Category: Phil Bernstein

When People Complain About Your Advertising

“Most ads aren’t written to persuade, they’re written not to offend.” — Roy Williams

 

What do you do when people don’t like your ads?

Chaos on my mind
Photo Credit: Hermano Gris via Compfight cc

Not long ago an ad agency pulled a home improvement commercial off the air in Portland and Seattle because several listeners had called the client to complain about it. The client was concerned that he was offending potential customers, and the agency had to  scramble to come up with something else.

So what happens when some people don’t like your advertising?

[bctt tweet=”They don’t have to like your advertising — they just have to buy.”]

Sunny Kobe Cook, whose relentless pitches for Sleep Country USA in the 90’s irritated thousands, once told a seminar audience that she would occasionally work behind the counter at one of her stores.

Customers would walk up to the counter after choosing a bed, hand her their credit card, and then do a double-take. She described the typical encounter like this:

Customer: You’re Sunny Kobe Cook!

Sunny: Yes, I am.

Customer (leaning forward, whispering): I hate your commercials!

“They’re standing in my store,” said Cook, “and making a purchase for a thousand bucks or more. I want everyone to hate my commercials like that!”

Cook annoyed people with her voice and relentlessness. Rob Christensen, by contrast, deliberately pushed the envelope of good taste. Christensen ran Apple Auto Sales of Charlotte, North Carolina. In his TV ads, he played “Reverend Rob”, a televangelist who would “HEAL your credit.” They’re cheesy, poorly-acted, and have the ability to offend on multiple levels.

They also sold cars. You can watch one here.

According to Mike Drummond of the Charlotte Observer, Christensen began running these ads since 1997. Viewers  complained, and some stations  refused to run the spots.

Christensen aired the commercials on stations who would accept them, and took his money to the bank. “I’ve had people tell me they hate my ads — hate them,” Christensen told Drummond. “And yet they still bought a car from me.”

Roy Williams echoes the sentiment:

Ninety-eight point nine percent of all the customers who hate your ads will still come to your store and buy from you when they need what you sell. These customers don’t cost you money; they just complain to the cashier as they’re handing over their cash.

A caution is in order here: An annoying campaign may get you noticed, but you can’t forget to sell within the commercial. The Sleep Country and Apple Auto Sales commercials were more than just exercises in irritation. Each one contained a powerful sales message and a call to action.

Don’t reject an idea simply because some folks might not like it. They don’t have to like it — they just have to buy.

[reminder]If you work in advertising, have you ever had to deal with a client who wanted to bail on a campaign that was generating heat? How did you deal with it?[/reminder]

Sales Skills for Reluctant Salespeople — A Portland Networking Event

I’m delighted to announce that I’ll be speaking at the Katie Kelley Networks Fall Soiree in Portland, Oregon on Tuesday, October 7. My topic:

Sales Skills for Reluctant Salespeople

Date: Tuesday, October 7

Time: 6:00-8:30pm

Place: Opal 28, 510 NE 28th Ave, Portland, OR 97232

Register here

Questions: contact Katie Kelley at Katie@KatieKelleyNetworks.com or call (503) 616-6112

Sales Skills for Reluctant Salespeople
Photo by Nanagyei, Creative Commons

Whether you’re a rookie seller paid on a formal commission plan, an entrepreneur struggling to find customers, or you’re  just trying to get your small business to the next level, knowing how to sell can be the difference between hitting your goals and shutting your doors. I’ll give you some techniques to battle call reluctance, strategies to handle rejection, and some ways to make sure you’re fully prepared for that crucial first meeting.

Doors open at 6 pm for networking and mingling. Light food is provided as well as a cash bar. The formal presentation as well as audience announcements takes place from 7:00-8:00 pm. You then have until 8:30 to introduce yourself to anyone whom you haven’t yet met and the event comes to an end at 8:30. Street parking is available.

Tickets can be purchased in advance here.

If you have any further questions about this event, contact Katie Kelley at Katie@KatieKelleyNetworks.com or call (503) 616-6112.

The Katie Kelley Networks Fall Soiree

Katie Kelley Networks brings together a premier group of Portland’s male and female business leaders from the corporate, civic and entrepreneurial realms to collectively raise the bar for networking done right. The only prerequisites for attendance are a love for business and community building. At these events, you will enjoy a jovial cocktail party atmosphere, expand your local network and learn fresh business skills. What’s not to love about that?

