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I read that post through (painfully). It basically talks about keeping things simple, but then goes on and on (and on).
From my experiences in selling a Part 15 radio station, it can be boiled down to a single statement – you have to provide those who are outlaying money a benefit. It could be something simple like increasing traffic in their businesses (which leads to more sales), or it could even be seen as supporting another local business (which get their name ‘out there’ and increases sales). Their perceived net positive income from doing it has to be greater than what they’re spending.
So, if you can come up with tangible (i.e., $) benefits to those who give you money, you may have a shot.