{"id":1614,"date":"2019-05-15T14:34:58","date_gmt":"2019-05-15T14:34:58","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=1614"},"modified":"2019-05-15T14:37:05","modified_gmt":"2019-05-15T14:37:05","slug":"message","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/message\/","title":{"rendered":"\u201cMessage\u201d"},"content":{"rendered":"

#2 in the 7 Criteria for Successful Advertising<\/strong><\/span><\/h3>\n

Again, as a reminder, this week\u2019s ENS on Sales is part of a series of articles started two weeks ago. The original article was titled, \u201c7 Criteria for Effective Marketing\u201d.\u00a0In the next few weeks, we will be discussing each of the seven criteria.\u00a0To catch up,\u00a0click here<\/a>\u00a0to read the original issue, and to read last week\u2019s issue \u201cStrategy Criteria #1\u201d,\u00a0click here<\/a>.<\/h4>\n

<\/h4>\n

To start, let\u2019s 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.<\/h4>\n

<\/h4>\n

I know that statement will offend a few but as I often say, sometimes the truth hurts.\u00a0The fact is, when the commercial breaks come on, listeners don\u2019t lean forward, and they never turn up the volume.\u00a0There is only one time a year people intentionally want to hear and see ads.\u00a0You got it, during the Super Bowl.<\/h4>\n

<\/h4>\n

The key to successful advertising is getting people to hear and absorb the ads, whether they are intentionally listening or not.\u00a0The only way to do this is to write and create better ads.\u00a0Better Ads = Better Results!<\/h4>\n

<\/h4>\n

Some might suggest that \u201cMessage\u201d, the #2 criteria, is more important than the #1 criteria, \u201cStrategy\u201d!\u00a0To be honest, you won\u2019t get much push back from me.\u00a0The main reason strategy is #1 is because strategy, communicated in a great message, is better than a great message that doesn\u2019t communicate the strategy!<\/h4>\n

<\/h4>\n

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.<\/h4>\n

After all, this is what our \u201c7 Criteria for Successful Advertising\u201d form is all about. Ultimately, it\u2019s something you can share with your prospects and clients, and by doing so, it will help position yourself as a \u201cmedia expert\u201d.<\/h4>\n

<\/h4>\n

How to create great ads or great message is a subject of its own and one we will discuss in future issues.<\/h4>\n

<\/h4>\n

Today, we simply want you to understand that when you\u2019re visiting with your prospects and clients, the topic of \u201cthe Message\u201d should be a primary focus.\u00a0Get them to understand that the message, or great ads that are produced well, will get your clients great results, nearly every time.<\/h4>\n

<\/h4>\n

Next week, Criteria #3 \u201cDominate\u201d.<\/h4>\n","protected":false},"excerpt":{"rendered":"

#2 in the 7 Criteria for Successful Advertising Again, as a reminder, this week\u2019s ENS on Sales is part of a series of articles started two weeks ago. The original article was titled, \u201c7 Criteria for Effective Marketing\u201d.\u00a0In the next few weeks, we will be discussing each of the seven criteria.\u00a0To catch up,\u00a0click here\u00a0to read […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[22,30,84,132],"class_list":["post-1614","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-advertising","tag-marketing","tag-sales","tag-strategy"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1614","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=1614"}],"version-history":[{"count":4,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1614\/revisions"}],"predecessor-version":[{"id":1618,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1614\/revisions\/1618"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=1614"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=1614"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=1614"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}