Tuesday, February 21, 2006

The best way to make sure your advertising goes far

Talk to advertising sales people who dance (not literally, keep reading).

There are a million ways to advertise. Email, flyering, posters, clubbing websites, word of mouth, standing on a park bench with a megaphone.

All of them have some kind of cost. Most of them require you to buy something. You might not believe it, but the people selling sometimes don’t really care why you are buying. They are wrestling against you, not dancing with you.

That is a fact, but one you shouldn’t put up with.

Jim Logan offers some sound advice on the matter:

I was… approached not that long ago by a newspaper and a radio station to advertise on their respective media. Both approached me the same way - rate sheets and audience demographics. Neither asked me a thing about my business, neither suggested a process to develop my message, and neither asked about my business needs or desired call to action. Both said their media would be great for reaching new customers.

How do you know if someone wants to dance?

They don’t just send rate sheets. They ask what you are trying to do, they listen to what you have to say and they recommend the best advertising for your needs.

Good selling is a dance, not a wrestling match.

And to stretch another metaphor to it’s limit: Square pegs don’t fit in round holes, but bad marketing and bad selling try to make them fit.

Good advertising sales either find you a square hole, or show you a competitor who have a square hole.

Good selling does exist and you can spot it yourself. Are you dancing or wrestling when you ring up for a quote?

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