Includes index.

pt. I. Selling your client on why your station is logical to buy, regardless of your ratings or program -- Prospecting local direct: the key to a successful broadcast career -- Using media-savvy strategies to get appointments with key decision makers -- Making broadcast advertising user-friendly -- Explaining broadcast marketing to a direct client -- Advertising clutter: you are the solution -- How we really see and hear commercials -- Branding-it's not just for cowboys -- Your station is the logical solution -- pt. II. Writing genius creative whether you're a creative genius or not -- Recognizing creative problems -- Creating a centerpiece for your commercial -- Make the spot emotional -- Solving consumer problems without cliches -- Telling your target market what to do -- pt. III. Demonstrating that using your station is not a gamble, but a good, calculated risk -- Calculating return on investment (ROI) and managing client expectations -- Explaining the pure logic of buying your station -- The value of one new customer -- Selling against other media -- Why a local broadcast client should own your station -- pt. IV. Broadcast sales mechanics: how to make your job easier -- Creating concise and customized marketing and advertising proposals -- Break through the commercial clutter: power presentations -- How to negotiate without turning into a pitiful puddle of spineless goo -- Why objections are our friends and logical ways to handle them -- How to close broadcast sales without looking like a jerk -- The value of super-servicing your local client -- Collecting-how to make sure you don't work for free -- How to overcome call reluctance.

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