What if your radio station were LensCrafters?
This is the LensCrafters promise:
30-Day Unconditional Money-Back Guarantee – If you don’t love your new glasses or prescription sunglasses, for any reason, you can exchange them as often as you like or return them for a full refund for 30 days. Guaranteed.
What if you made such a promise to your advertisers?
Show us your numbers. If you don’t get results from the campaign you run on our station (where we design the campaign and you buy what we tell you it’ll take) you can get a full refund. In exchange for this guarantee, you will pay a premium. Because we want to make sure it works. And it’ll be well worth it.
Would your advertisers do it? Because if not, they deserve whatever results they’re willing to pay for.
At some level, advertisers need to decide if they’re buying radio or results. And you, in turn, need to decide which you’re selling.