You spend too much money on advertising. That's a pretty broad statement, but I'll bet 99.99% of the business people in America would agree with it (with the exception, of course, of those in the advertising and media fields).
The fact is that very most companies are disappointed with the return on investment they're receiving from advertising. "The ads aren't working," "I can't afford to keep pouring money into advertising," and "Nobody even pays attention to my ads" are just some of the statements tossed across the corporate lunch table when the subject of advertising is raised. Why such dissatisfaction with a vital part of the marketing mix?
Here are seven reasons why your advertising might not be working as hard as it should.
1. Overly ambitious expectations.
Contrary to what the good folks on Madison Avenue (and other high rent districts across the country) would have you believe, advertising will not solve the problems of the world. Too many hopeful businesses put all their faith and hopes in advertising, while ignoring basic questions such as the quality of their products and services.
Advertising can help position a product and will go a long way toward creating a desired corporate image. But advertising is not alchemy, capable of turning pig iron into gold. Set your advertising objectives reasonably. Even Sir Edmund Hilary didn't expect to reach the summit of Everest on his first attempt.
2. Misdirected creativity.
There are two ways to go wrong here. In the first, the advertiser buys into the concept that “creativity sells” and accepts a wildly off—the—wall (and wildly expensive) ad that is sure to win an award for the art director, but will bomb with the ultimate judge—the consumer.
In the second case, the advertiser retains too much control over the ads content. You can tell one of these ads from a mile away—they contain a picture of the company's president and/or factory or a boastful headline of the advertiser's size/quality/years in business.
What neither of these ad styles even consider is the person who is reading, viewing or listening to their message. Its not what you want to say that matters, but what the customer wants to hear. In order to elicit the desired response, you must know your audience and their concerns. Push the right buttons and your advertising will cut through the clutter.
3. Unimaginative media selection.
Its all too easy to fall into a media rut. Running your ads on the same network—affiliate television stations, the same top—40 radio stations, the same daily newspapers and the same trade journals merely serves to “desensitize” your target audience to your message. Your advertising media plan must be as creative and on target as your ads.
Not selling cars through your ads in the classified section? Move your message to the editorial pages, or train station posters, or highway billboards. Depositors ignoring your bank's CD ads in the newspaper? Try a regional business magazine, cable television or spot radio. The whole idea is to use the media available to “attack” your target from as many angles as possible.
4. Underfinancing - Part A.
The biggest chunk of advertising expense is invariably the media. Advertisers spends thousands—even millions!—of dollars to buy space or time. Then they turn around and nickel and dime the production of the ad that will be running. If you're going to spend all that money to deliver a message, make sure the message is worth it. Budget enough for your print ad, television commercial or radio spot so that it stands out for its quality—not for poor typesetting, shabby artwork or out—of—focus photography.
5. Underfinancing - Part B.
On the other hand, the most creative, on target, professionally produced ad in the world is useless if nobody sees it. Make sure your media budget is healthy enough to make an impact. “I ran an ad once and it didn't work” is not an acceptable excuse. Buy media with enough reach, budget an ad size that will be noticed and plan for plenty of frequency.
6. Impatience.
Rome wasn't built in a day. Unless you're giving something valuable away free, don't expect customers to line up with cash in hand an hour after your television spot ran. Good advertising has a cumulative effect. (So does bad advertising, but that's a subject for another article.) Your customers might not be ready to buy today, or tomorrow for that matter. But if you keep your name in front of them consistently, you'll be in the game when they do decide to make a purchase.
7. No support.
Advertising cannot shoulder the marketing burden all by itself. It should be a part of a more complete marketing mix, encompassing complementary public relations, promotion and sales efforts. The reward will be a whole greater than the sum of its parts—a total marketing impact that will produce the results you're now expecting from advertising alone.
The money you spend on advertising in an investment. Make sure it is money well spent. Pay attention to the details, make the financial and mental commitment necessary to advertise effectively and give it a chance to work. You're sure to see results that will turn your disappointment into delight.
Thursday, March 26, 2009
Monday, March 2, 2009
Paul Harvey, RIP
I was saddened to learn of the death over the weekend, at age 90, of radio legend Paul Harvey. Here was a man who lived his life the right way, and took us all along for the ride.
I was first introduced to Paul Harvey when my boss at a college co-op job forced us all to listen to his broadcasts during the lunch hour. At first I thought Paul was pretty corny, and that his enthusiasm was faked and affected. But the more I listened the more I came to understand that Paul Harvey truly enjoyed sharing his optimistic view of the world with anybody who would listen. And he was not ashamed to let us all know how much he cared. For a cynical young man, it was a revelation.
