“Repetition is key!”, this is a well-known phrase that anyone in advertising will share.  Whether you are doing TV commercials or radio spots or any traditional form of advertising, the schedule’s effectiveness depends upon the message standing out and the frequency of it being heard or seen. It used to be standard that it took 3-5 times for a person to see a TV commercial before they recognized that they saw the spot…..that was when life was simpler and a person wasn’t multi-tasking while watching TV.  Today we are on Facebook, tweeting on our cell phones and reading emails all while watching our favorite TV shows so if you are using any of these ways to reach your potential market you need to understand that one message just won’t be heard.  Don’t think because you posted one announcement on your Linkedin page, created an event page on Facebook  or spread the word on Twitter that everyone knows about a business event you are hosting on a certain day.  You need to post the message many times in the weeks to come on many different social networking sites, hand out numerous flyers, email more than once about it, and if your budget allows it needs to be promoted on radio, TV and print!  Send that message “again and again and again” because repetition and a creative message is the only way to cut through the noise and flood of information that each person has in their life today.  Being nice and not wanting to bombard people with your message leads to poor sales or an event that is not well attended.  Leave the politeness to your competitor because the businesses that are succeeding get their message out by sending it over and over again.  Think of the TV commercials that you say you are sick of seeing….these are the businesses that are getting top sales.  You cannot afford to be shy in business.  If you have an important message you need to be ready to do all that it takes to be heard.  Use everything you can to reach potential clients on-line and in person and be sure to reach them more than once.  And, if you still have not jumped in to using the internet effectively to help promote your business be sure to contact a marketing coach who can teach you how to be successful on-line.

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

How memorable is your business? When you attend a chamber event or reconnect with someone via the phone or on-line do they remember who you are or do you have to remind them of where you met? Can they say your tag-line or identify your brand from a few times of meeting you? Do you get phone calls, website visits, or orders after you have launched a marketing campaign? Though some of us prefer to remain private in our personal life  being memorable as a business is the core element to success.  You need to share the story of your company in a way that prospects will remember you. The best TV commercials or radio jingles are the ones you hear others recite from memory. When I walk in to a business function and several business owners recite my tagline of  “Success wears the Purple Diamond” and they comment on my purple outfit and then ask me about my marketing coaching services or the latest TV campaign I have done for a client I know that I am making a lasting impression. My brand of helping business owners be successful is catching on rapidly for a business that is just 2 years old.

So, if you are wondering if you are memorable as a business, test to see if you are by attending a networking event this week  in which you have had an opportunity to say your elevator speech and mingle with other business owners that you have never met for at least 20 minutes.  Leave the event with a handful of business cards. Wait a couple of days and then make some phone calls to see if anyone connected with you. If you find that you are spending more time on the phone reminding them of the conversation you had at the networking event or retelling them your name and all about your business then it might be a red flag that you are not memorable as a business or business owner.  If this keeps happening you may wish to consider working with a marketing coach to help you create a story about your business that will be memorable and lasting and have people wanting to call YOU!

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

*Congratulations to my daughter Nicole and my new son-in-law Richard on their new marriage. The day, 3-6-2010,  was one I will NEVER forget!!!

The first year I was working in TV advertising I almost made the rookie mistake of “thinking” I knew what the client wanted to spend for his advertising campaign. I failed to do a complete “needs analysis” and my eagerness to please this important client had me create a proposal that was 10% of what he actually wanted to spend. Thankfully, I was with a more seasoned account executive who told me to keep the proposal in my briefcase and wait to hear more of what the client wanted for networks and what he wanted to accomplish with the campaign. I had learned so much from watching the other sales rep and from listening to the client that I never made the mistake of trying to “sell” a person again. My approach shifted to hearing more about their business and what they wanted to achieve. If what they needed matched my skills or what I had to offer then it didn’t require selling because it sold itself.

Listening is essential when you are with a customer, but it is also key when you are working with your banker, accountant, lawyer, marketing coach or business consultant. The professionals in these areas have so much knowledge that will benefit your business, but if you are too busy talking during your meeting or you choose to see yourself as knowing everything there is no room for growth. A person is not teachable when they believe they are already taught. I regularly attend seminars for marketing and advertising because I recognize that no one knows everything and to stay on top of my profession I need to be open to listening to others.

Finally, if you are not quite sure of what someone is talking about it is important that you ask questions. Leaving a room with a question still pending because you didn’t voice it will drain your energy with worry, limit the connection you have with the other person and keep you from gaining what you need to be the best at what you do. Listen and learn and gain the success you are looking for in your field!

All my best to your success!
Charlene

“Success wears the Purple Diamond!”