I don’t know whether Warren Buffet writes this himself … though I must say the copy oozes personality … and if he didn’t write it … there’s one heck of a copywriter behind this.

Size Can Fool Ya
Given Berkshire Hathaway’s monstrous size you’d expect an annual letter from the top dog to be some dry cookie-cutter verbiage filled with all the usual corporate jargon.

Yet this letter has none of that…

Financial Copywriting at Its Best
The document his lined with numbers, percentages, return rates and all that good stuff that would usually put the average person to sleep … this letter makes you laugh, nod, and believe in the company.

This paragraph gives a clear picture of the company’s values:

With our acquisition of BNSF, we now have about 257,000 employees and literally hundreds of
different operating units. We hope to have many more of each. But we will never allow Berkshire
to become some monolith that is overrun with committees, budget presentations and multiple
layers of management.

And how about this beauty:

We make no attempt to woo Wall Street. Investors who buy and sell based upon media or analyst
commentary are not for us.

No doubt there’s a ton of books written on the ‘new’ social media landscape and marketing strategies and techniques that
can be used effectively. And hey, that’s all good.

In fact, I not only believe a lot of what authors such as David Meerman Scott have written in their recent books – we’ve been putting some of these principles to work for our clients for quite some time.

What I found myself questioning the other day, is how can so many people say that the old direct response approach to selling products directly to consumers doesn’t work anymore…when the TV and magazines are filled with repeat advertisers hawking their wares.

The basic premise of direct-response is that you test a bunch of ads in different media. You take what generates the best results and then continually test different headlines, offers, guarantees, etc until you have a money making ad. Once you have that you run with it.

So here’s the thing ( I know this is clearly a rant, but anyways…) I’ve been seeing some direct response style ads for auto and home insurance, as well as for life insurance run for more than 6 months. I’ve seen one company run the same ad only with slight variations for close to a year.

Either these companies have found a winning ad and are raking the money in, or they’re a bunch of idiots losing money hand over fist. And if the former is the case, there’s no denying that effective direct-response advertising is still alive and well.

From the results we’ve been generating, the best recipe is using social media to leverage direct-response marketing principles. A lot more can be said on this last topic, but I’ve got to get running so we’ll leave it there for the moment.

This is one of the best presentations I’ve seen for its length.

Often times business owners, and I’ve encountered many over the years, are cynical of the prospects that  infomercial direct-response style advertising works.

They say …

The language is “too strong” or “too salesy”. The fact is, it works. That’s why there will always be some marketers whose advertising will stand head and shoulders above the rest – their ads generate higher response than the naysayers.

By no means would I push a client to continually ‘advertise’ in a way they aren’t comfortable with. It’s their business and they have the right to present their communications in any way they want.

But it’s our responsibility as marketers, consultants and advisers to show our clients why, in this case, the direct-response approach often works so much better than the toned down message of the masses that gets lost before the market has a chance to really hear it – and when they do its messages are so fuzzy they fade into the sky with all the rest.

Check out Rohit’s presentation below:

Don’t worry. I know it sounds like I’m trying to sell you something, but I assure you I’m not. All it is is an introduction to a great video of him I just found.

If you’ve followed my work and writings over the years you’ll know I’m a big believer in the power of having a guarantee to increase sales. And not just some fluffy text in miniscule type. But one that stands out and means something.

Well, here is Dan Kennedy delivering his personal guarantee for his products. Enjoy, it’s live and it works!

Look for the little conversion secret he delivers near the end of the video.

The survey, conducted by the Association of National Advertisers, polled 100 marketers across several industries. While some will surely wonder whether on hundred respondents is enough to make this statistically valid — evidence that this is true is all around us.

You see, every time the economy faces a downturn marketers get wary. They hold back. Waiting. Until the landscape settles.

There are couple of massive problems with this.

The Best Time To Stand Out
1) During a period when many are cutting their ad spending back … is a time that is also ripe for you to make your mark.

Think about it. When your competitors are less visible, it’s easier for you to stand out. Fewer of their ads can equal more of yours.

Of course, more ads all by itself won’t make you a winner.

And that brings me to the second critical point.

Ad Spending Should Never Be Cut
2) Why are you cutting your ad spending? When I say ad spending, I’m also referring to your online and offline activities … PR, Marketing, all that. So again, why cut spending?

