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!

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