Over the past year, I’ve put a lot of thought into my business, just like you. I've contemplated my position in the marketplace and all that I have to offer. Specifically, I wrestled with which type of a business I want to help as a marketing consultant.
Should I consult Corporate America? Maybe focus on a single area such as copywriting? Get into training?
Well, I decided – with renewed energy – to stay exactly where I’m at and help Main Street business owners market and grow the heck out of their business.
You see, as a former retailer myself – helping Main Street business owners is in my DNA, and it’s where I believe I will be most useful. Still, it often helps to reshuffle the deck a bit.
Why this matters to you:
My renewed commitment comes with the announcement that I will be combining forces with the brilliant and talented, Michele Miller. This means that I will no longer maintain this blog, but will be moving all my previous articles over to WonderBranding.com.
Even better, Michele and I will be writing new articles and creating videos all focused on helping you grow your business.
In fact, we already have two new posts available for you to read over at WonderBranding:
Why the Lake Wobegon Effect May Be Sinking YOUR Business and How to Prevent It
Ad Copywriting: Using The Wedge Concept
Most importantly, we want to hear from YOU, and encourage you to email us marketing and advertising questions that you need answers to.
I look forward to hearing from you, and hope to see you over at WonderBranding.com.
Thank you for your support, and keep moving the sales curve upward!
Tom Wanek
Reshuffling the Deck
Over the past year, I’ve put a lot of thought into my business, just like you. I've contemplated my position in the marketplace and all that I have to offer. Specifically, I wrestled with which type of a business I want to help as a marketing consultant.
Should I consult Corporate America? Maybe focus on a single area such as copywriting? Get into training?
Well, I decided – with renewed energy – to stay exactly where I’m at and help Main Street business owners market and grow the heck out of their business.
You see, as a former retailer myself – helping Main Street business owners is in my DNA, and it’s where I believe I will be most useful. Still, it often helps to reshuffle the deck a bit.
Why this matters to you:
My renewed commitment comes with the announcement that I will be combining forces with the brilliant and talented, Michele Miller. This means that I will no longer maintain this blog, but will be moving all my previous articles over to WonderBranding.com.
Even better, Michele and I will be writing new articles and creating videos all focused on helping you grow your business.
In fact, we already have two new posts available for you to read over at WonderBranding:
Why the Lake Wobegon Effect May Be Sinking YOUR Business and How to Prevent It
Ad Copywriting: Using The Wedge Concept
Most importantly, we want to hear from YOU, and encourage you to email us marketing and advertising questions that you need answers to.
I look forward to hearing from you, and hope to see you over at WonderBranding.com.
Thank you for your support, and keep moving the sales curve upward!
Tom Wanek
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Ambien For Sale, Last week marked the 100th birthday of David Ogilvy, legendary advertising executive. Buy Ambien no prescription, Nicknamed “The Father of Advertising,” Time called Ogilvy “the most sought-after wizard in today’s advertising industry.”
It’s no secret that I’m a big, order Ambien no prescription, Ambien online cod, BIG fan of David Ogilvy, and have been heavily influenced by his words and wisdom, generic Ambien. Ambien use, So to celebrate his 100th birthday, l want to share my favorite David Ogilvy quotes, Ambien maximum dosage. Ambien street price, Together, let’s learn from the original “Mad Man” and “Wizard of Ads.” Enjoy, buy Ambien without prescription. Ambien natural,
“I do not regard advertising as entertainment or an art form, but as a medium of information, buy Ambien from mexico. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting you buy the product.”
“You aren’t advertising to a standing army; you are advertising to a moving parade.”
“Specifics work better than generalities, Ambien For Sale. Buying Ambien online over the counter, When research reported that the average shopper thought Sears Roebuck made a profit of 37 percent on sales, I headlined an advertisement 'Sears makes a profit of 5 percent.' This specific was more persuasive than saying that Sears’ profit was ‘less than you might suppose’ or something equally vague.”
“What is a good advertisement, comprar en línea Ambien, comprar Ambien baratos. Buy Ambien online no prescription, An advertisement which pleases you because of its style, or an advertisement which sells the most, get Ambien. Buy cheap Ambien no rx, They are seldom the same.”
