You’ve worked hard to sign up your new underwriter. You started with an initial meeting to learn about her challenges and objectives. Then you followed up with information how your media can provide a solution targeting her desired outcome. She liked your presentation and proposal; your answers to her questions, and she decided to become an underwriter.
What do you do now?
Believe it or not, the sale is not complete. The commitment is there but you’ve not yet started to deliver what she purchased. So, next up…
Write up the underwriting agreement and have it signed and returned to you.
Draft the underwriting copy so it conveys her marketing message and complies with the FCC’s and your station’s copy guidelines. Once the copy is approved, send her a recording of the spot. Let her know she can share it with her employees and post it on her company’s website.
Send her a schedule of times that her underwriting spots will air during the first week so she’ll know when to listen in to hear her spot.
After the contract is signed, the copy is produced and ready for airing, and you’ve sent her the list of when her spots will air during the first week you’re all done. Right?
There’s still more work to be done.