by Scott Howard | Mar 24, 2015 | Marketing and Advertising Insights, The Not-So-Secret Writings of ScLoHo
From the ScLoHo 2011 archives:
Changes are occurring faster and faster.
I’m sure my parents and even grandparents felt the same way in their lifetimes.
With the speed of technology improvements, it seems that what was last months new thing, is already outdated.
And there is no sign that any of this shows any sign of slowing down.
So how do you ride the wave of the next new thing?
Understand that the Early Adopters are always going to be looking for the next new thing. These people will not make you rich, but if they have influence, they can help push your new thing to Mainstream.
Once the new thing becomes Mainstream, the Early Adopters may or may not stick around, since they are always on the look out for the next new thing.
But Mainstream is where the money is at. If there is money to be made by your thing, this will be the time. If your thing becomes really popular, you will face competitors, more than you can imagine.
What about the Late Bloomers? Typically these are the hardest to convince. Usually no amount of advertising will ever move them to spend their money with you. Word of mouth and peer pressure along with a low price is what gets them to become your customer.
Once you understand this business cycle, you can create a focus, a strategy, and the tactics to make it work, and worry less about trying to please everyone, all the time.
by Scott Howard | Mar 23, 2015 | Really? The Personal ScLoHo
Recently I was talking with a friend about what we do for a living and what our wives do. He and I are in the marketing business. He has a sign shop that creates some pretty unique designs for businesses. I sell advertising, primarily on WOWO Radio.
But our wives are both in the health care field. The work that they do has a direct impact on the lives of the people they care for.
My friend was feeling that while his work was fun, what his wife does is important.
A few seconds passed. I’ve had this thought myself.
However I have also taken that thought and not let it hang there, to do so would mean that only certain people’s work mattered.
And while this is of no disrespect to those who are serving in health care, law enforcement, fire fighters or our military, I challenge you to also see the importance of you.
My friend and I are in the business of helping other businesses be successful. If those businesses we help are successful, that means the stay in business. It means the people who work at those businesses are able to get paid. Those paychecks support families and kids.
If the business goes under, jobs are lost, families are hurt, and kids lose.
Another example, the fast food worker. You are responsible for providing safe food for the people who come to you. That food allows they to have some nourishment to fuel them for several hours to do their work.
And let’s not limit this to paying work. The Importance of You also applies to those who do not get a paycheck.
The mom who is on call 24/7 taking care of those precious preschoolers. Your importance can never be measured in terms of dollars or test scores.
The volunteer who helps out at the hospice center, the person who takes time to help someone, even with a simple task, you are important. Because of you, another life is different. That is the importance of you. Please never forget this important life principle and lesson.
by Scott Howard | Mar 10, 2015 | Marketing and Advertising Insights
I know how you can increase your:
- Appointment Setting
- Closing Rate
- Repeat Business
- Referral Business
- Customer Satisfaction
- Customer Loyalty
And it does not have to cost you one more dime than you are currently spending to do business.
By implementing this one technique, it could increase your gross sales, net profit, and personal income by 10% up to 75% or more.
How much would you pay me to do that for you?
Problem is, I can’t sell you this technique. All I can do is urge you to implement it immediately.
Here’s the technique….
Are you ready?
Are you sure?
This is it:
Smile.
Not a fake smile, not a smiley button, not a phony smile, but a genuine smile can increase your business.
If you are the top dog in your business, then smile when you are with your staff and your customers.
If you are the intern, or newsest employee, smile and you will attract positive results.
Marketing is about relationships.
And people don’t like to hang out with grumps. They don’t like to work with grumps. They don’t like to spend money with grumps.
Imagine what could happen if everyone in your organization simply started smiling.
You would attract business. You would lessen the severity of problems. You would be more successful.
If you doubt what I’m saying you can keep on doing things the way you have been and try and come up with some other trick or shortcut to increase your business.
Or you can Google the words. “reasons to smile” and you’ll find dozens of websites that will show you all the benefits of smiling.
Go ahead and 🙂
by Scott Howard | Jan 12, 2015 | Marketing and Advertising Insights, ScLoHo Sales Tips
It was a Monday.
December 29th to be exact.
