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Article – Advertising Campaigns That Get Results

By Charlie Cook
http://www.marketingforsuccess.com/

"Advertising doesn't work." I hear it from my clients all the time. One client was about to file for bankruptcy because she wasn't getting a good response to her radio ads, and the cost was killing her. But she knew her target market was listening; she knew she needed to get her name out there to generate more business. What should she do?

Owners of small businesses and professionals like yourself realize that to take your business to the next level, you need to get your products and services in front of a larger audience. You want to generate more leads, get more prospects to contact you and buy from you. Advertising is essential but how do you get more out of your advertising dollars?

Have you been disappointed by your advertising campaigns?

I felt the same way about my family's VCR. I paid good money for it (though probably not nearly as much as most people pay for advertising) and as far as I was concerned I could never get it to work the way I wanted it to. I spent way too much time fiddling with it and I still couldn't get it to record a TV show or a movie reliably when I was away. After a while I stopped trying to use its record function.

Sound familiar?

Compared to programming a VCR, creating a successful advertising campaign is simple. Note the operative word here is "successful". It's easy to put together an advertising campaign, but creating one that helps you make more than you spend should be the objective. The following seven elements are what separate a successful advertising campaign from one that just costs you money.

Elements of A Successful Advertising Campaign

1. Choose the media that will reach your target market. It sounds obvious, but make sure your target audience will see and/or hear your ad. Select a publication or radio or cable station that your target audience reads or tunes to. If you're advertising on the web, your keyword selection is critical here.

2. Write ad copy that your prospects will want to read. Your prospects' primary interest is in what your product or service will do for them, not what it actually is. Which would you be more likely to read, a headline that reads, "Accounting Services" or one that reads, "How to Avoid Overpaying Your Taxes"?

3. Have others establish your credibility. If space allows, include testimonials in your ad verifying the outstanding results your products and services generate.

4. Motivate prospects to contact you. Include a limited-time offer or something for free — a report, appraisal or bonus product — to prompt your prospects to take action.

5. Tell prospects what you want them to do and how to do it. This is your "call to action". Tell them to call you, visit your web site, send you an email, fill in the reply card, etc.

6. Follow up your offer with the information prospects need to make a purchase. Too many people make the mistake at this point in the sales process of launching into a sales pitch. Whether your prospect is on the phone with you or is visiting your web site, help them clarify the problem or concern they have and detail the solution you provide. Then remind them what action you want them to take.

7. Continue to educate your prospects and clients. Stay in touch with likely prospects by contacting them at least every month. Get the conversation going by discussing a common problem. Give your prospects a quick tip they can use and, of course, mention the solutions you provide.

A successful advertising campaign will include all seven of the above elements, not just one or two. When you put all these elements in place, your advertising will generate more leads and sales and you’ll see a good return on your advertising dollars.

By the way, the client who came to me on the verge of bankruptcy is now back on solid financial ground. Once she understood how to write her advertising copy and manage her advertising campaigns, her radio advertising started to bring in a steady stream of new business.

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The author, Charlie Cook, helps service professionals, small business owners and marketing professionals attract more clients and be more successful. Sign up to receive the Free Marketing Strategy eBook, '7 Steps to get more clients and grow your business' at http://www.marketingforsuccess.com/

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Article – If You Don't Focus, Innovate and Evolve, You Die

By Mark Rosenberger

After 128 years of business, a household word, Montgomery Wards, Inc., closed their doors forever and filed bankruptcy.

With 258 stores and 28,000 employees in 30 states, Wards fell victim to competition from service-driven retailers like Wal-Mart, Home Depot and Circuit City. Wards claimed a "poor retail environment" for the failure. Interestingly, Wal-Mart and Home Depot didn't shut down. (Editorial sarcasm).

Wards is a perfect example of a company that thought it was in the retail business and missed the fact they're in the service business. Perhaps they rested on their laurels. After all, 128 years in business is rather noteworthy in today's ever evolving economy.

And clearly, size nor name recognition saved this organization from distinction.

The 28,000 employees will soon be looking for work. Why? Because the organization missed the mark. They remained retailers when the competition had evolved to a more personal, service oriented approach. And I'm willing to bet that most of the employees are "stunned," "surprised," "confused". They thought the old way of doing business was just "fine".

Perhaps this can be a wake up call for every business. What exactly does your business do? The quick answer is generally, "we make, manufacture, service the best darn 'Gismos' in the universe".

The focus is on the "stuff". The focus needs to be on the outcome.

Sure you might "make, manufacture, service the best darn Gismos in the universe" but if the end result isn't happy, satisfied customers who enthusiastically spend more of their money with you while telling friends, family and associates, you're destined for short term success, at best.

Remember, Wards was in the "retail business". Now their inventory is being liquidated at 40% to 50% savings.

A further wake up call might be on the horizon. If the U.S. economy moves toward a slow down, customers are going to be harder to find and still harder to keep. Following years of rapid growth, stunning sales with record profits, most organizations have felt little need to focus on customer retention, customer satisfaction, keeping customers, customer loyalty, customer service, customers for life or any of the current "service" mantras.

In fact, talk to just about any executive and they'll tell you their organization is "committed" to customer loyalty. Give them a few more minutes and they're likely to brag about the level of service their organization is currently providing. And just look at the numbers-they must be doing something right.

But just wait. The companies that spent the time to build and grow a powerful workforce with a focus on excellence and service will be light years ahead of the game as competition increases. In other words - "Good times can camouflage poor performance".

So what's this mean to you and me?

First, FOCUS, Re-Focus and continue to RE-Focus. What is your company in business to do? What role does your department play in the process? How can each player move performance to the next level? Keep answering and re-answering these core questions.

