Living in Los Angeles isn’t as glamorous when you’re broke and in your early 20’s. Just ask Lance Taylor, who moved west to chase down a dream as an actor right out of college. Taylor had read an article on how Matthew McConaughey was found at a bar in Austin and landed a star role in the movie Dazed and Confused. To him, that made it seem simple. He had a great personality, all he had to do was mingle with the right people and make important connections. Sooner rather than later, he thought he’d be discovered just like McConaughey.
Less than a year later, Taylor was packing up and leaving the west coast to travel back home and look for his next venture. His plan to mingle with the biggest decision makers in Hollywood hadn’t panned out exactly has he had hoped.
What he didn’t realize, was how expensive of a city Los Angeles was. Instead of being out and about most nights, he instead found himself working long hours to try and make ends meet, something many young actors find themselves doing. Taylor’s dream didn’t die because he wasn’t talented enough, in his own words, he was just too naïve to know what exactly he was getting himself into.
With a degree in radio from the University of Alabama, as well as play-by-by experience in the Jayhawk League in Kansas, on his resume, Taylor set out to chase another big passion of his. Like most in the radio business, he wasn’t shy about his ambitions. He wanted to be on the air, no matter the role, and began searching for a way to get behind a mic.
The trouble with having a radio degree, is that it never fully guarantees you a position out of college. Taylor found this out the hard way, as he was only offered a position in sales after sending out his resume to multiple stations. If he was to chase down a dream in radio, he’d have to start off by proving his worth on the sales side.
Though it wasn’t necessarily where he thought he’d have to start, Taylor began his journey at Radio Disney in Birmingham. A 4-test market that included other cities such Atlanta, Los Angeles and Minneapolis, Taylor actually found out quickly he was pretty good at his new position. Selling came natural to him, despite the fact that Radio Disney didn’t have any numbers at the time.
Soon after he started, he had already built an impressive client base. So much so, that the decision makers at WJOX in Birmingham plucked him away to join the team. The only sports station in Birmingham, Taylor saw it as a golden opportunity to finally make his way on the air.
Though he really found himself excelling at sales, Taylor was begging and willing for any opportunity to jump on the mic. He did so, by hosting random things such as a Monday Night Football show or a one-hour Friday roundtable that mixed and matched various personalities. No show was too small or unimportant for Taylor.
After continuing to sell at a high rate, one of the best, if not the best, radio station in Birmingham approached Taylor with a job offer. A country music format, it would take him away from sports, but the guaranteed offer was just too good to pass up. In his mind, Taylor accepted the offer and soon realized it was a deal he had to take. But sometimes fate takes over, and that’s what happened when he approached the GM at WJOX to inform him of his decision.
Clearly, Taylor had proven his worth both on the sales and talent side. He was a profitable employee that WJOX didn’t want to see walk out the door. The proposal to get Taylor to stay, was simple: He would now to be a co-host of a mid-day show on the station.
That offer was enough to entice Taylor to stay at WJOX. Though it was an un-paid role, he knew that would change after he earned his stripes on the new show. He was right.
After eight months, Taylor went from un-paid to 500 bucks a month. After four more months, the original host of the show was fired, which gave Taylor his own one-hour show. He was now making 1,000 dollars a month, not counting what he was still making on the sales side. His one-hour show turned into two after being extremely profitable. He would have two different co-hosts over the next four years, before finally being promoted to a four-hour show, a position he’s held for the last 10 years.
Today, Taylor is a host of The Roundtable on WJOX from 6 a.m. to 10 a.m. every weekday, as well as a sales guy at the station. Amazingly, he’s nearly matched his worth on the talent side with his worth on the sales side. Talk about someone that means a lot to a station, right?
Taylor’s journey into the host seat is one that required him to practically beg to be on the air. But when you’re willing to take advantage of any and every opportunity, people notice and are more willing to give you opportunities.
Hearing Taylor’s story, there’s no mystery as to why he’s been so successful. Sure, it’s helped tremendously that he’s a huge asset on the sales side, but here’s a closer look at the day-to-day operations for someone that specializes in both sides of the radio business.
TM: How easy have you found it to be when you’re selling yourself to a potential client?
JT: I think it’s easy because it’s a popular radio station and the only sports format in Birmingham. We’re kind of a known commodity. With that being said, if I call on a business, not only have they heard of WJOX, they’ve heard of me because I’ve been on the air for so long. At least you get an audience for the decision maker and from there it’s a really good product and kind of sells itself.
Terrestrial radio seems to be dying, because you have so many options out there. There’s so many podcasts, XM, Sirius, the fortunate thing for us is that we’re in a market that’s so passionate about SEC football. Therefore, if you want up to the minute Alabama and Auburn football, you have to get it through us. We’re always going to have, what I would deem, as a base listener show.
