The medical practice director was bored with her ad campaign, and wanted to start something new.
She told me she had stumbled onto an ad for a particular procedure that worked better than anything else she had ever tried. Her television station salesperson measured click-throughs from the station website to the clinic’s site. The practice director measured response response by phone traffic, appointments, and revenue.
By any measure, this ad pulled better than anything else she’d ever run. She’d been running it steadily for the past three months.
I asked her if there’d been any drop-off in calls, appointments, or patient count. No, she said — response and sales were all as strong as they’d ever been. She was just “feeling like it was time to change it up.”
“Leave it alone,” I said. “Your patients will tell you when it’s time to change — when they stop coming in.”
Today’s Advertising Sales Tip:
Clients Will Get Bored Long Before The Public Will
The advertiser will be watching or listening closer than anyone in the general public — it’s their business, their campaign, their money.
The public? They’re doing this:
[bctt tweet=”Advertising Reality 101 for Salespeople: The target isn’t paying attention.”]
Advertisers will get bored much faster than the target. The best advice you can give your clients is to leave the campaign alone as long as it’s working.
A ringing cash register is never boring.
