Three ugly truths 3 decades of selling media taught me. And how they (the ugly truths) will maximize results!
My toaster sucks at making eggs. No matter how good it is at toasting toast, it’s horrible at scrambling eggs. White or brown eggs, doesn’t matter. Organic eggs, free range, or just plain ole eggs, my toaster doesn’t get it done.
Obviously, I need to have a better understanding of what my toaster does. Cause, it ain’t good at fixing eggs.
If you are a frustrated advertiser, you may need a better understanding of what advertising does.
Ugly Adverting Truth #1: Advertising doesn’t build businesses.
You build your business. You create your story. Advertising tells that story.
There are all types of advertising opportunities. Most work just fine. Unless you’re asking a toaster to fix eggs.
Advertising does not build business. Advertising won’t create great culture. Advertising won’t hire, train, and hold your team accountable. Advertising can’t give family member #7 a nice job title.
List your business issues. Remember, these can become opportunities.
For right now, don’t worry about how to fix each issue. Get them down on paper and make the process a little easier to manage.
Look for low hanging fruit. Where does the biggest result come for the smallest amount of energy? Start there and then work your list.
It doesn’t really matter how you work on improving the issues on your list. The important part is to make the effort and get it done.
Maybe your list includes:
People issues: Do you have the right person greeting your customers?
What kind of training do they need? Where are their strengths? How can they best share those strengths with the rest of the team.
Building and grounds issues: This says a lot. Is your initial credibility hurt because of sloppiness?
Marketing Issues: Is your store laid out correctly? Do people feel comfortable when they enter? Do you make it easy for them to be good customers?
Website, Social Media, and Digital: Does everything work? Do you have any bad links? What is your last post on your social media accounts?
Advertising is telling your story, and all of these issues tell the story.
You and your team have created that story. Is it intentional or sloppy?
Ugly Advertising Truth #2: You are asking too much from your advertising. You advertise and expect people to go from A to Z.
Does that really make sense? Stop asking them to go to Z. What about B?
Today, the opportunity to develop raving fans is great. You can talk to your customers in so many different ways. But it takes work.
It takes a different mindset. It takes wanting to create raving fans who love spending money with you.
How can you make the process of doing business with you so easy, so fulfilling, so amazing people can’t wait to hand you money?
It is easier than you think. It just takes work.
“Would you like a sample today?”
Most every trip to the grocery store provides sample opportunities. You are reading a sample opportunity. My goal with this piece is for you to want to read more of my material.
Decide what it is you want people to do after experiencing your advertising. Then use your advertising to get people to take that step, to try a “sample”.
This process provides some focus to your advertising and your team.
Once they’ve experienced the sample, decide how can you serve them more Information, a video of the product, a video of you explaining the product?
Remember: serve, serve, serve — then sell.
Ugly Advertising Truth #3: Buying advertising shouldn’t be emotional!
30 years of selling advertising and I never expected someone to buy from me because we were “friends.”
Clients decided to quit and go other directions. Most came back, some didn’t. I always tried to learn why; sometimes I agreed with their reasoning, sometimes I didn’t.
How much “buddy” advertising are you doing?
If it’s a bunch, you aren’t being fair to your business. You don’t buy advertising just because you know and like your salesperson, and he knows what kind of salad dressing you like or can remember your grandkids names.
Don’t let advertising get emotional. Focus on providing incredible service that helps people become raving fans.
Raving fans buy and tell others.
The serve to sell mentality requires a shift in focus. Without that shift, you are back to putting eggs in the toaster.
Action Item: Ask yourself three questions - 1. - What is my goal with this advertising? 2. - Is the content of the ad helping me get that goal? 3. - Am I only buying this because of my relationship with my sales rep?
Walk from emotion to logic with your advertising by serving up answers to your customers’ questions, and make it easy for customers to get those answers. That should answer all three of those questions above. Keep serving to get the sale.