How a Shoe Store Owner Gets Free Facebook Advertising

I was meeting with the owner of an upscale ladies boutique in a southeastern state. Although the store sold all manner of women’s clothing, the largest revenue driver was shoes.

Apparently, ladies love shoes. Who knew?

The conversation had just turned to social media, and I asked the owner how effective the store Facebook page was as a marketing tool. “It’s okay, I guess,” he said. “But I found a much better way to use Facebook.”

He had my attention. I bit. “How do you do that?” I asked.

 “My customers all have cell phones, and just about all of them have a camera. Whenever a customer tries on a pair of shoes and decides to buy them, we ask if they’d like us to take their picture — with their phone. Women like to show off their new shoes, so most of them say yes.”

“Do they let you post those pictures on your Facebook page?” I asked.

“Some do, but I don’t really care about that,” he replied. “What makes this work is that as soon as they go home, they post that picture on their own Facebook page. And they usually mention that they got the shoes at my store.

That means that we just got a free Facebook ad, and it gets seen by 500 of my customer’s friends. Two or three times a week, someone will walk into my store and ask to try on a pair of shoes that their friend posted on Facebook.

All of this costs us nothing – we don’t even pay for the camera!”

The store owner has stumbled on a great way to use Facebook in its most effective form – to accelerate word-of-mouth. It’s a technique that can be used in a variety of consumer settings:

  • A furniture store can take pictures of a customer’s new couch, in the customer’s home.
    –
  • A car dealer can shoot a photo of a happy couple standing next to the new SUV they just bought.
    –
  • A window company can take pictures of a homeowner posing in front of her newly-installed windows.

The key is to take the picture with the customer’s phone, not yours.

Rather than begging people to “like” your Facebook page, you can intersect with existing consumer behavior. Happy customers love the show off the things they just bought… on Facebook.

Who knew?

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Want to email Phil Bernstein? Do it here.

If you like what you’re reading, there’s more! Sign up for Phil Bernstein’s free advertising and marketing e-newsletter here. As a bonus, I’ll send you a copy of my newly-revised and expanded e-book, The Seven Deadly Mistakes of Advertising and How to Fix Them when you subscribe.

You can become a Facebook Fan of “Doctor” Phil Bernstein, Portland’s Advertising Expert  here.

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Another Nail in the Yellow Pages Coffin

Recently a television Account Executive in Iowa brought me a copy of the local YellowBook – one of the two “major” phone directories in that part of the state. She showed me an ad that appears just inside the front cover.

The headline was “Directory Options”, and the first line read:

“To opt out of receiving a directory in the future, visit www.yellowpagesoptout.com”

The site is run by the Local Search Association (formerly the Yellow Pages Association, interestingly enough) in cooperation with the Association of Directory Publishers. Anyone in the community can go to the site, register, and tell the publishers not to send them any more phone directories.

Why do they do this? Because Yellow Page publishers are increasingly aware that a large and rapidly growing segment of the population doesn’t use the Yellow or White Pages, and doesn’t want them. Publishers are under attack from environmental groups, state legislatures and local governments all over the country. Laws have been proposed – and in some cases passed — that ban delivery of a phone directory to anyone who has not opted in. Under the circumstances, the publishers have decided that they would prefer to offer a mechanism for people to opt out, instead.

Until last week, I had never seen an ad for this service in the Yellow Pages itself. I wondered if a similar ad was in my own Yellow Pages at home, but I don’t have one anymore – these days, the books go right from my front porch to the recycling bin. I checked with the neighbors on either side of my house, and they didn’t keep theirs, either.*
So I went to the national website, plugged in my zip code, and found this.

I registered on the site, changed of the quantities to “0”and hit Submit. Soon after, I received an email telling me that my preferences would be sent to each publisher. It was fast, it was easy, and another small nail was driven into the Yellow Pages coffin.

–

*PS: Eventually I found a copy of the Dex Yellow Pages at my local library (which also had a full set of World Book Encyclopedias). It took the clerk a few minutes to find the book. “Nobody asks for it anymore,” she said, pointing to a row of computers across the room. “They just go online.” On a page headlined Committed to Consumer Choice, the book featured both the national Yellow Pages Opt-Out site and their own “Select Your Dex” website.

________________________________________________________________________________________

Want to email Phil Bernstein? Do it here.

