Sync & Swimm

Marketing, Stocks, Sales, Radio & Rants

Archive for the month “January, 2012”

You Are Supposed To Move On Moving Walkways!

 Sometimes I think technological advances designed to bring people closer together, and make life easier, actually have the opposite effect.  Have you ever been in an airport and watched people just stand on the moving walkways?  They were designed to make everyone move more quickly through the airport, and make the overall flow more efficient.  That is what they were designed to do, but what really happens?  People just stand on them and actually go slower than if they just walked.   I usually just walk along side at a faster pace because I lose patience with the idleness of my fellow travelers.

Same with texting and social media.  The very term “Social” media is actually an oxymoron.  You sit at home “liking” your friend’s status and you feel like you made a connection with them….  But did you? A deeper, richer relationship requires eyeball to eyeball conversation.  So now you don’t have your weekly coffee with your friend because you’re all up to date with each other through social media.  So, in fact, you have become less social with your friends. You used to pick up the phone and talk to someone…Now a text will suffice. 

I’m not saying technology is bad.  I embrace it wholeheartedly.  I just think occasionally we should stop and think if the convenience we experience is actually taking us further from the original goal. I’m sure someone else had the same arguments when the calculator was invented–“Kids won’t know how to add”, was probably uttered by countless people over fifty.

I just think everyone should know the basics…How to write a real letter and mail it…How to have an intelligent conversation with someone without the use of text…How to walk up the stairs without the use of an escalator.  Maybe someday we will all just be giant heads floating around… But until that time,  for all that is holy, when you are using the moving walkways at the airport bend your knees a little!  Or get out of my way–I have a plane to catch!

Big Game Commercials–Fumble or #Touchdown?

As the Superbow—ooops, “the BIG game” inches closer, the Monday morning quarterbacks will talk of football, and….. commercials.  Will Volkswagen be able to top the young Darth Vader spot?  Maybe, but in the quest to be the most creative, some companies try so hard on the creative, they forget to sell.  The problem with Super bowl advertising is it only allows for two parts of the advertising puzzle–REACH and CREATIVITY.  Great advertising that sells needs all four keys–REACH, FREQUENCY, CONSISTENCY, and CREATIVE. 

Like a Dad who only sees his kids on the weekends, companies try to OVERCOMPENSATE with the Creative–Plenty or reach, plenty of creative.  Surely if you miss the other two elements, just make up for it with more creative, right?  Well, maybe.  If the creative actually sells product. 

Effective advertising does one thing; it motivates a consumer int0 action.   It should contain one or two key messages.  Not a list of things that the customer will forget in five minutes.

FIVE ADVERTISING TIPS:

(1)-If you do not engage the consumer, nothing else really matters.

(2)-The only way to connect is to make the commercial about the customer.

(3)-Failure to immediately appeal to the listener/viewer’s self-interest will leave your ad unheard.

(4)-Pierce the heart.  Logic doesn’t sell, emotions sell.

(5)-Leave behind a mental image that can be shared and talked about at the water cooler.

You would think for 3.5 million dollars for 30 seconds of airtime, the commercial should sell a few units, right?  So enjoy the game, watch the commercials, and try to remember the companies who advertised the next day….If you can…TOUCHDOWN!

 

#Persistent Or Pest?

Everyone loves persistence, but no one loves a pest.  So, how do you remain persistent without becoming like Bill Murray’s character in the movie “What about Bob”?  Well, it takes one word. Most people don’t have it, but the ones that do go onto untold heights. The secret word is passion.

Most sales happen after the fifth sales call, but most salespeople quit after two.  This is because the rep doesn’t want to slip into the “pain in the ass” category.   A good salesman wants to be a resource, an advisor, a confidant…anything but a pest.

When we think of persistence, we like to think of this famous quote….”I’ve missed more than 9000 shots in my career. I’ve lost almost 300 games. 26 times, I’ve been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life. And that is why I succeed.”–Michael Jordan.   Here is a guy unafraid of defeat and at the same time in pursuit of being the absolute best. 

That is where the key lies–Persistence combined with passion is an extremely powerful force.  When you weave passion into the tapestry, people know you believe in what you are doing.  This is when you go from “pest” to professional.

Learn everything you can about your product or service, your industry, your trade, but most importantly, your client.  A salesmen with passion, desire, and drive can change the world.  Look at Michael Jordan or Steve Jobs–They did. 

 

Thou Shall Not Commit the 7 Deadly Advertising Sins In 2012

The New Year is here!  What are you going to do to make this a great year for your company?  At some point every business has to advertise  along the way just to stay even.  That could be Yellow Pages,  web listings or  just a free Facebook page.  If you want to grow and get your “unfair share” of the money being spent in your category, you really need to find creative and cost effective ways to make sure potential customers choose you over the competition.

Advertising is the way to separate your business from the pack.  As I have written about on several other blog posts, the four keys to advertising are: -Reach,  Frequency, Consistency, and Creative  (Copy).

Now we will take a second and talk about the 7 deadly sins of advertising.  Break them and you could be wasting money.  Money that could help  your business thrive in 2012.

The Seven Deadly Sins of Advertising

1. Failure to attract the customer’s attention: The world suffers from information overload–What are you doing to stand out? 

2. Failure to appeal to the listener’s self interest: Don’t kid yourself, most people don’t care about your product or service–They only car about what you can do for them.

3. Failure to use words that paint pictures: Tell stories, paint pictures, make what you have to sell connect with the potential customer on an emotional level.

4. Being so creative that you forget to sell: What do you remember about the most funny and creative commercials?  If it’s not the product being advertised, there is a major problem.

5. Failure to give someone a reason to act now: Allow someone to put off a decision, and chances are, they will!

6. Cliché ridden copy: Don’t say the same old crap we’ve all heard for the past 30 years..Be interesting, or don’t waste your money.

7. Too much copy: Stick to one or two points.  Laundry lists only work when you go to the laundry.  Stay on topic; don’t overwhelm the customer with too much information.

There you go,  easy right?  I will hit each of these topics in more depth in the upcoming weeks. Good luck and I hope your business has a great 2012!

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