The Power of 26: Giving Up Too Soon

Greetings once again and welcome to article number nine in our series of ten on
the Top Advertising Mistakes and How To Fix Them.  This is Dennis Kelly of First Impressions Media and I’m so pleased to welcome you back.

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Up to now we’ve talked about opportunities of how to invest your advertising funds. Strategies you can do to make sure you get more out of your media placement. Tracking your messages. Making sure that you get in front of the right audiences and
those are all powerful tips and I think they will stand you in good stead. I know they’ve worked for me for countless of applications and clients for three decades so that’s the best barometer I can offer.

One thing that I have found from a number of clients is their hesitancy to revisit a previous media. It’s because they haven’t done the necessary testing and because they have bailed too soon to really see if a campaign is working. This is why I implore you to please take the time to test and measure because a campaign does not have to drag on for months and months to see if it’s hitting the mark.

You should be able to tell regardless, of the media mix, you should be able to tell pretty quickly how well, or not, your campaign is doing and have that measured
by empirical data. Something in the form of a couponing or a URL measuring visits, or the number of phone calls you’re receiving or something secondary other than
your own hunch or feeling or expectation because that doesn’t work.

That ‘feeling’ or intuition doesn’t cut it and there’s been just too much guessing and there’s too much money at stake to be doing anything less than testing.

I don’t care how much you’re spending, it’s too much to be, well, maybe kind of sort of we could try this. I want to know, I want to be able to defend the recommendation. I have to defend the recommendation not just because I say so, or I think so, or I’ve been doing this for so long. No.  I bring, all of that experience but I also bring a lot of research to every campaign that says this is what has worked and this is why and this is why we should be trying this component.

That does not suggest that we can’t introduce something new. In fact I try to do that every time, but I want to take, I’ll hedge my bets on the history and work with the campaign.  where the media which are selected have shown themselves to be efficient and effective at delivering results.

Too many times advertisers have simply given up too soon. Yeah I know we tried radio last year and it didn’t work. Really? How long did you advertise for and how many stations?

We used one station for one week!

Okay I think I can see why it kind of under-performed for you You see, every media has to have an opportunity to showcase their strengths and as I mentioned that doesn’t mean to drone on forever.

But this expectation of an overnight cure, a panacea just by buying some more
targeted online ads, or radio, newspaper, or magazine or whatever the vehicle happens to be.

You need to give it time to work its magic. And that’s why it’s so important to be testing it to be measuring all the time so you can see how long that magic takes.

It might be a little bit longer in radio or newspaper or magazine than it is in other media depending on what your message is and who you’re after so give yourself some slack to learn which media are working.

That’s why it’s so critical that when you’re evaluating your campaign that you’ve made
sure that the message has been out there long enough and with enough impact and with
the call-to-action to really give it a chance to show you what it’s doing.

What it’s capable of. And to expect a sudden turn around just because you’ve run a few ads is more than, it’s more than a tad optimistic.

I have some wonderfully creative writers and artists at my disposal and they’ve done tremendous campaigns for me. But some of them have been pulled too quickly because
the client grew tired of them.

Not because there was anything wrong with the creative but the client got impatient waiting for faster results. That said, there is a lot to be said for giving the media, all of the media, a chance to do their work and they all work in different measures, and at different paces and against different audiences. And that’s why it’s so helpful to use multiple media for your campaign.

This is of course, after you’ve taken the time to build up your foundation with one at a time and two at a time and then three and four ongoing. Once you have multiple media in place you want to make sure that you continue to monitor their performance so that you know exactly where the sales are coming from and what’s working for you.

When I gave instruction previously about planning out for the year I’ve spoken of the importance of the timing, and breaking it up for the season, of measuring your ads.

But also make sure that whatever media you choose, you do your tracking and testing and coding but also give the campaign enough time to do its work. We are a forgetful group and we need consistent reminders about everything.

Please put enough money into your media even if it’s just one media. Especially if it’s just one media to start. Because it’s the only thing that you can measure against. It’s the only barometer you have to see how well your campaign is performing and if you dropped one, two or five or ten thousand dollars right out of the gate and you see that it’s working, good!