Years later, it was my turn to force my unwilling children to listen to Paul's "Rest of the Story" broadcasts. Like me, they were initially bored. But it did not take long for Paul to captivate them as he did me.
They don't make them like Paul Harvey anymore. Today's acid-tongued talk show hosts think they must be constantly on the attack in order to earn their keep. But Paul Harvey knew the secret to winning an audience was to tell a good story.
And "that's the rest of the story."
I was first introduced to Paul Harvey when my boss at a college co-op job forced us all to listen to his broadcasts during the lunch hour. At first I thought Paul was pretty corny, and that his enthusiasm was faked and affected. But the more I listened the more I came to understand that Paul Harvey truly enjoyed sharing his optimistic view of the world with anybody who would listen. And he was not ashamed to let us all know how much he cared. For a cynical young man, it was a revelation.
Years later, it was my turn to force my unwilling children to listen to Paul's "Rest of the Story" broadcasts. Like me, they were initially bored. But it did not take long for Paul to captivate them as he did me.
They don't make them like Paul Harvey anymore. Today's acid-tongued talk show hosts think they must be constantly on the attack in order to earn their keep. But Paul Harvey knew the secret to winning an audience was to tell a good story.
And "that's the rest of the story."
Wednesday, February 25, 2009
The Four "I's" of Advertising
The task of your company's marketing program is to create opportunities for you to sell your products and service. A vital part of this marketing effort is an advertising component that not only supports your sales force, but actually precedes the sales effort.
An effective ad campaign produces four "I's" for your company: Interest, Image, Information and Inquiries.
1. Interest
The first job of any advertisement is to grab the attention of the audience. If an ad does not have "stopping power," it is a waste of space or time. Potential customers must have a reason to become interested before they will read or listen to your ad.
Bold graphics, intriguing headlines, informative photographs or illustrations and attractive layouts are all ways to make readers stop, look and pay attention. Ads that are thrown together with little regard to these important elements deserve the fate they receive-fading away into the background. To be sold, you must be bold.
2. Image
Your advertising is the public face of your company. Potential customers may never meet you, may never visit your gleaming offices, may not even see your delivery truck!
But, like it or not, they will form an opinion of your company through the only means available-your advertising. Obviously, the version of your company presented in your ads should be the one most likely to elicit a positive response from the audience.
Look at your advertising with a customer's eye. Is your ad sloppily produced? Crammed with copy? Run on a spotty and irregular schedule? Readers (or listeners) will notice these details. They will equate "sloppy and irregular" with your company.
On the other hand, an ad that is clever, clean and attractive will serve to show the world that you take pride in your work and your company's image. Now, which ad will "turn off" a potential customer, and which will make them sit up and take notice?
3. Information
Now that you have their attention and good will, what will you say to your potential customers? Tell them what they want to hear.
"How can your product or service save me time or money? How can it solve my problems? Why will I be better off if I buy from you? Don't sell me on features, sell me on benefits."
The key is to ignore what you see as features and concentrate on what the customer needs in the way of benefits. Deodorant makers don't sell dry underarms-they sell social acceptance. Family restaurants don't sell good tasting food-they sell convenient fun for all. Automobile manufacturers don't sell transportation-they sell excitement and status. You do not sell oil-you provide comfort, convenience and safety.
4. Inquiries
A good salesperson always "asks for the sale," a function too often overlooked in advertising. While you can seldom close the deal in the newspaper, every ad should attempt to make a connection between your company and the audience.
Ask the reader to call or write to order or to get more information. Offer free literature. Invite the customer to visit your office. Use a toll-free telephone number or postage-paid reply card to make it as easy as possible for the customer to connect with you. Get that name, address and phone number!
This is called a qualified lead. Here is someone who has taken the time and effort to express an interest in your product or service. This is a bona fide opportunity to sell. By creating an atmosphere in which a potential customer makes the first move, your chances of actually selling to this person are four time greater than if you had approached them via a "cold call."
Now follow up as if your business depended on it. Return the call, send the brochure, make the appointment. Advertising's "Four I's" have put you in an enviable position.
An effective ad campaign produces four "I's" for your company: Interest, Image, Information and Inquiries.
1. Interest
The first job of any advertisement is to grab the attention of the audience. If an ad does not have "stopping power," it is a waste of space or time. Potential customers must have a reason to become interested before they will read or listen to your ad.
