Tag Archives: Response

Whether you love Donald Trump or you hate him, there’s one thing you’ll have to agree on:  He broke every rule of presidential politics…and won!  The guy has said things, the guy has done things that every pundit said would lose him the election.  And he won!!!

So what’s going on here?  What’s the message that a company like yours must take away from the last year and a half?

It’s that all the traditional rules and all the conventional thinking about marketing no longer matter – in fact they might actually work against you.  The climate in the country is CHANGE.

IN with bold.  IN with audacious.  IN with clean sweeps.  And OUT with the Status Quo!

We’ve all heard the phrase, maybe within your organization or department, “That’s not the way we do it here.”  In the case of now-President Trump, he certainly didn’t buy into that line. This phrase is used to defend against change. It’s the easy way of avoiding having to change or embrace better alternatives. But the problem with defending “the way we’ve always done it” is it keeps us from doing something new. It keeps us from having to change.

Change forces us to take a position. Taking positions expose us to potential criticism and critique and that makes us uncomfortable. So, to keep from being criticized and being uncomfortable we do the “same old stuff.”  But Trump has changed all that.  The new rules in this post-election world are: Dare to go on the offensive.  Dare to do things differently.  Dare to look forward.  Dare to be audacious.  Dare to risk failure.

In fact, Donald Trump stole a line right out of our hymn book: “Dare to be Different,” and now he’s sitting in the oval office.  The Status Quo is over, whether you like it or not.  And if you’re not ready to change, well, ask Hilary Clinton how it feels to be on the outside of the White House looking in.

The rules are being re-written even as we speak.  So I’m breaking one of my own and putting our agency pitch video right here at the end – because it’s all about change.

I’m Rolf Gutknecht and I approve this message!

Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

I can remember it like it was yesterday: I and some others from my agency team along with the client’s CMO were sitting in the office of the CEO for a Fortune 100 company presenting the advertising campaign for the year.  The CEO looked at us and pointedly said, “Strategy is results!”  What he meant was that the strategy doesn’t matter as long as you are producing results.  This CEO saw: strategy = analysis and execution = getting things done, and he attributed more value to doing than to analyzing. Strategy statements like “Being the brand of choice in the vertical markets we serve” and similar statements were not for him. And frankly, I’m not a fan of them either.

But, any seasoned marketer knows that a marketing strategy is about the series of choices you make on where to play and how to win to maximize long-term value. Execution is producing results in the context of those choices. Therefore, you can’t have good implementation without having good strategy. Most everyone would agree that you just can’t achieve good results without having good execution; similarly, most would agree that having a good strategy alone is no guarantee for success. But, too many jump to the wrong conclusion that this makes execution or implementation more important than strategy. OK, so let’s look at that for a moment.

It’s pretty obvious to all that creating “The Strategy” is cool…it’s sexy. And who wouldn’t want to be part of the team that developed “The Strategy,” right?  But actually creating it right requires thought, knowledge, and understanding of the audience and marketplace, and creativity.  Look at any university setting and you’ll see that MBA courses stress strategy.  We worry about social media strategies, mobile marketing strategies, strategies for enhancing customer engagement or customer experience, advertising strategies, SEO strategies, lead generation marketing strategies, sales strategies, and on and on.

You’ll get no argument for me when saying that a well-thought-out and written strategy is critically important to business success.  But here’s something that a lot of marketing people don’t always consider to the extent they should: the soft underbelly of strategy is implementation. Without implementation, even the most brilliant strategy is just words, a hope, an untested premise. We all know this intellectually, of course, but we don’t necessarily follow through on that knowledge and make it the priority it should be.  Implementation is generally left to some coordinator or least experienced member of the team.  Or even to an automated program.

Okay, we all know that the implementation and all the hard work that goes along with putting a strategy into the marketplace has to be done by someone.  Initiatives don’t get completed by stating them on paper; they require action, management and follow up. And from my experience working with organizations of various sizes, I’d say that no VP of Marketing or CMO can – or should – try to do everything.  But in the same breath, we can’t just assume that everyone who is diligently working on the tactics is actually supporting the overall marketing and business strategy that was created.  Implementing different pieces of the program is not the same as true implementation to achieve the organization’s business objectives.  Poor tactics, poor coordination, and poor implementation of even a great strategy have led to as many flops as a poorly created strategy.

