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Scott Bourne
Selling Podcast Sponsorships
Scott Bourne
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[runtime: 01:02:42, 28.7 mb, recorded 2006-09-29]
Getting sponsorships is the key to keeping podcasting alive. Scott Bourne, founder of the world's first internet radio network and co-host of the iLifeZone podcast, explains the nuts and bolts of selling a sponsorship. Bourne, who has years of experience closing deals in the radio and podcasting world, describes how podcasters need to let go of the idea that selling is evil, and that in order to make the sale they need to present themselves as consultants – not salesmen.
As Bourne quotes, selling is not manipulating – it's harmonizing, podcasters need to figure out who their potential clients are, what they want and what might interest them about their audience. He stresses that it is crucial to maintain this relationship with the sponsor, as that is the only way to keep them coming back. Part of this process is learning how they percieve reality – especially about podcasting. Podcasters need to learn to listen, and that way find out what sponsors need.
Podcaster's most valuable weapon in acquiring sponsorships is the seven step plan. This plan, tried and tested by traditional media, involves figuring out who prospective sponsors could be. After doing that, they need to find the person who has the money, the authority, and the need. Following this plan, from setting up an appointment, making a proposal and overcoming objections will help podcasters close the deal. But most importantly, anyone looking for sponsorships needs to be sure their clients have good stuff, and that they don't deal with those who sell junk.
Scott Bourne is the chief visionary at Bourne Media Group. He is widely recognized as a pioneer in the digital audio field. He founded NetRadio, the world's first Internet radio network and was recognized by "Websight Magazine" as one of the 100 most influential and important people on the Web in 1995 and 1996.
Bourne produces and co-hosts the iLifeZone Podcast with MacWorld magazine's Chris Breen and O'Reilly Network's Derrick Story. He has also been a guest on such shows as CNBC MoneyLine, PBS's series The Computer Chronicles, Leo Laporte's MacBreak and Scott Sheppard's Inside Mac Radio. Bourne also writes for MacDevCenter, O'Reilly Digital Media and is the publisher of the Podcastingtricks.com blog.
Resources:
- Presentation PDF
- PodcastingTricks.com
- iLifeZone – A podcast for Mac users
