers.

During a typical week, Silver would visit both the home and road teams in their own cities with the hopes of connecting with players and team personnel. After a game, he would go to the locker room, yet he would try to avoid doing one-on-one interviews since the content would likely be published elsewhere before the magazine was released.

Then, his writing process commenced and often went through the night, as Sports Illustrated had a 9 a.m. EST deadline the following morning. By taking the approach of enterprising stories, Silver quickly became one of the most venerated and trusted sportswriters in the country, composing over 70 cover stories for the publication.

With the advent of the internet though, journalism and communication was forever changed allowing for the free flow of information and ideas in a timely manner.

“Now I can arrogantly write to whatever length I want and every precious word of mine could be broadcast to the masses, but [back then] you better have it the exact length because it’s going on a page,” Silver said. “You’re maybe reading over a story 15 times or more to get it just right before the seven layers of editing kick in. You’re also leaving theoretically half of your great stuff on the cutting room table never to surface again or seldom.”

Nurturing a relationship built on trust and professionalism is hardly facile in nature, and it required enduring persistence and resolute determination to achieve for Silver. Through these relationships, he has been able to create both distinctive and original types of content. As innovations in technology engendered shifts in consumption patterns though, he decided to do what he originally perceived as being unthinkable and left Sports Illustrated after nearly 13 years.

“When I went there, I felt like we had 30 of the 35 best sportswriters in America and it was murderer’s row,” Silver said of Sports Illustrated. “I had a great, great experience there the whole time so I never thought I’d leave.”

After meeting with Yahoo Sports Executive Editor Dave Morgan and being given an offer with flexibility in the job and a promise of a lucrative salary, Silver knew it was simply too good to pass up. He opted to still write a column on Sundays to counterprogram Peter King at Sports Illustrated, who authored his own weekly “Monday Morning Quarterback” column.

Additionally, Silver agreed to write two additional branded columns per week in a quest to adapt to the digital age of media.

“I was trying to stay current and connect to an internet generation and keep up with the way that people were consuming their content at that time,” Silver said. “….We just had a spirit at Yahoo that we weren’t owned by anyone, we didn’t have a deal with the league and we were going to report the news in a very unfiltered way.”

An advent of the digital age in media has been the practice of writers appearing on television to present their information en masse, requiring changes in their delivery. Unlike in a written piece, reporting on television requires efficiently making key points and speaking in shorter phrases to allow the viewer to easily follow the discussion. Moreover, writers are sometimes presented with questions that may provoke deeper thought or analysis, and occasionally challenge their lines of reporting.

Silver never thought he would work in television, but as a part of his contract with NFL Media, he was writing columns and serving as an analyst on select NFL Network programming. In working on television on a league-owned entity, it forced him to step out of his comfort zone and pursue mastery of a new skill set.

“I never wanted to do TV voice and be cheesy and look like someone who was trained for the medium so my strategy was more to try to be myself on camera and see how that translated,” Silver articulated. “It seemed to work to some degree – and then obviously I picked up a lot of tricks of the trade and techniques and got better reps. Essentially, I think reporting is reporting [and] information is information.”

Moving into television, a medium with sports coverage that is, at its core, nonlinear due to the potential for breaking news and unexpected occurrences, changed the manner in which the information was presented and/or prioritized on the air. In a column, Silver’s goal was to find original angles and obtain anecdotes and quotes to implement into the storytelling. Now on television, sources were still used largely on the condition of deep background, meaning no individual or group could be attributed to the information in any way.

“With TV, there was an element of, ‘Hey man, I’m just trying to sound smart when I talk about you guys,’ which is code for, ‘I don’t have to use your name when I say this stuff, but when I’m weighing on why you just traded for Trent Richardson, help me understand what’s really going on with the Indianapolis Colts at this moment,’” Silver explained. “That’s just a random example. I liked [television] more than I thought I would.”