Keep reinvesting there. If you see that it’s not, then make some changes. But give your media a chance, and don’t bail on it so quickly. Remember you’re competing with anywhere from two hundred and fifty to three thousand or more other messages every day so you want to give yourself a chance to be heard and acted on.

Whatever that measure of action happens to be, you want to be able to know that it’s done the job it was intended to do and that’s to raise awareness, to stimulate sales, to make the phone ring. Whatever your metric for performance evaluation happens to be, give the media enough time to fulfill on that.

One line I will leave you with that I think it’s quite apropos, is that advertising is usually effective or inexpensive, rarely is it both.

For some additional tips please don’t hesitate to visit triple W First Impressions Media dot.ca. I believe it’s Your Advertising. Well Planned and Well Spent. Guaranteed.

I’m Dennis Kelly. I look forward to seeing you in Article # 10.

You can view Video # 9 at these links:

Top Ten Mistakes In Advertising & How To Avoid Them

(https://www.firstimpressionsmedia.ca/top-10-mistakes—videos-by-dennis.html)

OR

Top Ten Mistakes In Advertising and How To Avoid Them – Video #9

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The Power of 26: Unrealistic Expectations Of Your Ad Campaign To Transform Your Business Overnight

How fantastic- you’ve come back. So delighted to have you here again. This is Dennis Kelly of First Impressions Media and incredibly we have already reached Article #8 in our Series of 10.

Top Ten Mistakes In Advertising & How To Avoid Them
#8 Unrealistic Expectations Of Your Ad Campaign To
Transform Your Business Overnight

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What we’ve uncovered in the first seven tips are some simple basic strategies that can deliver a very powerful marketing effect and sales repercussions for you.

I know that you worked really, really, hard to get to this point. You have five, or ten, or twenty, or thirty thousand dollars to spend. Maybe more, maybe less, but in round numbers you’ve got a few dollars put aside to help market your product or service.
That’s fantastic. I’m always thrilled to hear that because you can never give a media buyer, that’s me, enough money.

That being said, your buyer should be very smart and efficient and be a responsible steward of your advertising resources. No matter how big or small. But one thing I want to caution many advertisers about is an unrealistic expectation that your ad campaign will transform your business overnight.

There have been a few notable exceptions. In the majority, too many advertisers have delusions of grandeur that this new ad is going to suddenly trigger an avalanche of revenue overnight. It’ll be viral in 48 hours and we’ll be swimming in money.

Well if that happens and yours is the one-in-a-million shot, where everyone plunks down their credit card and suddenly you’re in the money, fabulous! I am so thrilled and excited for you. That is a wonderful, wonderful result and you should celebrate.

The harsh reality is, those moments, those one in the millions are exactly that. The other nine hundred thousand nine hundred plus are still labouring every day to capture their audience’s attention. To make sure that they are delivering the message efficiently, and effectively.

While you are hopeful that will happen overnight, you have to temper that with the reality that yours is only one of maybe two hundred to perhaps one thousand messages that every consumer is exposed to every day. That’s either wildly exaggerated or terribly conservative depending on whom you talk to.

There are a number of studies out there that have measured the amount of ads that we are exposed to on a daily basis in some way, shape, or form. This is one source who is a lot more scientific in their approach. http://blog.telesian.com/how-many-advertisements-do-we-see-each-day/

Audio, video, print, in whatever format around us, and so we are constantly inundated. Respectfully dear advertiser what makes you believe that your little ad is going to be a world changer.

Here is a snippet for you to bear in mind. There are over one hundred daily newspapers still being produced in Canada. Dozens more of the ethnic language newspapers. Plus many more of the free daily newspapers. There is a host of other newspapers specific to a particular field. The average daily newspaper, if you cut it all up, the total content of words and pages amounts to approximately three voluminous novels every day.

You prepared to read three novels? This becomes THAT thick, and in the midst of it, you’re hoping that yours is the ad that stands out.

