"Is this that transactional-relational thing?" “I think so. Her business should be relational." “Why?" "We’ve been taking Buffy to our groomer for 10 years. You ever bathed and brushed a Bichon? Our groomer isn’t the cheapest. But I never miss an appointment."
Google didn't tell anybody when they started feeding everybody's business ads over onto their video game platforms. So the impression count went up, the clicks went up. But they're all useless.
The things we are hardwired to find unignorable and “fascinating” involve the (mostly social) triggers first discussed and popularized by Sally Hogshead.
Yes a few customers will take advantage. Get over it. A Courageous Offer opens up the customer floodgates. The money of the many will wash away the bad taste of a few.
America has always sorted its mail over a trashcan, and now just as ruthlessly sorts, filters, and dismisses every other incoming stimuli. Modern life demands it.
You need all four... (1) A Big Idea (2) Nuts and Bolts (3) Entertainment (4) Hope. The last is the easiest to overlook… but it’s the most important.
"Yeah, they were on for 6 months. But they don't want to renew. Some employees bought the business. She said they'd think about it in the spring.” "What business?" "That HVAC outfit. We had some great ads."
1. Allow the same listener to hear the same ad at least 3 times every 7 nights sleep (sleep erases advertising)
There’s a real danger in the word “modernizing” your marketing because we tend to immediately leap towards thoughts like, “Well, I need to be on Snapchat.”
Many years ago a business owner wanted me to fill his nightclub on the slow nights of the week. The club already ran cheap drinks and promotions on these nights... and the club was empty.
“Those who build great companies understand that the ultimate throttle on growth for any great company is not markets, or technology, or competition, or products...”
First timer’s take courage! You must have Faith. Many have succeeded doing this and you can. Just be ready for the challenges.
As part of a recent self-exploration of how we’re measuring success, my friend and mentor Michele Miller suggested coming up with a to-don’t list.
Variables: (1) The population of your market. (2) The size of your ad budget.
Products have product pages, but what do services have? Leaving these elements out of your copy is a fatal mistake.