Truth Detection

Truth Detection

by | Apr 12, 2022 | Marketing and Advertising Insights, Sound ADvice

Marketing and advertising are all about winning in the court of public opinion and it’s a tough and skeptical jury you are facing. Many of us have been misled by sales pitches or outrageous advertising claims in the past. In short, they are justifiably skeptical of offers made via advertising today.

When preparing for trial, good attorneys are prepared. They have a plan of attack and will often present their case from different angles. Advertising, over the long haul, should be approached in much the same fashion.

There’s an old saying, “facts tell and stories sell”. This is true whether in the courtroom or in advertising.  Facts can and will validate your claims. However, it’s a good compelling story that makes it believable and memorable.

In the courtroom, lawyers will tell the same story from several different perspectives and angles. Advertising should use the same approach. Different stories told from different angles will have a different impact on different jurors/consumers.

In many famous court trials, the attorney that can tell the best story, using the cleverest lines, oftentimes win.  Remember the famous line, “If it doesn’t fit – you must acquit”. Many experts agree that this one line is what swayed the jury.

The smoking gun is an irrefutable piece of evidence that convinces the jury “beyond a reasonable doubt” that your case is sound. In advertising, there are several ways to convince the public that your business is the one they should choose!

For your advertising to be successful, you must, over time, convince the public that your business is a viable and reputable option.

Does your advertising win in the court of public opinion?

Click here to read the Eight Ways to Validate Your Advertised Claims.
More Powerful Than Digital Advertising

More Powerful Than Digital Advertising

by | Apr 5, 2022 | Marketing and Advertising Insights, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

Over the past couple of decades, the biggest growth in advertising expenditures has been digital.  I’m talking about nearly anything online, from websites, to apps, to Google ads, Social Media Ads, all of it together has consistently seen growth in the double digits, percentage wise.

This is a good thing, by the way.  Technology is always evolving and automating tasks… that help us be more productive.  Our company just upgraded our CRM system this year from an older, non-intuitive software system to one that was designed specifically for our business.

As we learn to use and trust new tech, we might think that it can replace nearly everything that people used to do.

However, you and I are still people and we still use Human Relationship Principles in our daily lives.

Sure, I mostly trust my digital tech to pay bills and order a pizza, but when it comes to picking a dentist, I want another human being’s input, not just a techy.

The Trust Factor.

It is one of the most important elements of being human.

A recently released study from MarketingCharts.com says that Word Of Mouth Beats Websites, and they also list a few other ways to spread the word.

Word of Mouth has nearly DOUBLE the Trust Factor over branded websites.

Word of Mouth more than DOUBLE’s the Trust Factor on online consumer reviews.

What if there was a way to take the power of Word of Mouth and make it spread faster than just me telling my friend one at a time?

There is.

I’m referring to something I’ve referred to as “Word of Mouth with a Bigger Mouth”  It’s my radio station. WOWO, nearly 100 years old and the most powerful Word of Mouth vehicle in Northeast Indiana.

With over 30 radio stations, WOWO is the biggest Talk Radio Station with over 100,000 weekly listeners.

A news/talk format with local hosts and newscasters is a trust machine.  Thousands tune in every morning to WOWO for news, weather, sports and current events.  Our two local hosts, Pat Miller in the afternoon and Kayla Blakeslee in the morning do the ultimate Word of Mouth endorsement for a select few advertising partners on WOWO and the results speak for themselves.

We actually have a waiting list of businesses that would like to have Kayla or Pat’s endorsement because they will only endorse one business per business category.

This Word Of Mouth with a Bigger Mouth on WOWO reaches tens of thousands of consumers each day.  If you are in the WOWO-land listening area and want to know more, contact me.  Scott@WOWO.com

3 Ways To Grow

3 Ways To Grow

by | Mar 29, 2022 | ScLoHo Sales Tips, Sound ADvice

As owners or managers of a business, it’s our responsibility to not only figure out how to keep our business functioning properly and effectively, but also how to GROW our business.  Staying even or going backward are not options.  Growth is vital!