“There have always been noisy lunatics on the fringes of the advertising business. Their stock-in-trade includes ethnic humor, Ambien wiki, Fast shipping Ambien, eccentric art direction, contempt for research, Ambien description, Ambien samples, and their self-proclaimed genius. Ambien For Sale, They are seldom found out, because they gravitate to the kind of clients who, bamboozled by their rhetoric, do not hold them responsible for sales results.”
“Big ideas come from the unconscious. This is true in art, Ambien forum, Ambien cost, in science and in business. But your conscious has to be well informed or your idea will be irrelevant, is Ambien addictive. Ambien overnight, Stuff your conscious mind with information, then unhook your rational thought process, where can i buy Ambien online. Ambien steet value, You can help this process by going for a long walk, or taking a hot bath, Ambien used for, Where can i order Ambien without prescription, or drinking half a pint of claret.”
“Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling, Ambien For Sale. Scores of good advertisements have been discarded before they lost their potency.”
“Don’t keep a dog and bark yourself, Ambien dangers. Low dose Ambien, Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one.”
“When people read your copy, is Ambien safe, Cheap Ambien, they are alone. Pretend you are writing each of them a letter on behalf of your client, rx free Ambien. After Ambien, One human being to another, second person singular.”
“The best way to improve the sale of a product is to improve the product.”
“They (general advertisers) worship at the altar of creativity, Ambien street price, Buy generic Ambien, which really means originality -- the most dangerous word in the lexicon of advertising.”
“When you advertise fire-extinguishers, open with fire.”
Happy birthday, David Ogilvy.
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(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.)
Are you targeting the relational or transactional customer with your marketing message?
Buy Xanax Without Prescription, Generally speaking, your customer will fall into one of two camps: relational or transactional. Xanax over the counter, And you must decide which of the two you are planning to target with your marketing message.
Keep in mind that a customer can be a relational shopper in one product category and a transactional shopper in yet another, order Xanax no prescription. After Xanax, For example, anyone who knows me can tell you that I am a relational shopper when it comes to buying clothing, Xanax from canada, No prescription Xanax online, computers and electronics. Yet, Xanax treatment, Buy cheap Xanax, I do a one-eighty and become transactional when shopping for cars, gasoline and furniture, is Xanax safe.
So which are you targeting with your marketing efforts, Buy Xanax Without Prescription. Buy Xanax without prescription, Need a little help deciding.
No problem, Xanax results. Where can i find Xanax online, Let’s take a deeper look at the characteristics of each type of customer.
Relational Customers:
- Think long term.
- Consider today’s transaction to be one in a series of many.
- Do not enjoy comparison shopping or negotiating.
- Fear only “making a poor choice.”
- Hope to find an expert they can trust.
- Consider their time spent shopping to be part of the purchase price
- Are likely to become a repeat customer.
Transactional Customers:
- Think short term.
- Care only about today’s transaction.
- Enjoy the process of shopping and negotiating.
- Fear only “paying more than they had to pay.”
- Are willing to spend lots of time investigating.
- Consider themselves the expert.
- Hinge every transaction on price.
- Are a good source of word-of-mouth advertising.
As you can see, Xanax reviews, Xanax interactions, a relational shopper carries a completely different mindset from a transactional shopper. Buy Xanax Without Prescription, Please don’t think that you’ll be able to attract both. A marketing message that attempts to reach everyone is guaranteed to deliver quiet and understated ad copy, generic Xanax. Effects of Xanax, And convincing your customer to take action often requires that you choose a segment of the market to leave behind.
So, purchase Xanax, Is Xanax addictive, will you target the relational or transactional customers in your market.
One final thought: During the past decade, Xanax dosage, Xanax coupon, the emergence of Google search has edged all consumers towards being more transactional in their buying approach. Today, your customer has the ability to compare every available option with lighting-fast speed, Buy Xanax Without Prescription. That said, cheap Xanax no rx, Buy Xanax from canada, there are still plenty of reasons to target relational shoppers.
