“You have plenty of courage, I am sure,” answered Oz. “All you need is confidence in yourself. There is no living thing that is not afraid when it faces danger. The true courage is in facing danger when you are afraid, and that kind of courage you have in plenty.”
– L. Frank Baum, The Wonderful Wizard of Oz
For most small and medium-sized business owners, advertising during normal times takes a certain level of courage. In our current situation, let’s be honest, in many cases, business owners will need to dig deep and find some “extra” courage to start advertising again.
By definition, courage is “the ability to do something that frightens one”, and/or, “strength in the face of pain or grief”.
Spending money on advertising now without fully knowing what the future holds or brings can certainly cause anyone fear and trepidation.
In the immediate future, meaning the next 4 to 6 weeks, the most common objection that you will hear from decision-makers is going to be, “Not now – I am going to ‘wait and see’ what happens”.
As media reps, how can you help provide some “extra” courage or take away some of their fear? This can be answered with two words: IDEAS and PLANS.
If we simply start calling on businesses and asking them if they are ready to start advertising again, we will hear NO, nearly every time!
However, if you provide them with an IDEA and a PLAN on how to execute the idea, you will certainly take away some of the fear, and by doing so you will instill HOPE! The better the idea, and the more well-thought-out the plan is, the more COURAGE you will provide!
“Inaction breeds doubt and fear. Action breeds confidence and courage.
If you want to conquer fear, do not sit home and think about it.
Go out and get busy.” – Dale Carnegie