Silver’s contract was not renewed at NFL Network in 2021, providing a stark change in his lifestyle and leaving him looking for a job in the midst of trying economic times. Through a relationship he had with sports radio host Colin Cowherd, he was given the opportunity to join his upstart podcast platform The Volume as a host. Cowherd eagerly recruited Silver to the platform following a lunch in which the topic came up naturally in conversation about future endeavors.

“When you go through a career transition like that, let alone during a pandemic, you find out a referendum on all your relationships and I have a lot of them from players, coaches, owners and GMs to media people and friends in other industries, etc.,” he explained. “Colin Cowherd is someone I’ll never, ever, ever forget or stop being grateful to…. We were kind of talking some stuff out and he was like, ‘Why don’t we do a show on my network?,’ and we started talking about what that would be. We left lunch… and about 10 minutes later he called me and said, ‘Okay, here’s what I think,’ and kind of continued it.”

Today, Silver is hosting an interview-based program called Open Mike featuring guests from the world of professional football. Recent guests on the program have included Detroit Lions quarterback Jared Goff, New York Jets head coach Robert Saleh and Jacksonville Jaguars wide receiver Marvin Jones. Prior to joining The Volume, Silver had hosted a podcast with his daughter called Pass It Down, which ultimately ran for over 50 episodes and gave him experience working within the medium.

“I’m sitting there spending an hour with [Las Vegas] Raiders GM Dave Ziegler or [Buffalo Bills] linebacker Von Miller or whoever we have on,” Silver said. “You’re not only getting to know that person; you’re watching the way I connect with that person and usually have a body of work with that person, and there’s a comfort level there too.”

John Marvel was Silver’s direct boss at NFL Media and a friend he kept in touch with for many years. Through various correspondences and the dynamic media landscape, they decided to start their own media venture called Backstage Media. The company has a first-look deal with Meadowlark Media – a company co-founded by John Skipper, who also serves as its chief executive officer. Skipper was formerly the president of ESPN and someone Silver wished he had worked for earlier in his career.

“I did not know John Skipper before I left NFL Network,” he said. “I didn’t particularly have a dream to [ever] work at ESPN. We’ve had conversations over the years – ESPN and I – and it never seemed like the perfect fit for me. Now that I know John Skipper, it’s like ‘I would have worked for that guy any time.’ He’s fantastic, [and] I’m just so pumped to be in business with him.”

The company, which focuses on producing documentaries and other unscripted programming through the intersection of sports, music and entertainment, has various projects in development. The idea was derived out of both of their penchants for storytelling and an attempt to utilize new platforms built for engagement within the modern-day media marketplace.

“We’re hoping that documentaries, docuseries [and] episodic podcasts – mostly unscripted – …will be kind of our wheelhouse,” Silver said. “….There’s about four big things that are [hopefully] close to being announced. One’s football; one’s boxing; one is basketball; and one is kind of a blend of some things. I feel like we have a pretty diverse set of interests.”

Joining The San Francisco Chronicle as a football reporter has been indicative of a full-circle moment for Silver, as he is once again around the San Francisco 49ers and writing columns about the team and other sports around the Bay Area at large. Today, he is working with Scott Ostler and Ann Kllion, and directly with Eric Branch on the outlet’s 49ers coverage. Through it all, he seeks to continue gaining access to places that the ordinary person would only be able to dream about in order to tell compelling and informative stories, no matter how they may be delivered or on what platform(s) to which it may be distributed.

“I’m old school in a lot of my mentality in terms of journalism and storytelling and all of that,” Silver said. “I think those things don’t go away. I think it’s journalism first; relationship first; access first; storytelling first; and you figure out the rest.”

As for the future of the profession which has ostensibly become less defined because of the evolution of social media and communication, relationships and storytelling have truly become the differentiators. Silver aims to continue practicing what has allowed him to gain exclusive scoops in the industry and tell stories that would otherwise, perhaps, fly under the radar, but do so in a way that does not jeopardize his sources.

