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Most Ads Suck Book Excerpt – Foreword

I promised you some excerpts from my new book MOST ADS SUCK (But Yours Won’t). Like all good books, the best place to start is the beginning. Here is the Foreword …

(Cover Art Not Final)

Foreword

Who will use this book? Anyone who writes content to persuade including web content, ad copy, magazine articles, emails and newsletters, and even speeches. If you write to persuade, you’ll find this book relevant and useful. If you write to connect, you’ll find this book relevant and useful. If you write to spark change, you’ll find this book relevant and useful.

The character who leads you through this book is you. You’re like me in your curiosity and desire to learn—that’s why you’re reading this book in the first place. You lead yourself through the first eight chapters discovering new ideas and revelations as you go. I will take over in Chapter 9 to show you by example how the principles you learn in this book apply to all different types of businesses, including yours.

You will still need to bring a few tools to the table to make this book work best for you. Most importantly, you have to know your Core Values. For the purpose of this book, you will have the values of Freedom, Curiosity, Diligence, and Education. You will use your own Curiosity to explore the concepts of how to make your advertising more effective. You will use Diligence to do the research you need to give yourself the tools (Education) to write your own content in your own words. That will give you the Freedom to succeed in your business without being led blindly down fruitless paths to more boring, useless, ineffective advertising. My own Core Values are Having Fun, Helping Others, Education, and Nostalgia. See if you can spot them throughout this book.

I first presented this information at the Jackson Retail Success Academy™ back in 2011. Fourteen frying pans later, it is an audience favorite because the applications are endless. You will find yourself using the principles in this book for far more than advertising. You’ll see the influence of this book in all of your writings, presentations, sales calls, and trainings. In fact, I have a ten-minute TED-style talk centered around how Chapter 4 applies to all levels of communication. (I’m still waiting on a true TED or TEDx event to call.)

I want you to share this book. I expect you to dog-ear some pages, underline some passages, write your own notes in the margins. I also expect you to pass this book along to your friends in a similar position as you (or preferably, buy them a copy of their own). I expect you to take exceptions to different principles based on your own experiences. That’s why I call them principles instead of rules. (And also because you’re the kind of person who hates the word “rules” and would immediately try to find ways to break them.)

I especially expect or even encourage you to find fault with many of the sample ads in the back of the book. That’s okay. As Roy H. Williams taught me many years ago, an advertisement is like a magnet. Its ability to attract is in exact proportion to its ability to repel. If you feel any emotion at all towards the ad samples, I will have done my job. If you really don’t like them, I challenge you to write better ones. Send them to me. I would love to read them.

-Phil Wrzesinski
www.PhilsForum.com

PS You can pre-order a copy of this book by supporting my Indiegogo.com Campaign. (The more pre-orders and support I get, the faster this book gets into your hands.) Stay tuned for Chapter 1 tomorrow …

“Are You Happy?”

“Are you happy now?” she asked.

“Yes, most definitely,” I replied.

“Are we good?”

“Absolutely!”

Image result for delta airlines logoIn the wake of all the stories about passengers being hassled by the airlines including the latest about a family getting booted from a JetBlue flight over a birthday cake, I wanted to share with you an incident that happened last week on my Delta flight home from Las Vegas.

As the drink cart worked its way down the aisle I removed my headphones, lowered my tray, and waited my turn. For reasons unknown, the flight attendant offered drinks to the A, B, C seats but skipped over us in D, E, and F. No problem. I’ll just hit the call button.

“What can I do for you?” asked the flight attendant.

“You missed our row for drinks,” I said.

“Oh, I’m very sorry. That wasn’t on purpose. What would you like to drink?”

“Diet Coke, please.”

As she handed down my Diet Coke and a Ginger Ale for the gentleman on my right, she asked, “Are we okay?”

“Yes we are.”

“Would you be happier with a bottle of rum for that Diet Coke?”

“Yes I would.”

The flight attendant returned a moment later with a bottle of rum and started the conversation at the beginning of this post. Apparently not satisfied with my answer, she stopped by three more times before we landed to check on my “happy” status. A fist bump finally convinced her I wasn’t going to slam her online.