Second, EVALUATE, Re-Evaluate and continue to RE-Evaluate. Take a hard look at the service offered by your company, your department, your team from the customers' eyes. Be on the lookout for opportunities to take performance to the next level.

Evaluate opportunities to enhance performance internally with your important Trapeze Buddies - the people you count on most often to complete a task, function or provide you with information so you can get your job done.

And never assume that "no news is good news". Your customers are talking - it just might not be to you.

Third, INNOVATE, Re-Innovate and continue RE-Innovating. Buggy whips sold well in their day but if you're in the buggy whip business today, you're short on customers.

Innovation is essential for continued, long-term growth. Look for innovation opportunities in the following areas:
1. Enhancing your core product or service;
2. Saving customers time or money;
3. Reducing customer's headaches and hassles;
4. Helping your customers gain a competitive advantage.

The rules of the game keep changing but one universal truth is this: the job of every business is to attract and keep satisfied customers. Period.

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Mark Rosenberger, CSP helps companies transform employee performance, productivity and sanity. He is a sought after speaker, performance strategist and author of six books. Do you count on certain people to make your life work? Discover how to be caught more and dropped less, plus achieve more than you ever thought possible - download the FR.EE Trapeze Buddy e-book at www.NoSplatZone.com

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Article – Self-Sabotage - Are We Prisoners of the Past?

By Rosella Aranda

Many people who suffer from low self-esteem would give anything to escape their painful feelings of inferiority. Almost anything, that is. People are reluctant, even obstinate, when it comes to giving up their illusions of an idyllic childhood.

And yet, if we are to break free from our mental prisons, we must become willing to honor the truth of our personal history. This is the key to removing our invisible psychological and emotional chains.

Lack of Self-Worth Does Not Develop in a Vacuum

There is just no getting around the fact that our core beliefs about the world and ourselves and our place in this world are pretty firmly established by the time we are three or four years old. Lack of parental approval in early childhood exacts a heavy toll. Low self-esteem, the root of all self-sabotaging behavior, hangs heavy around our necks for life

"I Left All That Behind a Long Time Ago"

People are quick to grasp at a simple "Out of sight, out of mind" escape. Sadly, this is a fantasy. While you can, indeed, leave home and leave your family life behind, their influence does not leave you. Negative parental messages carry enormous weight. It is through these concepts that everything else later on, (i.e., for the rest of our lives) is filtered.

Clearly then, if these basic messages are more negative than positive, it is not surprising that we would wind up with a badly mangled sense of self-worth. A life of self-sabotage and perpetual dissatisfaction is what results, because we simply do not believe, at a SUBCONSCIOUS level, that we are worth anything better.

Traditional Morality Would Have Us Turn Away

People recoil at the idea of finding fault with their parents. We have many religious, social and cultural injunctions to honor, obey, respect, forgive, and worship our elders. These commandments prevent us from looking upon our caretakers in a less than adoring way without incurring a tremendous sense of guilt, betrayal and ingratitude. So we remain unaware.

What people fail to appreciate is that it is only by shattering our ignorance and examining our formative years that we can come to understand what makes us tick. This awareness will, in turn, allow us to process any distress so that we may finally release it. Not ignore it, not camouflage it, but finally release it.

This is all done in a spirit of healing, not one of self-pity, and certainly not one of denunciation. As a result of discovering and embracing our emotions rather than squelching them, we can finally come alive.

Not only do we gain a new sense of vitality, but we gain a new source of wisdom. And our awareness allows us to cut negative patterns off at their source. You see, we cannot let go of something if we don't allow ourselves to acknowledge what we are hanging on to.

Rational Justifications Do NOT Penetrate the Subconscious Mind

Many well-intentioned people and spiritual mentors will agree that while injurious things may have been said and done, we should be mature or evolved enough to understand that our caretakers were doing the best they could. After all, they didn't mean to hurt us with their harshness or neglect. Why don't we just rise above it and move on? Surely we are noble and generous-hearted enough to forgive them, yes?

Well, no, actually. And for two very important reasons. First, this is an attempt to reason things out consciously. It is a fruitless activity, because it does nothing to reach and alter the core beliefs and distress that are stuffed down BEYOND conscious access. And second, the person whose body and/or emotions were assailed was NOT an adult capable of reasoning things out so rationally. The early distress lives on unabated.

We Cannot Live With the Results

We may be able to carry on, but we cannot really live and flourish while those negative core beliefs remain frozen in time. The tragedy for so many of us is that they remain lodged firmly in place today, without our consent and without our conscious awareness.

Down With the Taboo Against Knowing Who We Are

Rather than continue to justify our ignorance, we must dare to bring the unconscious to conscious light. There are compelling reasons for doing so.

• To heal a mutilated sense of self-worth.
• To process our present moments through fresh eyes.
• To avoid becoming subtly mean, cruel or sarcastic.
• To prevent ourselves from unwittingly passing on our damage.

And finally, and perhaps most compelling of all, if traditional morality continues to deny us knowledge of ourselves and our history, our bodies will end up speaking for us. And this it will do by erupting into disease. Witness the alarming number of people who suffer from depression today.

Our psychological and emotional disturbances must eventually surface as some type of physical or mental malady. Or as I heard somewhere along the way, "If your mouth won't say it straight, your body will say it crooked."

And according to the title of Dr. Alice Miller's most recent book on the victimization of children, The Body Never Lies. Time spent digesting any of Dr. Miller's books is time well spent, indeed.

The greatest healing contribution any of us can make to world is to heal our own wounds, not hide from them or deny them or justify them. After all, we do want to live and not just survive, don't we?

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Rosella Aranda is the author of Sabotage Thyself No More, an excellent guide to raising your sense of personal worth and getting rid of self-defeating behaviors. Free Mini-Course at http://www.SabotageThyselfNoMore.com/

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