Fast Class On Buying Advertising

Fast Class On Buying Advertising

by | Apr 14, 2025 | Marketing and Advertising Insights, The Not-So-Secret Writings of ScLoHo, WOWO Fort Wayne Radio Advertising with Scott Howard

A few weeks ago I had 10 minutes to give a complete presentation to a couple dozen business leaders.

After about 3 minutes of sharing who I was and my background, I jumped into the subject of advertising.

Not to promote what I do, but just to give them a quick framework on what THEY should do when considering buying advertising.

Here’s what I shared:

First step is KNOW YOUR BUSINESS:

WHO are your ideal Customers and WHY?

WHAT Characteristics of YOUR Business makes your customers your FANS?

There’s also financial numbers that you should know about YOUR business.

You have to take the time to actually stop, think and write this stuff down.

Second step is KNOW THE AUDIENCE of the Advertising Medium that is offering to sell you advertising:

WHO are their readers/viewers/listeners?

WHAT Characteristics of their readers/viewers/listeners is a match for your organization’s ideal customers/clients?

I know that there are some people who will try and get you to buy advertising from them that just doesn’t make sense because you are not a good match for each other.

Third step is YOUR WHY:

  • WHY are you looking at spending money?
  • WHAT are the results you want to achieve?
  • WHEN… what’s the timeline for achieving those results?

It’s extremely important for both you and them to be in agreement of this.

Fourth step is a realistic plan involving:

Messaging

Matching expectations with budget

Fulfillment

Growth steps

I know, this is a lot more involved than creating an ad, but unless you really, really take the time to consider all of this you could blow a bunch of money.

And even though it might go without saying, I said it anyway in my presentation… The Trust factor:

TRUST is the key to all of this:

Think like a real person, a potential customer.

People will not buy from people or companies they DON’T Trust.

EVERYTHING You and Your People say, do and deliver has to be Honest and Truthful.

That includes your Advertising and Marketing Messages.

If you would like my help going through these steps with your business, contact me.

Right-Sizing Your People

Right-Sizing Your People

by | Mar 10, 2025 | Sound ADvice, The Not-So-Secret Writings of ScLoHo

Our federal government is in the midst of attempting to cut staff that isn’t needed.

I’m not going to get all political on you, however the way they are doing it appears to be confusing, chaotic and in conflict with itself.

As a business owner or manager, you probably have similar goals of increasing efficiency but you need to be smart about it and minimize the pain.

As a former manager myself, I found myself sometimes debating how to support my team by either doing some tasks for them myself, or to delegate.

Turns out even in my non-management position, I have support people that I can use to handle certain tasks more efficiently than doing it myself, while other times, it’s better for me to do it.

Last month one of my Sound ADvice newsletters touched on this subject:

What would you rather have – more time or more money?

Wouldn’t more time EQUAL more money?

You’ve heard the phrase, “I’ll sleep when I’m dead”. Well, if you constantly feel that there are not enough hours in a day and keep going like you’re going… stress is a killer. If you’re doing the job that 2, 3, or 10 people should be doing, then you probably have tension, high irritability, and marble-size knots spread throughout your back.

The problem: Too many tasks, too little time.  Or if you DO get them done, you’re massively sleep-deprived and your employees and family start to dislike you real fast.

What’s the quick answer? DELEGATE. It will give you more time. More time can equal more money – and more peace. Doesn’t “peace” sound nice?

I know a business manager who has a mountain of tasks to complete every day, week, and month. She also likes to have a lot of control. I get it. But I think she’s going to have a breakdown soon if she doesn’t learn to delegate some of her workload.

The benefits to her would be her health and potentially more moments to be happy. The benefits for YOU can be improved health, more happiness, and BUSINESS GROWTH. You’ll find that when you delegate certain tasks, you can increase the profit potential of your business.

What is your time worth? $50 an hour? $125? $1000? If you take a close peek at your regular tasks, you’re probably doing a lot of things that someone else could do for far less.

If you learn to outsource a few of those things, you’ll be able to have more time doing the truly valuable things you’re really good at. You’ll also have more time to vacation, laugh, love, and get the rest your body deserves.

If you’d like to know a crucial step in DELEGATING and taking a few things off your plate, click here.  Let’s get started…

Your family and your employees will thank you.

If you would like to be included as a free subscriber to my Sound ADvice weekly newsletter, email me: Scott@ScLoHo.net

In our own company we discovered that some of our people were both highly accurate and highly efficient which meant they not only could take on more tasks, but they wanted to do more because they enjoyed the work but were getting it done quicker than their predecessor, so they’ve been given more to do and they’re grateful.

 

Success in Sampling

Success in Sampling

by | Oct 21, 2024 | Marketing and Advertising Insights, Sound ADvice, The Not-So-Secret Writings of ScLoHo

Debbie Fields was only 21 years old when she opened her first Mrs. Fields Cookies store in Palo Alto, California in 1977.  Seven short years later, in 1984, the marketing “novice” had 160 stores selling more than $45 million worth of Mrs. Fields Cookies.

There are a lot of lessons we can learn from Debbie’s marketing success. Her passion and determination caused her to succeed even though she had no experience, and was told by friends, family, bankers, and others that her “idea” would not succeed.

The marketing campaign that drew customers to her stores consisted of simply going out into the streets with trays of free cookies for people to sample. If you have a great product, consider finding a way to offer free samples to your customers.

Car dealers know the value of the free test drive, and vendors at local farmers’ markets have learned they sell more produce by offering free samples.

Advertising that you offer free trials or samples also speaks volumes about the confidence you have in your products or services. Mrs. Fields did not wait for customers to come into her store to offer them free samples, she went out into the streets with trays of goodies. 