“I’m going to try to develop relationships and cultivate relationships where people trust me and give me a sense of what’s going on,” he said. “I’m going to try to get into places that you, as the consumer, couldn’t otherwise go and take you there, and I’m going to err on the side of the relationship as opposed to finding out one thing that could cause a splash that day on Twitter.”

Some athletes are hosting podcasts or writing columns to directly communicate with their fans, including Cincinnati Bengals quarterback Joe Burrow and Golden State Warriors forward Draymond Green on The Volume, intensifying the quest for engagement and attraction. Yet Silver advises journalists looking to break into the industry not to get distracted in meeting certain metrics, instead adhering to best practices and reporting truthful information without ambiguity.

“Just don’t get undone by the noise,” Silver said. “Put your head down; hyperfocus; grind; tell good stories; do journalism and hopefully over the course of time, that will stand out. I’d still like to believe that.”

Covering professional sports, specifically football, generates a large amount of potential storylines on which journalists can report – and today, digital platforms give them the ability to cover them in different ways. While some scoops may requit a large article, others may be able to be told in 280 characters or less, such as a trade rumor or injury. The amount of information Silver and his colleagues uncovered working for a print publication and then had to omit because of space limitations underscores a key journalistic principle of efficient and truthful storytelling. In today’s media landscape, he hopes to be able to do that regardless of its means of dissemination.

“If you went back and just looked at our normal… feature or story off a game [and] the level we reported on a Wednesday and translated that to a Twitter generation, people would lose their minds about how much we found out and how much we reported with on-the-record quotes usually, and they’d be like, ‘He said what!?,” Silver said. “That’s all we knew and that’s [how] we did it…. I don’t think people understand how much the threshold has changed. It’s all good. The most important things hopefully haven’t changed.”

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BSM Writers

Video Simulcasts Are Now A Must Have For Sports Radio

All of these shows have done an amazing job of constantly communicating with their audiences to make sure they’re aware of changes coming their way. 

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Video simulcasts of sports talk radio and podcasts have gone up extraordinarily in quality as of late. The craft started as a novelty that very few participated in. ESPN and YES Network dominated the genre with their simulcasts of Mike and Mike in the Morning and Mike and the Mad Dog respectively. Slowly but surely other sports networks and RSN’s picked up the genre over time and it has now become a major component within sports coverage in the streaming world.

The most popular and prominent shows in the medium right now include The Dan Patrick Show, The Dan LeBatard Show with Stugotz, The Pat McAfee Show, and The Rich Eisen Show. These four shows in particular have done an excellent job of independently producing and building out their video content to look visually appealing while also engage with the audience through graphics, pictures, stats on screen. In McAfee’s case, his company even entered into a rights agreement with the NFL for highlights.

Finding their shows can be difficult at times. Eisen’s show has moved from television to Peacock and to Roku Channel all within the span of a couple years. When LeBatard’s shipping container first began their live video voyage they didn’t have a consistent schedule. Patrick’s show has also leapt between RSNs, national networks, YouTube and its current home on Peacock. But all of these shows have done an amazing job of constantly communicating with their audiences to make sure they’re aware of changes coming their way. 

The video simulcasts have become so lucrative for these shows that they’ve found sponsors to advertise against what they’re offering and they ensure that they pay attention to the look of the show. Commercials that feel like television play during Patrick and Eisen’s shows. Logos are displayed during LeBatard’s broadcast and NFL Films vignettes that you would find on NFL Network air in the middle of McAfee’s broadcast.

McAfee’s show recently moved into a new studio in Indianapolis specifically built for them by FanDuel and just yesterday LeBatard announced they would be moving into their own state of the art studio in Miami that will help expand their creativity. Patrick’s show doesn’t even have guests call into their show anymore – most join via Zoom. Eisen’s guests are more often than not in studio. All of these shows also upload highlights relatively quickly to YouTube. They’re still audio-first but video is no longer secondary. It is 1A in terms of importance.