Bold graphics, intriguing headlines, informative photographs or illustrations and attractive layouts are all ways to make readers stop, look and pay attention. Ads that are thrown together with little regard to these important elements deserve the fate they receive-fading away into the background. To be sold, you must be bold.
2. Image
Your advertising is the public face of your company. Potential customers may never meet you, may never visit your gleaming offices, may not even see your delivery truck!
But, like it or not, they will form an opinion of your company through the only means available-your advertising. Obviously, the version of your company presented in your ads should be the one most likely to elicit a positive response from the audience.
Look at your advertising with a customer's eye. Is your ad sloppily produced? Crammed with copy? Run on a spotty and irregular schedule? Readers (or listeners) will notice these details. They will equate "sloppy and irregular" with your company.
On the other hand, an ad that is clever, clean and attractive will serve to show the world that you take pride in your work and your company's image. Now, which ad will "turn off" a potential customer, and which will make them sit up and take notice?
3. Information
Now that you have their attention and good will, what will you say to your potential customers? Tell them what they want to hear.
"How can your product or service save me time or money? How can it solve my problems? Why will I be better off if I buy from you? Don't sell me on features, sell me on benefits."
The key is to ignore what you see as features and concentrate on what the customer needs in the way of benefits. Deodorant makers don't sell dry underarms-they sell social acceptance. Family restaurants don't sell good tasting food-they sell convenient fun for all. Automobile manufacturers don't sell transportation-they sell excitement and status. You do not sell oil-you provide comfort, convenience and safety.
4. Inquiries
A good salesperson always "asks for the sale," a function too often overlooked in advertising. While you can seldom close the deal in the newspaper, every ad should attempt to make a connection between your company and the audience.
Ask the reader to call or write to order or to get more information. Offer free literature. Invite the customer to visit your office. Use a toll-free telephone number or postage-paid reply card to make it as easy as possible for the customer to connect with you. Get that name, address and phone number!
This is called a qualified lead. Here is someone who has taken the time and effort to express an interest in your product or service. This is a bona fide opportunity to sell. By creating an atmosphere in which a potential customer makes the first move, your chances of actually selling to this person are four time greater than if you had approached them via a "cold call."
Now follow up as if your business depended on it. Return the call, send the brochure, make the appointment. Advertising's "Four I's" have put you in an enviable position.
Thursday, February 19, 2009
You Are Not a Writer
"I'm all in favor of keeping dangerous weapons out of the hands of fools. Let's start with typewriters." -- Solomon Short
I wish that I could write like Thomas Paine. His words, distributed through pamphlets and newspaper editorials, inflamed and inspired an entire colony to create a nation. The words still resonate today.
But I am not Thomas Paine. My writing is geared toward purposes that are more “commonplace” than “Common Sense.” Still, in my own small way, my writing is effective. I am proud to say that I am an advertising copywriter. And you are not.
Please don’t think I am tooting my own horn, or trying to drum up more business. I just want to point out that writing good copy for your company’s ads, brochures, newsletters, web site or fliers is HARD WORK.
It takes years of experience to understand the nuances of crafting a headline that attracts attention. Thousands of hours of practice to create a compelling tale about your product or service that tells the whole story in just a few short sentences or paragraphs. Intimate knowledge of language and psychology to write a “call to action” that gets people to act.
Yet every day, company owners and managers who attended business school, or came up through the accounting department, or who recently climbed down off a ladder or out of a truck cab; think they can sit down and dash off a winning composition that will sell millions of their widgets to an eager public.
Do yourself a favor. By all means write down your thoughts, identify the key selling points of your product, record the reasons you think people are buying from you now. Then hand your notes over to a professional who can take these rough components and craft them into a masterpiece of brevity and persuasive language.
You may not start a revolution. But you just might see a better return on your marketing dollar.
I wish that I could write like Thomas Paine. His words, distributed through pamphlets and newspaper editorials, inflamed and inspired an entire colony to create a nation. The words still resonate today.
But I am not Thomas Paine. My writing is geared toward purposes that are more “commonplace” than “Common Sense.” Still, in my own small way, my writing is effective. I am proud to say that I am an advertising copywriter. And you are not.
Please don’t think I am tooting my own horn, or trying to drum up more business. I just want to point out that writing good copy for your company’s ads, brochures, newsletters, web site or fliers is HARD WORK.
It takes years of experience to understand the nuances of crafting a headline that attracts attention. Thousands of hours of practice to create a compelling tale about your product or service that tells the whole story in just a few short sentences or paragraphs. Intimate knowledge of language and psychology to write a “call to action” that gets people to act.
