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How To Tell If An Advertisement Costs Too Much
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People say it all the time: "This advertising costs too much!" They practically go into cardiac arrest when they see how much the advertising for certain media in certain markets is going to cost them. It is pretty easy to get sticker shock when you see that a sixty-second radio commercial on a popular Los Angeles station could cost you a thousand bucks. Each. Or when you reali .....
Author: Rich Harshaw
Category: Advertising
Date Posted: Aug 17, 2005
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Have Something Good To Say
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If you don't get this right, you can just forget about everything else...your advertising will fail miserably if you don't have something good to say. The great business philosopher Jim Rohn probably summed it up best in his lecture about communications. He was talking about personal communications, not about advertising, but I think the principle holds true. He says to .....
Author: Rich Harshaw
Category: Advertising
Date Posted: Aug 17, 2005
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Why Prospects Don't Buy
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Understand "The Educational Spectrum" and You'll Increase Your Sales
Do you ever notice that when you're in the market to buy a car, you notice almost every advertisement for cars on TV, radio, and in the paper? You even notice all those cars with prices shoe polished on the windshield in supermarket parking lots. You buy Consumer Reports and Auto Trader and read class .....
Author: Rich Harshaw
Category: Advertising
Date Posted: Aug 17, 2005
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The Myth Of Relationship Selling Revealed At Last
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The second you quit being the 'best deal' for your customer, he'll drop you like a hot potato. Regardless of how many lunches you've bought him or birthdays you've remembered.
Every business we've ever consulted tells us the same thing about their sales force. They say that their industry is different from all the others and the only effective way for t .....
Author: Rich Harshaw
Category: Advertising
Date Posted: Aug 17, 2005
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The Introduction - It's An Issue Of Confidence
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There are two factors at work in a prospect's subconscious mind when he's considering doing business with you: confidence and risk. Your job in advertising is to raise confidence and lower risk. If you successfully do that, you'll sew up all the business. So let's talk first about confidence. The problem is that in today's marketplace, people are more jaded, .....
Author: Rich Harshaw
Category: Advertising
Date Posted: Aug 17, 2005
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Target Marketing: The Bell Curve
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Finally, Something You Learned In Math Class Makes Sense In Real Life.
Okay, here's the day you've been waiting for since 9th grade: today's the day you're going to find out what some of that funky stuff you learned in math class has to do with anything. Believe it or not, there is a mathematical model - the bell curve - that explains how you should target your .....
Author: Rich Harshaw
Category: Advertising
Date Posted: Aug 17, 2005
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