Monday, December 22, 2008

Best Pool Shot By A Naked White Chick

This is the power of the mighty headline.

You did a double take, didn't you?

In radio, the headline is the ad for the ad itself.

With better headlines, you'll get better results. Enjoy the naked white chick. :)

Wednesday, December 17, 2008

What About Results Right Now?

A few blog posts ago, I espoused the value of targeting those who are "ON" for what you sell. Focusing on those who are active in the market will immediately increase your cash flow.

And in this day and age, immediately increasing cash flow is on everybody's radar.

But as one of my blog readers pointed out, there's another aspect of your advertising campaign that you must also consider.

Face it. Most people are not in the market for what you sell today. But many will be in 3, 6, or 12 months down the road.

What are you doing to make sure you get these people when they become ACTIVE for your product or service?

Case in point ... I have listened to baseball on my hometown radio station for years. And for years a collision and body shop has advertised. I was not in the market UNTIL I had a wreck on the way home from work earlier this year. I really banged up the Copee car.

I immediately thought about the collision and body shop that I had heard for years advertising on the radio. They got my business. 5 other body shops in close proximity did not.

If that collision and body shop based the success of their advertising program on whether or not I responded last year or even 6 months ago, they would have deemed their radio advertising a complete failure.

But because they continued month-in, month-out to expose me to their message, when I needed a collision shop, theirs was the first I thought of.

So how long does it take for you to get results?

It all depends on how long your sales cycle is.

If you are a restaurant and you're advertising a dinner deal, chances are you'll get results pretty quickly.

But if you are an insurance company or a car dealer whose sales cycle is much longer, it could take some time before the net you have cast lands you some new fish.

Will you be brave enough to stay long enough for someone to enter into your market?

And how difficult are you making it for people to do business with you?

I can make it easier for your customers to find out who you are, what you do, and how to get in touch with you.

Give me a call and we can talk.

Thursday, December 11, 2008

The Actual O C Welch Ford Commercial "Wake Up America"

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This is the actual controversial radio commercial that's causing some stir in Savannah, GA. The dealer is getting results with this campaign. What do you think about this approach?

Not afraid to say what you mean

Wednesday, December 3, 2008

Talking to People Who Are ON

You don't have to reach everybody for your advertising campaign to be effective. The term broadcasting really is a misnomer. What you are truly doing is "narrowcasting," looking for the percentage of listeners who are ON for what you are selling this week.

Take my friend, James, for instance. He's a professional who listens to the radio at his office. The other day he heard a commercial for Kroger, a grocery store in Atlanta, for a 10 for $10 special. Specifically, he heard his favorite ice cream brand, Mayfield, being promoted during this sale. The offer was 10 pint size ice creams for $10.

James was ON for buying ice cream so the radio commercial reached him and re-directed his buying pattern. He went to Kroger and took advantage of the offer. This campaign succeeded in doing two things: (1) it reached someone who was ON for what they were selling, and (2) it created a value proposition for Kroger in the mind of the consumer (what some like to refer to as branding).

Many advertisers make the mistake that they have to reach everyone to be effective with their campaign. The fact is you could not handle the volume if each of my 420,000 listeners were in the market for what you sell. The reality is even if 1% of my audience responded to your campaign, you'd be out of product or unable to provide the service. When you get down to it, even if 1/2 of 1% responded, you'd be overwhelmed.

Do you see why it's not that important to reach EVERYBODY?

We just need to reach a percentage of those listeners ON for what you sell and you're in the $$.

Just like James and the ice cream, your product or service will be bought by somebody this week. The question is will you get your unfair share of the business?

Business is still being done and there's not as much advertising clutter right now making now a great time to be advertising your product or service.

You could dramatically grow market share and position your company for big gains if you act now. If you'd like to find out how we are helping others, drop me a note and we can talk.

Monday, December 1, 2008

Bad Word of Mouth Gets More Airplay

If you've followed this blog, you will remember that I had an issue with Sears over the last month over a purchase and delivery of a mattress and box springs. We finally got the issue resolved over the weekend with Sears coming to pick up their merchandise and my Sears charge card being credited.

How does this impact your business you may be asking?

The overarching implications are huge.

Do you realize that NEGATIVE "word of mouth" advertising gets more airplay than POSITIVE "word of mouth?"

Over the years, I've talked with advertiser after advertiser who says "word of mouth" works best for them. Not if it's this kind of "word of mouth." And the problem is many businesses don't realize how infectious a strain of NEGATIVE "word of mouth" can be to their overall business health.

You need to have an ongoing advertising campaign to combat NEGATIVE "word of mouth" advertising.

Let's face it, even the best companies drop the ball now and then. What are you doing to make sure that your one "OOPS" doesn't act like a cancer on your company?

I can't tell you how many people I've told my Sears horror story. Now I've done business with Sears for years with no problems but I haven't been telling everybody about how wonderfully Sears delivered my Craftsman mower. There is a BIG difference between positive and negative "word of mouth." Negative gets lots more airply than positive.

Now do you see why NEGATIVE "word of mouth" is so dangerous.

With radio you get the power of "word of mouth," the spoken word. And YOU have control over what is said and how often it is said. That's the power of radio!

If you're wondering how you can turn the tide on some NEGATIVE "word of mouth," just give me a call and we can get together to talk strategy.

Tuesday, November 25, 2008

Sunday, November 23, 2008

Is this customer service, really?

In this economy, doesn't it make sense to take care of your customers even more so that they might become raving fans?

That's what I thought too until our recent dealings with Sears.

You see back on October 14th, my wife placed an online order with Sears to take advantage of a mattresss sale they were having. Good offer (as I often write about), time limitation (the sale ended on a pre-determined day), and the call to action was to click and buy.

