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The Last Thing You Should Do In Advertisement | Jeff Sexton

Author

Wes Schaeffer
July 30, 2018

Opinion drools and testing rules

Stream below or right click here to download the episode. 

Sales Tips you’ll learn in The Sales Podcast…

  • The written word still matters

  • Even in video, the best videos are written first

  • Think in terms of scenes

  • Do the research to understand your customers

  • Interview your customers

  • Ally and Gargano

The last thing we do is write the ads.”

  • “The Book of Gossage“

  • When in doubt, hire the better writer

  • “Email is the red-headed stepchild of online marketing. But it’s hard, thankless work.”

  • Dan Kennedy reminds us to crunch the numbers to determine which medium to use to get your word out

  • “Opinion drools and testing rules.”

  • To use a mass audience it must have mass-appeal

    • An appreciable size of your audience must need what you sell within a few years

  • You want to reach the average listener three times in a week, for 52 weeks

  • Salespeople only speak to people when they want to buy something so your prospects view your message with suspicion

  • When you are running branding campaigns you can reach people when their guards are down

  • It’s “the sleeper effect”

  • Your conscience bias discounts the message but it works on you over time

  • Bob Lutz hired a marketing firm, Ammirati & Puris, for BMW to create “The ultimate driving machine”

  • If you’re really local look at Cable TV for advertising on certain zip codes

  • The best advertising is an intrusive location

  • Pick a good client who is good at what they do and runs a tight ship

  • Build your campaign around a promise they can keep and is baked into how they do things

  • There are no rational business owners 

  • Sales training for non-sales professionals

    • Clerks

    • Medical practice front desk staff

  • Traffic is expensive so get your conversions down before you throw more traffic at your offer

  • How the curse of knowledge is hurting your sales

  • Buy one of the Wizard of Ads books

  • Schedule time to do customer research

    • Interviews

    • Speaking to your staff

    • Dig into online forums

  • Buy the Ally & Gargano book and study it

  • Hire Jeff

  • Go run a test. Re-think your messaging.

Related Articles:

Listen To Previous Episodes of The Sales Podcast 

Links Mentioned In The Sales Podcast