Here’s a quick real life example: An athletic shoe manufacturer sent me email after email telling me to stop by their upcoming trade show booth, and by turning in a printed copy of the email, I would receive a certificate for significant savings off their athletic shoes. Guess what happened when I showed up at the booth? No one, and I mean NO ONE at the booth knew anything about the offer. “Don’t know what this is all about,” or “No one told us about this,” were all anyone there could say.

So, at the risk of being overly obvious, the heart of the implementation of a marketing plan is the execution, the actual doing of the planned marketing activities. Successful marketing implementation requires:

• Attention to detail
• Staying on top of “who’s doing what”
• Accountability of those involved…no passing the buck
• No waiting till tomorrow. No procrastination!

Mere implementation is not always that difficult. The hard part is implementing things in an organized way. And, it’s the cohesiveness of the strategy’s implementation tactics where the revenues (the results that the Fortune 100 company CEO talked about) will be generated.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

“Life can only be understood backwards; but it must be lived forwards.”  – Soren Kierkegaard

The last quarter of 2016 is almost history and as we stand poised to welcome 2017 in less than 2 weeks, we hope for a future that is successful, rewarding and where your dreams will be realized. Having seen the start of more than a few “new business years” during my career, I’ve learned that you can do one of two things in preparation for the coming year. You can yet again try to create a brand new marketing strategy for the coming year or you can pause, look back and do some serious reflecting, resolving to change, or improve some aspect about how you will initiate your future marketing campaigns. For some people, looking back over the past year may be something better left in the rearview mirror; on the other hand, burying your head in the sand can be seen as the primary ingredient in a recipe for another disappointing year…and you know how much the CEO/President/Owner/Founder loves that kind of thinking. So, before one celebrates the dawn of a new year…take time to ask yourself what are you going to do to change? What does success in 2017 look like to you and your executive management team?

Speaking for myself and our firm, the end of each year is met with a healthy dose of optimism for the coming year. We see 2017 through a lens of hopefulness, that things will continue to get better. Is that just us or will you and your organization also view the coming year with a level of anticipation that you haven’t had for a few years? Hey, it’s been tough for most everyone out there but let’s remember that at least a few organizations — perhaps some of your own competitors — have fared better than most despite these trying times. So what have they done to plot a course for a more optimistic and profitable path for success in 2017?

Depending on marketplace factors coupled with how well you were able to strategically position and market your company, the past year was either seen as a success or another year of same-old, or even a disappointment.  The question that begs to be asked here is, how much of last year’s growth or lack thereof was because of something you had no control over, such as good or bad luck, and how much was because of something you specifically chose to do or not do?  I’ve found through personal experience this is the time to be totally honest with yourself.  As Sigmund Freud said, “Being entirely honest with oneself is a good exercise.”

Hey, I’m all for a bit of luck but you probably don’t want to continue betting future success on lucky things happening in the coming year.  With this in mind, here are a few questions to ask yourself as thought starters as you begin the process of looking in the rearview mirror at this past year and through your windshield to the next:

• What marketing activities worked for you and which ones didn’t in 2016?
• What 2 or 3 trends did you notice have taken place in your industry and outside of it that you need to incorporate into 2017 activities?
• What 5 pieces of really good customer feedback did you receive this past year that you need to take deliberate action on?
• Is there one part of your marketing activities that if it got more attention could yield better results?
• What are the 2 mission-critical initiatives that absolutely need to be accomplished by June 30th 2017?
• What are the top 3-5 problem areas that could impact your bottom line or stunt the growth of your brand if you don’t tackle them now?
• What are the 3-5 opportunities that could grow your bottom line, brand visibility and preference?
• How did your marketing (from strategy to execution) match up with your competitors? Was it “beige”- boring or was it “full of color”- impactful?
• What do you produce, offer or do that excites your audience and makes them think “Wow!”