TM: Do you think sports radio is harder to sell, than say, a country music or rock format?
JT: It’s much easier to sell sports radio. You’ve got so many options when it comes to music, including regular radio. There’s iTunes, Spotify, XM, Sirius, you can listen to what you want, when you want. Again, with sports talk, you’ve got a captive audience that’s loyal, constantly listening and doing it longer. I’ve always said that the two easiest formats to sell, because they’re passion driven, are sports talk and Christian.
TM: Just about everybody in your market is an Alabama or Auburn fan. Have you ever seen a scenario where a host portrays themselves as more Bama or Auburn sided, you try to sell him to a client, and they reject because of the loyalties they show on the air?
JT: Well, what we have are personalities that actually played at the two universities. I recently just got switched to the morning drive, I had done mid-days for 15 years, and two of our previous hosts in the mornings were a former Auburn kicker and a former Alabama quarterback. You always have to balance and for me as a sales guy, the way I would pitch a client, you don’t want to upset one of the two fan bases, so why not buy from both of them? Why not let both of them endorse your product? That way you’re getting a good balance from both fan bases.
TM: Last college football season is probably a good example for this question: Let’s say both Alabama and Auburn are both having strong years and in the College Football Playoff discussion. Who’s more relevant on a show?
JT: Well, we’re a bigger Alabama community. I would say, if you did an Alabama-Auburn split of our listeners, probably 65 percent are Bama fans. I think that’s an accurate portrayal of what our audience is. Obviously, it’s more important if Alabama is doing well, just from a listener standpoint. You either want the product to be really good or so bad that someone might get fired.
TM: Now that you’ve seen both sides, what do you think is mostly the biggest disconnect between the sales staff and on-air personalities?
JT: For me, it’s the sales staff not knowing the product and not knowing their personalities. To me, I think I’m a guy that could probably sell anything, but I wouldn’t necessarily enjoy selling just anything. I think your better sales people are ones that know the product, inside and out, and the people that are passionate about the product.
I think the disconnect becomes, I’ll see a sales person that I don’t even know, I don’t know their name or anything. I think it’s very important early on, and this is something I took a lot of pride in before I got on the air, I got to know the personalities. I sold them all equally because I thought each of them brought something to the table. Obviously, they had their own shows, so they were a strength of certain day parts. The station knew how important these guys were, well I think they can be important for my clients. So I got to know all the guys and the more I knew about them, the easier selling became. The problem with some of the sales staff is they don’t necessarily know everybody that’s on the air, what we do and I just think that can be a big disconnect.
But that can work both ways. We, as on-air guys, benefit from the sales guys and endorsements. I think it’s also important that on-air staff take the time to get to know the sales staff, as well.
TM: A lot of stations like to do sponsor interviews on the air. What’s your thoughts on the benefits and drawbacks of having a client on the air during a show?
JT: It’s interesting you ask this, because I’ve seen it from both sides. As a sales guy, I live on commission, so I enjoy getting that, but I think it hampers our product. For example, I’d have a metal roof guy come in that was a buddy and had a great business. The problem, is that there’s only so much of the market that is interested in purchasing a metal roof. When I say that, you’re probably talking about one percent. You’re tuning out 99 percent of your audience talking about metal roofs for five minutes.
Although your station can benefit from that revenue stream, it can also crush your ratings. It’s hard to sell a product without good ratings. If I had to make the decision, I’d say to not have the clients on the air. There are more creative ways to do things that get more for the client.
TM: Is digital that avenue?
JT: Yeah, I think so. It’s hard to explain to a certain generation how important the digital aspect is. But yeah, there’s so many different things you can do with digital. Having banners, pre-roll videos, you can really get creative on that side of things.
For someone that’s a diehard fan of the station and always listening inside their car, it might be harder to sell them that 10-15 percent of our listeners are actually siting in their office and listening on the website. It’s becoming easier to sell digitally, I still don’t know how educated some of our potential clients are on that .
Sam Mayes Got A Raw Deal But Tyler Media Made The Right Call
“You are being naive if you think a company should stand behind an employee that has put themselves in this situation.”
I do not envy whoever at Tyler Media had to make a decision about Sam Mayes’s future with the company after audio of a private conversation in 2016 was leaked to the media. Mayes and now-former co-worker Cara Rice made a few racist jokes at the expense of Native Americans.
The recording, according to Mayes, was made without his knowledge and leaked illegally. He says in a recorded statement that he should have been given the opportunity to address the recording on air and make amends.
