Sometimes you hear a song and realize, hey I know that. 

Melodies jump into our brain and then what is commonly called an “ear worm” takes over and there is no way to make it easily go away. Sometimes those songs are for advertising. Maybe it’s a musical branding piece done specifically for a company. Often, it’s a remade song that is newly incorporated into a campaign. 

First, let me say that using music in your advertising can be extremely effective in driving your message. It can help cut through the clutter better than others. You hear the first few notes of a “tune” and immediately recognize the advertiser. 

On the other hand, some music used in advertising is annoying. Case in point is the“Yacht Rock” song “Magic” made popular by the British band “Pilot” in 1975 and by Selena Gomez in 2009. “Oh, ho ho – it’s Magic.”  Well, no doubt you’ve heard this in the campaign for the diabetes (and weight loss) drug Ozempic where “It’s Magic” is replaced with “Oh-zempic.” I don’t know about you, but every time this commercial hits the air, I hit the mute button. 

Listen2the Music, but BeCareful Using It

For them, the song use is all about name recall, since that’s the biggest concern for drug companies primarily because their drugs have such weird names. Big Pharma pays Big Money to firms that specialize in the process of coming up with stupid names.  

After all of the images of happy people doing slice of life things, this mind-numbing, overplayed, 60- or 90-second television commercial takes more time talking about the “side effects” than it does to sell the product. And, all the while, that irritating music – “Oh-Oh-Ohaaw-ful” - is going on in the background.

So, my advice is to be mindful as you plot your next campaign.

Using music in your advertising can enhance audience emotions and make your ad memorable. Used wisely, it can help you differentiate and set your advertising apart from the crowd.  Should you opt for pricey well-known music? Perhaps. Sometimes the extra cost is worth it. But remember you need to obtain permission and the rights fees can be staggering.

Music in advertising can be beneficial, but be aware of the annoyance factor when considering an original “one hit wonder” song. Save the 70’s and 80’s tunes forMusic Trivia night at the local bar or for Final Jeopardy.

When I started this company 14 years ago, Public Relations wasn’t a focal point of our new firm. Back in those days, we farmed out press releases, press conferences, and even media training. My background was in the television media business, so I was more focused on the advertising side of things in our industry.   

Then over time, as I listened to seasoned pros and watched many in the PR realm do their thing, I saw value in us branching out into this interesting arena as a service for our clients. You would think that the media, with its ongoing need for news and information, would be eager to print or air just about any PR piece we’d send them. I mean they need a constant influx of information to fill their pages or their newscasts, so why should it be such a challenge to get media exposure for our clients. Well, it isn’t that easy and has taken a constant effort to build an efficient and effective PR side of our agency.  

Some FreeAdvice4YourConsideration

Decades ago, I heard the saying, “It’s a bad day when 60 Minutes knocks on your door.” Though that show is almost as old as I am, that statement still rings true. 

While it’s unlikely any of you reading this piece will ever get contacted by the CBS News Network, you never know when unexpected reporters or challenging topics will cross your inbox or connect via your mobile phone. Even kind and friendly reporters, just out doing a casual story, can very easily catch you off guard and take you into a conversation you may not want to have. 

Recently I was meeting with a client who was about to experience her first live television interview. It was set to be a friendly meeting in a studio. In spite of those expectations, I wanted this person to be prepared. I coached her on some basic information to help frame the interview – questions I thought would be asked, what to wear, how to sit, and some other tips. I also spent time encouraging her to answer the questions she wants to answer and not always the question that is asked.  

Most of the time those in media have an agenda. I’m not talking about the kind of agendas being put forth by some in politics. Instead, it could be as simple as – tell a good story, or get this sound bite as quickly as possible so we can get onto the next assignment. Obviously, they have something they want to accomplish. You also have an agenda. You also have something you want to accomplish.That’s the kind of give and take you should utilize whenever you have any opportunity with the media. 

Hopefully the crew from Dateline or 60 Minutes never comes “knocking on your door.” But, if they do, or if you ever find yourself in a regular interview setting, be sure you make it a point to talk about what is important to you. Knowing how to engage the media in advance is generally the smartest plan.

Before and After advertising is as old as... well, advertising. I mean, who hasn’t seen an ad for Weight Watchers, and marveled at the Before and After comparisons of this highly effective weight loss program?

“Here’s what I looked like before I started Weight Watchers!”  or “Here’s what my house looked like before I had new siding installed!” Let’s face it. Those before and after advertisements are as common as a Facebook post with someone bragging about what a good life they have. 

I recall working with a client in the medical industry, who absolutely hated the reality of before (problem veins, facial, or body issues) images in her advertising. In fact, we were never allowed to show the before or the after. 
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Instead, we focused on ways of demonstrating to our audience the power of the after.  “How will you feel after you have gone through this process or procedure?” Or, for other clients, “How will your home or office look once you’ve completed that work?”  It was typically an approach that was aspirational in nature. 

It got me thinking. 

Think In Order2Create Something Different

So much of what we do at 5Points Creative is related to how our prospective clients expect to see their company, themselves, or their situation after they’ve engaged us to help. It starts early in the process when our team asks about why they have reached out, what they see their challenges being, or how they anticipate 5Points Creative helping. 

Once they’re on board, the headway continues as our Creative pros delve into defining what each client is hoping to accomplish. We uncover what dreams they have for their business or organization, and how those dreams with impact their customers. We continue by engaging them as to their thoughts, wishes, and desires relating to their corporate look and feel. These conversations provide the foundation and direction that facilitates the process of developing great work for our clients in order to achieve what they really want after  the hard work has been completed.    

