I just ordered numerous copies of the above mentioned book (go to www.spikesantee.com ) for both my clients and sales staff. Spike is a no-nonsense guy and the book is an apt reflection of him and his advertising mantra. It is a quick read, but you’ll want to use it as your own personal workbook. I firmly believe it is important to be a marketing resource for your clients, not “just a radio ad salesperson”. The book makes a great gift for small business clients and helps to engender trust by enabling clients/potential clients to understand LOCAL advertising and the fact that you are truly interested in helping their business grow.
The other thing I really like about the book is that it proactively addresses, for small businesses, the “easy-to-fall-into” advertising traps and encourages the development of an advertising plan/system that fits their small business. This is a great read and I strongly recommend it!The Radio Web Marketing Resource For Business & Family-Centric Programming | Scott Ragain – President, EG Radio Marketing