Target Your Advertising

Three words most would never expect to see me write.

Why?

Because in the traditional sense of the targeting concept, it means to figure out WHO you are trying to REACH with your advertising(demographic targeting)and buy that media. Whew, this advertising stuff is hard work.

Pardon me for being blunt, but that is stupid.

As Roy H Williams, The Wizard of Ads writes, "I've never seen a business fail because they were "reaching the wrong people." But I've seen thousands fail because they were saying the wrong thing. Please hear me correctly. These catastrophic failures weren't saying the right thing badly, they were saying the wrong thing well. It's amazing how many people become "the right people" when you're saying the right thing. Believe it or not it's advertising third, customer delight second, strategy always first.

In my twenty plus years in dealing with advertising customers, I have heard so many time, "Just put something together, you are the expert." This was regarding the commercial itself. The advertiser was satisfied that they had spent all of their time helping me figure out who that message was going to reach. It never crossed their minds WHY THESE PEOPLE WOULD CARE TO HEAR THEIR COMMERCIAL.

I had the pleasure this week of hearing from a customer that has actually taken to heart the advice I had given him a few years ago. He really works on his message and leaves the scheduling up to me. This particular customer had recently hired a mechanic that is an expert in repairing Honda cars.

He wanted to make him more busy.

He came in and did a very solid commercial. Some might say well targeted. Targeted at people that needed their Honda repaired. Just days after the ad began to air, he started to get calls from "the right people".

I am pretty sure that this guy didn't ask them how old they were or how much money they made or what station they heard the ad on. Why would he care?

They had a Honda that needed repaired. He has a guy to fix it. That is the type of targeting that really count.

Stop trying to reach the right people. Target your message to talk to people that need what you have and people that know people that need what you have. I have word for this type of targeting.....stay tuned to the next blog!

Attached is the commercial that this customer used to target the customers that really count. The ones that need what he has!

Advertising......Extended

It always amazes me that when someone begins an advertising campaign, they are not sure whether it is working or not. But, regularly they report that people finding them online has increased.

Very seldom does the traditional advertising get credit. "That online stuff works great!"

It is not a coincidence.

Even poor advertising increases top of mind awareness. Potential consumers recognize your name while searching your category and decide to give you a shot since they have at least heard of you before. This is especially true in most service businesses.

If you have a good campaign and consumers actively search for you, they often use online directories. (Does anyone use yellow pages any more?)

So, when you have increases from your website and other online or social media outlets, make sure that you consider that other advertising that may be responsible for increasing your top of mind awareness!

Happy Anniversary

It has been just over one year since my last blog post.


Time really does fly.


Where did the year go?


It was there. In many ways, it was a long one! I just lost my desire to write. I didn't feel that it made a difference. But it did. It made a difference to me. It kept me grounded in my beliefs and fueled my passion for what I do. Hopefully I can make a difference to the reader as well. I hope you come back and check in . I will make it worth your effort.


So, where did the year go?


It doesn't really matter. All that matters is where we go from here.


Get on and buckle up, it may be a wild ride at times.

Wisdom From The Poker Tables

Are You Results Oriented?

Most would proudly answer this question with a resounding, YES I AM!

I guess that's ok, but results oriented mindsets just set us up for disappointment.

For example, I am an avid on line poker player. I used to get so frustrated when I continually lost hands where I was a 60/40 favorite or better. I almost quit the game. Then, while posting my frustration on a well known poker forum one night, I was given some very solid advice.

"Stop being results oriented and be process oriented. Make the correct decisions every time and don't worry about the outcome. You can't control that. All you can do is CONTINUE doing the right things and over time, the results will come.It is all about volume."

This quote from a twenty something on line poker player hit me like a lightning bolt. He was right. These losses or "bad beats" in poker lingo do even out over time. Especially when you increase the volume of the games that you play. It is amazing that since I started following this advice, my frustration is gone and my win rate is increasing dramatically. Every loss when I made a correct decision puts me one more closer to a win.

In sales, we need to insure that we are following a solid process ENOUGH times to get past the no's and get to the yes! If you spend all of your time evaluating the results, you will spiral into a deep well of self pity and frustration. Have faith in the process and do it more. When that silly customer irrationally says no to the perfect idea, smile on the inside, knowing that you are one step closer to the customer that makes the correct decision and says YES!

Writing The Ad Is Easy

If You Have A Good Strategy

I have been asked several times lately to help teach better copy writing for commercials. Truth is, I am no more than average when it come to the writing of commercials. I strive every day to be better.

What I am good at is developing a strategy. When you find a good strategy, the commercials almost write themselves.

Uncover what the goal of the advertising is and matching it with why consumers will care enough to buy. Sounds simple, huh? It should be. Much too often commercials are focused on the advertiser and not what the consumers care about. Here are a few simple questions to ask prior to writing that next commercial.

1. Why Advertise? What is the advertiser hoping to accomplish with this commercial?

2. Is there a demand for the product or service? Why?

3. Why will the consumer care about the message you are writing?

4. Who is the competition?

5. How does the advertiser compare, good and bad to the competition?

6. How will you measure the success?

7. What is the time horizon?

8. If the advertiser meets a potential customer on the street, what would they say in :60 seconds to convince them to use their product or service?

9. Can any competitors say the same things?

10. At the end of the day, what does the advertiser want to be known for? Why?

These are just a few starters that will get you on the right path to developing a solid strategy. Once these are answered, a picture should start coming into focus.

Shoot me an email if you want to discuss further. Let's get rid of bad ads, one customer at a time!