Capture Your Clients’ Passion
are you passionate about? What do you do for fun? What activity would
you do for the rest of your life, even if you weren’t getting paid
answers to those questions are what many of your clients do for a
of them didn’t create a financial analysis of their geographic
area, determine an unfulfilled market niche for a dance academy,
music store, massage clinic or an auto detailing center, and then
proceed to open one.
— most are just excited and enthusiastic about their enterprises,
which often began as hobbies, interests or skills that they then
turned into businesses.
passionate about their products, services, people they work with and
to create a campaign that stands out? As a marketing partner, ask
your clients why they got into the business and encourage them to
tell their stories. Capture the lightning in a jar. Transmit your
clients’ passion to your audience in their commercials and you’ll
help them succeed.
does this work?
all love to hear about what someone actually loves. It’s real, it
rings true and doesn’t sound like advertising.
of your local direct clients are entrepreneurs. They’ll each have
their own version of passion: quiet, humorous, intense, heartfelt or
can capture passion from owners, customers, partners or employees.
They won’t all have it, but the ones that do will make your job
you talk to them, listen for the things that excite them about what
they do. Passion is contagious; and radio, when done right, is viral.
when you have this meeting with your client, record it.
you should take notes, but you won’t be able to write everything
down fast enough to capture the good stuff — the passion. Plus,
it’ll take your attention away from following your client’s train
no excuse not to use your laptop, your iPad, iPod, your smartphone,
any of the dozens of available handheld recorders to capture your
client’s input. Let them know you want to make the best use of
their time and accurately represent them.
you turn their juice, attitude, electricity and unique points of view
into stories, you’ll have commercials that will get attention and
touch the hearts and imaginations of listeners.
you record their stories, you can use a variety of approaches:
Edit them into
segments using their voices.
words and have other voices tell their stories.
a single voice, or multiple voices with music and sound effects.
be careful not to lose the original passion when you translate it
into commercials. I’ve used this technique with great success for
fast food chains, fertility clinics, glass replacement shops, home
theater installers, ski resorts, landscaping firms, automobile
dealers and many, many others.
we’re not just selling radio. We’re helping businesses survive
and prosper, helping families, changing lives and rebuilding local
economies. It’s a big responsibility, but by simply sharing your
client’s passion with your audience (and now you have some
additional ways to do that), you can build success for your client
and for you.
more input on how to effectively reach clients, email