If you like what you’re reading, there’s more! Sign up for Phil Bernstein’s free advertising and marketing e-newsletter here. As a bonus, I’ll send you a copy of my newly-revised and expanded e-book, The Seven Deadly Mistakes of Advertising and How to Fix Them when you subscribe.

You can become a Facebook Fan of “Doctor” Phil Bernstein, Portland’s Advertising Expert  here.

If you like this post, share it — click the “Share” button below.

A Sales Lesson From Mitt Romney

The #1 competitor you face today isn’t another company. It’s the customer’s decision to do nothing, to make no change at all…The value they perceive that you offer isn’t big enough to offset what they think it will cost to implement something new.” 

— Kevin Davis, President of TopLine Leadership and author of “Slow Down, Sell Faster”.

Unemployment is still over 8%. The incumbent’s approval rating has spent most of the year below 50%. The youth vote that was so excited about Barack Obama’s candidacy four years ago appears to be sitting this one out.

As the presidential election season got underway, many believed that Obama was vulnerable. All Mitt Romney had to do, the smart money said, was present himself as the alternative to Obama, and the election would be his.

And yet, with five weeks to go, Obama has opened a significant lead in the polls. Even the most conservative commentators believe that the Romney campaign is in trouble.

“Barack Obama would win if the election were held today, and probably by a relatively comfortable margin,“, said Ross Douthat in the New York Times.

In the Wall Street Journal, Peggy Noonan suggested that Republican stars such as Chris Christie, Mitch Daniels, Jeb Bush, and Susana Martinez should be out on the stump with Romney every day showing support and whipping up enthusiasm. But, she said, “Some of them won’t want to do it because they’re starting to think Romney’s a loser and they don’t want to get loser on them.”

If the polls are not a just a product of the liberal media conspiracy – if Mitt Romney has, in fact, snatched defeat from the jaws of victory — how did it happen?

The short version, from a marketing perspective: while many of Romney’s prospects (voters) may not be completely satisfied with their current vendor, he has not convinced enough of them them that switching to him is the right move.

Karl Rove in the Wall Street Journal:  “Mr. Romney must define more clearly what he would do as president. In spelling out his five-point plan for the middle class, he’ll have to deepen awareness of how each element would help families in concrete, practical ways, and offer optimism for renewed prosperity.”

Douthat, again: “Every presidential campaign is actually a referendum on the challenger as well as on the incumbent, and … it’s entirely possible for voters to ultimately reject a challenger even when they think the incumbent might deserve to be defeated.”

A couple of disclaimers before I continue:

1. A lot can change in five weeks. This is a snapshot of the way it looks on October 2, 2012.

2. I have opinions on politics, but I am not going to express them here. For the purposes of this exercise, I’m voting for whoever you’re voting for.

There is a powerful marketing lesson in what’s going on with the Romney campaign, and it applies to anyone trying to advertise a product or service.

From a presidential-election perspective, it’s not enough for voters to be dissatisfied with the current administration. If the polling data is accurate, Romney has not (at least so far) convinced enough of them that the value he offers is big enough to offset what they think it will cost to change administrations.

How does this relate to a private-sector advertiser?

Here’s an example: an information technology company in the Midwest. Like any company (and like Mitt Romney), they are in the problem-solving business. You can watch one of their commercials here.

The commercial attempts to entertain while listing the problems they are in business to solve: email spam, balky internet connections, and computer viruses. The goal of the campaign was to convince companies experiencing these problems to contact the advertiser for a meeting.

To succeed as a marketing strategy, the campaign must convince the prospects that the value of hiring them outweighs the costs of implementing something new. Unfortunately, the campaign does nothing to establish the value of hiring this company.

Whatever business you are in, you exist to solve problems. When you contact them with a marketing message, your prospects have three possible responses:

Buy your solution.

  1. Buy a competing company’s solution.
  2. Do nothing and live with things as they are.

To succeed, as Mitt Romeny is learning, it’s not enough to convince them that they have a problem. You have to convince them that you are the right solution.

 

________________________________________________________________________________________

Want to email Phil Bernstein? Do it here.

If you like what you’re reading, there’s more! Sign up for Phil Bernstein’s free advertising and marketing e-newsletter here. As a bonus, I’ll send you a copy of my newly-revised and expanded e-book, The Seven Deadly Mistakes of Advertising and How to Fix Them when you subscribe.

You can become a Facebook Fan of “Doctor” Phil Bernstein, Portland’s Advertising Expert  here.

If you like this post, share it — click the “Share” button below.