Remember, this is a 63 Consecutive Business Day e-mail series, delivered right to your In-Box of choice.
Here are just two of the 57 Media Spikes You'll Discover In Your In Box
Media Spike # 42 – Ladies & Gentlemen Mr. ELTON JOHN
A Vibrant Welcome as we dive into today’s message. A Keyboard of Fireworks
As explosive as a hair-triggered fireworks display, legendary performer Mr. Elton John (aka- Reginald Kenneth Dwight) was the epitome of flamboyance.
Outrageous glasses, and costumes. Sometimes funny, always colourful and an electrifying stage presence, he commanded attention….but when he began to play- he COMMANDED INTEREST.
For all his attention-getting stunts and visuals, he had the musical chops to back-up his stage presence with enormous singing, songwriter and piano playing talents. He was an ad for HIMSELF everywhere he went.
Love him or hate him for his music, his relationships, his style, you can’t help but marvel at his consistency of entertainment and talent to satisfy audiences again, and again and again from the 1970’s to the present.
My question to you is simply- Why Aren’t You Doing The Same Thing?
What? Hey Dennis- I’m no rock star? I wouldn’t be caught dead wearing those outlandish outfits and besides I can’t play piano like Elton. You’re absolutely right….and I can’t either.
However, that doesn’t mean your ads should be bland and lost in the crowd.
They should be distinctive. Have a recognizable signature of yours on them. Maintain continuity from ad to ad, media to media, year to year, so that your branding is always consistent.
Not unlike Mr. Elton, it can’t hurt you to freshen up your look or add more SKU’s (Stock Keeping Units) to your portfolio. Maybe not a new recording, but a new product or new service each month, or model year etc., to show your audience that you are still in there pitching.
Remember to change your headline frequently to see how well it’s working and track what responses you’re generating. Much as you are interested in developing and sustaining a great image, your ads should be designed and implemented for SALES.
Try this: Invest $100,000 in your salesman.
Send him (her) out there for two months to call on as many people as he can in a day. Perhaps at an aggressive pace of 8 -10 appointments per week, he makes about 60-80 client meetings in 2 months. At the end of two months, he reports: • I’ve made no sales • Although many people like me • They liked how I looked- said I was a good image for the company • I took 10 of those people out to lunch • 12 others asked me to call them back next month
You’d wonder – probably out loud - why you’re paying this salesman $100,000 to not generate any sales.
Think of your advertising like that. That $100,000 spent in any or all media is a lot of money. You’re expecting your salesman to represent you and close the sale. Why would you expect any less of your advertising?
After all, as we witnessed back in Media Spike #10 - Advertising is Salesmanship in Print. If you expect your sales rep to make a sale, why not expect the same from your ad?
It should be driving to a sale. Or be an integral part of a sales strategy. Spending $100,000 on Image to look good and deliver no new business is a very tough return on investment.
Do your ads have to be as Over the Top as Sir Elton? Probably not.
But they do have to show you’ve got the quality, consistently from month to month, year to year - like Mr. Elton, to get audiences coming back for more.
If you’re going to invest in your company by telling everyone what you do,THEN TELL EVERYONE WHAT YOU DO. You need not be as flamboyant as some showmen - but you do need to make yourself memorable.
So memorable, that your audience wants to buy from you, again and again and again. Stay tuned,
Media Spike #14 – There Is NO Failure When You Test. Only Results.
Greetings and let me ask you, How much is too much? When do you know if you’re spreading yourself too thin?
Powerful questions. All the more reason that you need to keep testing.
Testing your media. Testing your creative. Always measuring what works and what can get relegated to the sidelines.
Testing can reveal concerns on a small scale before they become huge, costly blunders. No-one, big or small wants to discover they’ve blown the annual campaign budget on a strategy and selection that didn’t work. It can take a long time to recover from that kind of scar.
More than a few clients have disdained the value of Testing. Dismissing it as inconsequential. Their gut is usually a good barometer of what works.
In fairness, sometimes they’re right. They play a hunch and it pays off. But I’d like you to rely on something more reliable and repeatable than a ‘feeling’ for the right strategy.
Would more sales convince you? What if you could double your sales? (No?) How about triple them? (Still not enough for you?)
How about 19 ½ TIMES More sales? Would that be enough to convince you there is merit in constant testing? Legendary copywriter John Caples was forever Testing what worked and continually refined it until he hit that repeatable Grand Slam home run with his ad. His most memorable experience is distilled on our article entitled Now’s Your Chance. You’ll find it by clicking the link below. John Caples on Now's Your Chance
What Mr. Caples revealed was that in Testing there is no failure. There is NO Failure…there is only Results.
When you have the results from your testing, then you can better determine How Much is Enough. And how to not spread yourself too thin
Don’t just take your sales rep’s word for it. Test each Newspaper ad you run. Monitor closely how great a response your Radio ads deliver. Did the On-Line ads drive enough traffic to your site? Did it deliver a click? Did it spark a sale?
It’s only by testing will you truly appreciate how much you need and what works on a small scale before rolling it out on a bigger platform.
It’s much better to fail small in order to learn to win big, than to reverse those. Stay tuned,
P.S. In case you were wondering, John Caples wrote the legendary ad: They Laughed When I Sat Down At The Piano, in 1926. It remains a classic by which thousands of successors are measured.
You’ll find a copy with full size readable copy by clicking here or by visiting this link: