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Your Advertising Media Reference Guide

Here are links to the recent posts on how to best use the different advertising media. Like I said before, all advertising works and all advertising doesn’t work. It depends on two factors, how you use the media and what you say (work on that last one first, then pick the media best suited to say it.) You’re going to want to bookmark this page and share it with your fellow business owners. Before you spend a penny on advertising, spend a few minutes reading these posts.

Television – The Super Bowl of Ads: Television is a powerful branding tool and a powerful direct marketing tool. The downside is it is expensive and people spend as much time and energy trying to avoid TV commercials as they do trying to see TV content.

Radio – The Marathoner: Radio works best for long-term branding campaigns. You can reach a lot of people at a reasonable rate. You just need a great copywriter to craft the kind of ads that can get people’s attention. Boring ads that sound like everyone else are where most radio dollars are wasted.

Billboards – The Drive-By Advertising: In terms of eyeballs per dollar, billboards are one of the best values out there … As long as you can tell a heartfelt story in one picture and six words.

Does Newsprint Even Exist Anymore? Even though it has fallen out of favor with most advertisers, newsprint (whether in print or on a screen) advertising can work if you remember to create the ad the same way a journalist creates a story. You need an engaging picture and a killer headline to grab someone’s attention with this passive media.

Magazines – Speaking to the Tribe: Magazines are newsprint without the daily frequency or the large readership. That’s the downside. The upside is that the niche readership of the magazine means their readers are already qualified members of your tribe. Speak their language and win their hearts.

Why Email Works (And When it Doesn’t): One of the more affordable ways to reach your current customer base to get them back into your store. This post includes tips for getting better open rates and more traffic in the store.

Shares, Comments and Likes (How to Get Facebook to Work for You): Social media is exactly that—social! When you learn how to have two-way conversations and how to reach customers in a way that makes them interact, you’ll find the time you spend on social media is finally worthwhile.

Websites – The Silent Salesman: In today’s retail landscape where everyone has the Internet in their pocket, you need a website. Here are some tips for how to build a website worthy of your brand.

Direct Mail – Do the Math: Direct Mail is for Direct Marketing. You need a relevant offer at a relevant time to a relevant audience to make it work. You also need to know the math to see if the ROI is worth it. This post shows you the math.

Yes You Can Buy Word-of-Mouth Advertising: The most effective form of advertising is Word-of-Mouth. It has always been that way. This post shows you where to put your “advertising” money if you want to get people to talk about you.

Google AdWords – Wasted Money or Well Worth It? When you have a great solution and can convince people of that on a single web page, you can get a lot of customers through Google AdWords. If you don’t have a great solution or cannot communicate that solution well, you can blow through a lot of money quickly with little to no effect.

Mobile Marketing – Winning the Transactional Customer Today: Mobile marketing works well for making a Direct Marketing offer, but be careful how you use it. If you have a “deal-of-the-day” or are a restaurant with daily “chef’s specials” it can be highly effective, but as a branding tool, it won’t get the job done.

Movie Ads, Placemats, Yellow Pages, and More: Here are some of those other more obscure and/or obsolete media someone may try to pitch you. Be wary.

If there are other media you are considering that aren’t covered here, let me know. I’d be happy to explore the ideas with you. As always, if you ever have a question about your marketing and advertising, whether it is about your message, your media choice, or anything else, send me an email.

-Phil Wrzesinski
www.PhilsForum.com

PS If none of these forms of advertising are in your budget, go to the Free Resources page and download one of my Marketing on a Shoestring Budget pdf’s. You’ll find a few more tools to throw into your marketing and advertising toolbox.

Yes You Can Buy Word-of-Mouth Advertising

Celebrity endorsements don’t work like they used to. Sure, some fanboys will buy a particular brand because their favorite star told them, but the general public knows these actors, athletes, and entertainers only promote the stuff they get paid to promote. We see right through the pay-to-say ploy and aren’t convinced to buy.

The idea behind celebrity endorsements, however, was a sound investment at one time because Word-of-Mouth advertising was and still is the best, most powerful form of advertising. You are far more likely to try a new brand or a new store or a new product because someone you know and trust told you than you are because that brand or store told you.

The majority of Americans see advertising as the hype that it is. According to an omnichannel retail study done by Euclid, only 53% of Baby Boomers are inspired by traditional advertising to try something new. Generation X is even more skeptical at 40%, and the Millennials are under 33%.

After spending the last two weeks trying to tell you how to use traditional advertising more effectively, I’ve just linked you to a study that says the majority of shoppers won’t believe your ads anyway. (Note: the real reason behind those paltry numbers is because Most Ads Suck and violate the six principles of effective advertising, but that’s a post for another day.)

As the trustworthiness of traditional advertising declines, shoppers are looking more to their friends and family for advice where to shop and what to buy. Word-of-Mouth.

The good news for you is that you can still buy Word-of-Mouth. That’s what celebrity endorsements really are—a company paying someone trusted and known to talk about their products. But I’m not advocating you buy that kind of Word-of-Mouth. The way you buy Word-of-Mouth effectively today can be done four ways:

  • By spending money on the design of your store to make it so fabulous and unexpected that people have to talk about it.
  • By spending money training your staff to the point that they exceed your customer’s expectations to the point your customer has to tell someone just to validate that it really happened.
  • By being so generous giving away the unexpected to your customers, that they have to brag to their friends..
  • By showing off products in your store so outrageous that people have to tell their friends what they saw.
32,000-piece Jigsaw Puzzle!

We sold jigsaw puzzles, over a million pieces worth of jigsaw puzzles a year. (I did the math once.) Mostly we sold 1,000-piece puzzles and 300-piece puzzles, but we showed on the shelf a 32,000-piece puzzle. The box alone weighed forty-two pounds and came with its own little handcart for hauling it away. The finished puzzle was over 17 feet long and over 6 feet tall. I spent $160 to put that puzzle on my shelf. I never expected to sell it. I never really wanted to sell it. In fact, I sold it three times and immediately ordered another one.

Why?

Because every week someone would take a selfie with that puzzle and post it on social media with #toyhouse. It was worth more to me for advertising than the profit from selling one every couple years.

 

I spent $200/board for three chalkboards on the outside of our building where customers could write their own answers to the questions posed on each board.

Why?

Because every time a scavenger hunt took place in the city of Jackson, one of the stops was to write something on that board.

 

I spent another few hundred dollars to create the mileage signpost outside our store.

Why?

Rarely a day went buy that someone didn’t take a picture of that sign with our logo conspicuously in the background. Those pictures invariably made their way onto social media.

I spent about a thousand dollars a year giving away helium balloons free to children of all ages. No questions asked. No purchase necessary.

Why?

Not only did it help with crying children who didn’t want to leave the store, it made it more likely that parents would bring their kids in the store, knowing they could get out the door with a free balloon (and on Saturdays with free popcorn). Many customers told me that was what they bragged to their friends when asked why they shopped at my store.

You can get your customers to talk about you to their friends and family. You just have to do something worth talking about. Spend the money to be fabulous, outrageous, unexpected, and over-the-top and then let your customers do all the advertising for you.

-Phil Wrzesinski
www.PhilsForum.com

PS You can read even more by downloading from the Free Resources section of my website the pdf Generating Word-of-Mouth.

PPS In 2009 Toy House was featured as “One of the 25 best independent stores in America” in the book Retail Superstars by George Whalin. Every single business in that book got there because of Word-of-Mouth. Whenever George traveled he asked everyone he met about their favorite places to shop. The stores he heard the most made it into the book. In other words, it was worth it for us to spend so much time and money trying to buy Word-of-Mouth. Oh yeah, and it worked, too!

PPPS Here are the links to the posts on the other forms of advertising … Television, Radio, Billboards, Newsprint, Magazines, Websites, Email, Direct Mail, Social Media

Shares, Comments, and Likes (How to Get Facebook to Work For You)

I remember when I first joined Facebook. I was connecting to friends I hadn’t seen in over twenty years. It was amazing! Reconnecting with old friends, conversing with current friends, and staying on top of who is celebrating a birthday today have made Facebook one of my pleasures. (I don’t call it a “guilty” pleasure because it is part of my life and also part of my business to understand how FB works for retailers—at least that’s my story and I’m sticking to it.)

I remember when we launched the Toy House page. The excitement from new likes was amazing. It was so new and shiny and free. I watched the numbers like a hawk to see what would move the needle the most.

The experts began predicting Facebook and Twitter and Pinterest to be the new darlings of advertising and that more typical media like Television and Radio would suffer. Heck, people wouldn’t even need a website if they had a Facebook page. That was the common thinking back then. It’s still the common thinking right now. And it is still wrong, and about to get worse*.

Oh, I’m not saying Facebook and other social media outlets aren’t effective as advertising platforms. They just aren’t as effective as they are made out to be. Let’s take a quick look at Facebook.

The upside to Facebook is two-fold:

  • You can connect to your current customer base and talk to them as often as you want for free.
  • You can pay to boost your posts or pay to advertise to reach more people relatively cheaply.

The downsides, however, will make you rethink your strategy.

  • Your free, organic reach is seriously throttled by the algorithms of Facebook because they would rather that you pay to get seen.
  • Even when you do pay, there is no way for you to guarantee the people you paid to reach actually saw your post.
  • Just like newsprint, Facebook posts are a passive form of media.

Think about all the businesses your friends convinced you to like. How often do they show up in your feed? Not very often. Yet you are constantly bombarded with “suggested posts.” Those are the boosted posts that make Mark Zuckerberg a gabillionaire.

That doesn’t mean you shouldn’t have a Facebook page or use other social media outlets. They serve a far greater purpose than simply an advertising platform. That was the first thing most businesses got wrong when they got onto Facebook (myself included). We used it the way we used all other forms of advertising—to talk at you.

They are called social media for a reason. They aren’t meant for talking at people. They are meant for engaging with people and having conversations. They are tools for getting feedback and insights from your fan base.

Your first goal with your Facebook page should be to get feedback, to hear from your customer base. Ask them questions. Engage with them. Listen to their insights.

336 Shares and over 24,000 Views!

When we were getting ready to launch our Birthday Club I asked the Toy House fans how long the club should last. Some stores stopped at 10 years old, others at 12. One of my customers suggested 40. That suggestion was all I needed to say “no limit”. In the summer of 2016 we had a woman celebrate her 94th birthday by ringing the bell and buying a couple decks of playing cards with her Birthday Gift Certificate.

Another of my favorite engagement posts was taking a picture of two competing items and asking the question, “Which do you prefer?” I did that with Barbie and Groovy Girl dolls, figuring Barbie would win hands down. Much to my surprise the first nine people said Groovy Girls. The tenth person said, “I was gonna say Barbie, but now I guess I better check out those Groovy Girls.”

Keys to Organic Reach

The best way to get past the algorithm that holds your posts back is engagement. If you have 1000 fans, your initial post will only go out to a tiny fraction of them, maybe 10-20 people. If they engage, Facebook will release your post to a few more fans. If they engage, you’ll reach even more, and so on. If none of the first 10-20 engage, your post is sunk. In the rock, paper, scissors hierarchy of Facebook, Shares beat Comments, Comments beat Likes, Likes beat yawns.

If you want to reach people on Facebook without paying for it, you need to post Shareworthy stuff. (credit Tim Miles for coining the word “shareworthy”) You need to post things people want to pass along. The Share is the gold currency because not only does it get your post released to more of your fans, it reaches people who aren’t your fans (yet) by reaching the friends of your fans who share.

People love to share:

  • Links to articles that are important to your fan base
  • Funny pictures & videos
  • Touching, heartfelt stories

If you want to reach people on Facebook without paying, you also need to get comments. People respond to:

  • Questions
  • Polls

If you want to reach people on Facebook without paying, you have to avoid certain triggers that throttle you back even more, like:

  • Dates and times
  • Exclamation Points!!!
  • Words like Sale, Deal, Discount, % Off, or Event
  • WORDS IN ALL CAPS

Yes, it is a game trying to figure out how to get more free, organic reach. In fact, one fun thing you can do is make it a game with your staff. Turn all of your team into Admins for your page, then hold a weekly contest. Allow everyone the opportunity to post twice per day whatever they think is appropriate for the business. At the end of the week give $20 to the person who got the most shares and $10 for the person who got the most comments. Do this for five weeks. It will cost you $150, but the research you’ll have will be priceless! It will also increase the number of fans you have dramatically.

Keys to Paid Reach

Whether you choose to boost a post or pay for an ad (here is a good link for the differences between those two options), the key to success is the same as any passive media like newsprint or magazines. You have to have a picture and headline interesting enough to grab people’s attention and compelling enough to make them want to click. Anything less and you’ve wasted your money.

Facebook and other social media platforms can be effective ways to reach customers if you make engagement your goal. The more people Share, Comment, and Like what you are posting, you’ll keep reaching more people. Otherwise, they are simply a digital form of the newspaper ad everyone seemed to ignore.

-Phil Wrzesinski
www.PhilsForum.com

PS Twitter is even more about engagement and conversation than Facebook. Treat it that way. Pinterest is more about idea sharing. If you sell something used in a crafty way or for decorating, Pinterest can be a phenomenal way to share how to use your products. Find a clever way to include your logo and web address in each picture in an unobtrusive-yet-impossible-to-crop-out way.

PPS *Facebook is looking to remove organic business page posts from your newsfeed altogether, and put them into a separate tab buried deep in the lefthand column of your feed. They’ve already done that in some countries to “test” it. You only see your friends’ posts and paid posts. As a Facebook user, I don’t like that. I “liked” business pages so that I could hear from them. But FB doesn’t keep the stockholders happy that way. One way as a business to get around that problem is to make sure everyone on your team shares every post you make, even if they have to go find your page to do so. (Heck, you should be having them do that anyway.)

Now is Not the Time to Panic

Long before there was ever Cyber Monday, there was Letdown Monday. You worked incredibly hard gearing up for Black Friday (and now Small Business Saturday). You planned events, did marketing, trained the staff, decorated the store, and had a nice busy weekend. Then Monday hits and you wonder where all the customers went.

You feel a little letdown. You feel a little worried that you didn’t get enough momentum to carry you through the season. You worry that Cyber Monday is stealing your dollars while you sit there feeling helpless. You start to wonder why you didn’t put more energy into building your own website, or why you didn’t plan a lot of deals for Cyber Monday to keep the customers in your store, or that you have too much inventory, or that you don’t have enough inventory.

In the immortal words of The Hitchhiker’s Guide to the Galaxy – Don’t Panic!

Image result for hitchhiker's guide to the galaxyI know the feelings of this week. I lived it for twenty three years, and lived with it for another twenty seven. The slowdown from the busy weekend gives you too much time to think about what you might have done differently, what you haven’t done, and what you’re afraid might happen.

That’s a natural reaction, but not all that productive. I’m here to put it all into perspective.

First, let’s talk about the slowdown. It is a natural ebb of the season. Happens Every. Single. Year. The busiest days of the year are typically:

  • Saturday before Christmas
  • December 23rd
  • Second Saturday before Christmas
  • Black Friday/Small Business Saturday
  • First Saturday in December

This year the 23rd of December happens to be on a Saturday making it extra special. Also you get a bonus of having four Saturdays in December prior to Christmas. Still plenty of big days to get the sales you need. You just won’t get many this week because there are too many days before customers truly get into that Christmas mood. This year, with Thanksgiving extra early, you have a long season. Expect a little customer (and staff) burnout.

The slowest week of your season is this week.

This is not the week to panic. This is the week to prepare. 

In a marathon race everyone sprints off the line. That’s Black Friday. Then they settle into their strategy. That’s this week and next. Finally, they go into their kick down the homestretch. That is your last two weeks. Now is strategy time. Now is preparation time.

  • Put a little extra time into training your staff. Work on role play, on greeting customers, on working with multiple customers at the same time.
  • Put a little extra time into decorating. Sure, you got it done for last weekend, but now is a good time to tweak it, upgrade it, spruce it up. Make it extra special because for the next few weeks customers will actually have the time to appreciate it more than they did in the frenzy of last weekend.
  • Put a little extra time into merchandising. Highlight the high-profit stuff you really want to move. Put the stuff they come in asking for by name at the back of the store so that your customers travel past everything else to get there.
  • Put a little extra time into Social Media. Start polls. Compare two items side by side. Share heartwarming stories. Tell the backgrounds of you, your store, your staff, your vendors, etc. Don’t make it about discounts or drawing traffic. Make it human and interesting,
  • Put a little extra time into you. Do something nice for yourself this week. Your staff can handle it. Take some time to go shopping (if you haven’t already). Take some time to catch a movie or go to a show or go outdoors. Those little things will keep you refreshed for those last two weeks that will be busy enough.

If you are worried about your inventory, keep this in mind. The last week before Christmas will be approximately ten percent of your entire yearly sales. If you don’t have enough inventory for that, then do some buying this week. Other than restocking a few hot items that will sell well after Christmas, too, trust your inventory levels and go have some fun.

-Phil Wrzesinski
www.PhilsForum.com

PS It is too easy to second-guess everything based on last weekend. Unfortunately, that’s the worst barometer you have. The only time to properly analyze the season is after it is over. Right now your only job is to prepare this week to make those last two weeks the best ever.

Online Advertising: What They Say, What You Get

I have a bad habit. I like to play games in my iPad right before going to bed. I know I’m not supposed to have screen time before bed, but it settles me down and helps me clear my mind. My favorite game to play is Free Cell. It is a form of solitaire and extremely addicting. I’m on level 408. It takes about ten wins to get to the next level, so you can get an idea how often I play.

I’m also kinda stingy. It’s already expensive enough that I use my iPad primarily for playing Free Cell and as my alarm clock. I refuse to pay to have ad-free game play while playing Free Cell. So between every game I wait for the ad to pop up and then close it as soon as I can. Usually it is just an ad for another game they think I would like. Every now and then I get some annoying video ads—reason #1 why I keep the volume off.

Last night I got something new. I got a local ad. It was for one of our candidates for Mayor. Nice shot of him smiling at the camera and talking about something. (I had the volume off so I don’t know what he said, but I’ve seen his campaign material and known him long enough to have an idea.)

Here’s the problem …

I got his ad between every game I played last night. Every. Single. Game. I played about three-and-a-half levels. Do the math.

Please vote!

Worse yet, I don’t live in the city. I don’t get to vote for or against him regardless of how many times his video played.

I will definitely ask him how much he spent on that ad. I want to know what they told him and sold him, because I doubt he got his actual money’s worth.

Therein lies the rub with online advertising. It is a numbers game, they tell you. It is a cheap way to reach a lot of people, they tell you. It reaches all the right people, they tell you. I’ve been pitched by online advertising salespeople many times before. I know the script.

Yet here was a guy running for Mayor on a tight budget in a small city. He got that pitch and because he is a politician, not a business person, he fell for it. And for his money, he got his ad sent to one guy thirty-five times who doesn’t live in the city, can’t vote for him, and didn’t even have the volume on to hear what he had to say.