Think about it! There is nothing that stops anyone – even you as you are reading this – from envisioning the after. It doesn’t just apply to your marketing and advertising. It relates to your operations, your sales process, your personal growth. Anything!  I’m not suggesting you can simply visualize this new after  visioning concept to make it happen. It takes more than that.

But, it stands to reason that if you start with your after, you’ll be in a better place once you begin wrestling with your before.

People are unique. We can all agree on that statement. 

Yet, when looking at marketing decisions, it seems the experts want to lump us into categories with the assumption that everyone occupying that category has the same patterns, desires, interests, and passions. 

That is most evident in the generational groupings so popular over the past few decades. You know what I’m talking about.  It’s become trendy to pit the Baby Boomers against Gen-Y or Gen-Z, and don’t even talk about those Millennials and their preferences. Born in a certain year you are a certain way. Born in another decade and you absolutely fall into a different category. Speakers, authors, the media, and culture in general all thrive on generalizations. 

This kind of thinking makes it easier. It’s faster to produce the TV news story or magazine article. And it’s also wrong. 

Just because you know when someone was born doesn’t mean knowing what they’re going to think or how they’re going to respond. I hate to break it to you, but horoscopes are meant for entertainment purposes only. You can’t tell me that everyone who is born in 1998 or in January are cut from the same cloth. 

Demos Are Interesting, But They’re Not4Making Absolute Targeting Decisions 

Yet in advertising, companies are too often identifying their targets based on the generational labels they read about in magazine articles or see spoken about on television. That goes for hiring too. You’ll hear leaders discussing their “Millennials” or recruiting “GenX” employees and how difficult it can be for these people to work together. It’s all so – generic. 

It’s also off track. 

Good advertising draws interested people into a relationship with your product, service, business or organization. Great marketing keeps them engaged with you and loyal to your way of approaching client, customer, or patient interactions. 

Grouping generations together solely based on their birthday is overly simplistic and misses the mark. Instead, focus your advertising on reaching out to the people most likely to do business with you – regardless of their precise birthday. Your product is unique and so is your audience.  Focus on that part of your messaging and find the common ground with your interested audience.  Effective advertising resonates with consumers regardless of their stereotypical generational label. 

Target that next campaign to those you want to reach and do it in a unique way to get the best results.

If you’ve ever looked at the sales process then you already know that people buy from people they know and trust.  If you haven’t thought about it, now is a good time to consider what I call the “headwinds” in the sales process. 

Not all of you are involved in selling products or services, but all of us are buying things and most of us have a hand in our organization’s development or our company’s revenue generation. That means selling is a universal subject worth taking a few moments to better understand.

Selling is hard.

It’s even more difficult when your sales representative is unknown, selling for a company that lacks familiarity, and is in a new territory.  Not much is more difficult than that.  It’s a road game and the wind is in their face. They’re an unknown quantity in an uphill climb. That means they’re facing defeat and unless they’re exceptional, some proverbial wheel spinning is certain to occur. 

Get KnownBetter4Business Development

So, what can be done to get some wind at their back and make the sales process a little easier and even palatable? 

For decades I coached sellers on cold calling, and during the 90’s and the aughts I did my own share of knocking on plenty of doors. Over the past 14 years, I’ve seen the value of integrating advertising and marketing with our client’s sales efforts. Selling is easier when the wind is at your back, and that lifting breeze comes in a variety of forms. Billboards, digital marketing, television, radio, and print advertising all enhance building awareness. Branding, marketing tools, and lead generation software can make a difference in the right situation. Even things like social media, event marketing, content creation, and sponsorships will assist your developers and representatives in gaining access. 

Old fashioned cold calls can still work. Combining them with the power of good marketing and advertising simply makes so much more sense. If you’re not sure how to integrate all these tools, it’s a good time to talk with a company like ours. Interrupting advertising and marketing can make all the difference in easing entry into new customer and consumer relationships – and that means a more effective sales process.

Remember the old saying, “curiosity killed the cat”?  Well, the lack of curiosity has done-in more than a few businesses and leadership teams.  Strong questions make a big impact.

We’ve all watched the lawyer movies and know the basic concept of never asking a question, to which you don’t already know the answer.  That makes sense in the court room, but skilled leaders know the value of asking genuine questions to gather new information.  That information can shape your sales approach, your company’s direction, the way your solution is framed, and a whole lot more.

That’s my premise and it’s one I stand by.  Opening questions in the sales cycle can get the conversation going. Gathering information sets the stage for better understanding. Good listening typically starts with strong and planned inquiries. Trial close questions can close the deal, for sure. So, what’s happened with the concept of asking good questions?

Get a lot More4Your Business

I’m not sure there is one specific answer, but rooted in the reply is the fact that some people seem to want to be the ones who know everything.  So, if you know what the person is going to say or are convinced you have the answer, then why ask the question?  Really! Why ask the question?

For the information gathered is the reason why.  To get to the heart of what’s on the person’s mind. To better understand their circumstances, goals, objections, and a myriad of other benefits.  It’s a basic, but important reminder.  Put more thought into asking better questions.  Not comfortable in a social setting, or on unsure footing with a boss or a co-worker?  Start by asking a few good questions.  If you listen and pay attention, you’re likely to get more good questions and gain valuable insight.  That’s the power of asking questions.

Uncovering problems, improving processes, learning why something works the way it does, or why it isn’t working at all, are all ways to gain new business and solidify the business you have.  It’s also the way to recruit new employees, retain your key talent, and build better relationships with those who work with and for you.  Think again about the value of a good question (or two) before that next big meeting with your client, prospect, or boss.

What will you ask first?