How to Turn First-Time Advertisers Into Loyal Radio Clients
Learn how to confidently approach businesses that have never advertised on radio before. Educate, engage and close your next loyal client!
Hey! Reginaldo Osnildo here again — your friendly neighborhood radio sales strategist.
Let’s talk about something that can massively boost your results:
Approaching businesses that have NEVER advertised on radio.
Yeah, those ones. The ones who say things like:
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“Radio? That still works?”
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“I’m just on Instagram, thanks.”
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“Advertising’s too expensive for me.”
Sound familiar?
Listen, I get it — these clients might look intimidating, but trust me…
They’re actually a huge opportunity when you know how to approach them the right way.
Let me show you how to do just that.
1. Understand Why They Haven’t Advertised Yet
Before you pitch anything, ask yourself:
Why hasn’t this business used radio before?
Usually, it’s because of one (or more) of these:
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They don’t understand how radio works
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They assume it’s expensive
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They think it’s “old media”
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They don’t trust marketing in general
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They’re stuck in “DIY” mode with social media
Knowing this helps you frame your approach and eliminate objections before they even come up.
2. Research the Business First (Don’t Skip This Step) 🕵️
Never call or visit cold without doing your homework.
Check their:
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Instagram/Facebook/Google presence
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Target audience and product offerings
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Recent promos, events or product launches
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Competitors already advertising
This will help you craft a personalized pitch that speaks to what they actually care about.
3. Use a Friendly, Consultative Approach (Not a Hard Sell)
You’re not just selling a spot — you’re offering a solution.
Example script:
"Hey [Client Name], I’m Reginaldo from [Radio Name]. I noticed your business has a great local presence, and I think we can help bring in even more customers. Have you ever considered how radio advertising could fit into your strategy?”
Short. Casual. Value-first.
The key is to educate, not pressure. Be their guide, not just another salesperson.
4. Focus on the Benefits THEY Care About
Forget technical jargon and radio lingo. Instead, highlight:
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Local reach – “We talk directly to people in your neighborhood.”
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Credibility – “Our listeners trust what they hear on our station.”
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Affordability – “You don’t need a big budget to start.”
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Speed – “We can get your ad live within days.”
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Real impact – “Radio drives immediate action — especially during promotions.”
Make it clear: This is marketing they can actually afford and track.
5. Use Local Success Stories to Build Trust 📈
Nothing beats a real-world example.
“Last month, we ran a campaign for a local bakery that had never advertised before. Within two weeks, their weekend orders doubled. That’s the power of radio when done right.”
Don’t just say “radio works” — prove it with local, relatable wins.
6. Address Their Objections with Confidence
Here are a few common objections — and how to tackle them:
“I prefer Facebook/Instagram ads.”
“That’s great — but radio complements those efforts. We reach people while they’re driving or at work. It’s a different moment of impact.”
“Radio is too expensive.”
“Actually, we offer starter packages that cost less than a daily coffee. And unlike digital ads, you’re not competing with 100 other brands on a scroll feed.”
“I’ve never tried it — I’m not sure it works.”
“Let’s run a small test campaign. You’ll see the results for yourself — and we’ll track everything together.”
Objections aren’t a wall — they’re a chance to educate and inspire confidence.
7. Offer a Low-Risk Trial Package
Want to close faster?
Offer them an “intro campaign” with:
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20–30 short ad spots
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A special promo or event
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A fixed time frame (7–10 days)
Why? Because:
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It reduces the perceived risk
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It gives them a chance to see the response
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You get your foot in the door
Once they see people walking in saying “I heard you on the radio,” you’ve got yourself a believer.
8. Follow Up Like a Pro (This is Where the Magic Happens)
Don’t ghost your new advertiser.
Check in after 3–5 days:
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“Have any new customers mentioned the ad?”
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“Do you want to tweak the message?”
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“Let’s evaluate the results together.”
This proves you’re in it for their success, not just a quick commission.
Final Word: First-Time Advertisers Are Your Future
They might not know radio yet, but they’re open to results.
And that’s where you shine.
When you take the time to listen, educate, and guide, you’ll be surprised how many “cold” prospects turn into long-term, loyal clients.
📘 Ready to Close More Radio Ad Deals — Even with First-Timers?
What I shared today is just the beginning.
If you want to go deeper — with tools, scripts, checklists and proven strategies — grab my complete guide now:
This is the book I wish I had when I started.
Now it's yours.
Let’s turn first-time advertisers into lifelong partners.
We’ve got airwaves to fill and revenue to grow.
— Reginaldo Osnildo