We did and that's where the good part of the story ends.

Two delivery dates came and went and we had heard nothing from Sears. The third delivery day came and the box springs came but no mattress. The customer service representative even had the gall to tell my wife that she was looking at a mattresss because that's what her computer said despite the fact that my wife and the Sears delivery guy was looking at two box springs.

A promise was made from Sears to bring the mattress the following week. We said ok. Another week came and went and still nothing from Sears.

Now Sears has charged our credit card and is expecting payment for merchandise we have never received.

Tell me, with the economy is such doldrums, doesn't it make good business sense to take extra special care of the customers you have.

This brings me to another point about word of mouth advertising which I will write about in a future blog.

Let me encourage you to take care of your customers because if you don't you will lose them. And right now is NOT the time to be losing new business.

Tuesday, November 4, 2008

More Logical Reasons Why You Should Not Stop Advertising Now

I feel like I'm beating the same drum over and over but it's like we say in the radio business -- frequency is energy.

Here are ten tips for you who are still doing business in a tough economy as it relates to advertising from another advertising expert:

(1) Your advertising voice is multiplied. As some will no doubt cut back, your voice is amplified.

(2) The closing of scores of national retailers makes it easier for the local retailer's voice to be heard

(3) Cutting advertising is like amputating in order to get rid of an itch or like saying you're going to quit selling because they'll probably say no anyhow. When the # of incoming customers decreases, this isn't the right time to stop inviting them back.

(4) Don't cut your air supply. Advertising helped you get where you are right now -- don't stop now. The reason you have customers is that someone heard your message. And you're going to abandon that?

(5) When you stop advertising, your best customers become someone else's prospects. People go where they are invited. Your competitors are inviting your customers.

(6) Your customers will have more confidence that you are THERE. We have confidence in the post office and the fire department because t they are there.

(7) Consumers don't stop buying; they're just more choosey and looking for value.

(8) You know what consumers are looking or. Super sizing, good value works better than ever now. Give them a reason to come see you.

(9) Look at adding online tools to your campaign to give you an extra touch. Offer coupons or other incentives

(10) Think of what advertising says to your employees -- confidence.

Emperical evidence, again, points to every single case where advertisers either maintained or increased their advertising during a recession not only profited from that decision short term but also grew market share in the long term.

What do you want to do? Your decisions will affect your business now and down the road.

Monday, November 3, 2008

Don't Give Up

Marketing News writer Nicole Granese says whatever you do don't give up on marketing during a recession.

She says, "When you cut marketing during a recession, you stop the conversation with your consumer. You are out of sight and ultimately out of mind, putting your brand at risk."

Rethink your strategy.

Understand your target better.

Granese says, "A recession can be a great opportunity to gain market share and position your brand for the future. So don't just weather a recession -- seize the opportunity to thrive."

And remember from our last time together, that the scarcer your resources, the narrower your advertising focus should be.

We just had a report of a research study who advertised with us last week. They generated 41 calls and secured 15 appointments.

Business is still being done.

Do you want some of it?

Friday, October 31, 2008

Focus Is the Name of the Game Now

My good friend and advertising guru, Jim Doyle, has some very solid advice for times like these. In a recent newsletter he included his recommendation on how to weather this current economic climate.

The SCARCER Your Resources, the more NARROW should be your focus.

Focus everything. Point of attack. Fewer weeks or days or months. Fewer day parts. And absolutely, focus on advertising in fewer places.

Focus lets advertisers spend less and get more.

Focus helps your client rise above the noise.

To dominate - concentrate. To become more dominant - concentrate.

Your mantra is…repeat after me…the scarcer your resources the more narrow should be your focus."

Tuesday, October 21, 2008

Stop the Insanity!!

I have never in my life been so fed up with "talking heads." This becomes a self-fulfilling prophecy if we allow it. Day-in, day-out we are bombarded by TV channels that make their living off inciting fear in the marketplace.

Before we take everything at face value, let's take a look at what the independent research shows ... not the pundits on their pulpits of pessimism.

Remember that every piece of peer-reviewed research shows that companies that keep their heads in a recession are the ones who win during the economic downturn as well as when the market recovers.

The companies who lose in this are the ones that go into hiding. The ones who take a "wait and see" attitude will, according to the research, kill their brand.

Now you would expect me to be a bit biased since advertising is what I do for a living but I encourage you not to just take my word for it. Google "advertising and recession" and see the independent qualified research that says advertising now is good and profitable for your business.

You will grow market share.

You will increase your sales now.

And ...

You will help consumers get out of their own fears when they hear that your company is still doing business.

Do you have to be smart? Yes.

FDR said it best when he said, "the only thing we have to fear, is fear itself."

Join me on the crusade to squash this wholesale marketing of fear to the consumer marketplace by taking a stand and saying ... not on my watch. Not on my time will we spiral into a dismal pit of despair.

Friday, October 17, 2008

More Leads Because Less Clutter

Even though the economy has affected the hospitality market, Holiday Inn Express is spending more dollars to increase the number of overnight stays.

Now you make ask yourself the question. Why, during a slump, would Holiday Inn Express spend more $$.

Steve Ekdahl, director of brand marketing for Holiday Inn Express, says, "While other hotel brands are pulling back, it presents an advantage to us and affords us the opportunity to talk to our target in a less cluttered environment." emphasis mine.

Every piece of research shows those companies who either maintian or increase their advertising expenditures in an economic downturn not only capture more of the leads in the market now but advance their future market share.

I've written about this in previous blogs and will be happy to send anyone the quantified research from independent research firms if you need to see the independent documentation.

These principles are usable on both the national and local level.

Keep your head and don't let fear dominate you and you'll reap the rewards both now and in the future.

