Many radio personalities already endorse products on air, but few think about turning this into a long-term opportunity. You are in a position to be a spokesperson for sponsors that can expand your current and future opportunities. Building relationships will make you more valuable to your current company while setting you up for added income. It may even lead to a second career as a business advocate.
Be A Spokesperson For Sponsors
Brands trust familiar voices. If you are already a trusted personality, you have credibility that businesses can use, especially if your show has reached an advanced level (Stage 4 or 5) of the Personality Success Path. Companies look for spokespeople for commercials, social media videos, podcast sponsorships, event hosting, and content creation because celebrities (like you) add credibility and perceived value to their brands.
This can eventually evolve into personal brand partnerships outside of radio.
How to Get Started
Some personalities have turned advertiser relationships into a lucrative personal business that allowed them to leave their radio job. Now’s the time to start this process while you have an opportunity. But how?
You may not like this idea, but you’ll have to learn to sell yourself, and that starts internally.
Work with Your Sales Team: Be nice, professional, and outgoing. You have to market your brand internally to unlock opportunities externally. Let them know you’re open to endorsement deals and actively promote yourself as a spokesperson, but do it in a way that helps them solve a problem. They want to close more business. Show them how you can help them do that.
Develop a Relationship With Sponsors: Once you have an introduction, work hard to become an indispensable part of the sponsor/advertiser team. Go out of your way to learn their business and nurture the relationship. Ask for feedback on your performance and offer ideas that can help them.
Negotiate Beyond On-Air Mentions: As the relationship grows, suggest ideas that show off your skills in other areas, such as social media videos, digital campaigns, and live appearances.
Find Recurring Deals: One-off deals are great, but long-term relationships bring consistent income that can last long after your radio show ends. The more integrated you are with the advertiser’s brand, the more valuable you become.