As marketers, one thing we know for sure is that change will not stop in 2017. The marketplace will continue to shift on us, and so will the economy. But by reflecting back on 2016, taking control of your marketing activities rather than being tossed around by the waves in the market, along with thinking optimistically about what 2017 can hold, this New Year might actually be a year worth celebrating.  It will be for us and hopefully will be for you as well.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

I’m so glad it’s over. Probably like you, my home phone was being called at an increasing rate the closer that we got to Election Day. Candidates’ faces and names were everywhere and on everything from direct mail to lawn signs and outdoor boards to TV and radio commercials.  As annoying as it was, there were a number of messaging strategies and tactics that caught my attention because they were executed exceedingly well, which, as marketers, we should consider adding to our communication toolkits for use tomorrow, next week or next month. For as we all know, your customer and prospects are still being bombarded with marketing messages each and every day by both you and your competitors.

So let me share with you some strategies and tactics used by politicians leading up to November 8th that are worth remembering today.

1)      Understand the takeaway

Truth is, these folks do have some things to teach us marketers, particularly regarding messaging. They see the world a bit differently than we do, and use techniques most people didn’t learn in school or on the job, such as: It’s Not What You Say, It’s What People Hear. You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and existing beliefs. We focus too much of our energy on finding the best way to sell our message, and too little on understanding the filters consumers have as we deliver it. Political marketers care more about takeaways than inputs.

2)     Make it look good

Did you see the biographic videos produced by the two Presidential candidates? They were extraordinarily well done. A number of other political ads were also well done from a storytelling and video perspective. They stayed on message concentrating on the one critical point (not 4 or 5 points) that they wanted to make sure was communicated. The videos were shot and narrated well. They didn’t hire amateurs to do their work but had expert writers and producers creating the content. Like with your business, there’s too much at stake to do cheap stuff because everyone knows what cheap means. People interpret what your company or brand stands for based on the quality of creative and the media channel it’s presented on. Don’t go out until you look good.

3)     Be the genuine article

Business marketing sometimes seems to stretch the truth a bit too much. When marketing messages are sufficiently visible and sufficiently wrong, the press will get wind and call you on the truth of your marketing. Transparency of your brand could never be more important. It is less about giving the appearance of perfection and more about being genuine and human as we build relationships. While it’s critically important to craft your story and advocate for the benefits of your product or service, it’s not fine to lie about them. My mom use to tell me “Lies have short legs,” meaning you can’t outrun the truth …so don’t stretch.

4)     You are who you say you are

In the world of politics, I would argue that there’s nothing as important as branding and having people recognize what the brand stands for. Brand consistency is always maintained.  Unlike politicians, too many companies struggle with this, swinging wildly from one branding concept to another. In political ads, everything from the taglines to the logos to the visuals has been choreographed beautifully. Get your branding figured out right now. Here are a few questions to ask yourself to determine if your branding is clear:

• Could your customers tell you what your tagline is?
• Could company employees draw your logo?
• Can any employee explain in 10-15 seconds why your company can do it better than the competition?

5)     Be social…not antisocial

Politicians don’t just post stuff to their respective Twitter or Facebook accounts and hope people will read it. Rather, they actually engage with their social media audience. They post images and video. They have their immediate families and supporters use social media regularly. How is your company using social media to spread the good word about your company? I’ll be the first to say that spending a lot of time, money and resources on social media is not right for every company, maybe not even yours, but without some presence, you’re letting the competition become more visible and be seen as a legitimate business partner at your expense.

6)     Tell the story again and again

Why are most political ads annoying? Some of it is the content, but I think most of the annoyance is the sheer quantity of political advertising as elections draw near. But politicians know one thing: without a communications budget that allows you to be out in the market in a way that shows you’re a player, you won’t get the job done. Far too many companies who do “invisible marketing” base their companies short and long term success on thinking that customers will pick them over a brand that’s actively marketing and better known. The takeaway is that repetition is key …but too much repetition annoys.

As I said earlier, I’m glad the madness of the political advertising season is over. But I’m grateful to have observed it from a marketer’s perspective, because it’s a reminder that each and every day customers and prospects are voting who they want to do business with.  Let the winner be you.

