Let's talk about advertising.
One of my favorite definitions of advertising is, "advertising is what you do when you can't go see someone." In other words, advertising is a sales message about your business.
So think about advertising as a paid salesperson. How do you want your staff to talk to your customers? Do you want them jumping up and down? What about speaking in a bunch of cliche's with speech patterns that make people wonder from what planet they were hatched?
Or do you want your sales people to effectively communicate with your customers from the customers perspective. Do you train your sales people to find the customers problems and solve them. As Dan O'Day teaches, don't talk in terms of features. Don't even talk in terms of benefits. Talk in terms of results.
The old example is the person who is looking to buy a drill, really doesn't want a drill -- he needs a hole in the wall. The day our son left for the Navy, I gave my wife a chain. Frankly it is one of the least expensive pieces of jewelry I have purchased for my wife. But that moment when she opened it is one I will remember forever. It was a celebration of the job she did as a mom, it was a reassurance that as we enter a new stage in our life, I will be there for her and her for me. It was nothing about most of the crap that jewelers want to put into their advertising. It was about the moment.
What about your advertising, is it full of features, benefits or results for your customers. If you have a weak sales message, you can put it anywhere -- it still won't work. Have you checked out my speaking demo, go to http://www.bransonbusiness.blogspot.com/ -- Hope you enjoy. Stay Tuned.
About Me
- Steve Willoughby
- Branson, Missouri, United States
- A marketing consultant, a radio personality, a proven public speaker. Steve Willoughby is ready to inspire, motivate and entertain your group.
Tuesday, April 28, 2009
Tuesday, April 14, 2009
A hodge Podge
Derinda and I just returned from a cool Easter weekend with our Kids, Tara and Russell, and our daughters boyfriend, Eric. We picked Tara and Eric up in St. Louis and drove to Chicago to see Russell, who serves in The United States Navy and is finishing up "A" school.
Don't worry I am not turning this blog into a personal rundown of what I do (nobody cares) but I do have a variety of observations.
1. Directions in our life. I have admitted on this blog and in speeches that my sense of direction is not bad, it is non existent. Luckily, Derinda, Tara, Russell and Eric (who is a pilot) have a great sense of direction and the patience to read a map or GPS. However, ever time we got in the car to drive around Chicago -- I asked that only one person be the spokesperson to give me the direction.
The question is....who is giving you the direction in your life, your career, your marriage, etc. Like driving, life goes better when you have a plan and there are road marks verifying that you are going in the right "direction." Have you looked at your life's road map in a while?
2. It was a great weekend, it was great being with my family. Today, the first thing I did was to stare outside and see the lack of people...just trees. Being a certified red neck growing up in Southwest Missouri, I need that. I understand the "energy" of the city, the incredible view of a city skyline, the fact that the city never shuts down. I just need to shut down from time to time.
I am not a Bible Scholar, but Christ went to be by Himself several times....I think we all need quiet time to think, relax, and be thankful for what we have been given. I didn't notice a whole lot of thankful people in the city.
3. Chicago used to be one the great radio markets in the country. Legendary talent, Legendary stations like WLS, WGN. WBBO, etc. Even on these lendgendary stations, there were some terrible radio commercials. WLS gave people the opportunity to call in and leave a voice mail about their small business and then the station played it back at 51 past the hour. Cool idea -- the problem, was nobody ever talked about the reason to do business with their company. They talked about hours, what they offered, etc - etc. But they never communicated the results of doing business with them. Remember, nobody wants your products, they want the result that your product will give them.
Are you talking to your customers? Are you communicating not features, not benefits, but results..."if you do business with me, this will happen to you? Try it, it works.
I hope that you have gone to http://www.bransonbusiness.blogspot.com/ to check out my new speaking video. I would enjoy the opportunity to talk to your group. . Remember, this is the best day God is going to give you today, you might as well make it a great one! Stay Tuned.
Don't worry I am not turning this blog into a personal rundown of what I do (nobody cares) but I do have a variety of observations.
1. Directions in our life. I have admitted on this blog and in speeches that my sense of direction is not bad, it is non existent. Luckily, Derinda, Tara, Russell and Eric (who is a pilot) have a great sense of direction and the patience to read a map or GPS. However, ever time we got in the car to drive around Chicago -- I asked that only one person be the spokesperson to give me the direction.