This flight attendant knew she made a mistake. It was a tiny one in the grand scheme of things, a definite first-world problem of the utmost degree. But that wasn’t going to stop her from going over-the-top to make sure she made it right.

Here is the lesson … Over-the-Top

I would have been perfectly happy with a quick apology and a Diet Coke. That was my expectation. She went far above and beyond my expectations to my surprise and delight. An apology and a Diet Coke would not have garnered a blog post and the extra word-of-mouth. An unexpected bottle of rum and three more courtesy checks on my happiness have me telling you about the wonderful attitude of the flight attendants on Delta.

When you make a mistake, do what you have to do to fix it. Then do a little more. It pays off far more than it costs you.

-Phil Wrzesinski
www.PhilsForum.com

PS Word-of-Mouth may be considered a form of Advertising, but in reality it is mostly a by-product of your Customer Service. Get that right and the only viral videos of your company will be positive ones. Two presentationsGet Your Customers to Talk About You and Raising the Bar to Go Viral – will change the way customers experience your business and what they say about you afterword. When you’re ready to start generating positive word-of-mouth, give me a call.

Using My Super Powers

My boys and I saw Guardians of the Galaxy Vol. 2 earlier this evening. We are Marvel Studios junkies. Even the bad ones were good enough for us. I’ve always been fascinated by super heroes, especially their powers and how they use them. I am firm believer that we all have super powers within us. Maybe not the ability to fly or super-human strength or making fire shoot from our eyes. But we have talents that, when harnessed properly, become amazing powers.

I have learned that one of my powers is the ability to take complex subjects and make them understandable.

Independent retailers have to master a number of skills to be successful.

  • You have to be good with your Products – knowing your products inside and out, knowing how to relate to customers, knowing which products to sell and how to sell them.
  • You have to be good at Marketing & Advertising – knowing how to get the word out to people that you are the place to shop.
  • You have to be good at Financials – knowing how to manage your cash flow, maintaining profit margin, keeping expenses in alignment with sales.
  • If you’re a large enough store you have to be good with People – knowing how to hire, train, and manage a quality team.

Those are the main legs of the retail business – Products, Marketing, Financials, and People.

I used to say I was good at three, just don’t ask me about Financials. Then the American Specialty Toy Retailing Association (ASTRA) asked me to do something unthinkable. They asked me to write a book about the financials of a toy store called “Financials Made Easy.”

They said if anyone could do it, I could. I told them if they changed the title to “Financials You Can Understand” (because no one could make it “easy”) then I was their guy.

In four months I learned and understood more about Financials than I ever thought possible. The book is one of my favorite writing projects because I had to take a topic I barely understood myself and translate it into the language of non-accountants everywhere. (My accountant friends who helped proof-read the book for errors were amazed as much as I was at how well it turned out.)

The book is proprietary property of ASTRA. You have to join ASTRA to get a copy. But the knowledge I gained in the process helped me tremendously at Toy House and also in my teachings through Jackson Retail Success Academy™ and PhilsForum. Later that year I did my first workshop on the topic. One of the attendees said her accountant had been trying to teach her this stuff for years, but this was the first time it finally made sense.

I have now presented several times on the topics of Retail Math, my least favorite and least experienced topic. I’ll be doing both a beginner and an expert breakout session on elements of the book at the upcoming ASTRA Academy in June.

I tell you this because I want you to understand the reasoning behind writing the book Most Ads Suck. Unlike Financials, I love Marketing & Advertising. I took over that element of Toy House in 1995 and began experimenting, trying different things to see what worked. I began studying advertising and reading different authors who spoke on advertising.

My radio sales rep Linda McDougall gave me Roy H. Williams’ first book The Wizard of Ads. I was hooked immediately. I ordered the other two books in his trilogy the very next day. I also became a huge fan of Seth Godin and joined his now defunct website triiibes based on his book Tribes where I met people as passionate about marketing and advertising as I was. I started using stuff I learned from Roy and Seth and Malcolm Gladwell and Gary Vaynerchuk and Daniel H. Pink and Guy Kawasaki and others.

Not everything I learned worked for me. I had to mix and distill and tweak and measure and test. But when it did work, it was magical.

