Time to Use your Inside Voice

2009-11-12T11:08:00.000-08:00

Recently I was driving with my two daughters – Emily, 16 and Katie, 9. We were headed to the mall to pick up a birthday present for their mom. On the way we listened to the radio while talking about the highlights of their day. As we talked, the song ended and the station began its string of six commercials. First up was the typical auto dealership sales pitch – you know the one: “push it, pull it, drag it, but get your trade to XYZ Dealership this weekend for a $4000 minimum trade value special”. The echo chamber was in full swing and the announcer had his best “step-right-up” voice on.

As a marketing and advertising professional I pay particular attention to commercials. Is there something in this ad that is different or new? Does the approach or the delivery integrate some social media or promotional aspect that my team and I didn’t contemplate? Perhaps there is some trend that I can see to help service one of my clients better. Unfortunately these “ah-ha” moments are too infrequent.

As we continued our drive I overheard my oldest tell the nine year old that she should “never buy anything from someone who yells at her”. This was advice that I gave to her years earlier on a similar trip – a message that had apparently stayed with her. It is disappointing that ads like this still permeate the airwaves but, unfortunately, they are effective in conveying a sense of urgency or cutting through the low-level drone that is the typical commercial break.

In virtually every other aspect of our lives we would rebel against someone raising their voice to drive home a point. Let’s look at a few examples: would an approach like this work when courting your significant other? I think not. How would you react if every time you talked to your doctor you were chastised? I venture to say that most people would be looking for a new health-care provider in short order. Yet we let the madness continue. Amping up the volume has worked thus far, so why not continue? I am glad that you asked…

My firm recently conducted a survey where we found that most people will actually switch stations or turn the radio completely off when such a commercial is aired. And now with the advent of commercial free HD and satellite radio, along with technology enhancements such as 30-second skip on the television side of the house, advertisers have an even steeper climb before they can conveying their message. Like it or not, businesses will have to find more effective ways to communicate. Whether that means changing marketing’s focus and strategy internally and/or increasing the pressure on their ad agency to deliver more relevant ideas, messaging will have to evolve.

So what can you do now, before sales tank like the latest Mickey Rourke movie? Take a fresh look at your advertising and ask yourself these questions:
1. Is my product / service dated, requiring an overhaul before it is relevant again?
2. Is my message crisp, clear, and meaningful?
3. Would a different approach or venue benefit or hurt my sales?
4. Am I getting fresh ideas or more-of-the-same from my current ad agency?
5. Has my marketing team explored all advertising avenues – including social media?

If you have questions about any of these, then a critical eye regarding your own advertising efforts is in order. Slight adjustments today may save you a ton of headaches tomorrow. And remember – getting a customer to listen to your message is infinity easier than conveying something to a teenager….which apparently can be done.

My First Client...Again

2009-11-06T13:20:00.000-08:00

Today has been a very good day.
Why? Simple, we got our first client -- again!

Over the years I have had the good fortune to work with people from varying backgrounds. Through contacts I was able to start a side business and establish myself as a good provider with a lot to offer to several very good clients. This small, part time effort was the beginning of True North.

Several months ago I decided to "go for it", making True North my full-time endeavor. Since that time there has been a whirlwind of activity. New webpage, social media venues, articles, hiring personnel, and the pursuit of clients.

I remembered to keep the names and email addresses for my previous clients, many of whom I have fallen out of touch with over the years. Virtually every business book I have ever read has talked about the power of relationships and how much easier it is to sell to existing customers compared to new ones.We took that to heart this week when we contacted my first ever client (from 4 years ago) via an email form. Would she call????

Today I was delighted to hear from her. Within a minute she was asking for our help to revamp several key areas of her business. I could not be more overjoyed!!! Here is the key part -- the part that I know and she will soon realize... that True North will absolutely commit to the project, over-deliver and make her extremely happy. You know, it is all about relationships, and this one I plan on cultivating for years!

True North Services

Time to Use your Inside Voice

My First Client...Again