Most of you can say the Holiday Inn Express punch line: "No, but I did stay at a Holiday Inn Express last night."

That's because Holiday Inn Express gets it.

Your brand is your business. How are people remembering you right now?

If your answer is nebulous, I can help.

Monday, October 13, 2008

5 Don'ts for Marketing in Tough Times

Last time we were together, I shared with you that I would share insights from industry experts on what not to do with your marketing in tough times.

No doubt we still have some troubled waters to navigate but the good news is gas prices have taken a southerly dive and as I write this, the Dow and other global markets are seeing a rebound from last week's sell off.

Remember fear feeds fear. Panic feeds panic. And there was a lot of panic and fear in the market last week.

Now as promised here are 5 Don'ts for Marketing in Tough Times from "Businessweek" contributor Steve McKee:

(1) Be smart and thrifty, but don't panic. This too shall pass. " may have to make some cuts. Just be careful to trim fat and avoid cutting muscle as much as possible."

(2) Marketing is muscle, not fat. Be careful about cutting it. "... the savvieest marketers know recessions are a great time to pick up market share ... Cutting your marketing spending is a sure way to give ground to competitors who may be more aggressive during the downturn."

(3) Don't lose focus by chasing business you wouldn't normally want. "There's a reason you don't pursue certain types of customers when times are good, and that reason probably hasn't changed."

(4) Don't discount. "If you need to make your products more affordable (to generate volume, goodwill, or both), do so carefully and deliberately. But lower the price instead of offering a discount.

(5) Don't neglect the elephant in the room. "Even if your company's revenues have held up, your employees know there's trouble afoot and they're nervous. Make sure they know you're on top of things and have a plan ... As the market tightens up, the best positioned players will survive and thrive."

Mckee offers some good advice here.

I have a number of clients employing these principles and here are their results.

There's a granite countertop company that sent me an e mail the other day that said ... "I think the sky may be falling, but we are seeing a good response to the ads."

There's a roofing company that's advertising with me right now. Last week I received an e mail from a listener who writes, "You had a commericial on earlier today for a roofing company. I'm trying to remember who they were. I think it was Buller or Boulder Roofing, but didn't have any luck googling those names. Can you please let me know who it was? Thank you for your help. Love your station too."

These are just two examples of business still being done even in the midst of this supposed economic storm.

There are nearly 420,000 people listening to the Fish each week. Surely with a good enough reason, we could get enough people to do business with you.

If you'd like to find out more, contact me and we can see if it makes sense to develop a results-producing plan for you.

Also, feel free to comment on these blog posts below. Tell others what's working and what's not. That way we can all share and grow.

Good selling. Mike

Wednesday, October 8, 2008

Businessweek Columnist on Advertising Now

"Businessweek" columnist Steve Mckee says "don't let hard times derail your advertising."

That might be a hard pill to swallow right now but disconnect yourself for a moment from the climate of fear that's being propulgated from the 24-news machine and see your business in the light of a logically thinking individual.

McKee writes that "...nobody knows what's coming, and in an uncertain environment fear becomes the common currency. As the bad news continues to unfold, we are all looking for ways to hunker down and protect our slices of the pie."

The unfortunate thing is many times hunkering down leads us to act in desperation which could harm your business not only now but in the long term.

Mckee cautions against an advertising panic. Many companies cut back their advertising drastically during times like these only to "...sacrifice the future on the altar of the present." Other companies deeply discount "...which is almost always a mistake."

Mckee says "as an advertiser you can contribute to the fear or you can help diffuse it. The more consumers perceive you going about your normal course of business, the more normal things will feel to them. And the more quickly we can all get back to normal."

The choice is up to you. I remember in my basic econonics class at the University of Georgia that the economy is fundamentally cyclical. Many will make well out of this so-called downturn. Those who go into hiding will logically and statistically lose market share. Those who maintain their presence will grow not only now but statistics show, they will come out on top when this cycle comes out of its current position.

If you want to come out on top, call me.

I've got case studies of advertisers who are getting results with me right now. I'd be happy to share with you.

In my next blog entry, I'll look at "5 Dont's for Marketing in Tough Times." This will really equip you to weather the storm.

Good selling. Mike

Tuesday, September 30, 2008

Winning the War Between Your Ears

Can I be perfectly transparent?

I am sick and tired of the alarmist agenda driven news media.

The talking heads come on the TV and you'd think "the sky is falling." Without being naive, let me underscore that these are challenging times but we are nothing near the great depression of 1929.

I heard John Adams speak yesterday at a networking luncheon. John is a financially savvy kind of guy. He said that in 1929 unemployment was upwards of 25%. Unemployment today is nowhere near that number hovering somewhere around 6%. We are nowhere near a depression as some have suggested.

So just take a deep breath and decide.

Are you going to be in FEAR or are you going to be an OVERCOMER?

Driving into work today I had these observations.

(1) People are still driving their cars. (opportunities for automotive repair, automotive replacement companies are still there)

(2) People are still living in homes. Surprise, right? (opportunities for home improvement companies, HVAC contractors, plumbers, electricians, etc.)

(3) There's a giant crack in my driveway. (pavement refinishing company opportunities)

(4) Dogs were still barking in my neighborhood. (opportunities for vets -- my dog recently had to have surgery because of an impacted bowel -- yuck -- $1200 -- ok so how do you tell your 7-year-old daughter "what putting the dog down means?" I'm a softy.

Bottom line is business is still being done. Consumers still have problems to solve. Will you be the first company they think of when the problem arises? Only one thing can help you stay top of mind. That's a regular advertising campaign.

I have a roofer who gets calls weekly from homeowners listening to our radio station who need new roofs. That's a $5,000 to $7,000 proposition. Roofs still leak regardless of what's going on with Wall Street or with Washington, D.C.