I wrote this ad in a few minutes one Sunday afternoon in July 2008 …

I couldn’t believe it. They were taking customers into the men’s bathroom. Yes, my staff was taking men and women, young and old, into our men’s bathroom. And they were coming out laughing, smiling, oh yeah, and buying, too. I guess when you have a product this good, you just have to show it off however… and wherever… you can. The men’s bathroom… Gotta love it!  Toy House in downtown Jackson. We’re here to make you smile.

I didn’t ever think about not running it. It told a story. It made you laugh (emotion). It grabbed your interest. Yeah, it mentioned the men’s bathroom, but not in a bad or seedy way. Yeah, it never mentioned the product (if you remember the previous blog, you know that feelings are more important than facts.) Yeah, it went viral big time.

The ad ran in August 2008. Two times a day, Monday through Friday, for four weeks. That’s it.

The first day it aired, the DJ started talking about it live on air, wondering what was going on in our men’s bathroom. The second day, all the DJ’s on all the related stations were talking about it – including one of the stations that wasn’t even running the ad! By day three even the local TV talk show host was speculating on that ad. All fall my staff and I would get asked at the grocery store or the gas station about what was going on in the men’s bathroom. In March 2009 one customer stopped in and asked me because, “All we talked about at the adult table at Christmas Dinner was was going on in your men’s bathroom.” And she lived two hours away!

When people are talking about your ads weeks and months after they aired, you made memorable ads. When people are asking you about your ads even when you’re not in your store, your business is at the top of their minds. When people talk to their friends and family about your ads, you know you made an impact.

That ad wasn’t a lucky accident. It was years of study and testing. It was years of trial and error. It was millions of dollars spent learning what moves the needle and what doesn’t.

The book Most Ads Suck (But Yours Won’t) is me using my super powers to take something as complex and nuanced as Advertising, that I have spent twenty years studying and actively doing, and make it understandable. This is me at my best helping you become your best. I am asking for your support to help launch this book.

My super power is to make it understandable. I’m counting on your super power to make it happen now.

-Phil Wrzesinski
www.PhilsForum.com

PS The principles in this book don’t just work for radio ads. The principles apply to billboards, print ads, television, direct mail, email, social media, pitches to investors, political speeches, and anywhere else where you need to persuade someone. If you haven’t yet pre-ordered the book through my Indiegogo campaign, there are plenty of links above.

The Heart Opens the Wallet

You bought your first car because you fell in love with it. You bought your first house because you fell in love with it. You married your spouse because you loved that person. Every major purchase in your life was ultimately decided by your heart. Facts and data play a role, but the heart opens the wallet.

So why do we fill our advertising with tons of facts and data?

Probably because you were told the best way to make the sale is to hammer home all the features and benefits. Yeah, I read that book, too. Yet features and benefits are for people in an analyzing mode. As long as they stay in analyzing mode, they won’t ever make the purchase. You want them in a buying mode. You have to speak to the heart to get them beyond analysis.

Maya Angelou said it best, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Your job as a salesperson is to get people to feel good about the product. Your job as an advertiser is to get people to feel good about a company. Your job as a small business person is to make people feel good. Period. Break it down like that and it simplifies your job.

I ran this ad as my sole radio ad for the 2005 Christmas season …

“He left Detroit 9am Christmas Eve. Some store somewhere had to have the one item his sweet little six-year-old wanted. Six cities, seven stores later he stood travel-weary across the counter from me. ‘I suppose you don’t have any Simon games either.’ As I handed over the last of my Simon games, he smiled and said, ‘God bless you!’ Believe me, He already has. Merry Christmas from the Toy House in downtown Jackson. We’re here to make you smile.”

It was a feel-good ad. It didn’t talk about our many services. It didn’t talk about our huge selection (heck, the Simon game wasn’t even on the market that season.) It didn’t give our extended holiday hours or our address, phone or website. It didn’t even mention the store until the very end.

But it worked.

We ran that ad in 2005 and had the busiest Christmas season ever! We ran it again in 2007 and surpassed 2005 by a wide margin.