Yet every day, company owners and managers who attended business school, or came up through the accounting department, or who recently climbed down off a ladder or out of a truck cab; think they can sit down and dash off a winning composition that will sell millions of their widgets to an eager public.
Do yourself a favor. By all means write down your thoughts, identify the key selling points of your product, record the reasons you think people are buying from you now. Then hand your notes over to a professional who can take these rough components and craft them into a masterpiece of brevity and persuasive language.
You may not start a revolution. But you just might see a better return on your marketing dollar.
Tuesday, February 17, 2009
Points of Contact, Points of Influence
“You never get a second chance to make a good first impression.”
This is especially true when it comes to marketing your business. Making a good impression is the first step in promoting your company to prospects and customers alike. Letters, telephone calls, postcards, newsletters, client meetings, social events, the way your receptionist greets visitors—these and many other occasions are valuable “points of contact.”
These points of contact are also “points of influence.” Each offers an opportunity to affect the perception of your company—either positively or negatively. How your company is represented at each and every one of these points of contact plays a key role in influencing how others think of your business.
Try to make every point of contact a point of positive influence. The first step is to make sure every employee in your company understands that they represent the business at all times. That includes those parts of the day and week when they are “off the clock.” Foolish behavior and loose talk can be just as devastating to your company’s image in a social setting as in a boardroom.
Next, establish standards. A part of every job description should include standards of dress and behavior that are expected. Start with key areas that are part of every business day, such as telephone etiquette, correspondence, fax procedures and customer hospitality. These are areas where “little things” mean a lot.
Standards must also be applied to all printed materials, from business cards and letterhead, to brochures and newsletters. The printed materials that leave your office serve as silent envoys for your company. Make sure they represent you favorably. Don’t settle for “good enough.” Put your best face forward in all of your marketing and business paperwork.
Every day, you and your employees make contact with dozens, hundreds or even thousands of customers and potential customers. Making the right impact every time requires discipline, training and practice at all levels of the company. Make each opportunity count. Turn these points of contact into points of positive influence.
This is especially true when it comes to marketing your business. Making a good impression is the first step in promoting your company to prospects and customers alike. Letters, telephone calls, postcards, newsletters, client meetings, social events, the way your receptionist greets visitors—these and many other occasions are valuable “points of contact.”
These points of contact are also “points of influence.” Each offers an opportunity to affect the perception of your company—either positively or negatively. How your company is represented at each and every one of these points of contact plays a key role in influencing how others think of your business.
Try to make every point of contact a point of positive influence. The first step is to make sure every employee in your company understands that they represent the business at all times. That includes those parts of the day and week when they are “off the clock.” Foolish behavior and loose talk can be just as devastating to your company’s image in a social setting as in a boardroom.
Next, establish standards. A part of every job description should include standards of dress and behavior that are expected. Start with key areas that are part of every business day, such as telephone etiquette, correspondence, fax procedures and customer hospitality. These are areas where “little things” mean a lot.
Standards must also be applied to all printed materials, from business cards and letterhead, to brochures and newsletters. The printed materials that leave your office serve as silent envoys for your company. Make sure they represent you favorably. Don’t settle for “good enough.” Put your best face forward in all of your marketing and business paperwork.
Every day, you and your employees make contact with dozens, hundreds or even thousands of customers and potential customers. Making the right impact every time requires discipline, training and practice at all levels of the company. Make each opportunity count. Turn these points of contact into points of positive influence.
Friday, February 13, 2009
Ready for the Recovery?
Good news! Congress has finally agreed on an outrageously expensive economic stimulus package (on top of the $800 billion of our money they have already thrown down the banking rabbit hole).
This is a sure sign that the recession is almost over and the recovery is on the way. Why? Historically, Congress has only acted after a crisis has passed. That way our political "leaders" are assured that they won't be held accountable for their actions.
So, even though credit is still tight and many companies continue to struggle, there is a light at the end of the tunnel. And, if you are smart, you'll start right now to prepare your business for the better days ahead. Here are four steps to take now to position your company for the recovery:
1. Branding - Branding is not just for corporate giants anymore. If the recession has taught consumers anything it is the need to be more selective in how they spend their money. Your company had better be on the list of "good" suppliers who deliver quality and value, even before the need for your products or services arises.