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Fulfillment isn’t always what it’s cracked up to be, especially in business.  Consider a conversation I had today with one of our media reps that revealed why so many B2B ads aren’t just bland but simply bad.  This was in response to why an ad appeared in their publication quite differently from what the advertiser expected.  (We didn’t do this ad, so we’re off the hook!)  When we asked the rep why the ad didn’t fit the space properly, and why the publication didn’t contact the advertiser to discuss the problem, the answer was they’re so used to getting poorly-designed ads, they’ve just come to accept what they’re sent without question.

How shocking this answer was to us!  And yet, it so perfectly identifies the state of things across many of the industries in which we work.

The real problem is that in the last several decades, the role of marketing has been relegated to fulfilling.  In other words, it seems the task these days is to “get the ad into the pub,” and not worry about whether the ad is great and shifts the attention of the audience.  Advertisements, websites, collateral and all other marketing communications are less effective today it seems because they’re just space-fillers.  The media plan says they have to be there.  So the result is lots of media space or air time taken up with ad messages that aren’t merely forgettable but are also not produced or placed that well.

So it’s time for anyone who is responsible for advertising and marketing to look in the mirror and ask, “Am I a fulfiller or a marketer?  Is marketing a task to be checked off on my list of the day’s activities or do I delight in the prospect of arriving at a plan so smart and unexpected, it makes me giggle?”  Fulfillment is great in the abstract, but a killer in business.

I’ve often said that marketing is a self-fulfilling prophesy:  if you believe it works, you’ll invest yourself and your resources into it fully and – Voilà!- it works; or if you doubt its effectiveness, you’ll put in the minimal efforts (in other words, simply fulfill the order) without great enthusiasm and you’ll also be proven right.

Every piece of communication from your desktop is an opportunity to invigorate sales and renew a conversation with your customer…if you believe it will.

It means, in some cases, looking at the internal team who are engaged in your marketing.  Are they people who majored in advertising and marketing in school, and are they still “students” of it today?  Or did they move across from the HR or accounting department because nobody else wanted the job?  Are they fully invested employing great marketing to grow your operation, or are they also juggling bookkeeping, sales, IT and family services all at the same time?  Are you taking full advantage of outside resources who aren’t just design shops and web programmers but genuine marketing specialists, who will challenge and surprise you and are willing to own up to the results?

In other words, at the bottom line, is marketing a joy…or is it a job?

Think carefully about how you answer this.  Because your company’s success hangs in the balance.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

Just the other day my daughter told me that Facebook let her know that 6 years ago we brought home our German and Australian Shepherd mix whom we named Sadie. While I wasn’t sure we needed another dog at the time, I’m sure glad we decided to do so as Sadie’s been a wonderful dog. I mean, wonderful!  So, where’s all this going? Stay with me.

In the beginning, we were called by a dog rescue association we had connected with.  They said they were getting a few dogs within a couple of days and, based on our interest in the Australian Shepherd breed, we might be very interested. So on that day we went, and while we were playing with the dogs, it became clear that this little one was an “A-personality” pup, full of energy and a little headstrong. When I told my family that she was the one I wanted, they asked why.  I told them that I wanted a dog that was going to give me a bit of a run for my money and based on what I saw of her, my thinking was that she’d be the smartest, healthiest and probably the most rascally of the bunch.  In this case, I was right and I’m glad I went with Sadie versus some of the other dogs who were more on the passive “follow you all around the house” side. With all that as the backdrop, there’s a lesson here about developing effective, sales-producing marketing campaigns.  I told you we were going to get there.

• As we look at the full assortment of marketing techniques and media from which to choose (we only have so much time, money and resources so we can’t do everything), should we automatically select the tactics “everyone” is choosing? I mean, not all social media platforms work for all businesses.  Running ads in trade pubs isn’t the right thing for a number of companies… especially in today’s economy. And so on. Going along with the crowd or doing what your competitor is doing is no way to create enough difference in the mind of the consumer to make them say “Hey, I like what they’re doing. I like the way they think.”
• Is the seemingly smoothest short-term path necessarily the best longer-term strategy? I think we all understand that generating sales now, as well as priming the pump for future sales, is what our focus should be. That said, instituting one tactic after another, in lieu of an overall strategy is, well, short-sighted. Even the most apparently brilliant tactic can have an upsetting effect on a business strategy.  Have you thought through the “down-the-road” potential consequences of the path you’ve chosen? For example, about 15 years ago, during the Christmas shopping season, Jos. A. Banks, a men’s clothing store, started running promotions like “Buy 1 shirt, get 2 Free.” Or “Buy 1 suit at regular price and we’ll give you 2 suit jackets, 2 ties, and 1 sweater for Free.” Crazy!  As a result, people packed the stores, and sales soared. But because they’ve become known for these over-the-top sales promotions, their stores are pretty much empty during non-sale periods. The successful short term tactic of driving sales with unbelievable promotions has gotten them a reputation of the store to visit only during their big sales events – but not at other times.
• Regardless of the tactic or path we take in business or in marketing, there’s always going to be a commitment of time and resources to get the project funded and finished. So, knowing that, are we better off putting more time and work at the front-end – where serious discussion, planning and thought take place – or speed ahead following the templates and guides that the “marketing experts” advise you do?

So with all that in mind, let’s go back to my experience in picking Sadie:

When you design your business and marketing strategy, will you go with the easy way – following what others are doing – picking the dog most others would – or do you challenge yourself to go beyond the accepted norms, to think for yourself, to dare to be different, to self-define the limits of what is possible?  History has shown the most successful companies have chosen the puppy who doesn’t act like the others.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

Oh, the world of numbers. To those involved in Marketing, it goes with the territory. We look at the marketplace and how many prospective customers there might be. We slice and dice demographic information and analyze demographic trends. We do quantitative market research. We fixate on how many likes, follows, shares, retweets, etc. have occurred. And we’re not finished yet as new and more “effective” metrics are constantly being developed. While tracking marketing numbers isn’t like keeping up with the stats of, say, baseball, for many marketers, numbers are almost everything. And for some, they are everything.

Now, I’m pretty good at math. So, numbers don’t give me cold sweats, but truth be told, when it comes to marketing, I’m not a Big Data guy at all. I’m not one to get all caught up in the numbers game. The reason being that while I’m an “account guy,” I understand what really good creative, execution and integration will do toward driving sales compared to run-of-the-mill stuff. On more than one occasion, our agency has spoken with prospective clients who tell us how their marketing metrics are sucking wind. Our first response is: “Let’s look at the creative you’re running and what it’s saying.” When it’s shown to us, there’s little doubt what is creating the angst.

For my liking, there are far too many marketers that rely heavily on numbers to drive the marketing decisions. Everything has to have a value and must be measured. A former boss of mine who came from a LARGE national company once said to me after meeting with a “numbers marketer” that marketing is not a paint-by-numbers game where if you follow the color assignments and stay within the lines, the end result would be a beautiful painting. Viola! Instant success…without expending much thought, energy or creativity. And, that’s what I fear is what is happening to marketing.

From where I sit, you can see when this takes place. Look at a TV commercial, or radio spot, or tradeshow booth, or go online. There seems to be more and more marketers who are buying into templates, guides and models. It’s as if the marketplace is just a large paint canvas fractured into tiny parts, which, if you paint each activity with the right color and stay within the lines, you’ll have a winning marketing program. Not so! What I believe happens more times than not is that you don’t end up with a masterpiece but rather a painting of dogs sitting around the table playing poker…you know the one.

For a marketing program to be as clever, contemporary, and inviting enough to gain your audience’s attention, it requires meaningful thought, understanding, listening and… creativity. Uniqueness. Unfortunately, creativity and emotion are often scrubbed clean (and out of the picture) much to the happiness of many marketers who rely merely on data.

Yet some brands manage to break-away from the status quo and attain results.  These brands — and those people who oversee them — combine experience and talent with a commitment to being fearless.

And then other brands try to find equal results by copying them. Remember “Got Milk”? Soon after, we saw “Got Plumber” and “Got Rice” and “Got …whatever” In the case of our agency, we developed a marketing program for a client that used a weeping angel statue (like you find in cemeteries) to demonstrate how one would feel using the wrong type of business software. Hardly a few months after, a direct competitor used strikingly similar imagery and messaging. Really?!? I guess imitating was their template to seeing better results rather than trying to come up with something original themselves. They (the competitor) were trying to paint-by-numbers into a template not of their own making.

So what are the takeaways from all of this:
• Having metrics drive all your marketing decisions, void of smart, clever, on-point messaging that resonates with your audience, is a road with a dead-end. Which is probably not what you really want.
• Templates and “how to” guides do not lend themselves to creativity.
• If you are responsible for marketing, it is your job to think differently. Painting by the numbers and staying within the lines won’t yield profits.
• BONUS: “The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting until you say and do things imaginatively, originally, freshly.” – Bill Bernbach

In the end, while numbers and data help marketers define the market and opportunities that present themselves, as well as quantifying the buyer’s journey, remember that lasting relationships and brand loyalty are the result of original thinking.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

This is not a post about what headlines work better than others, or what power words you need to use, or how many syllables in the subject line of an email creates more interest. Rather this post has to do with something that every company needs to revisit since there will LOTS of marketing dollars put into play for 2016.  Specifically, this is about the need to change the words that your company may be using, in some cases for far, far too long, in order to change how the company wants to be seen by their customers.

You’re probably saying “Yeah, yeah, yeah.  I’ve heard that before. What else do you have?”  Well here’s the deal: so many marketing folks are hung up on using words and saying things that are either “ways we describe our product” or are industry-speak that they sound un-interesting, un-inviting and more times than not, just like their competitors…which isn’t a good place to be.  In turn, you’re valuable marketing dollars are wasted.

Over the course of my business career, I’ve been really fortunate to have worked with a number of really good copywriters. If you’ve ever spent any time in a marketing or advertising agency, you know just how critically important it is to have fantastic copywriters who know how to craft messaging so that in addition to being imaginative, original and fresh, the copy is so interesting that people want to buy the product. Unfortunately, and we all know this to be the case, many companies waste budgetary dollars on trying to convey an idea, a value proposition, or a reason for buying, with below par messaging that the prospective customer won’t even give second thought to.  I can’t tell you how many times my wife and I have seen an ad or commercial where we’ve looked an one another and said “What the heck was that?” You have as well…I know you have.

And let’s not forget about online…like websites for example. Visiting websites with bad copywriting can be cringe-worthy as well as just plain boring!  Product stories without a conclusion, meaningless purpose statements and yawning lists of statistics are a few other reasons prospects will click out of a poorly-written website. What a waste of money from the creation of the idea to the production to the media cost, right?

Well here’s something I learned over my 30+ years helping companies…from Fortune 100 to mom-pop’s alike… copy is not valued, and I mean really good copy, as it should be.  It’s primarily because of two reasons: First, people are becoming more and more visual in today’s world and second, Mar-com folks have done so much writing that they’ve devalued copy in favor of other advertising or marketing messaging components such as accompanying visuals, click-throughs, QR-codes, etc.

So as you take another look at your marketing materials, and I would suggest all of your marketing materials, here are 5 simple things to have your messaging be acted upon:

1. The human brain is wired to react to words that inspire action and conjure up positive images or emotions. Three things happen when you do this:  You stand out.  You attract the right audience. You create stronger connections.
2. Don’t use jargon — language that just dresses up the message with self-importance. In fact, you should use jargon in your copy less often than swear words, i.e. pretty much never. I saw a story online not too long ago about a tax recovery firm that referred to their service as “sales tax recovery,” which all the firms in their industry did as well.  They were told to change that to “sales tax refund.” Monthly searches for each of the two terms: 170 for “sales tax recovery” and 5400 for “sales tax refund”…all by changing ONE word.
3. Take notes from the companies that know how to do it. They’re not hard to recognize.  Look at companies that are in similar businesses and take particular notice of how their getting their message across. The successful companies are probably saying it differently in tone and style which is something you can learn from.
4. You may need to contact an outside advertising or marketing firm to help. They do this day-in and day-out, capturing people’s attention so that they want to find out more about what you can do for them. In short, they speak to people in ways that people want to be spoken to. And while we all think we can write scintillating copy, the fact is that professional copywriters are just like a plumber, electrician, or brain surgeon, in that they’re more of an expert at what they do than you are.
5. Choose the biggest problem that you’re solving for your target audience and stick with it. Now take this one step deeper and determine the deeper benefit of your product or service. In other words, how does your product or service solve their biggest problem? And, why would they want that? This all goes toward keeping your message focused on your product without muddying up the waters with lots of other things you want to stuff into copy.

The big finish: You may have already seen this video. It’s been recreated in a number of different languages around the world and speaks to the connecting point between a blind beggar and those who pass him by. I find inspiration every time I see the video and think you may find the same as it serves to illustrate the power that your choice of words can have in marketing your products, your services and your business.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

Over the years, there’s one TV show that I make a point of watching and it’s “The Voice.”  It has nothing to do with me fashioning myself as a singer and secretly wishing I was up there performing. In fact, I’m not a good singer at all. When our family goes to our annual vacation spot and the karaoke machine comes out, and I do my couple of songs, people just wince at how bad I am. Not to put too fine a point on it but when I was a kid, I was asked to leave (read: kicked out) of the kid’s church choir. Yeah, I’m that bad.

Anyway, as I was watching the show last week, I started wondering why I had come to like the show as I have. Was it the way that show was setup – from blind audition to knock-out rounds, or was it that the judges could steal a singer that was dropped by another coach, or was it the celebrity coaches, or the singers themselves, or something else.  And in doing so, out of the blue it occurred to me that there’s a few things that as marketers we could all learn and begin to apply to our individual marketing activities.

1. The coaches’ (or prospective customers’) chairs turn around for a number of reasons, but the main one being that they’re listening for something that’s new, different and genuinely moves them. They’re looking to be fascinated with what they hear in order to push their button (buy the product). Alternatively, the singers (the product) don’t get to reveal themselves (the packaging) and only have their voice and song (message) to get the coaches to say to themselves “I like what I’m hearing.”
2. The contestants/singers (the product), the one’s that get chosen to move ahead from the blind auditions forward, perform (do things) and have that “it” factor from the unchosen . They don’t sing similarly to the other contestants (the competitors). No siree… they have their own exclusive sound…voice …style…message. It’s distinctive…captivating… and sometimes magical.
3. The best singers have a confidence that grabs the audience by the lapels and says, “listen to me” (my message). They show their range (their product line) by singing different types of genre’s to broaden their audience appeal. They want to be chosen (get the order) and they make sure you know that they want it. There’s a distinctive attitude with how they deliver the song that draws you to them like bees to honey. Their attitude.. their creativity… well, you’re almost envious of it.
4. As well, these very talented individuals present their song (the message) with a high level of energy. They’re not timid nor do go through the motions. No, instead they use the stage (the channel/medium) to go for it!  They want the judges and the voting public to care about them.  They sing (present) from their hearts and guts so you can feeeeel them!
5. And lastly, these singers have an amazing voice (the product attribute). It’s real…it’s who they are at their core…it resonates with their audience (their customers). There’s no pretense about what kind of singer they are or want to become.

So what lessons are to be learned in order to connect with your audience:

1. When you make the pitch for people to hear your voice, it has to be impressive. It needs to make people stand up and take notice that you’re not like all the competitors. This can take place in creating marketing that is first rate….not as an after-thought. Marketing programs that are interconnected and build off one another. Ads that make people say “I’ve not heard that before,” or “Now that’s what I want to hear!” because it’s important to them.
2. Connect in ways that shows your company understands what the customers want to hear. Make them want to listen to more of message in ways or through channels they haven’t in the past. How are you getting them to tell others about you? Is your social media presence what it should be to help them do that? Is your content (Facebook, Twitter, Instagram, etc.) interesting, informative, or creatively communicated so that people will want to share within their own network’s network, i.e. your fan’s friends?
3. Know that getting someone to initially like your “voice” is just the beginning. Reward these new fans by providing them with new offerings (products, services, information) that they don’t see or hear from your competitors. It takes more time, effort and financial resources to find a new fan than it does to keep them. So, to turn that new relationship into a lasting one, you must continuously remind them why they turned their chair and cast their vote for your brand in the first place.

While I can’t tell you who will win this season’s competition, I can tell you that the singers who have strategically given thought to the songs that they should sing and how they should perform those songs, will likely be the last ones standing. They understand that in order for people to buy into who they are and what they can become, they need to connect with the coaches and audiences in ways more powerful and moving than those they’re competing against. WOWing them is a must.

Because at the end of the day, what you tell prospective customers has to fascinate and captivate them – in a way that keeps them engaged and wanting to know more about you, which will lead to increased sales and revenue.  As advertising legend, Bill Bernbach, said: “The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting until you say and do things imaginatively, originally, freshly.”  (NOTE: Now read it again but this time insert the name of your company every time you come to the words “you.”)

Those who always wish to sing will find a song.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

I’ve been out of school for (mumble mumble) years but I still consider myself a student.

I’m constantly learning about marketing and new ways to engage prospective customers.  The absolute best way to learn about marketing is to watch other people – your spouse, your kids, your friends – and pay attention when they react to an ad or a mailer or a referral.  For instance, I watch my wife at night, when she’s sorting through the stack of mail, to see what she tears open and what she trashes without first opening it.  I listen to my kids when they tell me about a cool new app or commercial they’ve seen.  As long as I don’t influence them with my opinions coloring theirs, they teach me a lot.

The second best way to learn about marketing is to catch myself in the act of responding to someone else’s marketing efforts.  I do it all the time.

Let’s say the mail has just arrived and I grab the newest magazines.  As I sit at my desk, feet up, I occasionally find myself reading an ad without thinking – and then I stop for a second and wonder why.  What caught my attention?  What stopped me from turning the page?  Was it a topic I was already interested in?  Was it a surprising photo or clever headline?  What exactly was the trigger?  And then, did the ad actually make me interested in knowing more about its subject?  Did it influence me to consider calling or clicking or writing down a note?  All these are the questions I ask myself only after I have been caught up in the ad – not before, or the “data” is invalid.

The same goes for when I mindlessly watch TV and catch myself actually focused on a commercial.  Usually, commercials are just background noise.  But then, something occasionally pulls me in and when I notice that I’ve been hooked, I stop to analyze what just happened.  OK, sure, I’m always attracted by a sexy model, but hardly ever enough to really listen to the sales pitch.  Yet, every once in a while a commercial sinks in without my intentionally intending for it to do so.  That’s when I go from being a viewer to being a student and thinking about it analytically.  I make a mental note of what happened…what hooked me and what drew me in.  On the occasions in which I actually find myself seeking out the product afterward, I again rewind to learn what made me react the way the advertiser wanted me to.

Often, the answer isn’t as simple as how effective the ad or commercial or website was.  Often, it’s a combination of things, including some desire or disposition I had already brought to the party; perhaps having seen other ads or commercials for the same or similar thing before but now, I suddenly noticed it; something other people have said about the product or brand recently that gave the ad new context; some news or article or review I may have read about it; and most potently, an immediate need that was answered by the ad or commercial or web page.

Whatever the influencers, this I know:  I wouldn’t have been moved to act, having just seen the ad, without having seen it to begin with.  Woody Allen has said that 80 percent of success is just showing up!  So you gotta show up.  I also know that clever creative isn’t the end-all, but I more regularly notice ads, billboards, direct mail, radio spots and TV commercials that have some imagination and freshness – on top of a strong selling message, and I most typically ignore anything and everything that seems old or familiar.  And I’ve learned, and continue to learn, so much more by paying attention to my own unintentional behaviors, as I learn by watching those around me.

I encourage you to be your own best marketing teacher in the same way.  Every time you buy a new brand of paper towel, or call a new plumber, or visit a new doctor, or make an online purchase, stop, rewind and consider all the factors that drove you to that specific buying decision.  Every time you inadvertently find yourself paying attention to an ad or commercial or recall a billboard you passed, stop, rewind and reflect on what was it that grabbed you and pulled you in.  Once you’ve gone through the day’s mail, notice which unsolicited mail you didn’t throw out and critically think about why.

Then take what you’re learning and measure that against the marketing your firm is doing.

There are a ton of books on marketing and lots of marketing theory classes at the local colleges, but you can acquire a great deal of knowledge on your own by simply watching yourself and others around you reacting in the real world…just like your prospective customers do every day.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.