Why did that ad work so well? It spoke to the heart. It made you feel good. It hit on four of the six principles in my new book Most Ads Suck (But Yours Won’t).

  1. Don’t look or sound like any other ad
  2. Tell a Story
  3. Speak to the Heart
  4. Speak to Your Tribe

You don’t hear radio ads like that. The opening line of most ads turns you off. The opening line here gets your interest. The story draws you in. The ending makes you feel good. The ad was also about Nostalgia, one of my Core Values. It spoke directly to the people who share my values-people who also are nostalgic. Did people remember the ad? Oh yes! Not the details, just the feelings. Just like Maya Angelou said they would.

-Phil Wrzesinski
www.PhilsForum.com

PS You can pre-order the book MOST ADS SUCK by clicking the link. You can even get me to write a couple ads for your business (check out the perks for supporting the campaign.) Just ask yourself if your “best Christmas season ever” is worth the investment.

PPS That ad is based on a true story that happened to me back in 1980. It was one hour from closing time when this man approached my counter displaying all the hand-held electronic games. Only one minute earlier my mom had laid a Simon game at my feet from a canceled layaway and said, “See if you can sell this before we close.” Talk about timing! Besides saying, “God bless you!” over and over and over, this large, travel-weary gentleman hugged me right across the counter. Tears were flowing for both of us as he shared his story. I’ll never forget that man or that story (a story that hasn’t been embellished once in the last 37 years because it doesn’t need it.) You have a similar story that, once you tell it, that story will get people to fall in love with you all over again.

This Book Will Change Lives

Click-bait, right? Not at all. My new book, Most Ads Suck, will change lives for the better. Here’s how …

Before we go further, if you accept the premise that most ads do in fact suck, then you will accept the premise that most independent business owners will have sucky ads. You good with that?

First, most indie business owners have no training for creating killer content.

Second, they have no budget for buying a big ad agency with a top-notch creative team.

Third, they are usually at the whim of an advertising sales person who also has no training in creating killer content. At best he or she has a clever team that can create a clever version of the same template they are running for every other client.

Just imagine what happens if one indie business owner gets a hold of this book and learns how to tell stories that speak to the heart of his tribe*. Just imagine what happens if one indie business owner starts creating content that gets noticed and remembered. Just imagine what happens if one indie business owner grows her business into a powerhouse.

That’s food on the table for his family. That’s better pay for her employees (indie businesses are notorious for paying more than big chains). That’s more taxes for his community (indie businesses are notorious for being stuck paying higher taxes than chains). That’s more support for other indie businesses.

Multiply that x 1000 (the number of books available in the first print run) and your pre-order of this book will change lives. I call it Trickle Up Economics.

You aren’t donating to me when you go to Indiegogo.com – you get a book, a t-shirt, a webinar, even a couple of ads written for you in return for your support. The support you give to this campaign is support to every indie business owner out there currently at the mercy of untrained creative teams from untrained advertising salespeople. You are helping launch a resource that will change their lives (and yours) forever.

-Phil Wrzesinski
www.PhilsForum.com

PS *Telling Stories, Speaking to the Heart and Speaking to Your Tribe are three of the six principles outlined and explained in the book. Since all boats rise with the tide, when you help me help them, you help me help you (which helps them and you, too.) Please support this campaign.

The Power of Storytelling

“Phil, the Marshall Community still talks about your presentation on advertising.” That’s the message I received late last night from Scott Fleming, the head of Marshall Area Economic Development Authority. Scott hired me to do the presentation based on my new book Most Ads Suck. I did the presentation a week ago and he is still receiving positive feedback. He’s going to help me promote this presentation to other groups like his.

Phil presenting for Marshall Area Economic Development Authority

One of my favorite parts about doing this presentation is the stories I get to tell. I told the story of a jeweler in rural Washington. I told the story of a couple of my trips to Wizard Academy. I told the story of the copywriter and the frying pans. I told the story of how I made Sheila cry on her birthday (Shelia and I laughed about that story last night at a high school band concert her daughter and my son were in.) I told the story of my first Christmas Eve working at Toy House at the age of fourteen and how I should have known then that I was destined to make people happy. I told the story of my boys plummeting to certain death in the fastest, ugliest sled ever created. I told the story of how customers used to approach me at the grocery store to ask what was going on in the men’s bathroom at Toy House.

