Selling Tools

Use these tools to communicate the value of underwriting American RadioWorks.

Underwriting Benefits	Characteristics unique to American RadioWorks that make underwriting effective. v See below
Questions and Answers	Suggestions to help overcome objections from prospective American RadioWorks underwriters. v See below
Listener Profile	Research data about American RadioWorks's audience. See Audience/Research Data»
Program Description	Learn more about American RadioWorks. See Program Description»

Underwriting Benefits

• Because the show is of such high caliber, underwriting it provides credibility.
• There are so few radio documentaries--audiences will remember and appreciate sponsorship.
• Timely and interesting topics attract intellectual, hard-to-reach audience.

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Questions and Answers

When they say, "The timing isn't right," you might ask:
What would make the timing better?
Can you explain your decision-making process?
If you had a magic wand, what would the timing look like?

When they say, "The topic is too narrow," you might ask:
So, you prefer general programming sponsorship rather than a single show?
Can you explain what you mean by narrow?
How do you feel about it personally?

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