Imagine how many more people like me also were bombarded by his ad. If I would have had the volume on, I might have liked his pitch the first three or four times I heard it, but by version #35, I might have switched sides for the seventh time. Then again, I don’t get to vote tomorrow for or against him.

They tell you online advertising is cheap because it is targeted directly at the people you want to reach. False. He didn’t want to reach me.

They tell you online advertising is cheap because you can reach tons of people for a fraction of the price. False. You can’t control how many times the same person sees your ad, versus new people seeing your ad. Heck, last spring CNBC reported that 20% or $16.4 billion dollars of online advertising is wasted due to fraud, reaching fake people (probably with fake news).

They tell you online advertising is where the millennials are. False. Go ask your millennial friends how many times they have purposefully clicked an online ad. You don’t have to ask, because you already know.

Proctor & Gamble just cut $140 million from their online advertising budget because they realized how ineffective it was.

My buddy Tim Miles shared this link with me about the top ten problems with online advertising.

I’m telling you this now, because in the next few weeks you’re going to panic, just like every retailer does this time of year. You’re going to be afraid that you haven’t done enough to advertise your business. You’re going to get pitched by someone selling online advertising as cheap, targeted, and effective. You’ll be intrigued, partly because of your panic, partly because it is the shiny, new bauble in the advertising world. Then you’re going to spend like a drunk in Vegas on a gamble where the odds are not in your favor.

Think of this blog as your black coffee and aspirin to the rescue.

-Phil Wrzesinski
www.PhilsForum.com

PS Want to reach a bunch of targeted people online incredibly cheaply and effectively? Take pictures or quick videos of your products and say something completely memorable and shareworthy about the products. Post those daily (at the least) on all your social media platforms and share them on your own personal pages. You won’t reach everyone, but the more shareworthy you make it, the more people will share it with their friends, which is exactly what you want to happen. Best of all, it is free! (It is all about “shares” not “likes” so you have to say things people want to pass on.)

PPS Enjoy it while you can, however. Facebook is experimenting with a separate feed for friends and for business pages, which will bury your posts completely unless you pay FB. I’m following this and will report back when I know more.

Sleds, Stories, and Certain Death

My favorite sled is heading into its nineteenth year of service. I got it the year Parker was born. It is an ugly orange plastic sled with no fancy features. It isn’t eye-catching or sleek in design. It isn’t decked out with racing stripes or shiny vinyl that makes you think it will fly down the hill at supersonic speeds. There is nothing about this sled that would make you choose it over all the other fancy ones on the shelves.

Yet it still remains my favorite because it is still the fastest sled on the hill. It still travels farther faster than any of those other sleds. Oh, and it will hold me and two boys with ease (even now in their teenage years!)

When the boys were just five and two I took them to Michigan’s number one rated sledding hill—The Cascades. There are two sides to the hill. The north side is steeper and dominated by the older kids. The south side is gentler—as long as you take the long path toward the playground equipment. Take a left turn toward the east and you hit some bumps and trees and have a shorter trip toward the road.

Most sleds don’t have to worry about the road. It is too far away.

The fastest, ugliest sled on Michigan’s best sledding hill!

My sled is not most sleds.

Have you ever watched a trainwreck about to happen, knowing there was nothing you could do to stop it? The whole world slows, just like in the movies. I had that happen this fateful day.

I put both boys in the sled and gave them a push toward the playground. Then I watched with horror as the sled veered left toward the trees. It was just then I realized the boys were too young and inexperienced to know to flip the sled over and bail out before you hit a tree. They were also moving too fast for me to be able to yell anything they could hear. I momentarily thought about running after them. That was fruitless. They were already entering the bumps and careening toward the pines.

I took my first breath as they missed the opening row of trees. I held my breath as they zoomed past those pines on their way to the road.

The road at the bottom of the hill makes a curve, sweeping around a concrete embankment. Although the posted speed limit is 20 mph, many cars take that blind corner at 30 or 35. I could only pray no cars were coming as the boys hurtled onward across the small parking lot toward the road. No one would see that ugly orange sled with two young kids until it was too late.

My stomach dropped another foot. My heart leapt up into my throat. Time … Stood … Still …

I was already trying to figure out what I would say to their mom about how I killed our boys.

The sled finally lost momentum just as they reached the curb. The snow plows had made a small embankment on the curve, and I watched terrified as the boys went up that embankment and teetered on the edge for eternity before sliding safely backwards away from the road.

I let out the breath I had been holding and dropped to my knees. The boys came rushing back up the hill. “Do it again! Do it again!”

It is the ugliest sled on the hill, and just as expensive as its more sleek rivals. I’ve been using that exact same sled for 19 years and wouldn’t change it for the world.

You would never pick this sled off the shelf amongst its prettier rivals. But when you want the fastest, farthest ride on Michigan’s top-rated sledding hill, there are none that will beat it.

