Posted by . In topics: Advertising · Marketing · Radio

Ad avoidance is a major problem for anyone in the marketing field. We buy, schedule, and target our media under the assumption that it’s going to get noticed. But often it does not. 60-70% of television ads can now be bypassed by DVR. Only 1/2% to 2% of direct mail is opened. According to scientific studies, over 80% of internet ad units are purposefully avoided.

Radio, on the other hand, is only ignored about 8% of the time*, but that’s not what this is about. This post is about making simple changes to your advertising or marketing approach to vastly increase the likelihood that your audience actually pays attention to your message.

Yes, consumers will pay attention to ads. Many do today, even with the tools that they have to easily avoid them. But only the ads that speak to them, and that’s the key – the ad actually has to make the consumer think that it’s about them, not just the company that’s advertising. Here are four basic things (and one advanced technique) that you can use immediately to improve your connection with, and therefore your engagement to, your target audience.
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Posted by . In topics: Advertising · Marketing · Radio

Odds are that you or one of your key staff excels at sales; Few businesses survive long, no matter how great their product, pricing, or service, without at least one strong rainmaker on the roster.  If you could clone your Rainmaker several times — effectively doubling, tripling, or quadrupling your Rainmaking expertise — you’d probably be able to grow significantly.  The problem, however, is this can be costly and sometimes it’s just impractical.   Due to the specialization/experience required, training, the inevitable ramp-up phase, and the fact that many new hires don’t work out, sales is very difficult for most small businesses to expand and profitably grow to a meaningful scale.

Enter advertising, the tool that many businesses turn to increase revenue at a meaningful and profitable level.  Advertising, when done right, is simply Mass-Selling.  When it does the exact same things that a good Rainmaker does, advertising can actually ‘sell’ to thousands, if not tens of thousands, of prospective customers at once.

Many businesses that advertise (or used to) might argue that this is idealistic at best and wrong-headed at worst.  They’ve tried advertising and it doesn’t deliver (at least to the scale that they’d expected).  Having seen hundreds of small businesses experience significant growth through advertising, I’d argue that many of these unimpressed businesses simply don’t advertise the right way.  If they’d thought of their advertising as mass-salesmanship, and actually applied the principles of strong one-on-one selling, they could have experienced much different results… Read more »

Posted by . In topics: Advertising · Marketing

For every charming gecko, memorable slogan, or unforgettable jingle, thousands of businesses advertise very effectively by being authentic, direct, and adhering to a couple of simple ideas.  You don’t have to be a creative genius to use advertising effectively!  Here’s the first in a series of simple tips to help you decide what to say, how to say it, and where you should say it.  Focus on these practices and you’ll be off to a great start.
Do: Commit to your advertising or don’t do it at all. Advertising is very similar to exercise (for someone who has been out of shape for a while).  You generally don’t see a lot of results at the start, just like you don’t see results after your first trips to the gym.   In fact, the early experience may seem a little painful.  But ad campaigns, just like your body, have to undergo a significant period of base-building —  slowly, steadily building muscle and cardiovascular capacity (in the case of ads, awareness and familiarity) before you start to see obvious benefits.  But just because you don’t see them, it doesn’t mean these benefits aren’t accruing!  Once you’ve built that base, the results come faster and with less onerous effort.  Eventually you’ll be looking forward to more.  As most people who go through the process, and make exercise (and advertising) a regular part of their lives, will attest, the early sweat yields tangible benefits: it makes you look better, feel better, and live less stressfully.  The same applies to advertising: once your base is built, steady advertising (consistent exposure and a consistent message) will yield stead results.
Don’t: Change your approach or worse, give up, after a few weeks (or even months) because you don’t see results. As long as you’re achieving decent frequency, and your message differentiates your brand in a relevant way, you will be building a base, just like with exercise.  Once you do start to see results, don’t stop working.  Just like at the gym, you can dial down the intensity a little, but when you stop building the muscle and cardio of your brand, you’ll quickly fall ‘out of shape’ and be right back where you started – and having to go through that whole miserable ramp-up period again!

For every charming gecko, memorable slogan, or unforgettable jingle, thousands of businesses advertise very effectively by being authentic, direct, and adhering to a couple of simple ideas.  You don’t have to be a creative genius to use advertising effectively!  Here’s the first in a series of simple tips to help you decide what to say, how to say it, and where you should say it.  Focus on these practices and you’ll be off to a great start. Read more »