Moreover, now consumers are looking for people they can trust implicity with their scarcer dollars. This fact makes the Fish a natural fit for your business since there is an implied endorsement communicated by your association with the Fish.

The real question is who will win the war between your ears. Will you allow fear to sideline you and your business or will you determine that circumstances will not dictate your success?

The choice is clearly up to you.

If you decide you'd like to be an overcomer, drop me a not at and we can talk about the successes we've had with other clients recently (even in the midst of the economic storm). Then, we can determine if it makes sense to explore opportunities for you.

Monday, September 8, 2008

How To Write Ads

I subscribe to Roy William's Monday Morning Memo. This was on today's. Take a listen. (Just click on the the the title "How to Write Ads" above) If you are brave enough to write your ad campaigns like this, you'll probably blow the doors off your competition. We here at the Fish have had some opportunities to do what Roy suggests and the results speak for themselves. Wanna know more after listening to Roy? Then, drop me a line at and I promise you if I can't help you, I won't waste your time.

Thursday, September 4, 2008

They Came, They Saw, They Generated The Leads

It was hot ... the day was long ... but in the end well worth it for both the listener and the clients who participated.

I'm talking about the Fish's annual Celebrate Freedom event at the Ga International Horsepark in Conyers. Unofficial numbers are coming in around 47,000 people this year.
I talk alot about our audience being very responsive. That responsiveness translated into measurable leads for almost every client that exhibited at Celebrate Freedom.

From a pest control company who reports 300 names gathered to a roofing contractor who reports between 25-30 solid leads, this event enables our advertisers to get up close and personal with the Fish audience. The Fish builds trust for your business. This event puts your face with that trust factor.

It's so encouraging that even in what some are calling a down economy, our listeners still respond, still buy, still love those who make THEIR music and radio station possible.
That's the power of a good, solid, radio advertising campaign.
If you'd like to learn more, just drop me a note at and let's give our audience a reason to come do business with you.

Saturday, August 23, 2008

Old Navy Sets Sail With A Great Ad Campaign

I normally don't blog over the weekend but I had to tell you about a GREAT ad campaign that obviously produced results for Old Navy.
The picture you see was taken at the Newnan, GA Old Navy as people flocked in for Old Navy's One Day Jeans Sale. $12 for adult denim. $7 for children.
Remember I always preach have a good offer and offer some sense of urgency and your advertising will take off. That's exactly what Old Navy did.
Here's how I was transfixed by advertising: On Thursday night my lovely wife, Angie, and I were watching 101 Most Unforgetable Saturday Night Live Moments on E! The Old Navy campaign aired one time during the time we watched. I told Ang that we should go get some jeans for Anna (our 7 year old). She agreed.
The message was very clear in the campaign. Old Navy stated their offer clearly and reminded consumers that it was for Saturday only.
When we arrived the store was packed. I had to actually wait in line for a dressing room to come available. Now that's a first.
And on top of that ... I texted a number of friends whom I knew had kids because I wanted to share in my great find!! This goes to show you that when you orchestrate your advertising campaign correctly, you'll not only get results from those who are exposed to your campaign but if your offer is good enough, you'll get referral leads left and right too.
So remember when you have a great offer and you combine urgency with your offer, you'll find measureable paydirt at the end of your campaign.
If you want to know how we've helped clients like Elite Countertops, Nehemiah Reconstruction, Moncrief Heating and Air and many others do exactly what Old Navy did, then, drop me a note at I'll be glad to help you reach for the next level.

Monday, August 18, 2008

Celebrate Freedom 2008

The blog has been fairly quite lately mainly because we have been busy here at the Fish preparing for the largest one day FREE concert event in Atlanta. Pictured to the right is a crowd shot from last year's event held at the International Horse Park in Conyers, GA where we pulled 42,000 people in one day.

Now for those of you who wonder does radio really get results, this should close the door on that argument forever. You don't put 42,000 people in a horse arena without a strong offer (FREE concert) and a sense or urgency (one day only). It's the perfect case study of what a great radio campaign can do.

We're out at the horse park again this year with a great line up of contemporary Christian artists performing. And lots of advertisers showcasing their products and services.

Mark it on your calendar. August 30th. And log onto for all the details.

And if you'd like to find out how we can create a campaign that generates results for you, just drop me a note at and we can begin the conversation.

See you August 30th at the horse park in Conyers.

Monday, July 28, 2008

Converting Contest Entrants to Customers

How can you turn a contest entry into a sales client? Many times advertisers look to contest to drive the number of leads they are able to capture. Unfortunately, many of these leads turn out to be duds. How can you fix that problem?

One marketing expert says it's all in the offer that you present.

"Doesn’t matter what the method of contacting the consumer is, the conversion rate is always a function of the offer you make after you generate the lead. We just did a contest that generated 78,000 leads. Soft offers worked (get a free catalog, try ___ for 30 days at no cost, free fertilizer application, etc…) , hard offers didn’t (SAVE 10%, $100 OFF, GET A FREE TRIP!). Funny thing is sellers don’t like soft offers because they see a risk of higher cost. Reality is that you get lower ROI on hard offers because they don’t convert as well."

Many times people who are interested in what you sell will enter your contest. It just that their interest may not translate into buy now mode. Consider your offer as a courting mechanism that could eventually lead to a happy marriage instead of asking for marriage right out the gate.

I've worked with a number of clients who maximize their offers and get maximum results with the Fish. If you'd like to hear how they did it, just send me an e mail to

Good Selling!!

Wednesday, July 9, 2008

URL as Your Call to Action

On Interstate 15 outside Pocatello, Idaho is a billboard with a simple message.

Here it is in its entirety:

My guess is that if you saw that you'd hunt down a free wi-fi spot and log on to find out what's this all about.