I hope so. Really and truly I do hope that manifests itself for you. But when I’m up against all of that other competition of texts and messages just in one vehicle, I want to make sure that I’m doing enough to keep my profile as prominent as possible.

Work for the slow build because, no-nobody, this is a personal aside ladies and gentlemen. nobody but nobody has jumped out of bed saying …Goodness sake, Where can I find a good media guy? …that hasn’t happened. But by regular consistent marketing and advertising and letting people know what it is I do, that has stood me in good stead for winning new business.

I want the same for you to have a consistent steady drip of messaging. One which demonstrates who you are, what you do, what your product or service is, and over time you will develop the trust and the confidence to do business, with people who like doing business with you. You want to earn their confidence and their trust.

The reality as I mentioned says otherwise that despite your best efforts, yours might not be the one-in-a-million shot

In a previous article I suggested that you create a calendar and how you map out the year.

Now let’s take another piece of paper and this time write down ahead of time what it is you want your ad to do.
Is it to stimulate sales right now?
Is it to get people to sign up for a free report on the website?
Maybe you want them to call you to set up an appointment?
Is it to cutout this coupon and save on the trial offer?

How are you going to measure? What’s your metric or metrics if it’s successful?
Right now you have a benchmark of zero awareness, zero sales.
By spending $500 or $5,000 or $50 thousand dollars on your campaign, what do you hope to achieve? What’s your metric for whether it performed well or not?
As I mentioned previously you want the ad to bring back at least what it costs. But clearly you must identify upfront what you want or expect the end result to be.

IE: We spent fifty thousand dollars on this campaign, we want to see a minimum of seventy-five thousand dollars come back. Okay that’s a good measure. You want to see one and a half dollars return for every dollar you spent. That’s not unachievable. But you need to know what it is you’re trying to achieve so you can measure whether or not you’ve hit your target.

And if you exceed that, and your fifty thousand dollars spent brings back two hundred thousand dollars, kudos you’ve done something tremendously right. Well done. But you can’t deliver to your expectations if you don’t know what they are, and set them out ahead of time.

So please go into your campaign with a clear understanding and an open mind of what this sales messaging is trying to do.
When you know what it is you’re after, and not just flippantly, oh let’s just run an ad ..there’s a lot more art and science behind it than just that. I want to see that your spending is done smartly and efficiently and effectively. Regardless of how much you are spending, remember, you will spend the same amount of money whether the campaign works or not.

So spend it well. And as always, please visit triple W First Impressions Media dot ca.

I’ll be glad to help. Until the next time, have a great day. Dennis Kelly

You can view the Video of this text (Article # 8- Unrealistic Expectations)at these links:

Top Ten Mistakes In Advertising & How To Avoid Them

(https://www.firstimpressionsmedia.ca/top-10-mistakes—videos-by-dennis.html)
OR

Top Ten Mistakes In Advertising & How To Avoid Them -Video #8

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The Power of 26: Don’t Spread Yourself Too Thin

Welcome along once again and thank you for joining us Today. This is Dennis Kelly of First Impressions Media and we are already up to article # 7 in our series of Ten.

Top Ten Mistakes In Advertising & How To Avoid Them –
#7 Don’t Spread Yourself Too Thin

 

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The  series thus far has shown some of the common and unfortunately all too often repeated mistakes and hiccups that too many advertisers have taken too long to learn.

I hope that the information in this series has made you aware of the importance of some simple, basic, but powerful things you can do to make your advertising stronger.
Craft it to be more memorable, and be more efficient for you. It is, quite simply, an easier way to do business when you know how your ads are performing and where you need to fix things.

One of the challenges that many advertisers face is money. Some may say, …Well I’ve got a big budget, I can buy anything. So what does it matter? Well maybe you do and that’s great. But if you’ve got a lot of money, I want you to be able to keep more of it.

If you don’t have as much as you’d like, I want to help you earn some more. Enjoy some more through your product sales. However, I also want to make sure that you spend what you have smartly and efficiently. Mistake Number Seven, that I want to focus on for today is the practice of spreading yourself too thin and not doing a good job anywhere.