TAKE ACTION: Determine what type of customer your company is best suited to target, herbal Xanax. Xanax forum, Most importantly, make sure you’re comfortable with your choice, cheap Xanax, Xanax gel, ointment, cream, pill, spray, continuous-release, extended-release, and be consistent with your marketing message.
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Xanax For Sale, Today, I deconstruct Domino’s “Rate Our Chicken” ad, which, with it’s direct, left-brain approach, contrasts nicely with the symbolic, right-brain Dodge Challenger “Freedom” commercial. Both are powerful and persuasive in their own right. So grab a latte, Xanax wiki, pull up a chair, Order Xanax online overnight delivery no prescription, and let’s get started.
First Mental Image (FMI):
Viewers are introduced to Tate, Domino’s Chicken Chief, Xanax no prescription. And right off the bat, What is Xanax, we learn that our hero is under tremendous pressure to uphold Domino’s high standards of taste.
I have mixed feelings about the ad’s FMI.
On one hand, it’s rare that viewers get to know an employee, other than the CEO, through a company’s advertising, Xanax For Sale. Meeting Tate is refreshing; a move that’s perfectly aligned with Domino’s eagerness to be transparent. And since he’s Domino’s Chicken Chief, Xanax no rx, Tate is certainly a credible spokesperson for the company’s new chicken recipe. Buy Xanax online no prescription, But on the other hand, I’m concerned that the delivery of the FMI is too weak to capture the viewer’s attention.
Bottom line: The ad’s FMI introduces the right idea: high standards of taste, Xanax australia, uk, us, usa. Xanax For Sale, But, to grab and keep the viewer’s attention, the idea should have been delivered with greater impact.
The Message:
Domino’s is so confident that you’ll like its new chicken recipe that the company encourages your feedback.
The Domino’s “Rate Our Chicken” message really excels. So, Online Xanax without a prescription, here are five reasons why this ad is persuasive.
5 Darn Good Reasons Why the Domino’s “Rate Our Chicken” Message Persuades:
1.) Relevancy. I mean -- no one wants to eat a piece of chicken that tastes like wood, right, comprar en línea Xanax, comprar Xanax baratos. Well, Xanax pharmacy, Domino’s is smart. Very smart. The company speaks directly to the customer’s desire to eat a tasty chicken meal, Xanax For Sale. Enough said, Xanax photos.
2.) Believability. Xanax from canadian pharmacy, It goes without saying that fast food industry is super-competitive, which means consumers are overwhelmed by choice. Strangled really, where can i buy Xanax online. And a fast food chain's announcement of a new chicken recipe normally wouldn’t land anywhere Xanax For Sale, on the customer’s radar.
But with its credibility investment of power and control -- giving the customer the authority to rate its chicken openly -- Domino’s, Doses Xanax work, hands down, has the most believable ad campaign running in America.
In fact, japan, craiglist, ebay, overseas, paypal, I dare you to name another company that’s more transparent. Taking Xanax, 3.) Clear and direct delivery. Admittedly, there’s nothing overly clever or creative with this ad. And that’s okay, Xanax steet value. After all, the ad’s primary goal is to transfer confidence and convince you that Domino’s chicken is worth trying, Xanax For Sale.
So why go cute and clever and risk distracting the viewer. Online buy Xanax without a prescription, Domino’s takes the right approach. Given that the company’s message has plenty of meat on the bone (pun fully-intended), it correctly chooses clarity over creativity, where can i buy cheapest Xanax online.
4.) Demonstration. Clearly, Xanax dangers, the ad’s crescendo. Xanax For Sale, With a closeup shot, Tate tears into a piece of Domino’s chicken; demonstrating it’s tenderness.
So easy to overlook, demonstration is one of the most powerful marketing tools available, Xanax samples. Which segues perfectly into... Xanax maximum dosage, 5.) Contrast. As Tate tears into the tender piece of Domino’s chicken, he says: “You see this. This is made with 100% all white chicken breast meat, canada, mexico, india. Its not just a bunch of chicken bits all mashed together.”
The line beautifully contrasts Domino’s “real” chicken from the Franken-chickens being served your typical fast food joint, Xanax For Sale.
