Ask2Get Answers

Early on I was going to be a reporter – a television sports reporter, actually. I think someone told me I had a face for radio and, eventually, economics and life caused me to shift from journalism to capitalism. In the TV business we used to say "the journalists and the capitalists never cross paths", but I think I kept at least one habit from my days as a reporter.

I ask questions. A lot of questions. It could be curiosity or nosiness, but it is a heck of a good way to learn things.

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And4Many Other Reasons

It's also a really important part of the business development process. Whether training sellers, information gatherers, or practicing this technique in my own agency's efforts, I know questioning is a critical part of selling. For a long time I heard salespeople were the outgoing, gregarious ones who were the life of the event. In reality, I observed the best sellers were the ones who asked good questions and listened intently to the answers provided.

The power of sales is in the hearing of the problems and the crafting of the solutions. Without questions, you cannot get to the source of the challenge. Good questions should lead to more questions. After learning, the capable seller can then propose an answer that best aligns with their client's needs. Frankly, it's the reason good doctors ask why you're there before they start the examination and provide the diagnosis. Doing it the other way around makes no sense.

Ask questions and get information.

Ask really good questions and get even better information.

Listen2TheMusic

It was probably 2003 and I was working at BusinessVoice in Toledo, Ohio. I had one of those little desk calendars with quotes on it, and while I can't remember who said it, I clearly recall the daily message saying "The problem with life is there's no soundtrack." It's an observation that has stayed with me throughout my days...most things are better with music.

In fact, I'm writing this month's Seed with my own "soundtrack" playing in the background.

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Nothing like a little Johnny Depp Rockabilly to get me in the writing mood.

Music can propel me to write more, help me to feel better, and sometimes cause a flashback to another period of my life. It impacts my life – and probably yours – in a myriad of ways.

An Application4Your Marketing

Whether it's your father's Firestone Christmas record collection, sheet music for a song you played in your high school band, or the newest song on your playlist (Mine is "Remember Home" by Sebastian Kole), music is intertwined with life.

It stands to reason music can impact your marketing too. If you're doing significant outreach advertising, you'd be smart to put a lot of consideration in what music is used to carry your digital, radio, or television commercial. Just as much as a logo, a combination or colors and fonts, or a tag line...music can and should be a part of your brand. Whether it is a catchy tune from an upcoming indie artist or a custom created five second jingle, music has the power to invoke any number of feelings as well as bring immediate recognition of who you are.

It might be called background music, but it can have a great impact on the foreground of how the world sees you.

The successful organizations and businesses have already figured that out. The ones we work with are at least paying attention to that part of their operation. When thinking of your outreach strategy for 2017, consider making music the soundtrack of your business.

Look2See

I spend a lot of time on highways watching the mile markers fly by. As I’ve written before, being on the road gives me an opportunity to really think and process. One of my more recent trips reminded me how timing and order play an important role in not only our personal lives but our business lives.

For example, the exit informational signs on highways all follow the same basic pattern. The signs are positioned in a certain order for a reason – attractions, accommodations, restaurants, and gas stations.

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Think4a Minute

It just makes sense. When on a trip, there are a variety of decisions you need to make at different intervals.

If you’re going to make an unplanned detour off the highway to visit an attraction, you need a significant amount of time to consider a change in your schedule. Then you may need to decide if you want or need to stay at a hotel for the night. Those two decisions need extra time. That’s why those blue signs come first.

As for the others…You know when you’re hungry and usually what you are craving. In many cases picking a restaurant can be a quick decision. Finally, gas is a necessary stop. When you need it, you need it right away and there’s not a lot of decision making that needs to occur. Now it’s almost time to exit.

What about the marketing you do for the organization? Does it make sense? Does it follow a logical order like the information signs placed as you approach the next exit? Make sure your marketing aligns with the buying process of those who seek out your business or the services you offer. If it doesn’t, it’s time to realign to make it match.

Then think about it again the next time you’re cruising down the interstate.

One Way2Go

“I scream. You scream. We all scream for ice cream.”

That might have been the first food marketing campaign in the history of America (or not).