Not only do stories make presentations more powerful and memorable, stories do the same for your advertising and your business. In fact, one of the six principles outlined in my book and on stage is Tell a Story. Stories fire up the brain differently than simple facts and figures.

Here is what other people are saying about stories …

Jonathan Gottschall, author of The Storytelling Animal: How Stories Make Us Human, published by Houghton Mifflin Harcourt tells you, “Stories powerfully hook and hold human attention because, at a brain level, whatever is happening in a story is happening to us and not just them.” (10-16-2013, www.fastcocreate.com)

Rachel Gillett says, “When we read a story, not only do the language parts of our brains light up, but any other part of the brain that we would use if we were actually experiencing what we’re reading about becomes activated as well.” (6-4-2014 www.fastcompany.com)

Pamela B. Rutledge, Ph.D., M.B.A. writing for Positively Media, “Stories are how we are wired. Stores take place in the imagination. To the human brain, imagined experiences are processed the same as real experiences. Stories create genuine emotions, presence (the sense of being somewhere), and behavioral responses.” (1-16-2011 www.psychologytoday.com)

Catrinel Bartolomeu says, “Unlike statistics, stories trigger emotions—actual physical and chemical changes in our body.” (11-10-16 www.contently.com)

Yes, stories change you physically and chemically. Stories happen in your brain as if you were in the story yourself. Stories are more powerful than data.

Start telling stories in your advertising and you will start seeing a different, better result.

-Phil Wrzesinski
www.PhilsForum.com

PS Please help me get this book printed. Go to the Indiegogo Campaign and make a donation today. Not only will you get an autographed copy of the book, if you make a large enough donation you can get a live webinar, or even a half-day workshop at your place for you and your fellow business owners.

PPS Here is the meta of all metas. One of the companies featured in the Samples chapter of the book is a company that tells your story for you in the form of a magazine for you to use to advertise your business. In other words, a story about telling stories for advertising features advertising stories about a company that writes stories for advertising. That will make your head spin!

Help Get This Book Launched!

Back on April 3, 2015 I wrote a blog about an idea that had been swimming around my brain for my next book. It was going to be about how to write more creative and interesting advertising copy. I was already presenting on the topic. My Making Your Ads More Effective presentation was a smashing success. It was time to put the ideas together.

I asked for companies to submit their information to me to use for writing samples of ad copy for them. Several companies sent me their info. Unfortunately, my life got a little crazy and I never got around to writing that book.

I am glad I waited.

On March 1st this year I finally started putting words together. New ideas were flowing. New revelations were popping up left and right. I started out with the four rules I had been teaching in my presentation. Then I realized “rules” wasn’t the right word. I know you. If I tell you there is a rule, you’re the first person to try to break it. So now I call them principles. (You’ll still try to break them. Now you just won’t feel so bad about it, or good, for that matter.)

As I wrote, I realized there were six principles, not four. Six principles and two revelations. The biggest of those revelations is that Most Ads Suck.

You know what I mean. We spend one day a year watching ads – that first Sunday in February when the Super Bowl is played. The other 364 days of the year we do what we can to avoid ads. Hulu and Netflix? Check. DVR set to record? Check. Satellite Radio? Check. Aux cord for Spotify? Check. Digital Ad Blocker? Check.

One day a year the ads are palpable. One day a year the ads are worth watching. One day a year we tune in. The rest of the time we tune out.

As all good books do, this one took on a life of its own. I needed a guide to get through these two revelations and six principles. I found the perfect guide. You. The book starts with You at a Super Bowl Party. From a simple revelation at the party, you go on to teach the world how to create better, more memorable, more compelling, more effective advertising. You teach the world how to write content that isn’t boring. You bring to light the principles that show how small businesses like yours don’t need fancy Madison Avenue ad agencies to grow your brand.

