Touch Points

When Is Advertising Season?

This is from Wizard of Ads Partner - Chuck McKay from his blog: Fishing For Customers

Mr. McKay:

I read your book with great interest. You indicated that it takes about 13 weeks for radio ads to begin to work. Our business is remodeling, specifically decks, patio rooms, windows and doors. The phone stops ringing from about December through February. Should that influence my radio advertising? If so, how?

Thank you for any recommendations.

Jim
Ashland, OH.


Hi, Jim:

Are you looking for transactional business or relational business?

You see, it's much more work to calculate efficient advertising for a company which is attempting to attract transactional, or price-oriented customers. First, that company needs to determine when the decision to buy is made. Many times it's not even close to the time of the actual purchase...

Roy H. Williams MMM for Feb. 21, 2005

Confidence
Where to Get It and How To Keep It

Getting confidence and keeping confidence – emotional muscle – is like getting and keeping any other muscle; it just requires daily exercise.

But where does confidence come from? Is it merely a feeling – the product of an optimistic attitude gained through positive thinking rituals learned at motivational seminars – or is it something more substantial?

According to Baltasar Gracian, confidence comes from authority, "…and the highest authority is that which rests on an adequate knowledge of things and long experience in different occupations. Master the subject matter and you will come and go with grace and ease and speak with the force of a teacher; for it is easy to master one's listeners if one first masters knowledge. No sort of abstract speculation can give you this authority; only continual practice in one occupation or another. Mastery arrives from an action done often and well... Authority originates in nature and is perfected by art. Those who attain this quality find things already done for them. Superiority itself lends them ease and nothing holds them back: they shine, both in words and deeds, in every situation. Even mediocrity, helped out by authority, has a certain eminence, and a little showiness can make everything come out right."

Keys to confidence:

1. Do your homework. Know what you're talking about. Study, prepare, experiment, then experiment some more. Become an expert. Prepare true answers – not canned responses – for the questions you'll probably never be asked.

2. Tell the truth. You can't have real confidence when you know you're lying. A lie that makes you a dollar today will cost you a hundred dollars tomorrow due to the erosion of your own confidence. When you don't know the answer, say, "I don't know, but I'll find out and get back to you," and then do it for the building of your own confidence even if you suspect the person has utterly forgotten your promise. The confidence you gain in yourself will make the whole exercise worthwhile. There's that word again; exercise.

3. Be a Little Bit Showy. Most people are average, and average is always boring. Experts, due to their deep knowledge of the subject and the ease with which they speak of it, are free to be entertaining. And the response you get to your performance will only increase your confidence.

Baltasar Gracian, by the way, lived three and a half centuries ago but his advice remains on target because some things never change.

Roy H. Williams

PS – Increase your ad-writing expertise and confidence, March 24 and 25 at Wizard Academy in Austin. Ad Writing 101 will soon be an online course taught by the wizard himself in a series of 12 streaming video sessions. But once in a blue moon the wizard will teach these 12 sessions "live and in person," and include a series of short workshop sessions where you will be asked to demonstrate each of the skills you've just learned. One of these ultra-rare blue moons will be happening Thursday and Friday, March 24 and 25, but I can't be sure when or if it will ever happen again. (The wizard is very unpredictable in these matters.) My advice is to register now before the class is sold out. – Dr. John Davis, Dean of Curricula, Wizard Academy.

Roy H. Williams MMM for Feb. 21, 2005

Confidence
Where to Get It and How To Keep It

Getting confidence and keeping confidence – emotional muscle – is like getting and keeping any other muscle; it just requires daily exercise.

But where does confidence come from? Is it merely a feeling – the product of an optimistic attitude gained through positive thinking rituals learned at motivational seminars – or is it something more substantial?

According to Baltasar Gracian, confidence comes from authority, "…and the highest authority is that which rests on an adequate knowledge of things and long experience in different occupations. Master the subject matter and you will come and go with grace and ease and speak with the force of a teacher; for it is easy to master one's listeners if one first masters knowledge. No sort of abstract speculation can give you this authority; only continual practice in one occupation or another. Mastery arrives from an action done often and well... Authority originates in nature and is perfected by art. Those who attain this quality find things already done for them. Superiority itself lends them ease and nothing holds them back: they shine, both in words and deeds, in every situation. Even mediocrity, helped out by authority, has a certain eminence, and a little showiness can make everything come out right."

