Ads: Direct Connection

Sometimes more is better. About two-thirds of prospects assume you don't offer a product or service if it's not in your directory ad, says research by Donnelly. Three out of four people won't respond to a directory ad if it doesn't specify what they want.

Remember "directory" is a broad category covering a wide range of things: membership books, buyers guides, yellow pages, tradeshow directories, Thomas Register, etc. These ads are different because prospects aren't just browsing -- they're ready to buy. And they know exactly what they want.

I recommend making a bulleted list of all your products or services. It makes scanning the ad easier. I also suggest cross-listing your company under all the headings someone might look up. And refer to your ad in your listing (i.e. "see our ad under 'diagnostic equipment'.") Directory ads reach motivated buyers. Make the most of it.

- Phil Sasso

Sales & PR: Who's "In The Know"?

It's always the other guy's fault.

I was playing marketing P.I. -- sales had slumped and my new client wasn't sure of the culprit. Distributors said they felt no support from the manufacturer. The manufacturer claimed they were almost overdoing marketing: ads, PR, direct mail and more -- so, the distributors must be slacking. Something or someone was suspect.

Then I realized they both were right. My client did lots of marketing. But most of it wasn't on target. And the distributors weren't "in the know". They'd never been sent copies of ads, PR or direct mailers. So the distributors felt neglected and -- consciously or not -- weren't pushing my client's products.

I developed new, on-target marketing campaigns. We sent monthly marketing update packets to distributors. The new marketing excited them. Many sales reps even took magazine ads and news releases within them on sales calls. And, best of all, sales increased. Mystery solved. Case Closed.

- Phil Sasso

I'm extra busy this week. But here's a BOS (Best Of Sasso) Marketing tip I remixed (some old, some new) just for you...


Re-searching...

Beth and I are part of the Gallup Panel ( I don't THINK I'm suppose to keep that secret). We get regular surveys asking our opinions. The last survey about health care was especially thought-provoking -- especially a series of questions about retail clinics. But my answers weren't entirely truthful.

Don't misunderstand me: I didn't lie. I was totally honest. The question asked if I'd visit a retail clinic (like in a Walgreen's http://www.healthcareitnews.com/story.cms?id=5024). So I said what I THOUGHT I'd do. I have no idea what I'd REALLY do until I actually FACE the situation.

My wastebasket diving research may have made you laugh (philsasso.com/blog 10/20/06). But in reality, I believe real world research about actual behavior is often more effective than surveys and focus groups. What we THINK we'd do and what we DO is sometimes very different. Many new products that did well in research have failed in the marketplace for the same reason.

Why? People act differently in artificial situations. They want to sound rational or try to justify their actions. They over think. And in a focus group, one person may overpower the group or peer pressure might make someone say what the group or interviewer wants to hear, not what they really believe.

Plus when no one is looking, we often act differently than even we think we'd act.

Did you ever run out to buy something and return with things you never intended to buy? Sometimes, I return with a bunch of things -- but not the item I originally set out for. Maybe I'm a little dim-witted. Maybe I'm an average man. Or maybe I'm just human.

This is mostly relevant when you're researching routine and low involvement decisions, like inexpensive dry goods and consumables. But people are sometimes just as irrational when making considered decisions on long-term purchases and big ticket items

If you'll excuse me, I'm just about ready for lunch. Something healthy like a salad I THINK. Or maybe not -- once I see the menu.

- Phil Sasso

Ads: If only I had a dollar...

You're bombarded by about 3,000 ad messages a day, says Seth Godin, author of Permission Marketing. That's a million ads a year. Are we really expected to recall any of them? I can't even remember what I had for dinner last night!

How can YOU break through all this advertising clutter? Two quick tips:

1. Run your ads often. Just as an actor repeats his lines to memorize them an advertiser need to repeat his message until the prospect remembers it. That’s why consistent smaller ads outperform larger one-time ads.

2. Develop breakthrough creative. Create magnetic designs and convincing copy. I’ve built hundreds of ads in my career. The most effective ones are always the most creative. To quote one of my ad mentors: "If it don't sell, it ain't creative!"

What TV commercial do you remember? Chances are it’s creative, too.

- Phil Sasso