Wizard Wisdom

From my email:

Dear Scott, One of the biggest mistakes in advertising is buying media before you have determined your message. I see this all the time. So some advice... don't do it. No matter how persuasive the media rep... don't do it. No matter how great the "deal" is... don't do it. No matter how urgent the deal... "for today only"... don't do it. The effectiveness of your ad campaign will be limited only by your commitment to your message, and the persuasiveness of your ads. “It’s what you SAY that counts.” How your message is delivered is completely secondary. Ok... that's off my chest. In This Issue: Scroll down to read the full story How Radio and the Internet Work Together by Dave Young Brain Storming Rules by Mark Fox Upcoming Seminars: LAST CHANCE Marketing Performance Seminar 19-20 Feb 2009, Denver, Colorado. 2 days of marketing wisdom for only $99 (if you are a business owner). Books I Recommend: Words That Work - It's not what you say it's what people hear. By Dr. Frank Luntz How Radio and the Internet Work Together By Wizard Partner Dave Young Effective radio schedules and well-converting web sites help each other get the job done. Our own experience is showing that the intrusive nature of a powerful radio ad on an appropriate schedule, will work to drive people to a web site when the need for the product finally arises. For example, we have a roofing company in Portland, Oregon that has 45% of its traffic coming from either direct navigation or through searches for the company name. A Toronto laser eye surgery facility is seeing 59% of its traffic through direct navigation or name searches. The Toronto company has been on the radio and TV for years. In Portland, we're just entering into our 2nd year of the campaign and web referrals are climbing. Our philosophy of 52-week radio schedules with a powerful branding message, is paying off over time by having web sites that can handle conversion. Nobody even looks for a roofer until some kind of event triggers their need. We position our client to be the firm whose name pops into the mind, unbidden, when such a need arises. Nobody wakes up in the morning and decides to get laser surgery. It's a decision that is contemplated for a long time until an event or episode triggers their desire and they either search for the name they've come to know, or they are susceptible to the ad the next time they encounter it. Either way, the result is a search for our client by name. And, if we've done our job right from an SEO standpoint, they'll also be found if they search for a more generic term but see the name they recognize in the search results. The Editor: Is it time you started optimizing your marketing? Is it time you got your marketing efforts working as one? Talk to Dave... daveyoung@wizardofads.com Brain Storming Rules By Wizard Academy Adjunct Professor Mark Fox From Mark's latest book, Da Vinci and The 40 Answers I know what you’re thinking; “Rules in a brainstorming session? Doesn’t that defeat the purpose?” Most people do not set brainstorming rules before a session, but I’ve found that laying out the guidelines before you begin really helps start – and keep – the creative juices flowing. This list of rules is a result of trying many, many different rules and ideas from hundreds of Web sites, authors, instructors, friends, and colleges on the subject of brainstorming. I have added a strong dose of my own experience to solidify this list. These are the ones I have found to be the most useful so far, but I am always trying new things as well. I encourage you to do the same; experiment and see what works best for you. Brainstorming Rules 1. Generate as many ideas as possible. Go for quantity, not quality. 2. Encourage wild and exaggerated ideas, no matter how crazy, ridiculous, or farfetched the idea might be. 3. There will be no detailed discussions about an idea, except to provide clarification. 4. Assign someone as the scribe. The scribe should write down every idea – no screening. 5. Keep a copy of the rules in plain view. 6. The brainstorming list must be visible to everyone. 7. Snowballing on other ideas is encouraged. 8. Postpone and withhold judgment of any idea. 9. Leave your titles at the door! 10. The optimum number of people is between 8 and 12, with one-third of the group being outsiders. The Editor: I suggest you also record the whole session. Da Vinci and The 40 Answers is available at Wizard Academy Press or direct from Mark's site Sly as a Fox, creative thinking for business. A Closing Thought Always focus on the customer. "Companies don't give job security. Only satisfied customers do." - Jack Welch Craig Arthur Wizard of Ads PS. Need help to attract more customers and grow your business? Australia Call (07) 4728 4866 or email craigarthur@wizardofads.com North America Call 308-254-2732 or email daveyoung@wizardofads.com Call 440-610-9746 or email tomwanek@wizardofads.com We will never try and sell you. You may punch us in the arm really, really hard if we do. Call or email to book a FREE alignment meeting. No obligation. No pressure. It is at this meeting we both decide if there is a fit between our 2 companies. It is only then can we explore your options. We will never try to sell you. Call (07) 4728 4866.

Wizard Partners Australia. Call Us: (07) 4728 4866

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