“Free” is one of the most powerful words in advertising and giving samples of your product engages “psychological reciprocity” in the minds of your prospects. 

Psychological reciprocity is defined as “a deep-rooted subconscious need to do something for those who do something for us”.

FREE! If you have a product that customers will love, click here to read the 8 Keys to Successful Sampling.

Mrs. Fields Cookies was one of the first franchised cookie shops in the country and we use to have a couple of them here in Fort Wayne Indiana.  We don’t anymore due to the changes in consumer behavior and decline of major malls that was going on for awhile but then took a big hit in 2020 with covid.

When Mrs. Fields started in the malls around the country, that was a strategic location move.  See, the rent in a mall was usually higher than a smaller strip shopping center.  Just the mall itself was a destination, not just specific stores.

So the Mrs. Fields cookie stores took advantage of the foot traffic created by the other well known stores and built their brand that way.

Some of my radio advertising partners have used a free offer that was in response to a genuine need to create increased business in the past few years.  Let’s talk and see if there’s something that might be appropriate for your business.

Phone Etiquette!

Phone Etiquette!

by | Oct 14, 2024 | Marketing and Advertising Insights, Sound ADvice

They say first impressions say a lot about your business. For many potential new customers, they first interact with or meet your business when they call on the phone.

In today’s tech-savvy society, it seems a machine rather than a human answers more phone calls to businesses. The entire process of answering company phones, from how quickly you respond to how you conclude the call and what is said in between, either with a live person or a voice recording, can determine whether potential customers choose to do business with you… or not!

There’s a saying that goes, “Little things mean a lot”.  Far too many businesses take answering the phone for granted. After all, what is so hard about answering the phone? However, having a set policy and procedure for answering the phone not only ensures the phone is answered the way you want it to be, but it also implies to ALL employees that you are a professional organization in ALL areas of your company.

With today’s business climate of limited and multi-tasking staff, there is often little time to answer the phones appropriately. In this case, a professional voicemail should be used in place of a live voice.  Just because a customer isn’t able to reach you does not mean they cannot be greeted with a message and feeling that creates a positive impression.

Remember that when someone calls your business they want something and it’s typically an answer to a question. In the 15 Rules to Phone Call Etiquette, Rule #5 is, “Take Notes”. Even if you use a voicemail system, ask the caller if they would prefer to leave a message or be sent to the person’s voicemail.  “Little things” do mean a lot!

Having a policy and set procedure on how you expect your phones to be answered is a small but important part of operating a professional business.

If you’d like to see the 15 Rules to Phone Call Etiquette, click here.

What I just shared was from my Sound ADvice email newsletter that subscribers receive nearly every Wednesday.  If you’d like a free subscription, drop me a note to Scott@ScLoHo.net

By the way, back in 2003 when I was starting my advertising career in Fort Wayne, I was invited to speak to a group of building contractors at their weekly breakfast meeting.  They thought I was going to pitch them on radio advertising but instead, I helped them with the way they converted leads to build trust over the phone and the advice I gave them was very similar to what I just shared with you.

These were small contractors, maybe two or three, perhaps just a solo entrepreneur and caller ID wasn’t standard on cell phones two decades ago.  I asked them, “What do you say when you answer your phone?” Most of them said, “Hello”.

My simple advice was to answer it professionally.

Hi, this is Gene from Gene’s plumbing, how can I help you?

This tells the caller that they’ve reached the right number and they are talking to the right person too.  6 months later I visited that group again and asked how many of them changed the way they answered the phone and what the results were.

Those that followed my advice saw an increase in business because they were converting more incoming calls or leads.

Even if you are not a business owner, try that with your own phone too.  If you call me, I’ll usually say my name and ask how I can help you.

This advice also applies to your voicemail message too.

First on Race Day

First on Race Day

by | May 27, 2024 | Marketing and Advertising Insights, Sound ADvice

All month long, I’ve been featuring articles I first sent out in my weekly Sound ADvice newsletter and this one was sent to subscribers last fall.  If you’d like to get them delivered to your inbox each week, just send an email to Scott@WOWO.com and I’ll add you to my list of free subscribers.

Marketing, or at least marketing that has impact, doesn’t deal with the world of reality; it deals with the world of perceptions. The perception your prospects have of your business is formed more by feelings than by facts.

A look at market share, for example, may lead one to feel that Heinz makes a better ketchup, and consumers who feel Heinz is a superior ketchup may actually feel short-changed in a restaurant that serves another “cheaper” brand.

The reality is that the ketchup perception is formed more by what kind of ketchup your mom served when you were a kid than by the actual recipe or ingredients in the ketchup.

Died in the wool Ford fans will tell you that Ford is an acronym for “First On Race Day”, while opposing Chevy believers will joke that Ford stands for “Fix Or Repair Daily”. Both sides may try and argue the facts, but more often than not, it’s the emotions that drive the perception.

While your customers want great “value”, their perception of the value you deliver is affected as much by the way your prospects perceive or feel about you as it is about the actual price of your goods or services.

Over time, the perception of your business is a product of the five “P”s in the marketing mix. You must have:

1. The right Product. Is there a demand, or can you create a demand, for what you sell?

2. In the right Place. Location. Location. Location.

3. At the right Price. Does your price match customer perception and is it profitable?

4. Delivered by the right People. Are your people trained to provide customer satisfaction? Can they walk the talk?

5. With the right Promotion. Have you created the right feeling for your business before your prospects are in the market and before they have preconceived perceptions of you or your competitors?

Your Promotional “P” can be the icing on your marketing cake. Just as there are five P’s in the marketing mix, there are another five P’s in effective promotional mixes. Click here to see the Five P’s of Successful Promotions. It’s free!