Growing a business is more complicated than just increasing sales.  Understanding that there are only three ways to grow a business is a great place to start.

1.) Sell more of what you are currently selling.

2.) Sell what you are currently selling for more money.

3.) Add additional product(s) or service(s) to what you are currently selling.

Regardless of how you slice it, nearly everything you can come up with to grow a business will fall under one of these three headings.

We suggest that you look at each area and identify within your business how you might increase your sales.

1. Selling more this year than you did last year isn’t as easy as it sounds and simply opening up your doors and hanging a “We’re Open” sign isn’t the answer. What can you do to get the same people, or new people, to buy more of your products or services?

2. Can you increase prices? If not on every product or service, can you increase the pricing on some of them? Which ones? Identify them!

3.  Adding products or services gets tricky. Think within your business category and then think outside of it. Are there products or services that you can add that won’t distract from or replace your current offerings?

Attracting a customer and getting them to open their wallets can be a difficult and costly process.  But once they’re in your showroom and have their wallets open, an accompanying up-sell is relatively easy.  Once the customer has chosen a new outfit, getting them to consider adding a pair of shoes or belt is relatively easy and it can be a big step towards growing your business.

The formula works regardless of if your business is retail, service, medical, or professional.

If you would like to see a simple worksheet that can help you start the process of utilizing the three ways to grow your business, click here.

Make Your Networking Work

Make Your Networking Work

by | Mar 22, 2022 | Marketing and Advertising Insights, Sound ADvice

Do you network?  Does your networking work?

Regardless of whether you operate a business in a small market or a large one, networking can be one of the most powerful “free” marketing tools at your disposal.

While networking is free in many cases, it’s not as simple as signing up or showing up. Productive networks don’t just happen by default. It takes effort and planning. But, if approached correctly, the rewards can be significant.

Look around your community. Many of the most successful businesses are owned and/or operated by people that are actively involved in the community. Networking does work when it’s worked correctly, and done so for the right reasons!

Rule #1 to being a great networker is “Give before you receive and never keep score”. To paraphrase John F. Kennedy, “Ask not what your network can do for you, but what you can do for your network.” If you’re prepared to give of yourself and your company, your networks will return the favor.

Like all of your marketing tools, a little planning, effort, energy, and financial investment can net huge results over time. The positive effects go way beyond the goodwill you provide to the cause and your community.  Approached and handled correctly, networking will:

  1. Gain valuable knowledge about how other businesses are run
  2. Uncover opportunities and create connections that can enhance your  business
  3. Raise your positive profile in your community and among your peers
  4. Increase your confidence
  5. Provided valuable ideas from like-minded people

If you would like to start networking or make your networking work better, click here to see the 16 ideas and suggestions that can help you develop a successful networking marketing strategy.

Overcoming Ad Blockers

Overcoming Ad Blockers

by | Mar 15, 2022 | Marketing and Advertising Insights, Sound ADvice

Most consumers would agree that ad blocking devices on digital and social media is one of the greatest inventions of all time. As technology advances, it’s gone from the digital world of advertising to the traditional media, specifically TV.  You can now, with the touch of a button, roll through ads without ever seeing them.

But if we’re honest, ad blocking is nothing new. The human mind learned how to block out and avoid annoying ads in all media way before the internet came along. 

Marketing experts have professed for years that there are no media that do not produce results; there are only messages that do not produce results.  They have also known that people don’t dislike ads; they dislike bad ads.

When you’re creating your next message, whether it’s for online or on-air, ask yourself what’s in it for your prospects to listen to (or view) this ad?  Is there any information or entertainment value for the listener?

Advertising guru Roy Williams, also known as the Wizard of Ads, is often quoted as saying, “For some insane reason, advertisers want their ads to look and sound like ads.”

Understanding that NO ONE consumes any media to see or hear ads is key to creating more effective ads. 

A study by Nielsen and Nielsen Catalina Solutions indicates that 49% of a brand’s sales lift from advertising is due to the creative, which refers primarily to the quality and the messaging,  A better message will garner a better response every time.

Click here for a list of tactics you can employ to make your ads more relevant and make your prospects more receptive to your message.