The web address happens to be owned by the Nonpareil Potato Company which happens to sell hashbrowns.

There are a lot of good lessons to learn from this particular campaign that are applicable to any form of advertising you are doing.

1. It's tell people exactly what to do. Your advertising should always tell your perspective customer what you want them to do.

2. This advertiser realized that you need to communicate your message on billboard in 3 seconds or less as drivers whiz past at 75 mph. Lesson here -- make sure you can succintly say what you need to say to your target customer.

3. The URL is memorable. If you can do something memorable in your advertising, then, you stand out from the rest of the crowd.

All in all this is a wonderfully executed campaign with an attention grabbing headline that inspires curiosity, invites interaction and sells their product wonderfully.

I have a client who has done something similiar with his online advertising. He has utilized our video pre-roll at When I checked at the end of June, his video had been viewed almost 25,000 times in 60-days. His lead count is up and he's happy with the Fish.

If this sounds like something you'd like to learn more about or if you know of a business that the Fish might make sense for, drop me an e mail at

Stay strong and good selling!!

Mike Copeland
104.7 the Fish

Thursday, June 26, 2008

Relentless Advertising -- Does it Work?

I just learned about a study conducted by Stanford University School of Medicine and Packard Children's Hospital as it relates to children and food choices.
In the study kids 3 to 5 years old were fed two sets of identical foods -- some in McDonald's wrappers and some wrapped in plain paper.
The conclusion of the research was the kids overwhelmingly preferred the food wrapped in the McDonald's logo wrappers.
Each child was given chicken nuggets, a hamburger and french fries from McDonald's, and baby carrots and milk from the grocery store... With one exception, significantly more children said the McDonald's-labeled product tasted better.
McDonalds spends an amazing amount of money to market to children and to develop brand loyalty at an early age. I know because given the opportunity, my 7 year old daughter is insistent about going to McDonalds if it's around lunch time and mom and I are out running errands. That brand loyalty translates into sales for McDonalds.
My marketing friend in Portland, Oregon comments on the study, "McDonald's has enough money to be seen and heard just about everywhere; the rest of us have to be more selective in choosing market segments and media opportunities we can afford to dominate. But even without a huge marketing budget, you can still follow thebasic principles that have kept McDonald's at the top of their category:
1. Have a consistent theme and spokesperson -- the Golden Arches logo has been there forever, and Ronald McDonald has been a significant part of the marketing effort for decades.
2. Establish a long-term plan, and stick with it. The most successful markets map out a year at a time, and they don't cancel their ads after a bad weekend.
3. Make an offer. A small portion of McDonald's advertising is forimage, but most of it gives the target consumer a specific benefit-- a coupon, a new product, a movie tie-in -- for doing business
with them today."
Using these basic fundamentals can spell the difference between success and failure in your advertising campaign.
Remember if you are looking for ways to impact the market in Atlanta using these principles, I've had lots of success helping clients get results with radio. In fact, one of our medical clients consistently gets 50+ patients per month from his advertising with us. If that sounds like the kind of results you'd like to see in your business, drop me an e mail at

Friday, June 20, 2008

A Bonafide Guarantee

The other day I was working with a client trying to pull something together for an end of the month advertising program. He was understandably concerned about return on investment as any smart business person would be. His question was if I spend "x" amount with you, can you guarantee me that I'll get "x" dollars in new top line revenue?

I answered him with what I knew I could guarantee. His business had been soft so far this month. If he didn't do anything, I could guarantee him that he would finish the way he had started the month if the current trend continued.

The reason you advertise is not just so I can make a sales goal. It's because you need more sales and more sales only come from more people who know who you are, what you do, and how to get in touch with you.

Stop your advertising and I can guarantee you the following:

1. You'll lose customers

2. You'll miss your targets

3. You'll lose market share

4. Your revenues will go down

5. Your cash flow will go down

6. Your profits will evaporate

Those are just some of the guarantees I can confidently make to you. These are facts substantianted by years and years of research.

Another fact substantiated by primary source research is the Fish is getting results for their advertising clients -- even in the midst of a struggling economy. If you'd like to hear about our clients' success, drop me an e mail at and I'll send you FREE an mp3 audio testimonial that you can play right on your computer. Then you can decide if you'd like to explore getting Results With Radio!

Wednesday, June 18, 2008

Fixing the Holes In Your Sales Funnel

I have a friend in Portland, Oregon who is not only a great businessman but also an incredible advertising guru. In one of his recent blogs he wrote about fixing a company's sales funnel.
He said if your advertising is not producing the results you want, there are probably two issues to consider:
1. There's something wrong with the advertising
2. The advertising is fine but there is something wrong at your business. Prospects are entering the sales funnel but you are letting them slip away before they become customers.
My friend goes on to tell a story about how he and his wife needed a fence installed in their backyard. His wife called three companies.
Company #1: salesman came out, took some measurements and promised to call with an estimate. My friend never heard from him again.
Company #2: The receptionist at this fencing company took my friend's wife name and number. Nobody ever called back.
Company #3: Salesman came to the house. Took measurements. Went through all the options available to my friend and his wife. Company #3 got the job. Walked away with a deposit. He got the rest of the money when the job was complete.
Companies #1 and #2 may say their advertising is not working or they may say the economy is slow or they might cite both reasons why their top line revenue numbers are not coming in where they projected.
My friend wrote that either one of the companies could have had his business if they had practiced a very simple sales principle -- follow up.
The question then becomes how many other jobs have they lost because they are lax in this one area.
How many jobs are YOU losing? It could be that you need to use some putty to fix the holes in your sales funnel.
If your funnel is working well and you just need more people entering in, then send me a note at I've got a number of success stories where I've helped companies double their top line revenues. Perhaps I could help you do the same.

