Advertising & Media

While the selection of where to advertise is important, the message and execution is equally important.

Most advertising fails in that it tells customers what we want them to think about us, rather than what they need to know about us in order to be enticed to pick up the phone or walk into a store and purchase our products and services. Often we are so close to what we do every day and so overloaded with information about our products and services that we lose touch with the motivations of new customers.

The result being that our advertising can fail in a number of ways, such as: -

1. We try to say too much and clutters the important message from the perspective of prospective clients and consumers
2. We use overly technical jargon which prospects cannot absorb and subsequently are unable to assign value to products and services

It is always amazing how even small tweaks to an advertisement, such as a Yellow Pages ad, make such a huge difference to the result.

Don't compromise the message for "the look"

Another common problem with advertising is the skill of the person creating the message, and often too much reliance is placed on graphic designers and "creative" people to not only develop the eye-catching nature and aesthetics of an advertisement, but also the content and core message.
Customers and consumers are highly sophisticated and far more interested in straight talk these days. Every day they are bombarded with thousands of messages from companies - on their way to work, as they browse the internet, reading the paper and in the mail. They are better educated and have access to more information than ever before. They are also time poor.

In this world, it is far better to speak clearly and directly, avoid the flowery language and abstract visuals.

Have an Inbound Call Strategy

Advertising is used by most businesses to get the phone to ring. But achieving this task, which in itself is difficult, is still a few steps from achieving the end result - the sale. Managing how calls are handled is vitally important and can improve overall success rates by up to 200.

On the flip side, if a business does not implement a strong process for handling inbounds calls through scripts then they are throwing away half of their marketing dollars!

At Spinach Effect we are interested in your results and success. Therefore, we will also prepare scripts that your phone operators will use when taking calls from your advertising... and ensure that they are trained in using them.