Tag Archives: Strategy

The Powerful Point

7 Criteria to Effective Advertising

Hopefully, over these past 4 weeks, you now have a better understanding of how to use and explain the 7 criteria to clients and help them better understand how important each is to advertising.

In the first issue of this series, it mentioned we use this piece to make two specific points; One is to explain to clients how to get a better return on their advertising investment, and two is how to use it to build trust with your prospects and clients.

I also stated that I would share a powerful point that is intended to position the media rep and/or your stations in a very positive light. That is what we are covering today and how we will conclude this series.

At some point during the CNA or one of the first meetings with a client, the conversation will lead to a point where you can bring up the 7 criteria. When it does, we suggest you either pull out a prepared “7 Criteria to Effective Advertising” form on your station letterhead or simply write the 7 criteria on a sheet of paper or a restaurant napkin.

After writing this out and going over each of the criteria is when you make your powerful point, by saying…

“Mr./Mrs. Client, actually, the most important criteria is #6”. (Draw an arrow from #6 Media Rep up above the #1 position and write “#1 Media Rep!”)

Continue by saying…

“If you find a media rep or media group that understands criteria #1 through #6; how to create Strategy, how to create and write effective messages/ads, how to use your advertising budget to dominate, and the importance of Consistency and Frequency… If you have someone that ‘gets this’, then the medium or the station that you choose really doesn’t matter. If you follow these criteria, your advertising will be way more effective. Mr./Mrs. Client, I understand how to do this, and I can help you get a better return on your advertising dollars”.

You have just established yourself as something different than the average media rep who talks about their stations, their media, and their ratings, and you’ve also taken rates and ratings out of the equation.

I hope that you have found the 7 Criteria for Effective Advertising useful. If you have any comments or questions, simply send me an email or give me a call.

If you would like to receive the one-page form of the “7 Criteria for Effective Advertising”, click here and we will be happy to send it to you. You can use it on ENS Media’s letterhead or feel free to transfer it to your station’s letterhead to use in your sales calls and presentations.

“Message”

#2 in the 7 Criteria for Successful Advertising

Again, as a reminder, this week’s ENS on Sales is part of a series of articles started two weeks ago. The original article was titled, “7 Criteria for Effective Marketing”. In the next few weeks, we will be discussing each of the seven criteria. To catch up, click here to read the original issue, and to read last week’s issue “Strategy Criteria #1”, click here.

To start, let’s be upfront about one thing, and that is… No one, and I mean no one, (other than media people), intentionally listen to your radio or TV station(s) for the ads.

I know that statement will offend a few but as I often say, sometimes the truth hurts. The fact is, when the commercial breaks come on, listeners don’t lean forward, and they never turn up the volume. There is only one time a year people intentionally want to hear and see ads. You got it, during the Super Bowl.

The key to successful advertising is getting people to hear and absorb the ads, whether they are intentionally listening or not. The only way to do this is to write and create better ads. Better Ads = Better Results!

Some might suggest that “Message”, the #2 criteria, is more important than the #1 criteria, “Strategy”! To be honest, you won’t get much push back from me. The main reason strategy is #1 is because strategy, communicated in a great message, is better than a great message that doesn’t communicate the strategy!

Strategy is also #1 because if you understand strategy and you can help create strategy, it will position you as a far more knowledgeable media rep.

After all, this is what our “7 Criteria for Successful Advertising” form is all about. Ultimately, it’s something you can share with your prospects and clients, and by doing so, it will help position yourself as a “media expert”.

How to create great ads or great message is a subject of its own and one we will discuss in future issues.

Today, we simply want you to understand that when you’re visiting with your prospects and clients, the topic of “the Message” should be a primary focus. Get them to understand that the message, or great ads that are produced well, will get your clients great results, nearly every time.

Next week, Criteria #3 “Dominate”.

“Strategy”

#1 in the 7 Criteria for Successful Advertising

As a reminder, in case you didn’t read last week’s ENS on Sales titled “7 Criteria for Effective Advertising”, these next few weeks we will be discussing each of the seven criteria. To read last week’s issue and catch up, click here.

Strategy is listed as the #1 criteria because, quite simply, it’s the most important element that determines the success of a business or a product.

So, what is strategy? Strategy is what you want your business or product to be “known for”.

I’ll use the insurance category as an example. What is GEICO “known for”? Their slogan is, “In 15 minutes or less you could save 15% or more on car insurance”. Their strategy is simply that you will save time and money! It has nothing to do with better insurance, creative packaging options, or better or faster claims. Those strategies are left to other companies.

