Words of Wisdom from the Wizard

It wasn't until about six months ago that I ever heard of this guy who calls himself the "Wizard of Ads", but the more I read, the more I like. My own training in radio advertising started nearly 20 years ago when I signed on with Crawford Broadcasting in Detroit. Until that time, I detested most ads, and didn't trust radio salespeople. After all, I was the "air personality", the mysterious man behind the microphone who had all the creative wit and could woo the women.(I better stop there, some tales are not meant for reading, only hearing.)

Don Crawford was in Philadelphia, managing 6 radio stations in 6 different cities and teaching with his weekly "Sales Bullets" and quarterly seminars his beliefs about sales and marketing. The standards that were set were High. But they were client focused not radio station focused I believe. Radio sales is simply connecting people(listeners) who are looking for places to spend their money with the places(businesses) to spend it. Unfortunately there are too many people in my business who do not understand this and they fail and give a bad name to the rest of us.

Roy Williams, the "Wizard of Ads" is another person who has collected bits of information and assembled in books, and CD's to share with others. Here is a sample.

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