The book is written. It is in the editing stage. Next comes layout and design, cover design (the picture above is a temporary representation), formatting for print and digital, and printing. Those things cost money. I need your help to cover those expenses, plus some marketing expenses. I launched an Indiegogo Campaign for the book yesterday. It goes until the end of May. Please follow the link, make a donation, and share this with your fellow business owners, your local economic development professionals, your chamber director, your DDA director, your local ad salespeople, and anyone you know who is or works with small businesses.

I’ll be posting excerpts of the book over the next few weeks. Please help by making a donation.

Thanks!

-Phil Wrzesinski
www.PhilsForum.com

PS When you go to the Indiegogo site, you’ll see the perks you get for donating. The simplest one is that you’ll get a signed copy of the book mailed to you the day I bring them home from the printer. The coolest one is that you could hire me for a half-day workshop on the topic of your choice for a fraction of the cost of doing it outside this campaign. Thank you for your donations!

Not Just for Retailers

I was having a conversation this morning when the light bulb went on. I was asked by someone considering enrolling in the SPOTLIGHT ON MANAGERIAL SUCCESS workshop this Wednesday (it is not too late to sign up) whether he would learn anything useful since he “wasn’t a retail store manager.”

The answer is a resounding YES!

In fact, most of what I teach has implications far beyond just the retail landscape. I have followers from all over the world in all types of industries.

If you are in any position where you have to hire people, you need to read my book Hiring and the Potter’s Wheel: Turning Your Staff Into a Work of Art.

If you are in any position where you write copy to persuade people to buy or use your products or services, you can learn from my articles on marketing (and my new book coming out later this spring). 

If you are in any position to teach and lead your staff you would benefit not only from the Spotlight class, but also from the Free Resources on Team Building and Staff Meetings Everyone Wants to Attend.

I know where the confusion began.

The SPOTLIGHT ON MANAGERIAL SUCCESS workshop is being offered through the Jackson Retail Success Academy™. While JRSA™ is mostly geared for retailers, we have had many graduates from other industries. Other than the inventory management segment, most of what I teach there applies to all types of businesses. I run all local classes through JRSA™ because of my partnership with Spring Arbor University and their Hosmer Center for Entrepreneurship & Innovation. They provide a fantastic venue for hosting events like these and have been a wonderful partner.

You don’t have to be a retailer to take any of the classes or workshops I offer. You only have to be open-minded and ready to learn.

-Phil Wrzesinski
www.PhilsForum.com

PS I am already working on a date for the next SPOTLIGHT workshop. This will be an advanced degree in Advertising and Marketing in four fast-paced hours for anyone who has a business to promote. Stay tuned for details.

Making Your Ads More Effective

Next Thursday I will be doing a seminar for the Marshall Area Economic Development Authority called “Making Your Ads More Effective”. This is one of my favorite presentations because it includes a few lucky (brave?) souls who submit advertisement they have used previously and I give those ads a makeover. It is also one of my most vulnerable moments.

That’s always been the fascinating thing about being a speaker. I get to stand on stage and tell you what to do with your business. Then I walk away. I get paid whether you do anything or not. I get paid whether what I say helps you or not. You don’t always know if the speaker knows what he or she is talking about. You don’t always know if the speaker has walked the walk or if this is just some interesting theory and you’re the guinea pig. You don’t know if what the speaker is teaching actually applies to your situation or not.

Any good speaker will convince you with pre-determined data and facts and anecdotes and testimonials that what they are teaching works. In this case, however, I take it a step further, using not my own stories and data but your stories and data. For me, that makes it even more fun and challenging.

My next book just went to the editor yesterday and is based entirely on this presentation. The book title is, “Most Ads Suck (But Yours Won’t)”. It includes six principles I have uncovered from years of trial and error and years of study that make ads more memorable and effective. It includes scientific information, stories, and observable phenomenon taken from the real world of advertising. It includes samples from a wide range of companies from around the world. It includes everything I will be teaching to the fine people of Marshall this coming Thursday morning. It show how you can apply these principles to your web copy, your social media posts, your print campaigns, and your broadcast media.

The last time I presented this information, one member in the audience was an MBA Professor who acknowledged that none of this was being taught in their program but every one of their students needed to hear it. (We’re working out those details.)