Just a few weeks ago when I was reviewing some of the people I had contacted in the past year and some that I was going to contact for 2015.
I’m talking about business here. In my world that means advertising and marketing both radio and online. But my style isn’t that of a pushy sales guy. I focus on relationships. For the long haul, not something short term.
Two particular conversations with two folks online come to mind as I write this.
The first was with a young guy who does web work and also oversees the marketing for an upscale car company. “J” and I met a few years previously when we were both involved with a local TEDx Fort Wayne event. In 2014 we connected and I helped him by selling him advertising for an event he created for the car company. It was short term, not the way I usually work, and not the way I wanted to work.
However “J” had a plan and I needed to work with his plan instead of attempting to force him to follow my plan. Afterward, “J” wasn’t available very much and I was concerned that it was a one shot deal. But then I simply focused on the relationship. A couple of months had passed and we connected again in the late fall about doing some brainstorming for 2015. These were just online communications, but then on December 29th, “J” contacted me. He wanted to meet to discuss plans for 2015. Which we are now working on. This was not a lost customer, it was simply a matter of timing. My time table wasn’t as important as his. That’s a lesson all people in sales need to remember and practice.
The other conversation on December 29th also took place online. “T” is this guys name. I first met “T” in 1998 when we both worked on the air at a couple of radio stations in Fort Wayne. 5 years later, we worked together again, this time in the sales world of radio. “T” was my manager at first. Of course I outlasted everyone except some of the jocks at that station and over the years kept in touch with “T”. He is very passionate about what he does and for the last couple of years he has handled the advertising for a home builder. But I have known “T” when he was not on top of the world too.
I saw his company on an account list last year and in November asked my manager if they ever did business with “T”. I was told that no one wanted to work with him. My co-workers were frustrated with “T” and after multiple meetings, gave up. I asked if I could have a try at working with “T” and was given the go-ahead.
My December 29th conversation with “T” was done entirely on Facebook’s private messenger feature. I got to hear “T”‘s side of the story. Man, was he frustrated. He said all anyone wanted to do was argue with him and no one really listened to what he wanted. They all had their own agenda and were trying to push him into something other than what he wanted.
I listened. I offered to help. I empathized. All I wanted to do is sit down with “T” and see if I can help him with his company advertising. We will meet in a couple of days. I have nothing specific to sell him at this point. Instead I need to find out what he wants to buy. But before we even get to that stage, “T” is going to get to rant and rave to my face about how things didn’t go well in the past. Then we are going to see what can be done to repair that relationship. “T” is not mad at me, I wasn’t the one who he has dealt with in the past. But I can see if I can make it better and perhaps one day help him spend his advertising money in a way that he is comfortable.
I won’t get there by arguing. Or by trying to push him into something he doesn’t want. And there is a possibility that “T” will not spend any money with me. If he does, he could become one of my best customers. Not just because of the money he spends. But because he will then recommend me to others, if I treat him right.
First things first, as my Dad would say.
Don’t be afraid. And don’t forget about those customers you think you lost. Find out why and do what you need to, to build that relationship.
by Scott Howard | Jan 9, 2015 | Marketing and Advertising Insights
People.
Human Beings.
You are one, and so am I.
As we move forward into the future, 24 hours at a time, please remember, It’s all about relationships.
As I write about marketing and advertising, remember that the key to success is about human relationships. Everything else in the marketing and advertising world is going to serve to enhance or detract from those relationships.
There are no secret algorithms or formulas that can overcome or bypass this relationship principle.
Because ultimately the decisions that are made are made by people. Like You. Like Me.
As I dig deep into how marketing works and how to construct an ad campaign and a whole host of related subjects this year, remember the timeless principle, It’s all about relationships.
You as a consumer want to feel good, even when something bad is happening (car trouble, illness, etc.) You don’t want to talk to a jerk or insensitive smart ass, you want someone who will tell you the truth with empathy and compassion.
You as a consumer want to feel good when something good is happening too (vacation, buying a new car, getting a tattoo). You want to deal with someone who will keep you in good spirits, not dampen the mood.
As you make advertising and marketing decisions this year, remember how you want to be treated and communicated with.
Want help? Contact me.
From the ScLoHo 2011 archives:
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