Masters Course in Advertising Results

1. Masters Course in Advertising Results “Years ago, all art students used to spend a portion of their time copying the Old Masters in museums. Through this process they learned technique—what worked and what didn’t—and why more seasoned hands than theirs had done what they did.” Dr. Jeffrey Lant

2. Presented by your . . . Another member benefit

3. With Chris Lytle Certified Speaking Professional Best selling author of The Accidental Salesperson

4. Agenda • Work on your business instead of in your business for 75-minutes • Stories, 7 Masters, Examples, Checklist, Action Steps • You will be able to “talk advertising” instead of rates and ratings with your agency contacts and direct accounts • You will be able to get your customers to help you create more compelling local advertising • You will get more repeat business and referrals Purpose Process Payoff

5. The Three “Secrets” of Success You’ve got to know what you’re doing. You’ve got to KNOW YOU KNOW what you’re doing. You’ve got to be KNOWN for WHAT you KNOW

6. Poll • Do you have a BA or higher degree in advertising and or marketing?

7. Claude Hopkins “There is that technique in all art, science and mechanics. And it is in all lines a basic essential. This is for groundwork only. To properly understand advertising or to learn even its rudiments, one must start with the proper conception. Advertising is multiplied salesmanship. It’s principles are the principles of salesmanship. Success and failure in both lines are due to like causes. Thus, every advertising question should be answered by the salesman’s standards.”

8. David Ogilvy

9. David Ogilvy

10. David Ogilvy “Avoid superlatives and platitudes. Be enthusiastic, friendly and memorable. Don’t be a bore. Tell the truth, but make the truth fascinating.”

11. Bernice Fitz-Gibbon “Creativity often consists of merely turning up what is already there. Did you know that right and left shoes were thought up only a little more than a century ago?” “Advertising is a craft, not an art.”

12. Rosser Reeves “Every advertiser needs to have a unique selling proposition to set the company or the product apart from other companies or other products.”

13. Fairfax Cone “Advertising is what you do when you can’t go to see somebody. That’s all it is.”

14. Jack Trout and Al Ries “In short, marketing is war, where the enemy is your competitor and the ground to be won is the customer.”

15. Alvin Eicoff State the problem. Explain the solution. Demonstrate how your product or service best provides the solution.

16. The Ice Storm Sale Truth is better than creativity

17. The Ice Storm Sale Truth is better than creativity.

18. The Ice Storm Sale Truth is better than creativity

19. Elements of a Successful Ad Take Action At the end of this Webinar, grade at least five commercials that are currently on the air and see how many points they score. • Make and offer to sell something 25 points • Price your offer 25 • Ask for a specific action 20 • Add urgency with time or 15 quantity limits • Develop a theme or hook 15______ 100 points

20. Local Advertising Mistake #1 • Running advertising that scores below 70 points • These commercial don’t provide information for your audience to act upon • They limit the RESULTS your advertisers can expect

21. Tell Me a Story

22. Clichés Weaken Copy • A cliché is a saying, expression, idea, or element of an artistic work which has been overused to the point of losing its original meaning or effect

23. Local Advertising Mistake #2 • Running commercials that contain more than 10% cliché • Just take your clients money and burn it

24. Clichés Weaken Copy • Conveniently located • Now that spring is in the air • Every day low, low prices • All the names you know and love • Don’t miss out • Factory trained technicians • Stretch your budget with values like • For all your __________ needs • Friendly trained qualified personnel • The next time you’re in the mood for • We service what we sell • All the names you know and love

25. Elements of a Successful Ad Take Action At the end of this Webinar, grade at least five commercials that are currently on the air and see how many points they score. • Make and offer to sell something 25 points • Price your offer 25 • Ask for a specific action 20 • Add urgency 15 • Develop a theme or hook 15______ 100 points

26. Why Advertise Checklist • Sell products today • Build store traffic • Build/Enhance Image • Educate consumers • Generate new customers • Expand demographics • Use co-op dollars • Advertise location(s) • Build brand awareness • Support sales objectives • Start people talking • Other __________________ • Sell service(s) today • Meet the competition • Create a new position • Promote new merchandise • Turn old inventory • Reinforce market position • Increase name awareness • Promote new store opening • Promote regular price merchandise • Build employee morale

28. Knowing Isn’t Doing ROI Results Transfer Learning Reactions

29. Sales Training That Doesn’t Change Behavior . . . . . . is as useless as a parachute that opens on the first bounce.

30. Poll • Do you have one or two specific things to DO as a result of attending this Webinar?

31. Thank You • Chris Lytle • chris.lytle@sparque.biz • 312-226-9920 x202