Monday, June 16, 2008

So You're Thinking About Cutting Back Advertising?

In times of perceived economic downturn, I've heard advertisers say they are planning on cutting back on their advertising. Behaviorist tell us that fear of loss is a far stronger emotion than desire for gain. If you plan on cutting back your advertising, there is a strong likelihood that you'll loose your footing and give ground to your competition.

One advertising expert has a few questions and observations on the implications of cutting back your advertising that I thought might be worth sharing.

(1) What if tonight your competitors decided, effective tomorrow morning, they're all going to cut back their advertising? Would they, or would they not, be playing right into your hands? In cutting back your advertising, what do you think you would be doing?

(2) How do you hope to replace the 30% of your customer base you lose every year through attrition?

(3) What your business needs is more customers and more sales! If you cut back your advertising, how will you get them?

(4) Today you need only two things to succeed: new business and repeat business -- but you can't have one without the other, can you? You get new business by advertising, and you get repeat business by advertising consistently. So, how are you going to attract new business -- and therefore repeat business -- if you cut back on advertising?

The same advertising expert encourages his readers to Google "Advertising in a recession" and he says you'll download more supportive data for advertising during a recession than you've got photocopy paper.

The lesson of every recession is the same. The businesses that end up stronger after the recession is over are those that maintain competitve top-of-mind awareness during the recession.

I've got one client who quantified 645 leads from the Fish and did over $500,000 in new business from those leads. This client, obviously, DID NOT cut back on his advertising. He reaped the rewards of finding new customers. If that sounds like something you'd like to do, drop me a line at and I'll send you his story.

Wednesday, June 11, 2008

Atlanta Traffic & Your Advertising

Forbes recently reported that Atlanta traffic is the absolute worst traffic in the United States.
Forbes says, "Here, in the fastest-growing city in America, more people flood the roadways than the infrastructure can handle. Commuters spend 60 hours a year stuck in traffic ... If that weren't bad enough, Atlanta is so spread out that only 29% of drivers get to and from work in less than 20 minutes ... and 13% spend more than an hour getting to work ... "
A recent article in the New Yorker said that nine out of ten people travel to work by car, and out of those, eighty-eight percent drive alone.
For those of us who travel in this mess everyday, this news is nothing new under the sun. My question is how do we turn this "trapped" audience of commuters into viable new business for you.
One copywriting expert says that drivers can't read, can't watch DVD's, can't watch TV, and have limited patience for learning while crawling through jams. Still a good percentage of these people are going to be somebody's customer.
These are people with wasted hours that cannott be replaced. For savvy marketers, this could represent an opportunity to be the most exciting part of your prospect's day.
If we hold their attention with compelling programming, you can have their undivided attention when your sales message comes on.
Turn the "trapped in traffic" problem into the "trapped in your message" solution.
I've got a number of clients getting great results going after this trapped consumer. One of my most recent successes had a client posting record top line numbers because of his advertising on the Fish.
If you'd like to hear his story, send me a note at or call 770-328-1938.

Friday, June 6, 2008

Pregnancy and Advertising

My wife and I found out recently that we are expecting once again. I love the way people say "expecting." It got me to thinking how much alike a pregnancy and a good advertising campaign are alike especially when you are "expecting."
When you are first pregnant, you may go for some time without any outward signs of your pregnancy. Just because you don't "see" evidence of the pregnancy doesn't mean you aren't pregnant. It's much the same with your advertising campaign. You may start a campaign and have great expectations but those first few weeks on air can often times be just like those early days of a pregnancy. You may be airing your campaign without a lot of responses. Never fear. Something's growing. You have to give it some time.
As time goes on, the baby grows and grows until it looks like mom is about to pop. The same can be said of your advertising program. As you nuture it and "baby" it, you'll begin to see that your results begin to grow. What's imperative at this stage is patience. Just like the baby takes some time to be knit together in the womb, so does your successful ad campaign.
Then the glorious day comes when the baby makes his entrance into the world. All of the pain of contractions and delivery are quickly forgotten when you behold the joy before you. Again, a successful ad campaign can go through contractions and there may be times you feel like you are giving birth. But, when the results come forth, there is jubilation especially as you see your top line revenue numbers increase through the stratosphere.
One of my clients just birthed his biggest month ever thanks to his ad campaign on the Fish. There were some contractions and some delivery pain but the end was well worth it.
Much like my wife and me, my client was "expecting." What are you "expecting?" If you'd like to see how you could give birth to a successful ad campaign, drop me a line at
When it's all said and done, you and I can swap cigars and celebrate together.

Friday, May 30, 2008

Motorcycle Riding and Advertising

I met with an a potential advertiser yesterday and he asked one of the questions that I hear from almost every business.
What kind of guarantees can you give me?
That question reminded me of when I took a motorcycle riding safety course several years ago. The instructor (replete with leather boots and chaps) asked the students this question: "Can you ever be 100% safe on your bike?" The obvious answer is "no."
There is nothing to protect you like when you are riding in a car. You are open to the elements. Here's the wisdom. That same instructor said, "my job is to help you minimize your risk."
So how does this relate to advertising your business, you may be asking.
I, nor anyone else, can guarantee you success with an advertising program. There's always an inherent risk. But what I can do is help you minimize your risks. Because I have been helping advertisers get Results With Radio for 14-years, I know the pitfalls and the potholes to avoid and the strategies that produce results.
In fact, I just helped one client have their biggest month ever. If you'd like to hear their story, I'll send you an mp3 testimonial. Just drop me a note at
As one unknown author has been quoted as saying, "Most motorcycle problems are caused by the nut that connects the handlebars to the saddle."
Could we say the same thing about advertising? You decide.

