We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
I was in the fine city of Chicago this week to speak at a marketing conference. And I learned some interesting things:
1 - Traffic in Chicago is much worse than the allegedly bad traffic in Atlanta where I live. We left the hotel downtown at 3 p.m. and were parked on the "highway" a few minutes later.
The Lesson Learned:
I am thankful - as I know many of you are - that I don't have
to leave home and fight through this terrible traffic on a daily
basis. Life's too short to
suffer like this regularly. The stress level of doing this would take years off my life.
2 - Despite the traffic, I arrived at the airport early enough to rebook my ticket (by paying the $25 fee) on a flight leaving 90 minutes earlier than my original schedule. That was the good news.
The bad news turned out to be that this flight would leave 45 minutes late so I didn't gain very much for my $25.
Obviously, I can afford the $25, but that's not the point.
The Lesson Learned:
It's not about the money. It's about the perception of value received for the money. When I made the deal with the airline to book the earlier flight, I did so with the specific understanding that I was investing $25 to buy 90 minutes.
But, I ended up only getting 1/2 that time - 45 minutes. So, I felt like I'd gotten screwed in the deal.
People - like us and our customers - invest money with us based on the perception of the value they'll receive in exchange. If you don't deliver on your promise, then the customer is not going to be happy with the deal.
If you deliver more, the customer should be ecstatic. That's why you'll usually find extra - unadvertised - bonuses when you purchase my products.
It doesn't matter that I probably would have spent the $25 to get the 45 minutes anyway - that's not the deal I bought.
3 - When I booked my hotel reservation, the website promoted the fine history of the property. When I was standing in the lobby, they had an interesting wall display listing the famous people and many presidents who had stayed there years ago. And they specifically mentioned how they had upgraded the hotel with the latest in electrical, plumbing, etc.
I'm not sure how long ago someone wrote this fiction, but it must be at least 30 years ago - maybe longer. Perhaps the reference to Diamond Jim Brady should have clued me in.
I won't bore you with the sordid details about the sagging mattress and matted down carpet, but it was depressing to enter my room. Especially when I opened the curtains so I could look 15 feet across the air shaft at other rooms.
The Lesson Learned:
Next time I'm booking a reservation in a "historical" hotel, I need to be certain to ask if they've stayed true to their history or entered the new millennium.
Of course, for $39 a night, I might have expected something like I got. But, when I'm paying $120 for the discounted conference special rate, I'm not seeing the value in the deal.
For many products and services - like hotel rooms - we have an understanding of what we think we should get for the money we spend. It doesn't matter whether our preconceived notion is correct - we've got it in our heads already.
As marketers, we have to deal with the public that has these preconceived ideas. When we're not going to fit with them (like charging way too much for a crummy room), we should be fair and make that clear. But we'll obviously want to do this in a fashion that will show why this is a still a fair, if not great, value proposition.
4 - But this story gets even more interesting...
I was chatting with Paul Hartunian (the PR expert who once sold the Brooklyn Bridge - legitimately) and mentioned that I was not happy with my room. He remarked that other people had also voiced similar opinions, but he loved his room.
Turns out he had asked the hotel about upgrade options and, for $20 more, you could get a completely updated room with a wonderful view of the city and Lake Michigan.
Of course, no one volunteers this when you call to make reservations. And it's not mentioned at all on their website.
But I'll bet the people that work in this hotel are wondering why more people don't choose the upgrade option.
The Lesson Learned:
Don't hide your light under a bushel basket!
Think about this...the hotel could have turned many unhappy people into raving fans simply by mentioning the $20 option. Plus, they could have been grabbing an extra $20 a night from dozens of people for doing absolutely nothing.
Sure, we're sitting here in judgment thinking how stupid this is. But...unfortunately, we occasionally make the same kind of silly mistakes and don't make the really fine benefits of our product or service crystal clear.
To sum up:
1 - Don't play in traffic. It's hazardous to your health.
2 - Explain the value in your offers and deliver what you promise (preferably more).
3 - Don't hide your best benefits and offers. Put them right out front so your prospects will become happy customers.