The question is....who is giving you the direction in your life, your career, your marriage, etc. Like driving, life goes better when you have a plan and there are road marks verifying that you are going in the right "direction." Have you looked at your life's road map in a while?
2. It was a great weekend, it was great being with my family. Today, the first thing I did was to stare outside and see the lack of people...just trees. Being a certified red neck growing up in Southwest Missouri, I need that. I understand the "energy" of the city, the incredible view of a city skyline, the fact that the city never shuts down. I just need to shut down from time to time.
I am not a Bible Scholar, but Christ went to be by Himself several times....I think we all need quiet time to think, relax, and be thankful for what we have been given. I didn't notice a whole lot of thankful people in the city.
3. Chicago used to be one the great radio markets in the country. Legendary talent, Legendary stations like WLS, WGN. WBBO, etc. Even on these lendgendary stations, there were some terrible radio commercials. WLS gave people the opportunity to call in and leave a voice mail about their small business and then the station played it back at 51 past the hour. Cool idea -- the problem, was nobody ever talked about the reason to do business with their company. They talked about hours, what they offered, etc - etc. But they never communicated the results of doing business with them. Remember, nobody wants your products, they want the result that your product will give them.
Are you talking to your customers? Are you communicating not features, not benefits, but results..."if you do business with me, this will happen to you? Try it, it works.
I hope that you have gone to http://www.bransonbusiness.blogspot.com/ to check out my new speaking video. I would enjoy the opportunity to talk to your group. . Remember, this is the best day God is going to give you today, you might as well make it a great one! Stay Tuned.
Friday, April 3, 2009
The best things are free!
This was scheduled to post last week...sorry about the mix-up.
A final four team could teach us all a lesson. The best things in life are really free.
But I want to focus on Villanova. Villanova beat Pittsburgh with a last second shot (more of a lay-up) with a half of a second left on the clock. But to me, the real story is how the took advantage of the uncontested free throws. For the game, they were an amazing 22 of 23 from the charity stripe. All tournament long, you could watch amazing athletes who can jump high, shoot far, move quick, but they missed free throw after free throw. Not Villanova.....and they are in the final four to prove it.
Let's relate that to your business. How are you doing with the small stuff, the little things that may not be as "sexy" as the seemingly more important or exciting things. Some things to consider...
You get excited about the new client/customer, while you ignore the ones who have been with you for awhile.
You don't return the phone calls as fast as you should.
The thank you card/email is not sent out like it once was.
You don't keep up with the competition as you once did.
If you are wanting to get to the final four, make sure your free throwing shooting is good. Don't take my word for it, you can ask any Memphis fan from last year. Stay Tuned. See my new speaking demo at http://www.bransonbusiness.blogspot.com/
If you are reading this blog on email, be sure and click on the link below to visit my blog page and see interesting facts such as: Daily Bible Verses, Fitness Tips, Financial Tips and Amazing Fact of The Day. Remember, this is the best day God is going to give you today, you might as well make it a great one!
A final four team could teach us all a lesson. The best things in life are really free.
Villanova is one of the final four teams that will play this weekend. All the teams could teach us about success, they played great team basketball, hit the clutch shots, were prepared, etc.
But I want to focus on Villanova. Villanova beat Pittsburgh with a last second shot (more of a lay-up) with a half of a second left on the clock. But to me, the real story is how the took advantage of the uncontested free throws. For the game, they were an amazing 22 of 23 from the charity stripe. All tournament long, you could watch amazing athletes who can jump high, shoot far, move quick, but they missed free throw after free throw. Not Villanova.....and they are in the final four to prove it.
Let's relate that to your business. How are you doing with the small stuff, the little things that may not be as "sexy" as the seemingly more important or exciting things. Some things to consider...
You get excited about the new client/customer, while you ignore the ones who have been with you for awhile.
You don't return the phone calls as fast as you should.
The thank you card/email is not sent out like it once was.
You don't keep up with the competition as you once did.
If you are wanting to get to the final four, make sure your free throwing shooting is good. Don't take my word for it, you can ask any Memphis fan from last year. Stay Tuned. See my new speaking demo at http://www.bransonbusiness.blogspot.com/
If you are reading this blog on email, be sure and click on the link below to visit my blog page and see interesting facts such as: Daily Bible Verses, Fitness Tips, Financial Tips and Amazing Fact of The Day. Remember, this is the best day God is going to give you today, you might as well make it a great one!
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