In a few days I will be launching a crowdfunding campaign for this book to help cover the costs of editing and formatting and layout and cover design and printing costs. To entice you to help fund this, you’ll be able to pre-order copies of the book with your donation. Those of you willing to donate a little more can even get a free webinar or phone consultation or remake of your own advertising. Those of you willing to donate a lot can get me to visit for either one-on-one consultation or to do a workshop or seminar in your town.

The amazing thing to me as I was doing research for this book was how many of these principles the major companies who spend millions of dollars on advertising get right, and how often they also get it wrong. Some of the principles are common sense. Some, however, are counter intuitive. As I get the manuscript back from the editor I will be posting excerpts through this blog. In the meantime, if you’re curious about what the book and the presentation are teaching, contact the Marshall Area Economic Development Authority and see if they’ll let you in the door.

-Phil Wrzesinski
www.PhilsForum.com

PS One of the six principles is to make sure your ads only make one point. Don’t try to clutter your ad with too many points. The average casual listener will barely ever remember one, if that. This is one of the biggest mistakes I used to make in my advertising. Once I solved it, results started soaring. As homework, I want you to listen to the ads on your car radio. Seriously listen and see how many points each advertiser crams into each ad. Leave me a comment below with some of the worst offenders you hear.

What Your Website Needs

You’re not going to do it yourself. You’re too busy. You have ordering and managing your inventory, hiring and training your staff, processing all the paperwork, creating and executing an advertising campaign, and all the other stuff like merchandising, selling, and even cleaning the bathroom on your to-do list. The last thing you want to do is learn how to build your own website.

I get that.

Instead you’re going to hire someone else, tell them what you want and trust their expertise to get it done. A good web designer will ask you a few questions, maybe even get you to write some of the content. A great web designer will dig a whole lot deeper.

Your website is the most important tool in your advertising and marketing toolbox. It is often the first contact someone has with your business. It sets the mood, creates the expectations, and tells people what you believe. It is the salesman who is working while you’re tucked safely between the sheets after a long day of unpacking boxes and putting out fires. It is the yellow pages of information that helps people find when you’re open, where you’re located, and what you offer. It is an expectation of today’s digital natives that you will have a mobile-ready website that answers all their questions.

To help you find that great web designer (or maybe turn a good one into a great one), here are a few things you should know your website needs.

GOALS

Your website needs to have an overall goal, a purpose. Is it to drive traffic to your store or drive sales on your eCommerce pages? Those are totally different sites. You have to decide which one. Your goal has to be clear on every single page what you want people to do.

Speaking of every single page, each page should also have its own goal, or more importantly its own call to action. What do you want someone viewing this page to do? Click on a link to another page? Make that clear. Call the store? Make that clear. Buy a product? Make that clear. Go back to the Home page? Make that clear.

VALUES

Simon Sinek, in his famous TEDx talk said, “People don’t buy what you do; they buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”

What do you believe? What are your values? Do you spell out those beliefs? Roy H. Williams is getting all of his clients to rewrite their About Us pages and spell out their beliefs. (Mine are spelled out here. The Toy House’s beliefs were spelled out here.)

You need to make your beliefs known. You need to let your Core Values shine through on every page. Your best customers will be those who share your values. Speak to your tribe. Let them know you are here.

YOUR CUSTOMER

Make it about your customer. Think about all the reasons why your customer would visit your site. Are you solving your customer’s needs? Are you answering her questions? Are you making her life better, easier, more fun, more convenient? Are you speaking directly to her? Imagine one customer in your head, your best customer. What does she look like? Talk like? Act like? Write all of your content directly at her and no one else. Speak to her in her language. Assuage her fears. Make her feel comfortable. Let her know that you understand her and you will make her life better. Make her the true star of your website.

Now go find a great web designer (or become one yourself – there is power in being able to tweak your content any time you want.)

-Phil Wrzesinski
www.PhilsForum.com

PS Yes, you can actually have eCommerce and drive-traffic-to-the-store on the same website. You just have to have different landing pages and different calls to action for the different ways those two different customers might search your site. It takes skill and an amazing web designer to pull it off. If you don’t have that (yet), choose one or the other and make it work.