Keys to confidence:

1. Do your homework. Know what you're talking about. Study, prepare, experiment, then experiment some more. Become an expert. Prepare true answers – not canned responses – for the questions you'll probably never be asked.

2. Tell the truth. You can't have real confidence when you know you're lying. A lie that makes you a dollar today will cost you a hundred dollars tomorrow due to the erosion of your own confidence. When you don't know the answer, say, "I don't know, but I'll find out and get back to you," and then do it for the building of your own confidence even if you suspect the person has utterly forgotten your promise. The confidence you gain in yourself will make the whole exercise worthwhile. There's that word again; exercise.

3. Be a Little Bit Showy. Most people are average, and average is always boring. Experts, due to their deep knowledge of the subject and the ease with which they speak of it, are free to be entertaining. And the response you get to your performance will only increase your confidence.

Baltasar Gracian, by the way, lived three and a half centuries ago but his advice remains on target because some things never change.

Roy H. Williams

PS – Increase your ad-writing expertise and confidence, March 24 and 25 at Wizard Academy in Austin. Ad Writing 101 will soon be an online course taught by the wizard himself in a series of 12 streaming video sessions. But once in a blue moon the wizard will teach these 12 sessions "live and in person," and include a series of short workshop sessions where you will be asked to demonstrate each of the skills you've just learned. One of these ultra-rare blue moons will be happening Thursday and Friday, March 24 and 25, but I can't be sure when or if it will ever happen again. (The wizard is very unpredictable in these matters.) My advice is to register now before the class is sold out. – Dr. John Davis, Dean of Curricula, Wizard Academy.

It's Always Something

Michele Miller of "Wonder Branding" blog fame: writes this excellent article about the idiocy of making assumptions.

"I've done everything possible to create good relationships with my female clients," a doctor announced to me during a recent seminar, with just a hint of smugness.  "I've decorated my office with soothing colors and have a fountain in the waiting room to ease any nervousness.  There are a variety of magazines on the coffee table that appeal to different personalities... I even have a cappucino corner where patients can make themselves a beverage.  I've covered all the bases - there's nothing left."

I let his statement hang like Air Jordan for a few ticks of the clock, then asked him,

"How long do your patients have to wait in the waiting room before they're escorted in to see you?"

It was like hitting him with a two-by-four.  One of the most important aspects of the patient experience, yet he was so far inside the bottle he couldn't see it.  How much simpler it would have been to focus on the biggest complaint that most patients have these days - interminable waits without explanation - instead of interior decorating or refreshments.

When approaching the topic of marketing to women, stop thinking feminine.  Instead, focus on the logical:

1.  Use that bad rap to your advantage.  Nearly every business category or industry suffers from some kind of stigma.  What is the biggest complaint about your colleagues?  Find it, then fix it.  There's a reason for all of those lawyer jokes - wouldn't it be refreshing to find an attorney who gives it to you straight and treats you with respect?  Many companies have customer service departments - do you really have to be put on hold for more than 30 minutes?

2.  Put up or shut up.  Sometimes, boasting about what you do for female consumers is meaningless if you're not focused on what the customer wants or needs.  It's like Mike Vrabel doing a victory dance in the end zone without actually making a touchdown.  Sure, Best Buy is testing female-oriented and concept stores but what if, as Peter says, there are 35 people standing in line with only two flustered clerks at checkout?  Sorry fellas... saving time beats nice carpeting any day.

3.  You don't have to be a mind reader.  Your loyal customers are there for a reason, and it isn't just to give you their hard-earned money.  There's a reason they do business with you... and they'll like you even more if you ask their opinion.  No business is perfect; there's always room for improvement.  Brain configuration and heightened sensory awareness help women notice the finest of details - their suggestion of a subtle change in the way you do business can mean the difference between ordinary profit and miraculous growth.

Get your head out... of the bottle.  What is one thing you can do, today, to enhance the customer experience and get people talking?

"A Pro."

This article is from Wizard of Ads Partner Tim Miles on his blog "some Sound Thinking." He captured the essence this interview with Morgan Freeman beautifully and I share it with you here and now:

Arrived wired in Marion, Illinois, last night at around 11:00pm ... here to give two one-day workshops ... back in the land where I cut my teeth in this business.