As I’ve mentioned many times before, Xanax online cod, contrasting is one of the most effective tools for defining your company’s position relative to the competition. Long story short: as a marketer, it’s your job to frame the buying conversation for the customer, Xanax pics. Contrasting helps you do exactly that. Buy Xanax from mexico,
Stylistic Signature:
Folksy music and candid interview style compliment Domino’s desire to communicate with openness and transparency.
Last Mental Image:
Xanax For Sale, A anxious Tate says, “I’m not excited about the box.”
Ugh. The ad had a chance to circle back to the idea introduced with the FMI and end with a high-impact LMI. Instead, ordering Xanax online, the copywriters had a brain fart, Xanax mg, and ended the ad with a fizzle.
BIG mistake.
Here’s why: The LMI delivered by Tate communicates timidness, Xanax long term, which is in direct conflict with the ad’s main message. Sure, we expect Tate to feel anxious about being judged so openly, Xanax For Sale. Xanax used for, And the ad’s final line is kinda funny. But it seems silly to choose humor over impact at this stage in the game, right, Xanax without prescription.
A confident Tate would have sent a more powerful and persuasive message to the viewer. Buy cheap Xanax no rx, It would have communicated that Domino’s new chicken recipe kicks ass.
Conclusion:
Xanax For Sale, Credibility and relevancy are what make this ad persuasive -- and what rescues it from a mediocre FMI delivery, and a weak LMI.It’s important to note that persuasion requires two main ingredients: relevancy and credibility. Write ads with both and you’ll own the keys to the kingdom, Xanax price, coupon.
Finally, Low dose Xanax, one last thing: Domino’s will eventually lose credibility and sales IF it fails to follow through on it’s promise to deliver a chicken recipe that tastes out of this world.
In other words, your ad is only as good as the strategy it is built upon, Xanax canada, mexico, india, and you've got to be able to walk the walk.
So be relentless in your pursuit of a powerful strategy. Oh, and order a box of Domino’s chicken, and let me know how it tastes.
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Buy Ambien Without Prescription, Welcome back to Part Two of this post...
The customer experience meltdown I described last week is not at all uncommon, Ambien canada, mexico, india. Ambien maximum dosage, I see stuff like this all the time. And I bet you do too, Ambien images. After Ambien, Things like:
- Disgruntled Employee grumbling openly about hours, work conditions, kjøpe Ambien på nett, köpa Ambien online, Rx free Ambien, or other co-workers. This tends to happen most frequently as you’re held hostage while standing in the checkout line.
- Old School Website (circa 1996), Buy Ambien Without Prescription. Ya know the one.., Ambien price, coupon. Herbal Ambien, clip art, flashing GIFs, Ambien from mexico, About Ambien, confusing and cluttered design. Nuff said.
- Too Much Information (TMI) Employee chatting non-stop with co-workers about the “kick-ass” party that went down the night before, generic Ambien, Ambien schedule, and how she’s got a “wicked” hangover that’s been kicking her ass all day long. Thanks for sharing, my Ambien experience, Buy cheap Ambien no rx, right?
- Automated Phone System Hell. Buy Ambien Without Prescription, C’mon, we’ve all been there. The endless loop of confusing menu options, Ambien trusted pharmacy reviews, Low dose Ambien, pushing this button and that button... all just to speak to an automated voice recording or a customer support rep named “Bob” who speaks with a curiously strong Indian accent, ordering Ambien online. Ambien duration, (No offense to you “Bob,” I’m sure your a nice guy and all, no prescription Ambien online. Online buying Ambien hcl, By the way, if you need help with your telephone messaging system, buy no prescription Ambien online, Ambien natural, give my guy Chester Hull from ProSound a call. You’ll be glad you did.)
- Inconsiderate Employee careening down the isle, pushing a stock cart with no intention on giving you the right of way.
Now, this list is by no means comprehensive, Buy Ambien Without Prescription. I’m sure you can think of plenty more items to add, Ambien coupon. Ambien results, (Feel free to do so by commenting below.) These are just the ones that bother me most.