Thursday, May 29, 2008

Be Brave And Grow

Would you be interested in doing something that would help grow your business even in slower economic times?

What about something that would energize your sales force?

Are you interested in waiting for the market to turn around or are you open to doing something proactive about your business?

One of the quickest ways to insure business success, even in a down economy, is to determine that one thing that makes you different.

My guess is that within your category you have probably played follow the leader. You didn't really have to stand for something because there was so much business being done. That's an ok strategy during good times. You probably have made a sizable income by doing that but today's environment requires different thinking. You must determine your unique selling proposition and communicate it effectively to insure sales success.

Here's the real news. Even if business is off 10%, logically that means that 90% of the market is still "on" for what you sell. People are still buying. There are just fewer of them. This makes it even more important for you to give your potential customers compelling reasons why they should hand their hard earned money over to you.

By detemining your unique selling proposition, you can better develop your brand position.

We helped one company generate 645 leads and post over $500,000 in top line revenues with this type of strategy.

If you'd like to hear his story, e mail me at

Warren Buffett says it best, "Be brave when others are afraid and afraid when others are brave."

Are you willing to be brave? If you are contact me and we can schedule your FREE advertising audit. With over 14 years of advertising experience under my belt, I can probably help you develop a campaign that will establish your brand in the mind of over 450,000 people.

Tuesday, May 27, 2008

Yet Another Success !!

Ok. Let's face it. There are so many places to advertise in the Atlanta market. How do you know which one is where you should be?

One worthwhile qualification that I normally look to is: Does the advertising source have a successful track record?

Confidently, I can say that the Fish does!!

We just received another note from a business owner who is in the home improvement business.

He is running a small advertising schedule but it's a schedule that's strategically placed.

His results?

6 leads in the last two weeks (keep in mind he's only on the air 2 days a week)

4 jobs sold for a total of $15,000 in new top line revenue!!

That's a 67% closing ratio on the leads the 104.7 the Fish is delivering!!

Now that's getting Results With Radio!

We've got successes like these popping up everyday. If you'd like to see if we could do something similiar for your business, just drop me a note at

I'll even send you FREE a recorded advertiser case study so you can hear directly from the source.

Let me know when you'd like to start the process.

Why People Don't Buy

Sometimes if you understand why people don't buy, you can more easily understand why people do.
One marketing expert has an opinion that I think covers alot of bases. He says there are 4 reasons why someone won't buy.
No Need
No Hurry
No Money
No Trust
There are some things that you cannot control like no money but you can develop perceived needs, urgency and trust over time with your advertising.
The next time you lose a sale ask yourself the following questions:
Did I establish a need in the life of my customer?
Was there any way I could have aided in providing a sense of urgency?
What have I done to establish trust with my customer?
If it's a money issue, then, you might ask:
Is my pricing on target?
These are just some of the topics I discuss with my clients in an advertising audit. I really roll up my sleeves and listen to what's going on with your business.
The reality is I don't know everything about your business. That's why I ask lots of questions. Armed with the information we share together, then, I can return with a strategy that will generate results.
Send me an e mail and I'll send you a testimonial from one of my clients who more than tripled his top line revenue with one of my solutions.
Remember with the right message, you can get RESULTS WITH RADIO!

Friday, May 23, 2008

Get More Results and Spend No More $$

There's a marketing strategy that you can use that will improve your results and will not cost you a single extra penny.
One marketing expert refers to each media you use as a glass. For example, TV station A is a glass, radio station A is another glass, newspaper is another ... you get the idea. What happens is most advertisers feel like they have to be in every glass to drive their business.
If you can imagine your advertising as water in those glasses, you will not see results from any of them until each glass gets full. Some call this "critical mass."
Many times advertisers use a number of "good" glasses but don't have the budget to fill any of them to the rim.
What to do?
Choose the one, two, or three glasses that most closely align with your target customer.
Begin to aggressively fill those glasses.
Don't worry about the A's and the Z's. Focus on the core of your business.
Own a glass before starting another.
Insider secret: The first few $$ you pour into ANY advertising medium (glass) will be the most difficult to recoup. If you have chosen the media most closely associated with your core customer it will work! Just stick with it. Don't give up.
I have used this strategy with a number of my clients and have seen dramatic results. If you'd like to receive a recorded testimonial by e mail from one of my clients I've helped, send me a note at
Using logical strategies like these, you can have RESULTS WITH RADIO!

Thursday, May 22, 2008

The Halo Effect

I met with a potential advertiser yesterday. Her business is an established brand in the marketplace but she needs some additional leads to support an additional sales person she's bringing online.
I asked her what made her company special.
She gave me one of her business cards which had a number of different services her company offers. The company does all of these things well and is well respected in her industry.
I made mention of what one marketing expert calls the "Halo Effect." It's where you say one positive thing, and you become associated with many other positive attributes.
"Many advertisers fear saying just one thing because they think it will limit their appeal. But it doesn't work that way. People associate. " (Harry Beckwith, Selling the Invisible, pg.108)
This is simply the way the mind works. It's how your prospects think.
We're now working on developing a program that says one thing and one thing well in the client's advertising. We'll look for the "Halo Effect" to take place so her results will be heavenly.
If you think you've got something to say, perhaps I can help you say it more persuasively. Drop me a note at and we can begin a discussion to see if it makes sense for you to get RESULTS WITH RADIO!

Tuesday, May 20, 2008

Pushing a Car

Have you ever tried pushing a car?

If you ever studied physics, you'll remember that an object standing still remains that way unless an external force exerts itself on the object.

For example, this car needs all of your leg, back and arm muscles to get it to move off the dime.

But what happens once the car starts going? It picks up momentum, right? Once the car is rolling, you merely have to stand behind it and tap it to keep it moving.