Maybe that is true, maybe it isn’t. I hate for Sam to lose his job as the result of an illegal recording of a private conversation, but the fact is, that conversation isn’t private anymore. Tyler Media didn’t really have an option here. Sam Mayes had to go.
Someone had an illegal recording of the conversation and created an anonymous email account to send it to people in the Oklahoma City media. I was shown a copy of the email. The author states clearly that their goal is to see Mayes and Rice out of a job. There is nothing fair or just about that person getting exactly what they want. It feels slimy. I can’t say that it feels like it wasn’t the right call though.
We have debated whether or not someone should lose their job over comments made in a private conversation many times before. It happens in every field. It wasn’t long ago at all that we were having this same debate about Jon Gruden. His emails to Bruce Allen and others were sent in private. Is it fair he had to go when they were made public? No matter what horrible things were in there, they were said with the understanding that it would stay between friends.
I am going to say the same thing about Sam Mayes that I did about Gruden when that story first broke. You are being naive if you think a company should stand behind an employee that has put themselves in this situation.
You read that right. The circumstances of how the conversations in these examples came to light are absolutely unfair, but the conversations came to light. How it happened is irrelevant. Any sponsor or boss that stands behind Sam Mayes or Jon Gruden would be endorsing the language they used, either inadvertently or very much on purpose. Try explaining that to a sponsor.
People at Tyler Media may know Sam Mayes’s heart. He doesn’t seem like a bad guy. The fact of the matter is, once the audio became public, their hands were tied. There is no mistaking what was said or who said it.
How can any seller or manager take Mayes to advertisers now? How can they put him in front of the Lucky Star Casino, one of the station’s biggest advertisers? They can ask for an audience to let Sam explain himself and try to make amends. The Cheyenne and Arapahoe Tribes, who own the casino, are under no obligation to forgive or even listen.
Maybe the day will come where Sam Mayes bounces back. I hope it does. I hope he gets the chance to address his comments with members of Oklahoma’s Native American community and listen to what they have to say in response. I do think it sucks that this is how his time at The Franchise comes to an end, but I get it.
If I have to explain to you why not to say dumb, racist shit, then I don’t think we have much to talk about. But, it is worth noting that the recording of Mayes and Rice’s conversation is proof that privacy is always an assumption, not always a fact.
In his audio statement, Mayes admits it is his voice on the recording. He also says that he was uncomfortable with Rice’s comments and he tried to end their conversation. I’ll take him at his word, but I will also point out that before he tried to end the conversation, he joined in on the jokes. Maybe when someone says that Native Americans are “too drunk to organize” it isn’t a great idea to respond. All it leads to is proof of you saying something dumb and racist.
Again, I’ll reiterate that how these comments came to light is unfair, but they did come to light. That is Sam Mayes’s voice on the recording. He is joining in on the jokes about Native Americans being drunks and addicts. At the end of the day, the only thing that was done to him was the audio being released. He fully and willingly committed the firable offense.
What is the response to a client or potential client when they bring that up? All Tyler Media can do is try to recover and move forward. The company cannot do that with Mayes on the payroll.
Stop Prospecting, Start Strategizing!
“You cannot put a price tag on authenticity. It’s very rare and hard to find these days.”
Struggling to get new business appointments? Dreading making prospecting calls? Having trouble writing creative emails that seemingly never get a response?
Generating responses to new business outreach is easier than you think. Just make sure you do your homework first and keep it “Simple Stupid”.
To do that, start with asking yourself these (3) simple questions:
#1: Did I do my home work on the business itself, their competition and those I plan on reaching out to?
#2: If I were on the other end of the phone and/or email with myself would I want to engage in conversation and/or reply to that email?
#3: Am I prepared to make a one call close given the opportunity to?
If the answer to any of these is “No”… do NOT pick up the phone and by all means do NOT hit the send button on that initial outreach email! Doing so will all but ensure you fall flat on your face. On the off chance you do happen to get the decision maker on the phone you won’t make that great first impression that sometimes can be so crucial. First impressions are always important… ALWAYS!
Skipping over these critical steps is a sure-fire way to ensure your email is completely ignored and will not generate the engagement from the prospect you’d hope for. Successful prospecting is all about the front end digging and research. Do your homework first then strategize a plan of attack for your call and/or email. Taking these extra measures on the front end is absolutely “Mission Critical” and will set you up for much more success with your prospecting endeavors.
Now once you’ve answered “Yes” to all of the above, you’re ready to attack with the knowledge and confidence that should set you a part from your competition. It’s all about the Game Plan, and if you don’t have one, you’re destined for failure time and time again. Incorporate these (5) things into your prospecting Game Plan for your next call/email and watch your results dramatically improve:
#1: MAKE IT PERSONAL & CASUAL – Be informal, find out something interesting about them.