So what can you do about it, Ambien dose. Ambien long term, How can you raise your customer experience factor, and maximize every penny you spend on advertising?
My suggestions:
First, buying Ambien online over the counter, Doses Ambien work, make sure every person in your organization understands that the customer’s needs are to be placed on a pedestal. Buy Ambien Without Prescription, Heck. It’s the reason you’re in business, australia, uk, us, usa, Ambien forum, and it’s the reason your employees have a job. But don’t stop short, buy Ambien from canada. Ambien dosage, Spell out exactly what it means to put the customer needs on a pedestal, which includes how employees should behave when on the job and in the presence of customers.
- Train employees to be well-versed on the products and services you sell, Ambien steet value. Online Ambien without a prescription, And be sure your staff knows exactly how to handle special cases such as out-of-stock or backordered items, and special orders.
- Install back up systems during busy periods, canada, mexico, india, and have plenty of staff available to help customers -- no matter the point of contact with your business -- whether it be in-store, on the phone, or via email. In other words, never allow a single customer to fall through the cracks.
- Get down in the trenches, Buy Ambien Without Prescription. Yes, this means you. It drives me bonkers whenever I hear a business owner talk about their customer’s wants and needs -- yet they hardly ever spend time on the floor, or on the phone talking with the customer. Hey, if for some reason this doesn’t work for you, at least get the scoop from your front-line employees who are in direct, daily contact with your customer.
- Create a Customer Experience Factor Checklist to help you grade your ongoing performance and update your systems regularly. (You can even download a good one on Michele Miller’s website. Buy Ambien Without Prescription, Or, for all you iPhone and iPad users, download Mike Dandridge's PEF Matrix app.) This would have helped Tempur-Pedic avoid giving customers outdated information on its website.
- Fire any employee who refuses to comply with your prime directive of placing the customer’s needs on a pedestal. Yes, I said fire. Your business lives or dies by the customer experience you provide. There’s just no space for an employee who falls short of delighting the hell out of your customers.
Got it. As you can see, it’s silly to blame advertising for all your company’s ills. So before you play the blame game, take a clear-eyed and objective look at the experience you’re delivering, and I promise you’ll convert more customers and multiply the impact of your advertising dollars.
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Buy Phentermine Without Prescription, I’m concerned that you may be sabotaging your advertising efforts... Phentermine interactions, and it has nothing to do with poorly written ads, or choice of media, Phentermine dangers. What is Phentermine, Truth be told, I’ve carried this concern for a long time, where can i buy Phentermine online. Where to buy Phentermine, But it took a customer experience meltdown to remind me that I need to make sure you’re maximizing every penny spent on advertising.
But first, online buy Phentermine without a prescription, Purchase Phentermine, let me fill you in on what happened...
For the past two years, I’ve struggled to find a pillow with just the right amount of comfort and density to alleviate the pain coming from my arthritic neck, Buy Phentermine Without Prescription. Nothing too hard, Phentermine treatment, Fast shipping Phentermine, or too soft. And I didn’t want a pillow that would flatten after a week of use, Phentermine description. Phentermine from canadian pharmacy, So after researching online, I decided Tempur-Pedic pillows were worth considering, Phentermine use. Cheap Phentermine no rx, But priced at one hundred smackers or more, depending on the model, Phentermine mg, Phentermine without a prescription, I wasn’t going to order one online and take the chance I would like it. Buy Phentermine Without Prescription, Nope. I wanted to plop my noggin’ on a few styles to make sure the pillow was right for me, Phentermine from canada. Phentermine over the counter, Luckily, Tempur-Pedic’s website has a nifty dealer-locator feature that directed me to five nearby retailers that carry Tempur-Pedic pillows, purchase Phentermine online. Phentermine photos, So far, so good, Phentermine gel, ointment, cream, pill, spray, continuous-release, extended-release. Is Phentermine addictive, Right.
Yes, but here’s where things unraveled pretty quickly, Buy Phentermine Without Prescription.
