{"id":190,"date":"2009-06-04T15:35:49","date_gmt":"2009-06-04T15:35:49","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2009\/6\/4\/113549.html"},"modified":"2009-06-04T15:35:49","modified_gmt":"2009-06-04T15:35:49","slug":"good-news","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/good-news\/","title":{"rendered":"Good News"},"content":{"rendered":"<p>&nbsp;<\/p>\n<div style=\"margin: 0in 0in 0pt\"><b><span style=\"font-size: 22pt\"><font face=\"Arial\">Spread the Good News<\/font><\/span><\/b><\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Am I the only person out there who&rsquo;s growing weary of all the bad economic news?<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; I believe recession fatigue is about to set in&hellip;..and that can be a good thing.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Eventually we&rsquo;ll start looking for the silver lining in all of those clouds and things will get brighter.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; It may already be happening. I couldn&rsquo;t help but notice two commercials last week that jumped out at me with their refreshing perspective.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The first one wasDaytona Beach Harley Davidson, in Daytona Beach<span style=\"color: black\">,<\/span> Florida, talked about how aging boomers <span style=\"color: black\">are<\/span> growing tired of seeing their mutual funds shrinking and <span style=\"color: black\">are<\/span> opting to invest in their life-long dream, a new Harley Davidson.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The Harley dealer, Bruce Rossmeyer, was proudly proclaiming they sold a whopping 44 bikes a day during Daytona Bike Week! A world record! Two things captured my attention;<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">1.) Good news jumped out among all of the doom and gloom. I welcomed it. <\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">2) Bruce talked about relevant economic issues, like shrinking mutual funds, and gave them a positive spin I could relate to.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; As I returned home to Ontari<span style=\"color: black\">o<\/span><span style=\"color: black\">,<\/span> Canada, I was struck by another commercial for a hot tub store in Barrie. The owner announced having his biggest sales month ever in February. He validated his claim by suggesting that consumers <span style=\"color: black\">are<\/span> choosing to <span style=\"color: black\">&lsquo;cocoon&rsquo;<\/span>or spend more time at home. He said they are investing in home leisure activities and increasing the value of their home with his hot tubs. <\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Your clients are always looking for a way to make their ads stand out, and these &lsquo;good news&rsquo; ads really do stand out.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Those of you who have been receiving our ENS on Sales, know that I&rsquo;m not a fan of discounting our product to make a sale. I am, however, in favor of discounting as a service to our audiences.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; We&rsquo;ve all heard clients and consumers complain about all of the bad news in the media.&nbsp;Your commercials are part of your media content. Bankruptcy sales, desperation clearances and other &lsquo;bad economy&rsquo; sales strategies are part of that bad news noise.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Why not offer a <span style=\"color: black\">&lsquo;good news discount&rsquo;<\/span> for every advertiser who can legitimately shine a positive light on their business in this economy?<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Can you imagine the impact if every commercial island had a commercial talking about record sales and why it makes sense to buy in this economy?<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; My proposed good news discount makes sense for a number of reasons;<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">1.) The advertisers who are already enjoying sales increases are your best prospects.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">2.) Business owners who hear about these successes will reassess their own plight and begin advertising more aggressively.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">3.) Audiences will come to realize and appreciate that it&rsquo;s not all bad news out there.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">4.) Your good news advertisers will have a timely, topical and relevant hook to make their message stand out.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">5.) Business owners will appreciate your drive to introduce good economic news to your community.&nbsp;<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; If you like our idea of a good ne<span style=\"color: black\">ws <\/span>advertiser discount, I recommend applying three rules for campaigns to qualify;<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">1.) They must mention sales increases or record sales, and tell the truth.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">2.) They must mention WHY people are choosing to buy from them in this economy.<\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">3.) They must have a call to action to <span style=\"color: black\">keep<\/span> their sales on the incline.&nbsp;&nbsp;&nbsp; <\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Give it a try, and send us the good news you uncover. <\/font><\/div>\n<div style=\"margin: 0in 0in 0pt\">&nbsp;<\/div>\n<div style=\"margin: 0in 0in 0pt\"><font face=\"Arial\">P.S. If you can talk your news room into airing regular good economic news features, I&rsquo;ll bet there are sponsors who&rsquo;d love to jump on board!<\/font><\/div>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Spread the Good News &nbsp; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Am I the only person out there who&rsquo;s growing weary of all the bad economic news? &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; I believe recession fatigue is about to set in&hellip;..and that can be a good thing. &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Eventually we&rsquo;ll start looking for the silver lining in all of those clouds and things [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-190","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - 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