As much as these simulcasts feel close to real TV, there are still some hijinks that fans have to get used to that aren’t the same as a regular TV broadcast. During LeBatard’s broadcast, a rolling loop of their own self produced album plays during breaks. While the songs are hilarious in nature, if you’re a weekly viewer of their simulcast it might get tiresome to hear every time there is a break.

A loop of some of the show’s greatest moments and some of the side projects Meadowlark Media produces might be more engaging and help reduce drop off rate. McAfee’s show also struggles with white balancing their cameras almost every telecast. At times in the middle of a conversation during the show, discoloration occurs before changing back to normal skin tones.

Patrick’s show has used the same set of graphics since it began simulcasting on NBC’s linear sports network years ago which could be a turnoff for younger viewers of the internet era who always want change in order to grab their attention. Eisen’s show has awkward interruptions happen in the middle of conversations because commercial breaks are different in length on terrestrial radio vs. streaming.

At the end of the day though, these shows are the epitome of what it means to have grit and guts to achieve your American dream. Although their productions are subsidized and/or licensed by big media platforms and sports books, their social media presence and the actual production of these shows was built on their own. During the first couple of weeks after LeBatard’s show left ESPN, the former columnist could often be heard teasing listeners that they were working on building a video enterprise and how difficult it was.

It’s hard to stand on your own in sports talk media without the backing of superpowers like ESPN, Fox, NBC, CBS and Turner who have been producing live broadcasts for decades. But these shows have found a way to do so in a new world that is tailored towards doing everything on your own. 

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BSM Writers

5 Ideas For December Sales Success

How much better will you enjoy Christmas and New Year knowing you have some presentations to make to prospects who want to roll into 2023 with a new idea?

Jeff Caves

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Now is the time to put your foot on the gas for a great start to 2023-not waiting til January. With Christmas Eve, Christmas Day, New Year’s Eve, and New Year’s Day all falling on weekends, you can’t count on who will be at work the Friday or Monday around those holidays in December.

So, looking forward from here, you only have 15 or so days that you can count on your clients and prospects to be at work before the end of 2022. And, if they are at work, consider their motivation or lack of it before approaching them. But here are five ways to attack December.

Cutting a year-end deal

Make sure you go back from the potential start date of the schedule and allow for production, proposal, and acceptance. That usually means you need a week from when you present a year-end idea to when the schedule starts. So, aim to have all appointments booked by 12/9, so you can sell 2-week packages that begin Monday, 12/19. That will give you a sense of urgency and gives you five solid business days to sell your ass off starting Monday.

5-day sale

Make all your pricing and payment terms expire by Friday, 12/9. You can always extend if need be once they give a partial commitment. You want anybody involved in the decision to sign off and let you cut this deal! The idea here is to create urgency and work ahead.

Beat the bushes

Do you want to wake up on 1/2/23 with an empty pipeline? How much better will you enjoy Christmas and New Year knowing you have some presentations to make to prospects who want to roll into 2023 with a new idea? Don’t try to qualify these prospects over the phone. Do it in January when both of you are fresh but get that commitment NOW. Look for your new client avatar.

Be gracious

From now til the end of the year is also an excellent time to meet with your sales assistant, traffic manager, production person, or anybody who helps you at the station. Sit down with them face to face and see what you can do better to make their job easier. Give them some ideas on how they can help you as well. Mend some fences or make new friends; the reason tis the season. Surprise them with a Cheetos popcorn tin for less than $10. Please do it. You will be surprised by what you hear because this is a popular time of year for layoffs, transfers, and people taking new jobs.

Practice a new pitch

December is also a great time to record yourself doing a webinar and start planning to let your content do the talking. Wouldn’t it be nice if your 10-minute talk on how to make live reads work, how to buy radio, or why your audience buys the most widgets produced some warm leads? Practice and get going!

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