Rather than drive around town all day, Phentermine brand name, Buy Phentermine no prescription, I phoned each of the five local Tempur-Pedic retailers to get the scoop on prices and models available. Here’s what I found:
- Store A -- a big box chain retailer -- immediately placed me into "Automated Phone System Hell." Frustrated, Phentermine pics, Japan, craiglist, ebay, overseas, paypal, I hung up and moved on to the next retailer on my list.
- Store B -- a local furniture shop -- acted like I was a nuisance, and even chided me for calling during Saturday peak times, Phentermine wiki. Phentermine overnight, The associate refused to take the time to tell me which models of Tempur-Pedic pillows the store stocked. Her reason: She was too busy helping other customers who were shopping in the store’s showroom, buy Phentermine online cod. Buy Phentermine Without Prescription, What. Phentermine no prescription, You mean you didn’t have someone else on staff that could answer my questions. Not good, where can i buy cheapest Phentermine online. Phentermine pharmacy, Not good at all.
- Store C -- a mattress retailer -- didn’t provide much help either. The salesperson seemed confused by my inquiry, Phentermine price. He kept talking about Tempur-Pedic mattresses, Buy Phentermine Without Prescription. Phentermine cost, When I pointed out that I was interested only in pillows, he replied that Tempur-Pedic doesn’t sell pillows, Phentermine online cod. Cheap Phentermine, Evidently, he was clueless.
- Store D -- a local furniture shop -- no longer carried Tempur-Pedic pillows. Next.
- Store E -- another local furniture shop, and the final retailer on my list -- carried several models of Tempur-Pedic pillows including the ones that interested me most, but didn’t have any remaining in stock. Determined not to lose a sale, the crafty salesperson offered to sell me the floor model. Buy Phentermine Without Prescription, Really. The floor model. With everyone’s grimy head stains on it. No thanks. I’m not even sure that’s legal. Even if it is, it’s definitely the wrong approach to take with a customer, Buy Phentermine Without Prescription. Why not just offer to order a pillow for me. Or, tell me when stock will be replenished?
Now, before we place all the blame on the shoulders of these five retailers, I want to acknowledge Tempur-Pedic’s role in this debacle. The company must accept responsibility for providing customers with a less-than-accurate dealer locator system on its website. Don’t you agree.
Bottom line: Delivering a poor customer experience may be costing you sales. Don’t gamble your hard-earned advertising efforts until you’ve fixed the leaks in your boat. Or as Bill Bernbach put it, “It’s always a mistake to make good advertising for a bad product.”
In Part Two of this post, we’ll look at some quick and dirty tips on how to raise the level of your customer experience.
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(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.)
What is the felt need of your customer that you are willing and able to meet?
Buy Modafinil Without Prescription, Persuasive communication demands relevancy. Which means your marketing message must communicate an idea, purchase Modafinil for sale, Real brand Modafinil online, feeling or outcome that the customer truly cares about.
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But don’t grapple with this question all on your own, Modafinil pictures. Tap into the knowledge and experience of your front-line employees Buy Modafinil Without Prescription, . Order Modafinil from United States pharmacy, Staff members in direct, daily contact with your customers will likely provide an eye-opening perspective and move you imminently closer to uncovering your customer’s felt need, Modafinil no rx. Modafinil used for, Still, the search for your customer’s true motivation to buy might elude you or otherwise lie off the beaten path, Modafinil australia, uk, us, usa. Modafinil recreational, In this case, look beyond the customer’s logical need and zero in on a dominant, buy Modafinil without prescription, Modafinil reviews, driving emotion.
Consider that a car buyer doesn’t purchase a BMW simply as a means of transportation, Modafinil samples. No, a used Honda Civic sufficiently gets you around town. BMW has become a status symbol, Buy Modafinil Without Prescription. Taking Modafinil, And the motivation to buy the “Ultimate Driving Machine ®” – the customer’s felt need – comes from the desire to signal one’s wealth or success.
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What are your company’s limiting factors?
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Harvard Business School professor, Youngme Moon says, “Ten years ago, Volvo was a brand known for its practicality and safety, whereas Audi was a brand known for its sportiness; nowadays Audi outperforms Volvo in safety tests, whereas Volvo advertisements work to assure customers that its cars are fun to drive.”
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