GIVE IT A POSITIVE SPIN
In Any Business, It's Best to Emphasize the Benefits and Repeat The Message.
By Kevin Nunley
There are a lot of lawyer and court shows on TV these days. More than ever, we non-lawyers are getting a good taste of what lawyering is all about.
An attorney's job is to present the best possible version of their client's story. They tell as many good things about the client as they can think of and either forget or downplay the bad things.
Is that wrong or dishonest? Not really. It's a lawyer's job and an important part of the way our system works.
Business and marketing work the same way. Use advertising and publicity to put a positive spin on your product, service, or ideas. Emphasize the benefits you bring to customers.
This is not time to be modest. Don't hide your most important qualities and benefits in the fine print. Think of your prospects as the judge and you as the courtroom lawyer for your biz.
Look realistically at your story. If you have well-known flaws the public knows about, you won't get far by simply forgetting to talk about them. Put a positive spin on the situation by show how you've improved the product or made your service faster or more responsive.
And as you continue to work with that positive spin, remember that repetition works. Do you listen to the radio while you drive? Is there one commercial that plays over and over again--sometimes until you think you'll scream?
To hear radio listeners talk, repetition is a bad thing. But people who advertise know that just isn't true. The commercial that plays over and over is often the same one that sells the most products and services.
Some of the most successful commercials on the radio are the ones that a company has been running for years. Repetition ingrains your message in the heads of busy prospects. And repetition works just as well for newspaper and Internet ads. People today are so busy and their minds so cluttered with responsibilities that very little advertising actually get through to them.
So you'll greatly improve your odds by focusing your ads on one or two constant ideas. Repeat them over and over again.
Only when you and your staff, family and friends are sick of the ad will it start to penetrate the minds of your prospects. As radio DJs often say, "Just when we're tired of playing a song, the public decides they like it."
Read Kevin Nunley's FREE "10,000 Ideas to Market Your Business" and see his popular promotion deals at: http://www.DrNunley.com
You may also reach him by calling (801) 328-9006 or by email: kevin@drnunley.com
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