The Problem With Advertising: Lesson 1
So let’s start with some definitions. For me, ‘marketing’ is all of the things you do to get a cheque in your hand or to get the cash register to ring. ‘Advertising’ is when you pay for media, whether its a newspaper, TV commercial, or direct mail flyer. I often hear from business owners about their experiences with different forms of advertising media. For example, I’ll hear something like “I tried newspaper advertising, and it didn’t work for me.” Here’s the problem… Its NOT that the specific type of medium doesn’t ‘work’….there are a few variables in play. FIRST – who is the target audience? If your demographic is teenagers, and you advertise in a publication targeting seniors, you have a problem (I know, this example seems obvious, but you can’t imagine how many people get this wrong) SECOND – Is the timing right? Are people expecting to see your message? THIRD – This is what I consider the most important….WHAT IS YOUR MESSAGE? It costs you the same amount to advertise in that newspaper…whether you get zero sales or 100. So the important factor is to have the right MESSAGE in the right MEDIUM. I’ll explain how to craft a great message in a future post, but if you have a specific ad you’re working on and need my help please contact me at marsicomarketing@gmail.com
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The Problem With Advertising: Lesson 1
Your Invisible Assets
One of the main objectives of taking my clients through my ‘Marsico Marketing System™’ is to leverage and capitalize on what I call a company’s Invisible Assets™. These are the assets that won’t show up on a balance sheet, but are just as (or maybe more) important than the ones that do. A company has 3 Invisible Assets – their (1) Reputation (2) Relationships (3) Knowledge 1) Your Reputation – who you are, what you do, why you’re different and unique, your story, your message, who you serve, and how you benefit them. 2) Your Relationships – with your clients, your prospects, your vendors and suppliers, your employees, and with the marketplace. 3) Your Knowledge – your wisdom, your experiences, your expertise, your skills, and your capabilities. Many of my upcoming articles will be focused on specific strategies which help leverage and profit from these assets. Until next time…
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Your Invisible Assets
Voicemail Messages are Part of Your Brand!
Who would have thought that leaving a voicemail would impact your reputation?! This morning Kim @ Bike Virginia commented that my message was the easiest for her deal with because I left my name and number twice at the end of the message. Kim takes care of the customer experience and handles loads of calls every day. That my message elicited a comment prompts me to get back online and share the experience with you. When you are asking someone to help you, make it as easy as possible for them and you’re more likely to be at the front of the line. Duh! I know.