Advertising made simple

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.