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.
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.
Rather than useful information that consumers need to know, most broadcast commercials are filled with meaningless clichés that no one wants to hear. Today’s consumers don’t like being “sold” but they don’t mind being informed.
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