Couldn't sleep so I flipped on PBS and caught Morgan Freeman being interviewed by Charlie Rose, and they were talking about how damned difficult it was to make it as an actor.  It particularly caught my interest because an old friend - the son of another old (and really dear) friend - has finally reached his tipping point in the business after eight years of hard work.  You may have seen Ben Falcone as Howard, the odd neighbor, on NBC's Joey.  He's also in a new Bud Light spot, playing a football referee, that features Leon.

Rose was asking Freeman about lessons learned in his early years of struggle.  He told a story about finally getting a break and being cast in a Broadway production of "Hello, Dolly!" starring Pearl Bailey.  Rose asked him what Bailey was like.

"A Pro," Freeman said simply, and Rose pushed him to elaborate.

Then he told a story of how, at curtain call, after the cast took their bows, Bailey would playfully bring a few members of the audience up on stage and have her fun with them for a while.

Each audience ... eight shows a week ... week after week.

Freeman said his fellow cast members grew frustrated and snippy:  "We've already done our job.  We worked hard and did what we were paid to do.  We don't want to stand out here and mess around with the audience.  We've done our job. "

And Freeman just thought to himself, "You're going to be unemployed again in about six weeks, and you're complaining?  Ms. Bailey never has to work again, doesn't need to work now, but she's doing something extra - something unexpected - every damn night.  Eight shows a week she reaches through and does that something extra."

"A Pro," he said again quietly.

Are you giving something extra?  Freely offering some additional delight factor to those who pay you for your talents?  Leaving them with something they'll never forget ... and tell all their friends about?

Or are you simply doing your job?

The Hovermeister

Michele Miller wrote this, but these could be my exact words. The point is: Thomas is a genius (and he's always game for a couple of Dos Equis and some great music in Austin)

I travel to Austin on a regular basis for Wizard of Ads business.  It might be for client meetings, partner think tanks, or the Wizard Academy.  More often than not, one of the participants is partner Thomas Tucker - webmaster for the Wizard of Ads sites and owner of Hover Studios web design firm.  He can usually be found at the back of the room, quietly (and deceptively) absorbing all that is going on.  Just when you've forgotten he's back there, he'll pop up with a comment or solution to a problem that leaves you smiling and shaking your head in wonder.

Thomas announced today that he's taking the Wizard of Ads philosophy -- give away your expertise and it will reward you tenfold -- and applying it to Hover Studios.  If you're interested in getting a free website, check this out.

As Thomas puts it:

Desperately need a new start to your online presence but can't foot the bill? That's ok with us!

Starting in 2005, Hover Studios will be giving away a free standard website development, built off of our one-of-a-kind Control Panel technology, to a random Newsletter recipient, every other moth.That's six chances to win per year! January's winner has been chosen! Are you registered for the March giveaway?

Sign up, read some great advice, and get a free site worth more than $7.000.00. What all does this site include? Check out our winner for January, Mr. Matt Jones at  TwinMountainAutoSpa.com! Matthew wanted a design that looked similar to our Hover Studios site, and we were happy to oblige. Congratulations on your new site, Matthew!

Thomas knows that planting the seeds of wisdom and knowledge for others is the first step toward building relationships with customers.  He considers it an honor each time someone asks his advice and he genuinely wants to help those who are just getting started.  After all... once those people grow a little, have money to spend, and need more expertise, who are they gonna call?

Thomas says, "Massive respect will come with time, and then will come massive money.  For now, let us be teachers of men and good friends to each other."

I say, Isn't this the guy you want building your website?

MMM for February 14, 2005 by: Roy H. Williams

Running with the Beagle in my Brain
A Politically Incorrect Search for Adventure

This year marks the 400-year anniversary of the publication of Don Quixote, so I seized the opportunity to spend some hours in the study of 1605. (Arooo! Aroo-Aroooo!) And as all such beagle runs will do, this one led to a delightful surprise in the form of one ‘Baltasar Gracian,' a Spaniard who was 4 years old when Don Quixote was published and 15 when Cervantes died...

Your Life is a Journey, but where is it taking you?

Roy H. Williams' MMM for Monday February 7, 2005

You had friends and laughter, adventure and romance. Remember the halcyon days of your youth? But then the friends went away, the laughter faded, the adventure ended and the romance was over.

It was time to go to work.

Do you ever feel like you're wearing ankle irons, condemned to row forever with the other galley slaves in the dim life below ship's deck? "I too have had my dreams: ay, known indeed the crowded visions of a fiery youth which haunt me still." - Oscar Wilde

One of the happy accidents of Wizard Academy...