Do you like toast and peanut butter? You get a nice curl of peanut butter on the knife, or a dollop on the spoon and spread it generously on two slices of toast. Perfect.

Now, take that same quantity of peanut butter and spread it on the 20 or so slices in an average loaf of bread. Not quite as generous a serving per slice is there?

What happens too frequently is that an advertiser has bet the ranch on the next untested campaign.

They know this one’s going to be fantastic, and they’ll pull out all the stops. Putting all the marketing muscle that they have behind it and unfortunately without sufficient testing they didn’t know how well it was going to perform, and all they hear is the deathly sound of crickets.

Unless your pockets are very, very deep, please, please, please, don’t try to be everywhere especially when you’re starting out. Chances are pretty good that you don’t have the luxury of a sizable budget to fall back on, or a sizable budget that can sustain you through the course of the year.

You need to pick your spots. We’ve touched on that earlier. But what I want to make sure of, when you do go into the marketplace, ultimately I want you to be at the point of utilizing three and four and five and six and a dozen different media pillars to keep your company’s foundation and reputation strong.

You probably won’t get there overnight, and that’s okay. Many of the profitable and large companies you see you out there today have spent years and years building the foundation that gives them the status they enjoy today, but they didn’t start out like that.

That’s where too many advertisers, large and small, I think make the mistake of feeling they have to compete in the big leagues, right out of the gate.

That can be a death knell for many companies because they don’t have the resources to compete at that level. Part of the challenge is you end up spreading yourself too thin, and being memorable to no one. You’ll dilute your own brand by having a lackluster presence in everything rather than a robust strong presence in maybe one or two media to start.

You simply have to have a solid foundation and put creative, and the right message, and a call to action in every one of your ads to get your target group to say …’ oh hey I saw these guys last week online I was I was doing something and on one of the websites I saw where they had a great little leaderboard ad, yeah that was good because they were also in the newspaper they ran a front page banner ad that really caught my attention and for about two weeks I was pretty sure I heard them on the radio, sponsoring a news report or something like that…

That’s the kind of dialogue, the awareness that you want to have happening with your prospects. They should ultimately get to know you as part of their day to day routine. You want to become integral, and, forgive the grammar, unmissable in their daily routine. You want to have as many touch points as possible without breaking the bank.

How do you do that? Well you start by one media at a time. You build up some awareness, some profile, some credibility. When you start achieving some sales, then you put more money back into that which you started, to keep that going. Now maybe you try adding a little bit more. Maybe some magazine ads for three months. You‘ve picked three or four of the best magazines that specifically cater to your industry and you try two and three different creatives amongst the magazines, rotating them and seeing what kind of response you get.

See how many people visit your website.
See how many people pick up the phone and say Dennis I’ve got to talk to you.

See how many people actually go out of their way and say this is the product for me.
Here’s my credit card. How soon can you get it to me?

You want to make sure that you have a solid foundation in any one media before you start branching off into other players. Too weak a media foundation for any campaign, and none of them are going to perform well enough if they are all underserviced, under purchased, and underplanned.

You want to make sure that your foundation is solid. That’s where the help of a strong marketing team and a good media person can help you utilize whatever resources you have to deliver something efficient, and effective and realistic.

Because you can spend as much or as little as you want for as long or short a period as, as you want. But you need to spend it smartly. Because the campaign will cost you the same amount of money whether it works or not.

So please take the time to do a good job. And if it means you only start with one media that’s fine. You are building for the future and you are building on a solid strength, on a proven foundation. Then when it comes time to layer in more media, you know you’ve got a baseplate that you can rely on because it’s already proven itself worthwhile.

When you’re building your media platform, do them one at a time. And, importantly as I mentioned, if they work, that’s fabulous, and you can repeat that success, because now you know what to do. But if they tank remember you haven’t lost everything. You haven’t bet the ranch on a campaign that fizzled after three weeks.

Spend small to start, and don’t spread your media budget too thin.