If GEICO owns the “saving time and money category”, what does Farmers Insurance want you to know them for? Regardless of how crazy your claim may be, they will pay the claim! They substantiate that strategy with their slogan, “We know a thing or two because we’ve seen a thing or two”.

That’s strategy! It’s what the business is “known for”.

Most small to medium-sized businesses that you deal with on a local level don’t have a strategy. In fact, if you ask them what their business strategy is, you’ll get answers like, “I don’t know what you mean”, “I don’t really know”, or “I don’t think we really have one”!

Once you understand what a company’s strategy is, it’s much easier to craft messages and campaigns. If they don’t have a strategy, help them create one. How to uncover or create a business strategy is a whole other topic and discussion for another day.

If you have questions or would like to discuss more on strategy, email me or give me a call.

Next week, we will discuss Criteria #2, The Message/Ad.

7 Criteria for Effective Marketing

Years ago I was asked to speak to a Marketing and Advertising class at a local university. On this occasion, the professor asked me to speak on “what makes advertising work”. It was for that lecture/workshop that I created a handout for the students that I titled ”7 Criteria for Effective Advertising”.

Since then, I have used this piece hundreds of times with clients and when training reps to explain how to get a better return on their advertising investment and to build trust with prospects and clients.

Today, I am sharing the 7 criteria with you, and over the next coming weeks, we will dive into each individual criterion and discuss them on their own merit.

After reading the criteria, you may have a good idea of how you can use this piece when presenting. If not, you’ll get a better idea in the coming weeks.

My hope is that you will begin to use this in your own presentations and training.

ENS Media’s 7 Criteria for Effective Advertising

1) Strategy: What do you want your business to be “known for”?

2) Message/Ads: A GREAT message will get GREAT results nearly every time, regardless of the medium or station. A mediocre message will get mediocre results every time.

3) Dominate: Wherever you are, BE there! Don’t try to reach everyone.

4) Consistency: How often you advertise. Starting and stopping is no way to build a brand.

5) Frequency: How much you advertise.

(Budget will determine both Consistency and Frequency)

6) Media Rep: Find a rep that is genuinely interested in helping you and not just selling you.

7) Medium: Every advertising medium works. You must work the medium correctly.

When I finish explaining the 7 criteria to prospects and clients, I wrap it up with one powerful point that is intended to position the media rep and your stations in a very positive light. I will share that secret at the conclusion of this series of ENS on Sales.

I hope that you will join us each of the next few weeks as we discuss the merits of each criterion and how to use them to position yourself and your reps as marketing professionals.

If you would like to receive the “7 Criteria for Effective Advertising” in presentation form that you can use in training or with clients/prospects, click here and we will be happy to send it to you.

I look forward to next week as we discuss “Strategy”; what it really is and why it’s #1 on the list!

GREAT Ads Start With…

Nobody, and I mean nobody, listens to your stations for the ads. The trick is, making people “HEAR” the ads! Unless your listeners hear the ads and have an emotional connection, (sometimes logical), the ads won’t work, period!

So, how do you win in advertising? It starts with having a strategy….“What does the business want to be known FOR”? Then, you write stories, interesting, funny, unique stories, that speak to the strategy!

Why are GEICO, Farmers Insurance, and Progressive ads remembered so well? Two reasons mainly, they have great strategies and they tell stories.

Each company has their own strategy that appeals to different people with a different set of wants and needs. You can’t be everything to everyone! GEICO is low prices, “15 minutes could save you 15% or more”. They never talk about how good their insurance plans are. Farmers’ strategy is that they pay your claims, even the crazy ones, “We know a thing or two because we’ve seen a thing or two”. And how could we forget about Progressive? Flo and friends are cute, funny and unique. Their slogan(s) can be somewhat hard to remember as they change from time to time, “Name your own price” or “Think Easier – Think Progressive”, but their strategy remains steadfast. You can name your own price, and they are the place to package all your insurance together.

Are you talking strategy to your clients? Are you telling them the truth? And the truth is, bad ads don’t work very well, even on the best radio stations. But GREAT stories can turn little known companies like the Government Employee Insurance Company into a GIANT, like the itty-bitty, teeny-weeny Gecko called GEICO!

Start with strategy, find out what your client’s business strategy is. If they don’t have one, help them create one. Then write stories that speak to the strategy and you will have success. The better the strategy, the better the story… the better the RESULTS!

Everyone LOVES a good story!

If you’re interested in learning or training your team on how to write better ads THAT WORK, let’s talk. We have a workshop designed specifically for this.

“I know a thing or two about writing ads because I’ve seen a thing or two.”