Written by Jessica Bennett

Let’s talk about storytelling, because whether you’re brand new to media sales or you’ve been doing this for twenty years, one thing stays true: numbers alone don’t win hearts. 

It’s easy to default to stats. First-time sellers might lead with audience demographics, and veterans may pull out years of ratings. But those numbers, by themselves, rarely spark a real connection. What does? Framing the pitch around your client’s story, their goals, their challenges, and their desire to stand out in a crowded market. 

The moment you cast the client as the hero of the story, everything shifts. You become the guide. Maybe you’re new and leaning on a great case study about a coffee shop that boosted foot traffic with a morning show sponsorship. Or maybe you’re a seasoned pro sharing how a retailer saw online sales jump 15% after a custom streaming campaign. In both cases, the message is the same: our media tools help the hero win. 

And great stories need scenes. Describe the commuter flipping on the radio with coffee in hand or a listener tuning in to a local artist spotlight on a Saturday night. Help your client see and hear their message coming to life. When they can imagine real people engaging with their brand, you’ve already made the sale more personal. 

But don’t skip the conflict. That’s what gives the story its stakes. Remind newer sellers that attention spans are short and digital ads are easy to scroll past. Remind veterans that even the best campaigns get tired without fresh energy. That tension is what sets the stage for your station to be the solution, the turning point in the story. 

And then you move into action. Invite them to the next step. Maybe it’s a small test campaign or a creative brainstorm. You’re not pitching inventory. You’re co-writing the next chapter with them. 

Mastering this isn’t about memorizing a script. It’s about collecting real stories, sharing them with heart, and making each client feel like they’re the protagonist in something bigger. That’s how we move from selling spots to building partnerships that last.