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Digg it UP - What Advertising Can and Cannot Do
Do you ever wonder sometimes how you are going to get your website out on the internet so people can see it? Finding new places to advertise where nobody else does?With the internet being so overloaded with work at home jobs, business opportunities and regular jobs it's hard to come across new, undiscovered places to advertise. Here are 8 tips to help you get your website seen:1) Use message boards. There are lots of topics out there that you can talk about. Get to know people on the boards and introduce them to your company. The more friends you make the more they will trust you. Seek out boards on topics you enjoy. If you enjoy cooking, seek out cooking boards. If you enjoy music, seek out music boards.
c. is not as committed to comparison shopping or negotiation
d. fears only making a poor choice about what or where to buy
e. looks for an expert that will build trust
f. considers the time spent shopping part of the purchase price
g. is more likely to become a repeat customer
Relational ad strategies should be designed to make your product or business the one they think of and feel best about. These shoppers are impressed by:
1. The owner or manager as spokesperson.
2. A natural, unaffected style. No “IRS Seizure Sale” for this shopper.
3. Lack of “puffery”. Not everyone is the biggest, sells the most or has the most.
4. Lack of time limits. They want to know you will be here “today, tomorrow or whenev
When you are looking to hold an annual general meeting (AGM), there are a variety of things to consider when selecting an appropriate venue to host the gathering. Not only will you be looking for a suitable professional venue to reflect the image and purpose of the company or trust, you will also need to consider the availability of professional and business support services, location and accessibility, comfortable accommodations for meetings that last days rather than a few hours, and the size of venue that can hold your attendees.Annual general meetings (AGM) for many companies and trust organisations are major highlights of the business year requiring a great deal of logistical organisation. These meetings also
It cannot
Advertising experts identify customers who are in the “shopping” mode and place them in two distinct categories. They will either be a RELATIONAL OR TRANSACTIONAL shopper.
The Transactional shopper:
a. thinks short term
b. cares only about today’s transaction
c. enjoys shopping and negotiating
d. fears only paying more than is necessary
e. is willing to spend time, lots of it, investigating
f. considers himself informed and expert
g. hinges every transaction on price
Because of these traits the transactional shopper is always the quickest to respond to ads. Their response is also very predictable, they want the price up front and then they will decide whether to continue their shopping experience. If you will pay attention you will see that almost all of your competition and you as well, advertise for this shopper with best price, lowest payment, biggest discount, biggest rebate, etc. Since we cannot get away from drawing the transactional shopper and missing that segment of the market let’s take a look at ad elements that appeal to this buyer.
1. Begin with your volume sellers.
Transactional ads do not create desire; they merely capitalize on a desire that is already there.
2. Reduce the price to your lowest acceptable figure.
The lower the price, the faster they will come.
3. Explain why you are offering the price.
The volume of quick-response traffic will be directly tied to your explanation. “We are overstocked.” “We must reduce inventories.” “Construction
Sale”, you get it.
4. Create a time limit.
This shopper wants to take advantage of the opportunity.
5. Low prices don’t impress unless there is a quality product being sold.
Don’t advertise junk, nobody wants it.
6. Be specific.
Ambiguous claims like “up to” or “selected models only” do not appeal to this shopper.
7. In print ads consider using red as a second color.
It creates a sense of urgency.
BE AWARE OF THE DIMINISHING RETURN OF THIS TYPE OF ADVERTISING…DO IT TOO OFTEN AND IT LOSES EFFECTIVENESS
You will end up with buyers who want to “wait for the next sale” “wait for the end of the month blow-out”, etc. A number of customer loyalty studies have shown that customers who buy for the reason of price alone will leave you for the very same reason.
The Relational shopper:
a. thinks long term
b. considers this transaction to be one of several
c. is not as committed to comparison shopping or negotiation
d. fears only making a poor choice about what or where to buy
e. looks for an expert that will build trust
f. considers the time spent shopping part of the purchase price
g. is more likely to become a repeat customer
Relational ad strategies should be designed to make your product or business the one they think of and feel best about. These shoppers are impressed by:
1. The owner or manager as spokesperson.
2. A natural, unaffected style. No “IRS Seizure Sale” for this shopper.
3. Lack of “puffery”. Not everyone is the biggest, sells the most or has the most.
4. Lack of time limits. They want to know you will be here “today, tomorrow or wheneve
Let me begin by stating that this article is not a discussion about the military or the pros and cons of war. It is about learning some of the most powerful persuasion strategies in use today. And the truth is, military recruiters are some of the best salespeople in the world. They have to be. When you enlist, you agree to a four-year commitment. During this time, you give up your freedom. You must do what you are told no matter how much you might not like it or the people who or telling you to do it. This is ironic because the majority of those who enlist are young men, who sign up at a time in life when many of them tend to be the most rebellious.WHAT MAKES THEM WORKMilitary linguistic patterns are s
The Transactional shopper:
a. thinks short term
b. cares only about today’s transaction
c. enjoys shopping and negotiating
d. fears only paying more than is necessary
e. is willing to spend time, lots of it, investigating
f. considers himself informed and expert
g. hinges every transaction on price
Because of these traits the transactional shopper is always the quickest to respond to ads. Their response is also very predictable, they want the price up front and then they will decide whether to continue their shopping experience. If you will pay attention you will see that almost all of your competition and you as well, advertise for this shopper with best price, lowest payment, biggest discount, biggest rebate, etc. Since we cannot get away from drawing the transactional shopper and missing that segment of the market let’s take a look at ad elements that appeal to this buyer.
1. Begin with your volume sellers.
Transactional ads do not create desire; they merely capitalize on a desire that is already there.
2. Reduce the price to your lowest acceptable figure.
The lower the price, the faster they will come.
3. Explain why you are offering the price.
The volume of quick-response traffic will be directly tied to your explanation. “We are overstocked.” “We must reduce inventories.” “Construction
Sale”, you get it.
4. Create a time limit.
This shopper wants to take advantage of the opportunity.
5. Low prices don’t impress unless there is a quality product being sold.
Don’t advertise junk, nobody wants it.
6. Be specific.
Ambiguous claims like “up to” or “selected models only” do not appeal to this shopper.
7. In print ads consider using red as a second color.
It creates a sense of urgency.
BE AWARE OF THE DIMINISHING RETURN OF THIS TYPE OF ADVERTISING…DO IT TOO OFTEN AND IT LOSES EFFECTIVENESS
You will end up with buyers who want to “wait for the next sale” “wait for the end of the month blow-out”, etc. A number of customer loyalty studies have shown that customers who buy for the reason of price alone will leave you for the very same reason.
The Relational shopper:
a. thinks long term
b. considers this transaction to be one of several
c. is not as committed to comparison shopping or negotiation
d. fears only making a poor choice about what or where to buy
e. looks for an expert that will build trust
f. considers the time spent shopping part of the purchase price
g. is more likely to become a repeat customer
Relational ad strategies should be designed to make your product or business the one they think of and feel best about. These shoppers are impressed by:
1. The owner or manager as spokesperson.
2. A natural, unaffected style. No “IRS Seizure Sale” for this shopper.
3. Lack of “puffery”. Not everyone is the biggest, sells the most or has the most.
4. Lack of time limits. They want to know you will be here “today, tomorrow or whenev
Are you in a world of talk or a world of hurt or frustration? Either you’re in the business of better communication or you’re not in business at all, y’all. For example, what do you feel is the missing key to unlock a closed or locked door of communication? And, how could you improve your communication skills today that will pay dividends in your career tomorrow? Actually, those were the very questions I recently asked to workshop audience members made up of business executives and leaders.THE GREEN LIGHT OF GOOD TALK AT THE CROSSROADS OF THE CHANGING BUSINESS WORLDGot time to talk? You are plenty wise to get to know the communicator type of the people with whom you’re talking. That way, you don’t have to acc
1. Begin with your volume sellers.
Transactional ads do not create desire; they merely capitalize on a desire that is already there.
2. Reduce the price to your lowest acceptable figure.
The lower the price, the faster they will come.
3. Explain why you are offering the price.
The volume of quick-response traffic will be directly tied to your explanation. “We are overstocked.” “We must reduce inventories.” “Construction
Sale”, you get it.
4. Create a time limit.
This shopper wants to take advantage of the opportunity.
5. Low prices don’t impress unless there is a quality product being sold.
Don’t advertise junk, nobody wants it.
6. Be specific.
Ambiguous claims like “up to” or “selected models only” do not appeal to this shopper.
7. In print ads consider using red as a second color.
It creates a sense of urgency.
BE AWARE OF THE DIMINISHING RETURN OF THIS TYPE OF ADVERTISING…DO IT TOO OFTEN AND IT LOSES EFFECTIVENESS
You will end up with buyers who want to “wait for the next sale” “wait for the end of the month blow-out”, etc. A number of customer loyalty studies have shown that customers who buy for the reason of price alone will leave you for the very same reason.