-Phil Wrzesinski
www.PhilsForum.com

PS This post is about Word-of-Mouth. We’ve been talking about WOM all week. You have heard that Stories Sell. Stories sell for several reasons.

  • Stories are interesting and get people engaged.
  • Stories are emotional
  • Stories are memorable
  • Stories are shareworthy

When you tell stories about your products, people remember and relate to those products—whether they need the product or not. That last part is the key. They remember that product when they run into someone else who needs that product. Then they tell that person about the product for you. I could have told you about how the plastic on this sled is twice as thick as the other sleds of its type making it more rigid, which gives it speed, and makes it more durable. But you might not remember that. You will, however, remember the story of the two young boys hurtling to their death because the sled was too fast.

I told this story on Facebook years ago for Toy House back when I had about 1500 fans. The story got shared a dozen times and reached over 5000 people. When you tell shareworthy stories, your fans spread the word for you. You have stories to tell about your products, your vendors, your founding. Share the funny, scary, and touching stories and you will see your word-of-mouth advertising go up dramatically.

PPS This is what Facebook, Instagram, and other social media are best suited for. Go tell your stories.

How Social Media Advertising Might Be Hurting Your Business

As a speaker I am constantly submitting my talks to conferences in an attempt to get hired. I am also looking at their websites to see what kinds of talks they hosted at their last conference. Time and time again they have speakers talking about how to advertise on social media. Rarely does anyone have talks anymore on how to use radio or build a website or craft an email (even though statistics show email is more effective than social media).

Then today I ran across this little three-minute audio from NPR. Go ahead and listen to it. I’ll wait …

Image result for social media advertisingIt is something I have been saying from the very beginning of the social media craze.

(For those of you unable to click and listen, the gist of the report is about a study done in China. Although promotional ads on social media have a short-term immediate effect of a small boost in sales, they have a long-term effect of driving away followers.)

Roy H. Williams, aka The Wizard of Ads, taught me this back in 2005 and I’ve tested it time and time again and found it to be true. There are two types of customers for every industry—those who believe they are the expert and are shopping on price and those who know they are not the expert and are looking for an expert they can trust.

The former are called Transactional Customers. They look at every purchase as a single transaction with no relation to previous purchases. They believe they are the expert. They know exactly what they want. They will check many different places to find the best price. They are driven by the fear of paying too much. Once they make the purchase, they brag to everyone about what a great shopper they are, but have no loyalty to the store.

The latter are called Relational Customers. They look at each purchase as one in a series of purchases. They do not believe they know all the answers. They are looking for an expert they trust who will steer them to the right item. Their fear is buying the wrong item. While they do not brag much about their purchase, they do love to brag about their store and once they find the person/store they trust, they are highly loyal to that person/store.

The split is pretty much 50/50 in any category (slightly more Transactional in commodity categories like grocery or during economic downturns, slightly more Relational in bespoke categories such as fashion). But since Transactional Customers are more prone to shop around, it feels like more people are “price” shoppers than really are.

When it comes to advertising, promotional ads and discounts are Pavlov’s Bell to Transactional Customers. They love to hear about sales and discounts and promos. At the same time they are fingernails on the chalkboard to Relational Customers. Since RC’s are looking for trust, those same promotional ads not only don’t foster trust, they turn the RC’s off and destroy trust.

Social Media is about building relationships. Social Media is for your fans. Social Media is all about the RC’s. Yeah, you might see a small bump in sales. We are all both TC and RC as consumers, depending on the product. When you run your ad, you find the TC’s in your crowd for that particular product. But at what risk? Run those promos all the time and you drive away the RC’s social media is best at helping you reach.

Here’s my two-minute presentation on Social Media …

Use it to build Trust. Ask questions. Listen to feedback. Post useful information. Answer all questions asked of you. Respond quickly, politely, thoroughly (even the trolls). Build trust. Share information from other sources. Stay true to your Core Values. Write interesting content. Post pictures and videos of your products in use. Build trust. Be honest about the downside. Talk about benefits of the product. Relate to the way people use your stuff. Help your customers picture already owning your product. Post daily with something of value. Post shareworthy stuff. Build trust.

If you want to run an ad on social media, run an ad for your event. Events have deadlines which creates excitement. Events are attractive to both RC’s and TC’s because events imply relationship-building (interacting in a fun way with the brand) and promotions (some kind of discount). You can get the bump without driving people away.

I get it. Social Media is sexy. It is new. It is hip. Everyone is on their phones and online. That’s cool. Just be sure no matter what media you use that you play to that media’s strength.

Now if you ever want to talk about some less sexy things proven to move the needle like radio or websites or crafting an email …

-Phil Wrzesinski
www.PhilsForum.com

PS In case it wasn’t clear above, TC’s are price-sensitive, only buy what is discounted, and have no loyalty to your store. RC’s are not as price-sensitive and have tremendous loyalty to your store (if you build that trust). The stronger you market yourself to one of these types, the less attractive you become to the other. Pick one and go after them strongly, because half-ass marketing to both is an even quicker way to fail.