2. Accessibility - I am still amazed at how many businesses make it difficult for customers to find them or get in contact. You should work to lower every hurdle between your customers and your company. If you can possibly sell on-line or take orders through your web site, do it. Pony up for that toll-free telephone number. Make sure everybody has your e-mail address and respond to questions within 24 hours.
3. Manage Your Leads - When you do get a phone call, e-mail or web inquiry, make sure you have a system in place to respond. A sales lead had a very short lifespan. Immediate acknowledgment is a must, followed up with consistent communication. It is also essential to have an internal accountability system so that leads do not fall through the cracks. Opportunities to make sales are too precious to let slide.
4. Reexamine Your Marketing - Are you still spending a ton of money in the Yellow Pages? Is your local newspaper eating up the bulk of your advertising budget? Have you ignored web-based advertising because you simply do not understand it? Conduct a full audit of how you are marketing your business and be prepared to make drastic changes. Don't continue to do something just because "we've always done that." Figure out how your customers are getting their information and make sure you are there.
The recovery is coming. It is never too soon to get ready and put yourself in a position to emerge from the recession as a stronger, more marketing-driven company. Get started today.
This is a sure sign that the recession is almost over and the recovery is on the way. Why? Historically, Congress has only acted after a crisis has passed. That way our political "leaders" are assured that they won't be held accountable for their actions.
So, even though credit is still tight and many companies continue to struggle, there is a light at the end of the tunnel. And, if you are smart, you'll start right now to prepare your business for the better days ahead. Here are four steps to take now to position your company for the recovery:
1. Branding - Branding is not just for corporate giants anymore. If the recession has taught consumers anything it is the need to be more selective in how they spend their money. Your company had better be on the list of "good" suppliers who deliver quality and value, even before the need for your products or services arises.
2. Accessibility - I am still amazed at how many businesses make it difficult for customers to find them or get in contact. You should work to lower every hurdle between your customers and your company. If you can possibly sell on-line or take orders through your web site, do it. Pony up for that toll-free telephone number. Make sure everybody has your e-mail address and respond to questions within 24 hours.
3. Manage Your Leads - When you do get a phone call, e-mail or web inquiry, make sure you have a system in place to respond. A sales lead had a very short lifespan. Immediate acknowledgment is a must, followed up with consistent communication. It is also essential to have an internal accountability system so that leads do not fall through the cracks. Opportunities to make sales are too precious to let slide.
4. Reexamine Your Marketing - Are you still spending a ton of money in the Yellow Pages? Is your local newspaper eating up the bulk of your advertising budget? Have you ignored web-based advertising because you simply do not understand it? Conduct a full audit of how you are marketing your business and be prepared to make drastic changes. Don't continue to do something just because "we've always done that." Figure out how your customers are getting their information and make sure you are there.
The recovery is coming. It is never too soon to get ready and put yourself in a position to emerge from the recession as a stronger, more marketing-driven company. Get started today.
Monday, February 9, 2009
Understanding PR
I was recently floored by an otherwise intelligent (or so I thought) business person who told me that, with the economy in its current state, his company simply cannot afford PR.
This is a person who does not understand what public relations is, or what it can do for his business. He probably thinks PR is just a way to get "free advertising." It is not.
Here is what PR is:
- Public relations is not a luxury, it is a strategy that is key to the success of your business.
- Public relations is the way to manage key messages about your company, both good and bad.
- Public relations supplies credibility for your business by connecting with important audiences through channels that are not seen as paid advertising or promotion.
- Public relations is a two-way street, providing feedback from customers, prospects and the wider market that can help you further refine products and services - IF you take the time to listen.
- Public relations is a dialogue established between your organization and the world.
So, if "free advertising" is all you are after, PR is not for you. But if you want to help manage how your company is viewed by customers, prospects and other key audiences, take PR off the "luxury" list and put it where it belongs - under "essentials."
This is a person who does not understand what public relations is, or what it can do for his business. He probably thinks PR is just a way to get "free advertising." It is not.
Here is what PR is:
- Public relations is not a luxury, it is a strategy that is key to the success of your business.
- Public relations is the way to manage key messages about your company, both good and bad.
- Public relations supplies credibility for your business by connecting with important audiences through channels that are not seen as paid advertising or promotion.
- Public relations is a two-way street, providing feedback from customers, prospects and the wider market that can help you further refine products and services - IF you take the time to listen.
- Public relations is a dialogue established between your organization and the world.
So, if "free advertising" is all you are after, PR is not for you. But if you want to help manage how your company is viewed by customers, prospects and other key audiences, take PR off the "luxury" list and put it where it belongs - under "essentials."
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