Yours in success,
P.S. If you missed the incredible Jeff Paul teleseminar this week - or just want to review it and take some more notes (Jeff talks fast and delivers a lot of info), you can hear the recorded version here:
(Scroll down a little when you get there)
Internet Millionaire Shawn Casey's "Mining Gold On the Internet" is one of the best selling Internet books with over 85,000 copies sold. In "Mining Gold", Shawn reveals the same step-by-step strategies he uses to create millions in Internet sales => http://www.ipcgold.com/ad/100/CD3839 Benefit from Shawn's 7 years of Internet experience and learn from someone who has actually made millions online.
Lawmakers Introduce 'Honest Ads Act' to Govern Online Political Advertising
Senate lawmakers on Thursday unveiled their first major legislative effort to increase transparency in online political advertising, called the Honest Ads Act. Sponsored by Senators Mark Warner, Amy Klobuchar, and John McCain, the bill attempts to ...
Democrats now have a plan to regulate Facebook advertising
Facebook and Google's political advertising problem goes beyond fake Russian accounts
Senators Are Pushing A Bill To Combat Russia-Linked Advertising On Social Media For The First Time
Pinterest opens up search advertising in its Ads Manager ...
Pinterest began rolling out targeted ads based on searches for its partners earlier this year, giving it another moment in time to catch potential customers..
Five Keys To Achieving Positive Return On Advertising Spend With Facebook
Achieving positive return on advertising spend (ROAS) is a key objective for many Facebook and direct response advertisers. Sustaining positive ROAS with a large media spend is not an easy feat to accomplish, but it is possible with the right approach.
What you need to know in advertising today - Business Insider
People are doing whatever they can to avoid TV ads. Fox wants to help them. The broadcaster has teamed up with the video tech company Innovid to bring new ...
Advertising startup gives college students gigs as human billboards
The iPads display advertising from a client like YouTube, Zipcar or Limebike - three of the company's 30 current clients - and the nomads answer any questions from onlookers about ads they have on their backs. Friedl linked up with angel investor Dave ...
US Local Advertising Spend To Increase 7.6% In 2018
Local advertising in the U.S. will increase 7.6% in 2018, up from 0.4% in 2017, according to new data from Borrell Associates. Estimates for 2018 U.S. local ad expenditures highlight billboards as one of the only traditional media to show growth in the ...
Using Blockchain Technology to Achieve Balance in Digital Advertising
The imbalance in the digital advertising industry is causing a multi-faceted disability, where all parties involved are exposed to the possibility of being short-changed in one way or the other according to their specific expectations.
Pay-TV Group Sky Launches Advertising Review
New York Times
LONDON — European pay-TV group Sky has launched a review of how it places and plans advertising, its first review in 13 years that could shake up which agencies it employs. Sky, one of the biggest ad spenders in the industry, currently works with ...
Retail blues worsen, hitting newspaper print advertising hard
The situation has only worsened as 2017 has gone on, leading to a 23 percent year-to-year decline in print advertising at McClatchy Co,. the first of the publicly traded newspaper companies to report third quarter results. McClatchy's total ad revenues ...
Konica Minolta, Cohber and Rochester Advertising Federation Kick Off First-Ever AD Week 2017
Rochester AD Week (RAD) making its debut thanks to the local Rochester Advertising Federation, which keeps the Rochester creative community thriving through educational programs and connection opportunities to inspire great work! RAF President, Bob ...
ADVERTISING RELATED ARTICLES:
The Secrets of High Money Classified Ads
When used effectively, classified ads can be one of the quickest and most inexpensive ways to increase your sales. A well written classified ad can generate thousands in sales, yet could cost you pennies to write and run.
Electronic Reader Board
Electronic reader boards are the most efficient way to convey the information. Therefore these nowadays are widely accepted all over the world.
LED Score Boards
LED scoreboards can be utilized in most of the sporting event for eye-catching effects replace traditional scoreboards. This high- tech lighting system is both energy - efficient and able to produce a very bright light.
