“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” That statement has driven businesses on a quest to determine what is working. Many claim to have the answer when they actually don’t. All they know is last point of contact.
In a world where it seems like every self-proclaimed street corner thought leader has a hot take forged from their Platitudes & Aphorisms Magnetic Poetry set, take the road less traveled by.
Now, I don’t subscribe to the notion that “hey, they remembered you…and that’s all that matters.” It’s very easy to be outrageous and “get remembered.” The job of your ad is to “get remembered” and sell some stuff.
Before: Call conversion rate: 25%. Cancellations: 30%. After: Call conversion rate: 70%. Cancellations: 1%. Here’s what we did…
I saw the following posted as a bit of humor online and thought it contained a powerful advertising lesson.
Did you know that your customers are only ever considering 6 elements of your product or service? Ever!!! And did you know that only 2.5 of those 6 things matter most to them?
Howard McMann once said of his partner, “He’s slippery, he lies beautifully, and he has a great head of hair.” Legend has it, Tate once told a subordinate “If the client loves it, I love it! If the client hates it, I hate it!”
If you have fewer competitors barking on the airwaves, your ad will do a better job of “branding” your business.
True story: A business owner hires 5 marketing consultants in 7 years, yet the business continues to decline.
Makers of ads push their chairs back and say “yeahhh…now that’s smooooooth.” …while your customer sliiiides right off.
Need Met + Easy = Delight I realize that you as a business owner are swarmed with issues on a daily basis that make you feel like it’s not this simple. But from a consumer standpoint, it is this simple.
Sheep are best known for their strong flocking (herding) and following instinct. They will run from what frightens them and band together in large groups for protection. This is the only protection they have from predators.
If you try to buy attention without a story, you’ll strike out. This is what happens to most advertising and marketing efforts. People buy “exposure” via advertising and presume that they’ve also purchased attention...
The best way to drive exponential traffic to your front door is to stop targeting your advertising to the 7% of today’s buyers and start bonding with the 68% of all buyers.
Good strategy always contains three elements and bad strategy doesn’t. Let’s look at each of these three defining elements before presenting a streamlined version specific for Advertising Strategy.