And with that I shall bow out for today. Dennis Kelly

If you would like this article as it originally aired in Video format, please click

Top Ten Mistakes In Advertising & How To Avoid Them

https://www.firstimpressionsmedia.ca/top-10-mistakes—videos-by-dennis.html

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The Power of 26: Start Small For Big Success

Greetings once again, and thanks so much for joining us today.

This is Dennis Kelly of First Impressions Media and we are up to article number six in our series of Ten. The Top Ten Advertising Mistakes and How To Fix Them.

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We’ve covered a lot of ground so far, and thanks very much for staying with me through this. These are very intertwined tips and observations. As you’ve already seen, there is some crossover from one tip to another. They all stand on their own but they are all powerful connections not the least of which is today’s tip Number Six.

For many small to medium-sized advertisers who perhaps don’t have the resources to have a marketing or media person on staff, they are sometimes at the mercy of whichever salesperson arrives. Whoever comes in  proposing to sell them advertising space or time or an opportunity in any newspaper, radio, magazine, online opportunity, out of home. And that can be quite daunting and quite intimidating.

Because well, you’d like to believe that these guys are the professionals. This is their livelihood.  It’s what they do certainly they would not steer me wrong. Certainly, not intentionally.  So why don’t I just keep endorsing them and writing a cheque every month for X number of dollars that we may or may not have, and hope that they will be able to direct some business my way.

Yeah you’ve seen what happens when that happens. You’ve seen what happens when that strategy is undertaken and two or three months later you may find yourself with absolutely no sales.

Well what happened? We spent five, ten, twenty, thirty, fifty thousand dollars with you and we enjoyed no sales.  A not uncommon reply is to the effect,……
…well you just have to keep your ads out there, keep the name going, and keep your profile up there, maybe consider a bigger ad with us….Blah Blah Blah.

While there’s a certain grain of truth in that, you should be able to determine pretty quickly if your ads are working. That’s why we suggested right at the outset to test the ads, and to code them, and identify them, and if they’re working you will see those results very quickly. You can adjust it at any time, but if you don’t give your ads a response mechanism, how are you ever going to know what’s triggering the cash register?

You will certainly know what’s not working. If nobody’s coming in, the ads aren’t working that’s a good clue. But if there is some activity, fantastic! Celebrate and if you’ve got enough, open a champagne.

Now, find out what it is about the ad, the message, where it was placed what was said, when it ran, that made it work. Find out everything you can about what brought in that response. That customer, that client, that sale, so that you can do it again. And you can do it again on a bigger, grander, longer scale.

The sales reps that I’ve met through the years as I’ve mentioned earlier are, in the majority, very nice people. I have some wonderful relationships with many of them. Some of them going back decades and that’s fantastic because they have always been very helpful. They have proven themselves to me as reliable in helping me do my job to help our client achieve their goals.

But understand, as always, as salespeople, their intent is to separate you from your money as regularly as possible and not necessarily have to prove that their media is working.

They want to sign you up for as many ads as they can, as fast as they can, and convince you that theirs is the best place for your sales message to be. Please don’t be so quick to sign that cheque and here’s how you fix this.

Before you commit to a campaign of any length or substance, try it out on a small scale. If your ad has the right appeal, provides the solution, gives a call to action then you should see the results quickly. And not have to be out there months on end waiting for someone to initiate trial and use your product or service.

This is where testing and coding and tracking ads pays for itself in spades. If the magazine or the website, the TV spot, the radio commercial isn’t triggering responses then it’s time to try something else.

But as I mentioned right at the beginning, you have to test it and you have to find out for your own satisfaction and for your own wallet, what’s working and what isn’t, so you know how to improve it for the next time.

Speaking of the next time this is Dennis Kelly of First Impressions Media inviting you once again to triple W First Impressions Media dot ca, and I look forward to seeing you
on the next video

You can view Video # Six at these links:

Top Ten Mistakes In Advertising & How To Avoid Them

(https://www.firstimpressionsmedia.ca/top-10-mistakes—videos-by-dennis.html)
OR

 

Top Ten Mistakes In Advertising and How To Avoid Them – Video # 6 of 10

 

 

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The Power of 26: You Gotta Dance With Who You Brung!

Greetings once again, and thank you once more for joining me. It’s such a treat to
have you share a few moments with me.

We’ve made it to article Number Five in the series of the Top Ten Mistakes In Advertising & How To Avoid Them.

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Today what I want to share with you is my thoughts on making sure that you stay with the clients that you have, and that you have to work hard to keep nurturing that relationship.

My Mom and Dad passed an expression on to me all those years ago. Sort of stuck with me and I think it’s kind of apropos here. You gotta dance with who you brung.

Now the grammar notwithstanding, you have to please remember to take care of
your existing clients with all the passion, and attention, and devotion you can, before
you clamour and devote your energy to getting more or new clients.

Did you know, and this research has been substantiated by multiple studies, but did you know the biggest reason people change suppliers across all categories is not because of your prices. You might think they’re too high. It’s not because of your product, it’s already doing the job, but a whopping 68% leave because of your indifference to them.

That’s right! You need to show them that you care. You need to be constantly, constantly attending to them. Think of it as an ongoing dating relationship for 5, 10, 15, 20, 30 years where you are forever trying to impress the guy or the girl about your intentions and always wanting to make them feel important and vital for you.

Because the minute you stop giving them that attention, they’re going to find it
somewhere else from another supplier who is prepared to devote the time and energy to keep taking care of them.

That’s great Dennis, but we need to get new business. Yes, yes you do. And that’s vital for every company. Because no one expects you as a business to have only one client.

That’s a precarious business position to be in. When you’re reliant just on one client, one source of revenue, one product or service where your livelihood can be compromised in a heartbeat because of someone else’s decision. That’s scary.

So, nobody likes to be in that position of having only one client. No matter how large. Now, supplier number one gets to being number one because they have multiple sources of income behind them.

So when there is a slowdown somewhere, there’s an uptake somewhere else.
But for every one of those clients that you have, you must continue to nurture them, look after them while they’re in your stable or they are going to leave. I’ve seen it happen too many times because of apathy.

Not that there was anything wrong with the service or the creative efforts of the
teams that I worked with. But too often, as an ad agency, we were too busy running after new business that we didn’t tend to the business we had in hand.

That’s a terrible feeling and I don’t want you to experience that. If you already have, you understand the pain that I’m talking about. So what I want you to do is remember that your existing clients are the ones who pay the bills and they don’t want to be forgotten for a newer, shinier client that you’ve just gone out and won.

Those clients need you to show them the same attention and affection you had for them when they were a prospect. Now that they’re a client they need you to continue to show them that they are important to you.

When their needs are consistently met, when you can continue to deliver what it is you promised, they will be your best testimonials for you to win new business.

In fact I’ve had one client go out of his way to attend a pitch with us, when we were
going after new business. That’s how much he liked the service and attention that we were delivering to him. He actually came to the pitch with us to try and win some new business.

That was a wonderful reciprocal arrangement. He liked our work so much he wanted to help us get more. So please, please, please I implore you take the time to be on a wonderfully regular warm relationship with your client.

That doesn’t mean hand-holding all the time necessarily. It means showing backbone with them and for them. But it also means that you are a resource that they can count on. That you show you care, and that they can depend on you.

Until the next time this is Dennis Kelly of First Impressions Media.
Incidentally if you’d like, there’s lots more information from me on triple W First Impressions Media dot ca. https://www.firstimpressionsmedia.ca/

There’s a whole lot of free resources, and some paid ones, that you can take a peek through. I look forward to hearing from you when you’ve had a chance to visit the site. It’s triple W First Impressions Media dot ca.  https://www.firstimpressionsmedia.ca/

Many thanks. Look forward to seeing you on the next article.

You can view Video # 5 at this link:

Top Ten Mistakes In Advertising & How To Avoid Them

https://www.firstimpressionsmedia.ca/top-10-mistakes—videos-by-dennis.html

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Dennis Kelly
President
First Impressions Media
www.firstimpressionsmedia.ca

Ph & Fax: 905-427-3819
E-mail: dennis@firstimpressionsmedia.ca