I recently met with an RV dealer in Southern Minnesota. He had been considering using radio small-market radio stations to sell his RVs. He had used radio before in larger markets and was skeptical about his results.
I’m going to tell you something that will SHOCK YOU!!!! I have discovered the primary reason that most advertising “doesn’t work.” The problem is the script.
Nobody in media sales likes this surprise, “Cancel my advertising. It’s not working.” Wouldn’t it be a shame if the only reason the client called to cancel was based on false information?
My favorite proposal format is what I call S.O.S. (Situation, Objective, Strategy), a one to two-page, easy to read summary of what I’ve learned from the client, combined with my recommendations on a creative campaign and a weekly budget.
I understand that squirrel-sized accounts can sometimes turn into medium-sized accounts and medium-sized accounts can turn into big accounts. But often they don’t. Many just stay the same, driving you crazy as you chase after them while they chase their own tails in a hypnotic but downward spiraling pattern.