#2: MAKE IT SHORT & CONCISE – Be straight forward and to the point, people are busy.
#3: MAKE IT TIMELY & RELEVANT TO THEM AND/OR THEIR BUSINESS – Give them a good Valid Business Reason.
#4: MAKE IT INTERESTING, COMPELLING & INFORMATIVE – Be the expert they’re missing.
#5: MAKE IT FUN – Fun people are easy to do business with and make it less like “work”.
Lastly, and most importantly, Be Yourself! You cannot put a price tag on authenticity. It’s very rare and hard to find these days. When clients do find it trust me, they value it and appreciate it way more than you’ll ever know!
Good Producers Can Teach The World A Lot About Christmas
“A lot has to be accomplished in the lead-up to Christmas. So much of it happens in the background without much recognition.”
Who is Carl Christmas in your house? Who is the one that makes sure everyone that needs to get a card does? Who comes up with the plan for the lights? Who takes the reins on the shopping?
Every home needs one and in my house, that’s me. December (including the last week of November) is my time to shine, baby!
One thing I have tried to impress upon my mom and wife this year is that shipping and supply chain delays are real. So, if you are planning on procrastinating on your online shopping this year (you know, like usual) someone (me) is going to have no presents under the tree.
Veteran producers are used to operate this way. Young producers, listen up. Your job involves the most delicate balance of any in sports radio. You have to help bring your host’s and PD’s visions to life. That means you have to be able to take their direction. But you also have to keep the host on target. That means you cannot be afraid to be forceful and lead when the moment demands it.
There’s no value to being an unrepentant asshole to people, but you do have to hold them accountable. Look at that Christmas shopping example again. If you want to get what you want, you need to keep on task the people you know aren’t paying attention to the potential roadblocks. It isn’t selfish. It is making sure everyone gets the holiday W they are expecting. Sure, you would be disappointed if your gift doesn’t arrive on time, but so will the gift giver.
Being a stickler for the clock or moving a host off of a topic that has no value is the same thing. Of course there is something in it for you, but you are also helping the host do his or her job better. They may get annoyed with you now, but if you save them from an ass-chewing from the bosses or slipping ratings, then they have reaped the benefits.
I guess the unfortunate difference here is that there may be no acknowledgment of what you did or helped them to avoid. Oh well. Every producer has to expect a certain level of thanklessness.
Producers have to take on that Carl Christmas role in dealing with sales too. Remember, just because the producer’s name isn’t on the show doesn’t mean that isn’t every bit his or her show that it is the hosts’.
It’s like decorating your house for the holidays. You may have a certain design in mind. Maybe you have a traditional look you stick to every year. If your spouse or your kid comes home with a giant, inflatable Santa Claus in a military helicopter that they want on the lawn, you have a decision to make. Are you going to say no and suggest an alternative that aligns more with your goal or are you going to let your plan get run over?
Sales has a job to do. It is to make sure their clients’ messages are heard and to make money for the station. Both can be accomplished without sacrificing your show’s quality.
If a seller comes to you and says he wants his client to come in for five minutes and talk about now being the time to book an appointment to have your garage floors redone, you have to speak up. You have an obligation to make sure that the seller knows that even five minutes of that will hurt the show and have listeners diving for the preset buttons on their car stereo. That isn’t good for the station or his client.
Instead, offer to work with the seller and the client to come up with a piece of content that the client can put his name on and a 20-second ad read behind. Will the audience stick around to listen to some dude named Jerry talk about garage floors or will more people listen to you talk about the NFL playoff picture in a creative way and then still be there to hear Jerry’s message about garage floors? The answer seems obvious.
A lot has to be accomplished in the lead-up to Christmas. So much of it happens in the background without much recognition. If the background work wasn’t done though, the problems would be right out on the front lawn for everyone to see.
“Gatekeeper” is a term I really hate. It implies that someone is telling others what they are and are not allowed to enjoy. It is a necessary term though to properly describe what it is that a great producer and a great Carl Christmas do.
We don’t shut people out from being able to enjoy or be a part of what it is we are creating. We set or are handed down expectations and we block anything that can get in the way of achieving them. Sometimes, that is more thankless work than it should be. It is necessary though.
As my home’s self-appointed Carl Christmas and a former producer, let me give my countrymen the thanks others forget. We are the ones that make it possible for everyone else to be mindless. Wear it as a badge of honor. We may not get the kind of recognition we deserve everyday, but when plans go off without a hitch, we are usually the first to be recognized for making it happen.
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