100 Excellent Words and 70 Action Getting Phrases for Ad Writing
100 Excellent Words Absolutely. Amazing.
5 Reasons Why Headlines Are Crucial To Your Website's Success
Without a powerful headline, your message stands little chance of being noticed in an increasingly competitive marketplace. If your headline doesn't capture attention and pull prospects into your sales copy, than your marketing effort is a total waste of energy and resources.
Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your Name Squeeze Page
Many people online are not using one of the best advertising methods around. I'm talking about offline print advertising.
Mobile Detailers; Customer Window Displays
Mobile detailers have all types of customers, many of whom are self-employed. We know that these customers love their automobiles as most Americans and therefore love the services we provide.
Not Another Calendar! - Choose Advertising Specialties That Sell
As I was searching through a kitchen drawer the other day, I found dozens of pens, pencils, letter openers, sticky-note pads, oversized paper clips, rulers, dental floss, calendars, magnets, what'sits and thing-a-ma-bobs, each with the name of a business on the front. In looking through my "collection" I discovered some things I love and use and others that I can't imagine why I picked them up.
Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page
Stand Out in Ways that Matter to Directory Users A Yellow Page directory presents a difficult challenge for advertisers. All the competitors are packed together, within the space of a few pages.
Diamonds Are For Evil
The task of executing successful advertising campaigns for products made exclusively for women is understatedly tempestuous. Any Average Joe consumer would relay the message that feminine product commercials put him under a great deal of stress and discomfort.
Online Advertising: 10 High Impact Psychological Triggers To Super-Charge Your Ad
If you knew these 10 high impact insider's hidden psychological triggers and plug them into your Ad and website content, you can empower them and ignite a tornado of sales at your website.Read, understand and use them and burst open the floodgate of sales.
How To Use Pictures To Immediately Start Increasing The Response Rates Of Your Marketing
There should only be one, over-riding reason why you're doing anything in your marketing. Know what that reason is? Of course! To increase the response rates of your sales promotions! Because that leads to.
6 Must-Have Elements of a Powerful Brochure
Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool.
Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?
Any idea? It's a question that more than a few Yellow Page advertisers ponder. If you are currently spending money every month to run an ad in your local directory, you don't want to wrestle with that question.
Radio Advertising - Is it for Your Business? - More Small Business Power Tools
If you're a typical small business, you've probably been approached by at least several different radio station sales representatives. In most cases, he or she comes armed with all the latest rating information demonstrating, beyond the shadow of a doubt, that his or her station is number one among just the kind of people who would buy your products or services.
Advertise Where Its Forbidden To
The most common way to drive people to your business site is advertising. You cannot succeed without advertising, this is a fact.
How Can All the Radio Stations Be #1?
Are you confused by all the information you receive from various radio stations? Do they all tell you they are #1 and you don't know who to believe? Most of them probably are #1 so believe it or not, they aren't lying to you. The question is, "What are they #1 in and is it a group of ears you want to reach?" Quite often a radio "Account Manager" or "Account Executive" which are pseudonyms for radio sales person, receives a call from someone who states they are gathering information for someone else, the real decision maker, someone who is looking at radio as a possible advertising medium.
Don't Put All Your Eggs in The Same Basket
Solution: You can protect yourself by partnering with other lead sources because it is unlikely that they will all have a problem or technical issue at the same time. Other alternative: It doesn't hurt either to use a few marketing tools to generate leads for your business.
Advertising In The Local Press
There are three main reasons why I would hesitate when deciding to advertise in the local press:? Everyone else is doing it? Nobody buys a paper for the adverts? The odds are it won't workJust because everyone else is doing it, doesn't mean it's a good thing, or more importantly - that it actually works! However it seems the natural thing to do - you need to raise your profile, make the local community aware of your company, so you why not advertise in the local paper? Well, because?Nobody buys a paper for the adverts. In fact, do most people buy a local paper these days? As many local papers are free, their only income is through selling advertising space.
Seven Ways to Waste Your Money on Yellow Pages Advertising
Each year there is a Yellow Pages arms race where competitors in each category are encouraged to out spend each other. There is only one winner in this arms race, and it is not you! Too many advertisers waste their money on Yellow Pages advertising without first considering their marketing strategy.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market