Pioneers get shot. While there are many who counsel entrepreneurs to “embrace failure” or “be true to your passion”, most of the time entrepreneurs who pave the way with a new business model or even just a new business feel all alone and vulnerable. Of course, with greater risk there is greater reward and everyone knows that, but let’s be honest – most people are risk-averse. It’s much more comfortable to take a path that is well-worn. So, it’s no wonder that getting radio advertising prospects to commit to a test or a campaign is so difficult. They are terrified of something “new and unproven” or wasting their precious marketing resources.
As someone who has seen the radio industry up close for more than 30 years, I have some advice for radio station sellers: