We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
©oii't Sell the Steak
by ELMER WHEELER
It's Logic, Not Magic That Makes People Buy in the Opinion of This Famous Authority on Tested Selling Sentences
Radio listeners want programs to be interesting, and sponsors want them to be profitable. When these two elements are properly combined, you have a program that clicks. It is as simple as that.
Yet back of this seeming simplicity lies a lot of fundamental factors that need constant observation, including an understanding of human nature and the common sense principles of salesmanship.
Add to these a liberal sprinkling of showmanship, and you have the basic formula for an outstanding radio program.
Selling principles are much the same, whether printed, spoken face to face, or used over the air waves . . . except that the last method lias the advantage of the warmth of the human voice in conjunction with entertainment and instruction.
You may be selling anything from arnica to zebras, and jroui results will be determined largely by the selling words and selling seni use. H. W. Hoover, president of the i Company in Ohio, walked over
to a Window in his office one day and said to me, Ill' smoke (oming out of our factory
chimi ii direct proportion to the
strength of the words coming out of our sales men'i mouths. When the wordi thin down.
I then i on. Luded, is the bottle neck the whole merchandising s\^tcm: words.
rords thou
QOre tli an a die tionais
to tell which words will work and which won't. In radio selling, it takes experience and experiment, study and skill.
It is up to you, or your advertising agency, to determine how best to combine certain words for certain sales results.
Many women "hear" the blare of a radio all day long, yet actually hear very little. Only the high spots now and then penetrate their thinking or their routine duties. This is due to two main causes:
1. They are monotonously alike. Too many simply shout, "This will give you pep," or "Makes hands soft and white."
2. They are too tricky. "Slick" language simply attracts attention to the script writer or the announcer rather than to the product.
News broadcasts are effective because they are truthful and different. These are two mighty important points for you to remember in building any kind of program. Take your own store or product, for instance. What is there about it that you can "sell" most easily? In order to discover that, you must look at your store or product from a distance, then advance upon it slowly — and find, search, if you must, for its "sizzle. "
In my "Tested Selling" work 1 emphasise
the importance ot "the sizzle." The sizzle is the biggest telling point in a sales presentation. It is rh, main reason why your prospects will want to hu\.
The "sizzling" ot the steak starts the sale more than the inn e\er did, although the row is, ot course, mighty important.
RADIO SHOWMANSHIP