You know starting an advertising campaign is alot like pushing a car.

At first it may seem very difficult. The calls may be slow going. The sales might be trailing the $$ you're pouring into a campaign. But have faith. Stick with it. If your message is right, it's only a matter of time before "your car" gets rolling.

We have a client who gets 50-60 new customers every month. It didn't start out that way, though. He had to exert some external pressure on the market to get his campaign to move off zero.

If you'd like to hear his story, I've got a 2-minute mp3 audio file I'll e mail to you FREE when you request it. Just drop me a note at

Remember with the right message, you can have RESULTS WITH RADIO!

Monday, May 19, 2008

Should I Be Advertising in a Recession?

If you're watching news shows lately, you've no doubt seen the incessant recession ranting. It's enough to make even me move into a state of depression. Personally, I have to turn that stuff off because it's not the reality that either my clients or I am living.

What kind of stock do you put into the "talking heads?"

I just finished taking my first course in seminary. It's something I've wanted to do for a long time. The course was called PR510 -- Introduction to Graduate Level Research. In the course the professor spent considerable time discussing the difference between primary and secondary source information. Primary source material is qualitative or quantitative information aquired from eyewitnesses, current surveys, or raw studies. Primary source material doesn't offer you a biased opinion on the material. You decide that for yourself.

So, as it relates to advertising, I wanted to find some primary source material that could help my advertisers as it relates to the current business climate. I found it in an empirical study of advertisers and their advertising habits during a recession. Here's the quote from McGraw-Hill Research from a study conducted between 1980-1985.

"In a study of the United States recessions, McGraw-Hill Research analyzed 600 companies in 16 different industries. The results showed that businesses that maintained or increased their advertising expenditures during a recession averaged significantly higher sales growth both during the recession and for the following three years, than those that eliminated or decreased advertising ... By 1985, sales of companies that were aggressive recession advertisers had risen 256% over those that didn't keep up their advertising."
Did you get that? 256% over those who put their head in the sand!
I just had an advertiser who sells a discretionary product who had their biggest month ever! If you'd like to hear their testimonial, I'll send it to you FREE. Just drop me a note at requesting it.
Which group do you want to be in? In the group that runs and hides or the group that generates 256% over your competitors.
It's your choice. Call me if you decide you'd like to do the latter. 404-995-7343.

Friday, May 16, 2008

Marketing to Women -- Is it Different?

Here's a book worth picking up if any part of your business needs women as customers. And let's face it, if you are married, we truly know who the decision maker is in your household.
I haven't chosen a tie on my own for almost 10-years. My wife buys three that "she" likes and says pick two and I'll take the other one back. At least she gives me the semblance of making a decision for myself.
That's why it's important to understand that men and women communicate differently. An advertising message crafted for a man may not necessarily be the best tool to reach a woman.
In this book, co-authored by Holly Buchanan and Michelle Miller, marketing strategies specifically tailored to reach and persuade women are highlighted. For example, if you had a failed customer service call and I had to wait on hold for 10-minutes, I might be irritated but if business got done, I'm ok. Not so with women, according to Buchanan and Miller. They look at it as a relationship ender -- and relationship ending in business translates into taking their business elsewhere.
Because the Fish is 70% women, it's important to take note of these types of nuances in your marketing. I've been helping my clients tell their story, find more new customers and make more sales with the Fish for the last 6 years. If you'd like to see if we can tell your story convincingly and grow your business, just drop me a note at
Remember that with the right message you can get RESULTS WITH RADIO!

Thursday, May 15, 2008

Consistency Is Key In Delivering Your Message

Dale Carlsen is president of California based Sleep Train stores. His story is an amazing one. Carlsen started his business with one fledgling store in South Sacremento and has built it into a 224-store chain with $350 million in annual sales.

When asked about his secret in growing his business, he said marketing and advertising. Carlsen reflects on the fact that the average consumer is in the market for new bedding every 7-10 years. That means that consistency of his advertising message plays a key in keeping Sleep Train top of mind with his customer base.

“If a customer doesn’t walk into my store when he’s in the market, I won’t have another chance for seven years. And I don’t know when he’s going to decide he needs a new bed. So I want to be talking to him every single week, all year long.”

It's important to talk to your customer who is in the market right now but it's equally important to reach those who will be in the market in the next 3, 6, 12 months. If you'd like a FREE advertising audit, drop me an e mail at and I'll be happy to share my success stories. Then, we can see if something makes sense for you.

The Elements of A Successful Campaign

An industry expert has a formula that has consistently worked to deliver measureable advertising results. It consists of 5 elements that are scored individually. If you do not score a 70 or above, the campaign will probably produce negligible results. Here are the 5 elements:

(1) Make a specific offer to sell something 25 points
(2) Price your offer whenever possible 25 points
(3) Ask for a specific action 20 points
(4) Add urgency with time or quantity limits 15 points
(5) Develop a theme or hook 15 points

Total Points 100 points

One of my clients recently changed his strategy to utilize this formula and had the biggest revenue generating month in the history of his business.

If you'd like to hear his story in a 2-minute mp3 audio, just drop me an e mail at and I'll send it to you.

Remember with the right offer and the right station, you can have Results with Radio!

2,000 Respond To Radio

Over 2,000 Respond
Welcome to a brand new blog designed to help you tell your story, find more customers, and make more sales. I bring 14-years of radio marketing and advertising experience to your business. It's experience that produces RESULTS. Results like the above picture where I helped this business produce over 2,000 people in 2-hours for their grand opening.
When you subscribe to this blog, you'll get information on how you can make your marketing $$ go further and be more effective. I'll post ideas, success stories, marketing news, etc. Why do I do this? Because I desire to see every one of my clients have the best results possible with radio advertising.
Stay tuned ... more to come.