Over the summer, I was thinking about how I order ice cream. When I’m in line, I think about all the different flavors and options and rattle around the possibilities in my tempted brain. Fruity goodness. Chocolate-chunky creaminess. Strawberry mixed with those bright red little pieces. Tropical coconut varieties. My mind bounces around as the line shortens.

Then – almost every time – I order mint chocolate chip in a waffle cone.

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And almost every time - I eat it too fast.

Easy4Me to Pick

I love mint chocolate chip. You may love vanilla, peach, rocky road, or even strawberry cheesecake, but most everyone has a favorite flavor of ice cream.

So why do I order mint chocolate chip? I’ve determined it’s because in my mind I know I like it and it hits the spot every time. It’s my favorite. If I’m going to have ice cream, I feel like I should get my favorite flavor. The funny thing is – there’s no real reason (besides obvious weight gain) why I can’t have pistachio today and mint chocolate chip tomorrow – or the next time.

That’s how patterns develop and how we establish our fallback routine. It’s safe. It’s reliable. It’s trusted.

Well, maybe it’s time to break some patterns. Try a new approach to the way you work. It may just work out even better than you expected. If not, you can always go back to the tried and true pattern of mint chocolate chip ice cream in a waffle cone.

Decisions2Make

Business, like life, moves in cycles.

After seven years of owning my own company, I was recently at a crossroads. Like Tom Hanks at the end of “Castaway”, I had to make a tough choice (one that ended up being pretty easy to make actually).

Last year we started an advertising campaign in a local newspaper for our advertising agency. Not many businesses in our area of specialty actually advertise very much so it was a significant move. A month or so ago, we collectively decided to shift our focus from print to local television. We were in the process of producing our new commercials when we got some bad news.

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One of our clients was backing off. Another client was going in a different direction. While plenty of possibilities were in the “pipeline” and some were on the cusp of using our services, we did have several weeks of uncertainty. Should we pull back our advertising initiative?

The thought of discontinuing our advertising did more than cross my mind…It was a serious consideration.

A "Duh" Moment4Me

Then I realized the mistake I was about to make.

Thousands of times over the past three decades, I’ve encouraged businesses to stretch or hold firm their marketing budgets during the rough times for their business. The studies and statistics support this premise and have for decades. Companies holding or expanding their advertising during challenging times actually catapult out of the struggle way ahead of their competition.

It’s not that advertising is the panacea. However, cutting your advertising budget at the first sign of trouble is never - EVER - the best move. It will only make the problems worse. Even though it was the strategy I had pushed for years, I was briefly tempted to pull back during my own business’ challenging few weeks. Once I caught my breath, I knew it wasn’t the right call.

I am convinced moving forward with our campaign was the right decision – not just because I had been pushing this strategy all these years, but because I know from my personal experience it works.

If you’re in Roanoke you may see our commercials on TV. If you live out of town you can click here to view them.

Made2Order

“Feed me.”

One of the best meals I’ve ever had was in D.C. at a tapas restaurant. It was late in the evening and the kitchen was about to close. My friends and I simply requested the staff “bring us what you want”. The chef whipped up an amazing array of small plates with all kinds of tastes, textures, and flavors. We tried them all and were blown away. It was so good. And the meal was a memory.

Let the creative people create.

Creative Solutions4You

At our shop we often discuss how good advertising “interrupts.” Successful advertising stops people in their tracks and causes a change in their behavior or action. All too frequently, many clients want to be sure the creator lists the products, shows the address(es), talks about how long they’ve been in business, or about how much quality they offer.

While these elements are important, no longer can the creative person do what they do best. They are caged in by client-imposed rules and expectations.

Last year, when I decided to market my advertising agency in the business section of our local newspaper, I turned it over to my team and let them do what they do. It was a good exercise for me and the process created leading-edge advertising that accomplished just what we wanted it to.

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Whether your reaction is "TRUMP!" or "TRUMP!?!" or "...trump..."we gotchya, and proved our point.

It’s the same process respectable creative teams usually follow for all clients.

Each piece is created based on the audience, the need, and the target. A custom solution is crafted with a specific goal being the primary driver. That’s the best way to use creative license to get the most effective results.

Every once in a while, let your design team bring you what they want. You may just find it’s exactly what you need.