The Wizard Chronicle
How to Attract, Convert, and Delight CustomersBy: Wizard of Ads Partners Editor: Craig Arthur
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Entries from May 4, 2008 - May 10, 2008
Breakthroughs...
"Collaboration is promoted on the assumption that 10 people are smarter than one person. But breakthroughs are usually the gift of a solitary figure, often working alone through the night." – Roy H. Williams
Are You Mining the Gold in Your Client List?
"You must have staff designated to implement the process. Everyday. Not just when business is slow."
Regular dental check-ups are something my wife and I want for our little girl, Bridget. (2-yrs)Six months ago, we booked Bridget in for her first dental appointment. It was with 1300SMILES. Why? They have a dentist who specializes in children’s teeth. More importantly, this dentist makes visiting the dentist fun.
Bridget had a ball at her first visit. She came home with a dental mask, gloves, a toothbrush and toothpaste. For the next week, when brushing, we had to put on the mask and gloves while Bridget wore sunglasses… just like at the dentist.
Six months later, we receive a post card in the mail addressed to Bridget, reminding us to book her in for a check-up. This immediately went into the must-do-basket.
However, life got in the way and we failed to pick up the phone and make an appointment.
Not to worry, 1300SMILES called us as a follow-up to the postcard. This time we booked Bridget in.
Wizard News - Boom Your Business (London)
Guest speaker: Wizard of Ads Partner, Peter Nevland
Finding the Story of Your Business
Can you put yourself in your customers' shoes? How do you know what questions they're asking? How can you let them know that you've been where they've been? Using photography, poetry, business models and his own life experiences, Peter will revolutionize the way you interact with your customers.
The Pursuit of Crazy Little Ideas That Won't Go Away
Where: Sion Centre, 34 Chepstow Villas, Bayswater, London,W11 2QZ
When: 13th May 2008
Time: 7pm
E-mail: john@wizardofads.co.uk to book advance tickets
Wizard News Advertising Success & Business Growth, Begins With Strategy
"If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail." - Morris Hite
A New Perspective...
"We cannot change the cards we are dealt, just how we play the hand."- Professsor Randy Pausch, Author of 'The Last Lecture'
Randy is a happily married father of 3 young children.
Randy is dying of cancer.
Randy chooses to live each remaining day.
Are you?
I never met Randy.
I wish I had.
If you feel like me, I suggest you watch the video or go read his book.
Which Media Should I Buy?
Which Station Should I Buy?... How Can I Reach the Right People?
If you are asking these questions before you uncover your message, you are about to make one of the biggest mistakes in advertising.
Customer Profiles... (Hear the Memo)
I’ve never seen a business fail due to reaching the wrong people. But if you listen to advertising sales reps, “reaching the right people” will solve all your problems.And guess who has exactly the right people for you?
The conversation usually goes something like this: the sales rep says, “Tell me, who is your customer?”
“Blah, blah, blah.”
“Really? That’s exactly who we reach! What a fit! It’s like a hand in glove, a marriage made in heaven! We reach your exact customer profile!”
Here’s an idea. Call every advertising sales office in your city and tell them you want to advertise with them. Let’s see how many of them say, “Sorry, your customer isn’t who we reach.”
The myth of “the right people” is a myth every business owner wants to believe because it keeps them from having to make uncomfortable changes. “Our selection isn’t off-target, we’re just reaching the wrong people.” “Our prices aren’t too high, we’re just reaching the wrong people.” Traffic isn’t down because our ads are flaccid, we’re just reaching the wrong people.”
In truth, “the right people” are easy to find.
They’re everywhere.
And they know each other.
And they talk.
The right message works regardless of which media delivers it.
The wrong message disappoints you and your customer alike.
Advertising, Marketing, Copy, Media