PPS RC’s care about price, too. Just not in the same way as TC’s. You can’t gouge the heck out of an RC just because of the relationship. When they find out you’ve been gouging them, you will have destroyed all trust and lost them forever.

Painting the Picture on the Web

I had a lunch meeting earlier this week at one of my favorite restaurants—Mat’s Cafe. Mat makes the best pulled pork I have ever had. I have eaten there so much that there is even an off-menu item called “The Toy Man” (a plate of his award-winning pulled pork and mac & cheese). You order and pay at the counter and they bring your food right to your table. Sit there long enough and they might even bus your table when you’re done.

The only problem is that there are no signs telling you this. There is a big menu hanging over the counter, but after that, you’re on your own guessing what to do next. (Did you get a fork from the table over by the wall? Did you grab a cup and get your drink or pick one out of the cooler over on the other wall? Did you realize the menu was just a suggestion and that Mat and his team will pretty much make you anything they can with the ingredients on hand?)

Image result for mats cafe and catering jackson mi
(Zeke Jennings, MLive)

Fortunately for my lunch partners making their first visit to Mat’s, I was there to help them navigate. Also fortunately for Mat’s, the food is so damn good that you aren’t deterred by any barriers or confusion that can be off-putting for many people.

We are creatures of habit. We like to do things that are familiar more often than we like to do things that are different. Different is scary. Not knowing how to do something is scary. Not sure of the procedures is frustrating and scary and often enough to keep a new person from trying you out. Only a small percentage of the population prefers the unknown over the familiar.

Roy H. Williams once said, “People only do that which they have already seen themselves do in their own mind.” We like to visualize before we actually do. That is why new and different and unknown are so scary.

That is why gaining new customers is far more work than just keeping the old.

That is also why you need a phenomenal website that helps your customers visualize visiting your store and know all your quirky procedures before they have to take that risk.

In today’s market, your advertising may reach the masses, but your website is where many individuals go first to visit you. They want to see whether you are worth the time and effort to actually visit. They want to know what to expect. They want to feel like an insider before they even arrive. Does your website paint the right picture? Does your website show customers what a visit to your store looks and feels like? Does your website give customers knowledge they need to have the best possible experience in your store?

If I was Mat, I would have a big picture of the counter where you place your order and content that read …

Welcome to Mat’s!
Follow your nose up to the front counter where you’ll find a menu over your head of the delicious meals we will make for you. Although we’re well known for our pulled pork and mac & cheese (both award-winners in MLive’s contests for best foods in Michigan), we can make you whatever sounds scrumptious from the ingredients you see on the board. Place your order, grab your drink and utensils, and choose a seat (the best table is in the front window). We’ll bring you your food fresh and fast. 

You’ll notice how in one short paragraph I painted the picture of what will happen when you enter and when you order. That knowledge is power. I also was able to squeeze in the fact that their specialty is pulled pork and mac & cheese, they’ll customize anything you want, and they can get you in and out on your lunch hour.

Here is some counter intuitive advice … When you build your website, don’t look at other websites for what to do. Look instead at what actions you want your customer to take. Look instead at how you can get your customers to visualize visiting your store. Look instead at what questions your customers will have about you and how easily you can answer them.

Build the website that paints the picture your customers want to see, not the website that follows a template to look like every other website out there. Then your website will be an effective tool to drive new traffic through your door.

-Phil Wrzesinski
www.PhilsForum.com

PS Once you’ve designed your website around your customer, make sure it does have the familiar elements like About Us, Contact Us, Our Products, Get Directions, etc. Build it around exactly what questions you expect a new customer to ask and what actions you want them to take. Don’t make them “go looking” for answers. They won’t.

PPS Building a website based on everyone else’s website is a common mistake most small businesses make in their advertising. In fact, most of their advertising, regardless of the medium ends up being a copy of someone else. Don’t fall into the trap of thinking “if everyone is doing it, it must be right.” Most businesses get advertising wrong. The best way to get it right is to first learn how advertising works. Attend the SPOTLIGHT ON MARKETING & ADVERTISING workshop coming up on Tuesday, June 20th and you’ll know what works and why. Sign up today!

The Value Equation

As customers, we are often quick to ask the question, “How much does it cost?” That’s what we want to know. Get to the bottom line. Why? Why do we go so quick to the price? The answer – The Value Equation.

The Value Equation is this … Does the Perceived Worth of an item equal its Actual Price?

We beg for the price because we are always at least subconsciously calculating Perceived Worth on everything we see. We’ve been doing it our whole adult lives. We do it shopping for groceries. We do it shopping for tools. We do it shopping for clothes. As we walk the store we attach a Perceived Worth to everything we see. (If we don’t want it, the PW is zero. If we might want it, we attached a price to it and check to see if we are right.) 