There can only really be one answer, right? The ads aren’t profitable.

So if your company is running ad after ad, month after month and seeing no results, no profit — clearly you’ll need to cut your advertising spend. Heck, there’s no need to wait for the media or government to tell you that the economy is in downturn to cut back.

Just think about it. If your advertising is profitable, regardless of the state of the economy, you’re going to keep running those ads until they stop bringing in a profit.

That doesn’t mean you’ll stop your advertising though. It just means you’ll promote your goods in a different way, or maybe put the spotlight on a different product.

To do all this you need to use a certain kind of advertising. It’s called direct response.

With direct response advertising you’ll know down to the dollars and cents when a promotion is profitable. You’ll know if you’re breaking even, or losing money.

Throughout a campaign you adjust your promotion so with each run (whether online or in print) you continuously fine tune what you’ve got until it’s pumping out gold every time you use it.

How big of an impact can this have?
In a campaign for a recent client we ran a test panel of 3 ads. The second ad got 1.5x more responses than the first. The third got almost double. Without tracking and testing the client may have ran the same ad 3 times. And killed response.

Clearly Foolish
It’s no wonder that so many marketers are having to cut their budgets. Unless your a billion dollar company it’s pretty hard to justify spending money on advertising without knowing what’s specifically working and what isn’t.

And I’m not excusing these companies either. Really there’s no excuse for companies and ad agencies that keep flooding the market with creative and ‘cool’ advertising that isn’t measurable.

That’s enough for today I suppose. You’re probably tired of my rant. But seriously. Don’t follow the pack and cut your ad spending because that’s ‘what you’re supposed to be doing’. The greatest gains are made from doing what others aren’t.

Don’t drown your ads, get smart with them. That’s what direct-response is for. And that’s why it’s made fortunes for so many.

Until next time.

To your success,

Michael Zipursky

One of my favorite collections is called Ad Access. Here they’ve catalogued over 7,000 US and Canadian advertisements from between 1911 – 1950.

Outdated, Old, And Not Applicable In Today’s Times

Human nature hasn’t changed in the last 100 years and it won’t change over the next 100. Sure, we’re seeing technological changes that allow us to communicate through different vehicles and ‘efficiency’ increasing tools that allow us to complete tasks faster. But the way we think, our impulses and emotional wiring that affects whether our attention is aroused and if we should take that next step and make a purchase haven’t changed one bit.

Ad*Access

There are some true gems in here folks. Enjoy.

And as always, to your success,
Michael Zipursky

No silly, not by physical force. But they were genuinely concerned.

Turn on the TV, check the front few pages of any newspaper, listen to the radio and no doubt you’ll be bombarded with a chess match of mentally developed and not-so-understandably respected folks yelling at each other “recession-this” and “no-recession-that’”.

“A financial crisis here” says one lady, while the other ‘just-as-wise’ smiles her best smile, looks you in the eye and tells you “there is no financial crisis, this is a time of opportunity.” And just then, ten other well-greased analysts, and a couple of bow-tie clad economists declare there is no opportunity. Everyone must cust back and cushioned their rear-ends in preparation for the big loss.

What’s happening really isn’t anything new in my view. Sure, parts of this dramatic play “have never been seen before”. But the economy, since the beginning of time, as had its ups and downs, its sidesteps, trips, hops, jumps and falls…

Being the way we are, we tend to forget that everything goes in cycles – and that this too shall pass.

I am by no means an analyst, nor an economist – so we’ll leave the end of this story to the men and women that can tell us each and every morning that they know what will happen in the future. I guess while I’m working out each morning, their reading their crystal balls…

So back to the concerns those two presidents had…

They both felt this economic wave was going to collapse their castles. They were genuinely worried, maybe even a little scared inside.

I reassured them that unless their foundation and walls were as brittle as a toasted almond sliver, they’d be fine (these two companies were built plenty sturdy).

“So Michael, we should buckle down then, right? Cut and curtail our spending and hiring, of course?” I’m quite positive many other business owners have been thinking the same thoughts. That’s human kind.

But letting these thoughts take over your strategic and business edge, that inside core that lit your passion for business, would be a mistake.

A HUGE MISTAKE

You see, now is the time to spend more. The greatest challenges provide the greatest opportunities.

Stick you head in the sand, build a wall around yourself….and you may or may not weather the storm. If you’re willing to take that gamble go ahead.

