Fishing For Customers

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Getting Your Name Out There What's a name association, and how does it make memory work?		Time Wants Me Back A practical example of the effect of frequency on an offer to purchase.
A Customer Service Story A tale of memorable customer service.		Yesterday I Noticed A Subliminal Advertising Executive...  For Half A Second The truth about subliminal advertising.
When Is Advertising Season? How should a seasonal business plan to spend it's advertising dollars?		Customer Service Equals  Two Letter Grades Service can improve the perception of product.
A Coffee Shop On Every Corner A practical example of the difference between a transactional advertising strategy and a relational advertising strategy		My Father's Example Can you bribe customer evangelists?
Coffee With Danny What do you do during the slow season?		Hippocrates Golf Lesson Advertising practitioners must first do no harm.
Fearing Customers What if they all want their money back?		Relational, Not Relationship When customers shop in a relational mode.
How Big Is Your Reputation? And when can you afford to stop advertising?		Bragging Rights Noteworthy accomplishments of  Wizard of Ads® partners.
Passing The Torch  (Torching The Past) Part 1 The way you've been marketing your goods and services is about to fail.		Passing The Torch  (Torching The Past) Part 2 What to do to keep your marketing from failing with the emerging generation.
Salmon And Marketers Why swimming against the current will wear you out and leave you dead in the marketplace.		Somebody Tell Lord Leverhulme Half of your advertising is wasted.  Would you care to know which half?
Love And Indifference, Part 1 Customer Evangelists, Vigilante Customers, and minimum expectations.		Physicists, Piano Tuners,  And Market Research The Fermi Question is a tool for marketers to quickly estimate the size of a potential market.
Love And Indifference, Part 2 The only path to profitable growth may lie in a company’s ability to get it’s loyal customers to become its marketing department.		Are Your Ads Working?   Can You Prove It? Rosser Reeves classic test to determine "conversion factor" or "usage pull" of your ads.
Love And Indifference, Part 3 The one simple question to determine whether you're turning regular customers into Customer Evangelists.		The Big Lie If your ads do not reinforce what potential customers believe about your business, you’re wasting your ad budget.
When You Lie To Prospects When you make unsubstantiated claims which don't "ring true" with people's life experiences, they believe that you lied. They conclude that you can't be trusted. They quietly decide to never do business with you.		Missing The Obvious If radio and TV stations, and newspapers and magazines want us to stop going to satellites and the internet, they need to come up with better content.
Would You Like Fishing For Customers In Your Mailbox? Sign up for our free e-Mail version.		Monday Night Blues I came to your site as a volunteer.   Make it easy for me to buy.
What The Personals Ads Can  Teach Us About Advertising Five rules for focused direct-response marketing.		The Definition of Marketing Best-selling author Cindy Cashman is not a writer, she's a marketer.
Would You Like Fries With That? The gentle art of upselling.		Wishin' Don't Make It So Advertising can not fix a broken business.  It's all about your customer's Personal Experience Factor (PEF).
Reading Comprehension  At 70 Miles Per Hour Some good examples of outdoor advertising on a recent trip across Texas.		Bad Seduction Good advertising doesn't harangue, it seduces.  And when you make marketing decisions based on bad information, you'll make bad decisions.
Media's Dirty Little Secret Stop listening to the "we reach the right people" sales pitch from your media reps.  They don't, and you're asking the wrong questions.		The Long And Short Of Persuasion Sometimes people ask the wrong question. The wrong question, in this case, is “Which sells better? Long copy or short copy?”
What's In A Name? Names are important. A businesses name is the foundation upon which it's image is built.		What's Your Story? Do you need a story? If you’re determined to develop a brand, you do.
Recipe For Customer Churn Customers have their own reason for not doing business with you.  And their reasons don’t look anything like yours.		One Quick Question Literally.
One Easily Remembered Point What to include in your advertising copy.		What Do Consumers Call It? Imagine how customers would respond if you spoke to them in their own terms.
Politics, Religion, & Advertising Did the ad fail because people don't know about Mr. Advertiser? Or because they do?		Advertising, And  The Renaissance Man There may be satisfaction in being a “renaissance man,” but there isn’t much money in it.
Where Do You Hide When There's No Place To Hide? In the old days (before interconnectivity), a dissatisfied customer was likely to be lost in the advertising noise. Now customers are ignoring ads in ever increasing numbers and paying much more attention to each other.		A Coffee Shop On Every Corner You don’t need people to drive clear across town. You have thousands of them walking by your store every day. Thousands. What we need to do is convince those people to walk in through your door.
Budgeting For Word Of Mouth To be noticed, and to be so unusual that people want to talk about it, you have to be so far above the norm for your industry that your competitors would never even think about doing what you’re doing.		The Big Three And The Single Quarter Manager The Single Quarter Manager’s objective is to make himself look good in the short term, without ever considering the long term effect of his actions on the future of his company.
Investing In A Bad Economy For that matter, why are we discussing economics in an advertising column?  Simple. An economic recession is your chance to “buy low.”		Feel The Need Advertising can’t convince people to purchase something that they don’t already feel the urge to own.
Lies Of Omission The more truthful you are, the more comfortable, safe, and unthreatened potential customers are with you. Help your potential customers to trust you, and they will buy with confidence.		Feel The Need, Pt. II Pet Rocks get quoted every few years as an example of advertising that created demand for a product no one needed. That's not really what happened.
A Priest, A Minister, And A Rabbi Walk Into A Bar Advertisers and account executives keep telling ad writers to be funny, and ad writers keep trying to be		The Circle Layout Marketing consultant George S. Cullinan believed that the art department should never be trusted to correctly lay out the advertising.
This Ad's So Bad It's Good Claiming an ad is so bad it's good, generally means the ad is so obnoxious that it's difficult to ignore.		What I Know About Writing Ads I Learned In High School Get familiar with this diagram. You can use it to create effective advertising copy for radio, for newspapers, for flyers, for sales letters, for television ads.
Using The Persuasion Diagram To Make A Radio Ad Let’s create an ad using the Persuasion Diagram.		Applying The Persuasion Diagram To Newspaper Ads How much different will our content be for the newspaper? Surprisingly little.
How Will Advertising  Affect My Sales? People will drive by and see your sign. Some will walk in to see what you have to offer. Some will buy.   You advertise to reach people who never drive by.
Fishing For Customers Links A collection of web sites with free and useful information on the marketing of small retail and service businesses, direct marketing, branding, and marketing on-line.		Example Ads From Chapter Seven Each of these ads was designed to draw attention to that business' most profitable customers.  Your ads probably should be different.  Effective ads are never "off the shelf."
Consultation If you have an owner-operated business, consultation with a Wizard of Ads® partner can be one of the most valuable business tools available.		Marketing Strategy What's the Impact Quotient of your current message?  How memorable?  How compelling?  Combined with more efficient media planning, you'll believe your advertising is on steroids.
Media Negotiation Wizard of Ads® can invest your dollars to reach a greater number of people with greater repetition.  Combined with a more memorable and compelling message, the response to your ads can improve by multiples.		Custom Think Tanks If we don't already have a specialist in your field, we'll find one and add him (or her) to your team. Talk to us about flying a team to your location for a day-long customized high-powered idea machine.

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