The Marketing Moment, Volume 1

Have you ever been frustrated by advertising? Have you questioned whether you are getting results? Join me here every week for The Marketing Moment.

Here are some common advertising mistakes:


1. Advertise without a goal or objective. If you don't know where you are going, you will never know if you get there. Advertising to "get your name out" or to "support" various programs can be good -- but it's not advertising as much as it is public relations.

2. Having a small "presence" in a number of different places, without dominating any place. (IE...try to reach too many people) Roy Williams, The Wizard of Ads, talks about reaching 100% of the people convincing them 10% of the time or reaching 10% of the people and convincing them 100% of the way.

3. Place ads instead of a campaign. Smart advertisers have a consistent theme, their message may change, but the theme is the same.

4. Treating mediums as a commodity. Whether it is print, radio, billboard, TV, you are buying an audience. If the medium has a huge audience, the price is higher. Supply and audience should drive the rate. If you only buy on rate, you may have lost the game before it started.

5. Trying to build a business with Yellow Pages. The yellow pages is a directory. When people have made their decision, they may go to the yellow pages to get a number - so the yellow pages might be the last thing they saw before coming to your business, so the customer mentions that they saw your ad. But no one has ever built their business with yellow pages.

6. Having a Them vs Us attitude with your representative. You need to work with reps who understand marketing and want to help you grow your business and not just sell. However, you have responsibility with that too, if you have the us vs them attitude or think it is your job to beat them up on price, etc -- The best of the best will not want to work with you.

Have you done any of these things? Perhaps I can help. The Marketing Moment is designed to help you reach your goals. Admittedly, I come from a radio background. My training, expertise, and experience is with radio. However, I understand marketing and how to use all forms of advertising. I hope you will join me every week and together, we can improve the results you are getting.

The next time you need a speaker, make it easy on yourself and call me. I will inspire, motivate, and entertain your group. Check out my speaking demo at www.bransonbusiness.blogspot.com then call (417) 339-6568 for availability. The only way I look good is making you look good for booking me.