But there is a massive opportunity here. And like I told both these executives…the opportunity comes simply because most business owners will be cutting this special here, removing that benefit from there, snipping bonuses on this side, and demolishing ad and marketing spending on the other side.

Their voices changed…they both knew what I was getting to, what I had in mind. Because fewer people are spending to get their messages out, and are reducing the amount of money they can spend on pampering their clients and attracting new ones…by you spending more…you’ll be miles ahead…people are always buying something, and this is a great time to stand out, get noticed and acquire those new customers.

By no means am I recommending to increase your spending by 10x. I’m not even implying increasing your spending. What I’m suggesting,  because I’ve seen it work many times, is that you keep your spending going – continue investing in your business, your marketing and advertising.

This doesn’t change the need to test and track constantly.

So remember, there is always an opportunity around the corner. Look at your business’ current situation, follow what your competition is doing, and prepare…then go in for the jugular, move forward when all others are moving back. You will come out ahead. Market share and profits will be yours for the taking.

I know this can be a touchy issue. As always I welcome your questions and comments.

To your success,

Michael Zipursky

If you’re interested in learning how other businesses have used straightforward marketing techniques to increase their customer loyalty, you’ll enjoy this course.

Go to the Profitable Relations E-Course page, scroll to the bottom and sign up.

Let me know what you think?

To your success,

Michael

Well, you don’t just say hello and show them your product. Of course, there is nothing wrong with showing your products to anyone that comes to your booth, but what you really should do is qualify each person.

You don’t want to spend 20 minutes showing someone your product only to find out they have no intention whatsoever of buying it or writing/talking about it (if they are press).

My suggestion here is for times when there are many people around your booth. If there is no rush, not many people around, sure – take your time and talk away…you never know who that person may tell…even if they don’t plan to buy, someone they know may.

But you need to have your priorities in place.

Back to qualifying attendees. You can do this by finding out, “which company are you with?”, “have you ever seen this kind of product”, “do you have experience with this product?” ….or simply ask if they are looking for the kind of solution your product provides.

This will give you a good indication if you’re talking with a potential “prime buyer.”

And then, if they are, you can make the move to get their contact information. Before we talk about that there is one extremely important topic we must cover….

…preparing for the dialog with potential buyers before you even arrive at the tradeshow.

It’s a mystery why most companies don’t do this (actually, not really, people are just lazy). Gather your team around a table and make a list of all the questions your potential buyers (those that would be most interested in your product…the ones you had in mind when you developed the product) could possibly ask you.

Things like the cost, the materials, how does this part function, can I use it with this other product, so on and so forth. This might take 30 or 40 mins to write down, but it will be time well spent. Then take another 20 mins or so to answer all of those questions. What you’re doing here is ensuring that all of your staff’s answers are aligned and that you’re prepared for any possible question that comes to you.

This is important because often times you’ll lose potential customers because you can’t justify for them why they should make this purchase or you don’t have the information they need to make up their mind that “this is the right choice.”

Again, it is time well spent.

You can also build in much of this information into your print materials that promote and support the advantages of what you are offering.

What  kind of print materials are most effective for trade show marketing? A 1-page, double-sided outline of your product with a few photos and list of what it can do…often times a comparison chart of other similar products in the industry works well too.

What should this not be? Forget the 10-page brochure. Leave that for when the potential client requests additional information. Most trade show attendees have their bags filled with papers and promotions…and they don’t appreciate receiving heavy packages. Fact is, they can (or should be able to) get all that information and more from your website.

So keep your materials short and sweet. The key to these materials, as always, is the copywriting. It should be laser targeted to you prime prospect and clearly tell them why they should care.

A headline, benefits, proof, testimonials and don’t forget to make them an offer….use a call to action that emotionally forces them to want to contact you again for a free report or demonstration.

In the hole please….
That’s where it can go. Many executives think it’s too cheesy…but it still works. To make collecting people’s information easier offer a draw for a prize -  you can even have them fill in a simple survey…and then you can sort through to find the real prospects later. Thing is, you give away an iPod or something that most people would like…but it also attracts attention to your booth and makes it easy for you to get the contact information of attendees.

I’m going to have to end here. Sorry folks, but stay tuned. Next week I’m going to cover the most neglected yet exponentially important final step of tradeshow marketing.

See you next Monday.

To your success,
Michael