Wizard of Ads Partners

"Hell, there are no rules here-- we're trying to accomplish something." - Thomas A. Edison

"... consists of seeing what everybody has seen... and thinking what nobody has thought." - Albert Szent-Gyorgyi, in Irving Good, The Scientist Speculates (1962)

By Michael Keesee, Wizard of Ads Partner

Here's a secret from the best producers of television advertising: write the words first. Then match the visuals to reinforce your message.

I can prove it. Turn off the sound and see which ads make sense. Then turn the sound up and try it again without looking at the screen. Most of the time the audio alone can carry the message. Most of the time the picture alone can't.

Many will claim television's power is in its pictures. They're wrong. Television's power is in it's ability to demonstrate.

Show the six-year-old making toaster waffles, or the clean dishes coming out of the dishwasher. Show how easy the prepackaged skillet breakfast is to prepare, or how even your arthritic Grandmother can open jars with the new cap snaffler.

Show people using your product or service and having great results, but match that picture to the selling message your words have already created. If your words alone don't carry the message, better rewrite until it does.

By Steve Clark, Wizard of Ads Partner & CEO of New School Selling

Special offer: "Prospecting to Fill the Pipeline"

While you may not be able to implement all of these ten strategies, read each of them carefully and ponder how you might creatively use them in your business or practice.

1. Raise your current prices and fees
This is a no brainer and requires little skill. However, it does require a lot of  courage. The reality is that people will pay you more than you are currently  asking. Maybe not 50% or 100% more but certainly 10% - 30% more. All you  have to do is convince yourself of this and transfer this conviction and  confidence to your buyers. 
 
2. Change your target market
Start going after the type of clients who are not price shoppers. While price is a consideration in most buying decisions, research shows that less than 10% of buyers buy strictly on price. You must retrain yourself that price is not the reason most people don't buy from you. It may be that they don't trust you or they don't  see you as an expert or they don't see the value in what you offer. Whatever the reason, it isn't price.
 
3. Stop giving stuff away for free
Sales people are notorious for giving away products and services for free. Some where in their head they have the idea that if they will be nice and give "more value" (that usually means the company's resources) they will be elevated and achieve exalted status in the eyes of the buyer. That's rubbish. The reality is that the more you give away the more they want for free and the harder it becomes to get them to pay for future products or services. The solution: Charge for everything.
 

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"Never hold discussions with the monkey when the organ grinder is in the room." - Sir Winston Churchill

By Tom Wanek, Wizard Partner & Wizard Academy Adjunct Professor

(Join Tom and Wizard Partner, Mike Dandridge at the 2-day academy, "Fight the Big Boys and Win," May 13-14, 2008.)

Little white lies never hurt a soul.

Hmmm. Sounds like the justification of a charlatan, doesn’t it?

In business, ad-speak is the kissing cousin of little white lies.  Seemingly harmless.  Swarming all around us.

“We’ve got the lowest prices and best selection. Guaranteed.”
“Service with a smile. Service you can count on.”
“Trust us. We’ve got an honest mechanic on duty.

Boasting and happy-talk sounds like a ringing cash register to the ears of the business owner.  But talk is cheap. And all the customer really hears is, “WHa-WHA-wHa-Wha-Wha-whA…”  

Skepticism shields customers from the onslaught of hollow promises.  Their advice to the business owner: Stop telling us what you’re good.  Show us what you’re good at.

Customers are looking for proof your business is as advertised.  And the nonverbal signals your business sends provide them with this proof.

Are you consciously planning your signals, or are you simply leaving them up to chance?

Reinforcing your words with action takes hard work and courage.  Gaining the trust of your customers isn’t free.  It comes at a price.

What are you willing to spend to gain credibility and trust?

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