Podcast Guest Dan Murphy: https://insurancelinkotago.co.nz/about/ Chapters 00:00 Introduction and First Experiences on Radio 02:06 Overcoming Fear and the Thrill of Radio 03:10 The Goal of Radio Content and the Sausage Factory 04:59 Understanding the Audience and Creating Good Radio 07:59 Segmenting Radio Stations and the Challenges of Advertising 09:26 The Value of Radio Ads and the Challenges of Measuring ROI 11:20 Creating Compelling Ads and the Power of Education 14:07 The Importance of Consistency in Branding 19:17 Building an Identity and Training Consumer Behavior 21:01 Navigating the Challenges of Radio and Advertising 25:20 The Value of Volume and Iteration in Advertising 27:11 Balancing Creativity and Client Expectations 32:37 Being Selective with Clients and Focusing on Their Needs 34:30 Challenges of Suggesting Campaigns and Ideas to Clients 35:11 The Healthcare System in Dunedin, New Zealand 38:47 Marketing Approaches to Selling Insurance 45:07 Providing Value and Transparency in Sales Conversations