09/10/2025
BEYOND SALARY | Adeyemi Olabode
Dear broadcaster,
Don't wait till you become a big brand before you start taking major decisions that will be of great impact to your career and your financial life.
Being comfortable with your monthly pay is not enough.
On Adverts:
As a full-time staff of a radio station, if your definition of side hustle is solely the Adverts you see through 'Walk-in' or calls from fans, then you still have a long way to go.
Hunting for Adverts:
If you are the type that feels too "big" to go out, even once in a while to find new business location/clients, then you are not ready for the real deal. I can tell you for free that most of the big names we have around in the industry do such. It depends on how you go about it.
Don't always expect positive results from all the people you approach. I suggest the mindset of if you speak with ten people for example, at least four should yield results. There are people I have spoken to for over 3 years. Eventually, they called when ready.
Differentiate Fans from clients:
Fans are the ones appreciating your efforts on air. They are very important to your growth. They may not have the business or service to advertise, but in most cases will speak well about you and even recommend you for prospective clients.
A fact is that the real clients are not usually radio listeners/callers.
Thinking for a client:
One thing you should learn also is thinking ahead for a client. Take note of major dates, events that your clients will be willing to key into. For instance, you should not wait till December 24th before reaching out to churches for publicity about their Christmas activities. You should not wait till Ramadan month before following-up for call to payer.
For politicians on your contact list. In some instances, you will be the one to remind them of people they should congratulate or announcement to be made. That is depending on the situation, occasion that warrant it and your relationship with them. Stop asking for peanuts from them.
The points mentioned above is part of why you think some of your colleagues are getting ahead and adding value to thier stations and thier pockets.
From office-back-home routine will not pay your bills. Step up your game and think outside the box.
In order not to get you bored, next time I will write something on writing proposals.