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Paul Weyland has quirky wit and a wealth of knowledge. You can tap into it for free right here on his blog.
Rock music fans are aware of the “27 Club,” that horrible category of talented musicians who died at age 27. That list includes Jimi Hendrix, Brian Jones, Jim Morrison, Janis Joplin, Kurt Cobain, Amy Winehouse, and others. Fortunately, the “32 Club” is not so...
This article is about how to create great commercials. I have learned the hard way that local direct clients are not creative geniuses when writing commercials. When I let them dictate their own commercials, the chances of cancellation at some point due to lackluster response was virtually certain.
Look at all of the small businesses out there that only advertise when they have sales. “20 Percent Off! 30 Percent Off!” Many of them will spend 97 percent of their advertising budgets going after the worst, most disloyal three percent that would only buy if your client’s prices were the absolute lowest available.
Many doctors and dentists feel that radio or television advertising “cheapens” their professions and that it is beneath them to promote their skills. Yet at the same time, these same medical professionals have no problem advertising in the Yellow Pages or in those little magazines you only see in doctors' offices.
The Midwestern bank manager was eager to learn new ways to attract customers. I asked her if it was true that she was an expert in finding ways to solve people’s biggest financial problems. She lit up. She began filling my ears with real examples of how she helps people solve money problems every single day.
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.