When the Perceived Worth equals the Actual Price, we put the item in our cart.

The surprise is often in finding our Perceived Worth is far higher than the Actual Price. The first question we usually ask when that happens is, “What’s wrong with it?” or, “Is this marked down?” Sometimes we think to ourselves, “Wow, it must not be as good as I thought it would be.” Before we buy the product, we have to answer those questions satisfactorily.

That’s why it is easy to under-price yourself to bankruptcy (or at least leave serious dollars on the table.)

The other problem is when your Perceived Worth is much lower than the Actual Price. You either totally dismiss the product as being “out of my range” or you wonder what you missed in your evaluation of the product.

Take, for example, the SPOTLIGHT ON MARKETING & ADVERTISING class I am offering. I have to find that sweet spot of a price that fits what you believe a class like this should be worth.

I start by taking cues from what other similar programs charge. For instance, Bob Negen’s Whizbang Training two-day Retail Success Summit this summer is currently $997.  My buddy Tim Miles just announced a one-day workshop with Roy H. Williams, himself, for $1250. (By the way, I highly recommend both programs, and, no, I don’t get any kickbacks from these links.)

My workshop is $250* for a half-day —similar to Bob’s price for two days. Some of you will look at the price and see that it is about what you’d expect to pay for other, similar types of training. Some of you will look at the price and ask, “Where’s the value? What do I get in return?”

So I also look at the benefits you will get from the program. For instance, in this four-hour program you get:

  • Eight ways to market your business with little or no money at all
  • How to get free publicity from the media
  • How to craft a message that gets noticed, remembered, and acted upon – three things that are incredibly hard to accomplish in today’s fractured, over-saturated media world
  • How best to use the media of your choice (and tips on how to choose the best media for your business)
  • Four ways to generate more Word-of-Mouth advertising than you ever thought possible
  • One year of advertising support including help with your message, your campaign, your media buys, or wherever you have questions or need advice.
  • Half-rate discounted tuition for any future programs I offer through Jackson Retail Success Academy™.

Some of you will still balk at the price. That’s okay. I know I won’t convince everyone.

Some of you will think that seems like a pretty fair trade for $250 and four hours of your time.  You’ll sign up now for the class on Tuesday, June 20th.

Others will wonder why the price is so low for all that you get. Most of you in that frame of mind have either been to one of my programs before or live in a city where prices for stuff like this are just a bit higher than they are in Jackson. Remember, Helping Others is one of my Core Values.

-Phil Wrzesinski
www.PhilsForum.com

*PS If your business or you personally have taken one of my workshops through the Jackson Retail Success Academy™, you qualify for the Half-Price Alumni rate of $125.

PPS Why the half-price tuition for JRSA™ alumni? I believe strongly in continuing education. Now that I make my living speaking and writing, I am reading more blogs and books on speaking and writing, and I am attending workshops to learn all I can in those fields. I want to encourage anyone who takes one of my workshops to come back for refreshers or other programs, or maybe send a staff member to learn more. Plus, you’re always looking for a better deal. You know these classes are worth it at almost any price. Half-price just makes you feel good.

Spotlight on Marketing & Advertising Class Tuesday, June 20, 2017

Here is your chance to learn the equivalent of a degree in advertising in just one night. As one MBA professor told me after sampling the material, “No one is teaching this stuff even at our level, and it needs to be learned!”

If you are a small business owner, you should take this class.
If you are an entrepreneur, you should take this class.
If you are a student studying business at any level, you should take this class.

SPOTLIGHT ON MARKETING & ADVERTISING 

Next Class: Tuesday, June 20, 2017 – 6pm to 10pm

Tuition: $250 (Half-price for any businesses that are JRSA™ Alumni)

Famed retailer John Wanamaker said it best, “Half of the money I spend on advertising is wasted. The problem is, I don’t know which half.” Hundreds of billions of dollars are spent on advertising every year. Most of it poorly.

This Spotlight covers everything from how different types of advertising work to the best ways to use social media to marketing on a shoestring budget to learning the secrets to getting the press to talk about you. You will learn best practices for marketing your business whether your ad budget is $500 or $50,000. You will learn how to create memorable messages that move customers toward your business and you toward your goals. You will learn how to get far more out of your advertising dollars than any of your competitors.

When you take this class you will get…

  • Better, Smarter, More Effective Advertising – You’ll learn secrets that only a handful of businesses know that get greater results per dollar than any of your competitors.
  • One full year of Advertising Support including help finding your message, creating a campaign and buying ad packages
  • A Network of current and previous JRSA™ graduates for support and encouragement
  • Half-Price Tuition for any future JRSA™ programs

Click here to sign up for the class.

-Phil Wrzesinski
www.PhilsForum.com

PS Yes, this will include the material from my new book MOST ADS SUCK. That will only make up about 25% of the material covered. If you have a business to market, this will be the best money you’ve spent on “advertising” ever.