The Relational shopper:
a. thinks long term
b. considers this transaction to be one of several
c. is not as committed to comparison shopping or negotiation
d. fears only making a poor choice about what or where to buy
e. looks for an expert that will build trust
f. considers the time spent shopping part of the purchase price
g. is more likely to become a repeat customer
Relational ad strategies should be designed to make your product or business the one they think of and feel best about. These shoppers are impressed by:
1. The owner or manager as spokesperson.
2. A natural, unaffected style. No “IRS Seizure Sale” for this shopper.
3. Lack of “puffery”. Not everyone is the biggest, sells the most or has the most.
4. Lack of time limits. They want to know you will be here “today, tomorrow or whenev
Greeting cards have been around for ages. Every occasion and every holiday asks of us a little token of remembrance to share and to spread among friends and loved ones. Simple greeting cards can turn one’s plain words into warm thoughts and hellos. It just translates your words into a more intimate hug or cheer for that special someone who needs it.Greeting cards and greeting cards printing may seem not at all a fussy thing to do. There are plenty of commercial cards in the market, some of which are beautifully written, to express what we want to say. However, nothing is better than a personalized greeting card that uniquely speaks out your ideas.Greeting card printing have evolved and numerous features and d
Don’t advertise junk, nobody wants it.
6. Be specific.
Ambiguous claims like “up to” or “selected models only” do not appeal to this shopper.
7. In print ads consider using red as a second color.
It creates a sense of urgency.
BE AWARE OF THE DIMINISHING RETURN OF THIS TYPE OF ADVERTISING…DO IT TOO OFTEN AND IT LOSES EFFECTIVENESS
You will end up with buyers who want to “wait for the next sale” “wait for the end of the month blow-out”, etc. A number of customer loyalty studies have shown that customers who buy for the reason of price alone will leave you for the very same reason.
The Relational shopper:
a. thinks long term
b. considers this transaction to be one of several
c. is not as committed to comparison shopping or negotiation
d. fears only making a poor choice about what or where to buy
e. looks for an expert that will build trust
f. considers the time spent shopping part of the purchase price
g. is more likely to become a repeat customer
Relational ad strategies should be designed to make your product or business the one they think of and feel best about. These shoppers are impressed by:
1. The owner or manager as spokesperson.
2. A natural, unaffected style. No “IRS Seizure Sale” for this shopper.
3. Lack of “puffery”. Not everyone is the biggest, sells the most or has the most.
4. Lack of time limits. They want to know you will be here “today, tomorrow or whenev
Rick is a good friend and a client of mine. He owns a plumbing and air conditioning, as he has for the past 20 years. Rick expressed to me that every year he spends more and more money on his ads and every year they generate less response: when he called me he was frustrated and uncertain what to do about it. This guy’s at his wit’s end, and if you’re reading this article perhaps you feel the same way.Here Is What’s Been Happening:The advertising publication (AP), which could be a newspaper, magazine, trade journal or other publication), attempts to get as many businesses to advertise with them. That’s THEIR objective. The more they bring in, the more they make. Now if you were placin
c. is not as committed to comparison shopping or negotiation
d. fears only making a poor choice about what or where to buy
e. looks for an expert that will build trust
f. considers the time spent shopping part of the purchase price
g. is more likely to become a repeat customer
Relational ad strategies should be designed to make your product or business the one they think of and feel best about. These shoppers are impressed by:
1. The owner or manager as spokesperson.
2. A natural, unaffected style. No “IRS Seizure Sale” for this shopper.
3. Lack of “puffery”. Not everyone is the biggest, sells the most or has the most.
4. Lack of time limits. They want to know you will be here “today, tomorrow or whenever”.
5. Statements that indicate honesty. The public isn’t stupid. Make claims that a person of integrity would make.
6. Words that indicate competency. Remember, the fear of this shopper is they will buy the wrong one. Or from the wrong person. Use terms such as “Certified”, “Professional”, “Courteous”, “Service Oriented”, etc.
THESE ADS WILL SEEM TO DO NOTHING AT FIRST, BUT WILL BE EFFECTIVE OVER THE LONG TERM.
STYLE VERSUS SUBSTANCE
There is a huge difference between saying something powerful and saying something powerfully. The message in your ads should never expire.
You have made the choice of what type of advertising to feature in your next campaign. The ads look great, but how will you ensure their success?
1. Advertise in the right place. Be aware of the publications and broadcast media that reach the audience you want to. Spreading your ads too thin is not effective use of your dollars.
2. Advertise at the right time. Frequency does not refer to the number of times the ad runs, it refers to the number of times the right audience sees it. If no one else advertises in the Wednesday paper do not think that is the day for you. That is like building your business a mile from the shopping mall. Shoppers are accustomed to looking at the same place, at the same time.
3. Remove the barriers. Is the phone operator ready to answer the call? Does the sales staff know what you are advertising and what the terms are? Is there anything preventing a customer who responds to an ad from taking delivery on the spot? Is your ad in line with your manufacturer’s advertising program?
4. Track the response. Some effort here will pay huge dividends. If you don’t know what is and isn’t working why bother to advertise at all?
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