Roy: Hello, gang. It’s time once again for …
Daniel: I really wanted to come up with a good show name, but my mind went blank. It’s time for-
Roy: Because Daniel blanked out-
Daniel: … breakfast with …
Roy: Because Daniel blanked out, here’s what we’re going to do. If I get done all the stuff we’ve got prepared, Daniel at the end of the show is going to do his genetic dance move.
Daniel: Oh, I got called out on it.
Roy: Yeah, yeah, yeah. This is the thing. This is the thing.
Daniel: Here’s hoping there’s too many things to do.
Roy: It’s the thing that he did for years and years when he was traveling with his band, and everybody was getting angry at each other, he would just do this funny dance. It would crack everybody up, there would be no more tension. Well, the other day, he saw … How old is Jackson?
Daniel: Jackson’s 11.
Roy: He’s 11. See, he saw his 11-year-old son doing it, and he’s never seen Daniel do it.
Daniel: No idea.
Roy: Daniel has never done that in front of his kids. His son-
Daniel: I’m so sorry, son.
Roy: … at 11 years old, discovered the exact, very, very distinct and unusual move, and Daniel will demonstrate that for you at the end of today’s show, so you don’t want to miss that.
Daniel: Oh God.
Roy: Let’s get rolling. Boom.
Daniel: Okay, here we go.
Daniel: Hey, Roy and Daniel, like most blood donation centers, Rock River Valley Blood Center needs to cultivate their next generation of donors. They need … Sounds like a vampire question. It’s like a crop. They need adults 18 to 35 to start donating on a regular basis. Their existing main donations group, adults 45 to 70, is getting smaller. I can’t, this one just caught me off guard.
Roy: Go ahead.
Daniel: Because of all the subtext. We interviewed mostly millennials to provide their testimonials as to why they give blood. These commercials, four of them, now run on a consistent monthly basis in popular TV programs with a wide audience. We’re also targeting TV programs who deliver a younger audience. We’ll be using social media to deliver these testimonials in a 15-second format to target local millennials.
Daniel: Over the next six months to a year, we’ll be monitoring the development of the millennial donors, and the overall donor level, how many units of blood donated per month. Below are two of the testimonials. I learned a lot interviewing these young adults. What I thought was going to be their reason for donating were not ever close to what I expected or the reasons that I’d donate. Please let me know what you think and how you would improve.
Roy: You know what I like about what Pete did here? Is he got them to agree to how success would be measured.
Roy: They’re going to measure not only the number of millennials, an increase in millennials that are donating, but they’re also going to just total-
Daniel: Just overall boost-
Roy: Because they realized, “Hey, just because we’re targeting millennials, doesn’t mean it’s not also going to influence people that don’t necessarily fit that birth cohort.”
Daniel: Yeah, I’ve had several friends who started donating blood, and then talked their parents into it.
Roy: Oh, yeah. Here’s what we’re going to do. We’re going to look at these two TV ads, and make comment.
Sarah: I think that we all have someone in our lives who has needed blood. And to be able to give blood and be able to say, “I helped in that,” and to know that I did my part to help anybody is amazing.
Tom: I know typically we don’t get to see the results of our donations, but you know that it’s helping other people, and that really makes a person feel good.
Stephanie: Just happy knowing that what I’m doing is effecting change in my community.
Miguel: It helps another person live another day with their loved ones, and that’s a nice feeling.
Roy: They give you the first name and then the blood type.
Daniel: I was just going to say that-
Roy: Were you going to say that?
Daniel: … exact same thing. Yes, I thought that was a great idea, whoever came up with that.
Roy: Let’s look at the second one.
Katelyn: My grandma actually had a stroke a few months ago, and she ended up needing two blood transfusions.
Miguel: I don’t give blood for self gratification. I give it because it’s helping somebody else out.
Rachel: Giving blood makes me feel good because it’s a really great feeling knowing I can help someone in need.
Stephanie: I feel pride when I give. I feel fulfillment.
Sarah: I donate blood because why wouldn’t I? It’s free, it’s easy, and it helps save lives.
Katelyn: Someone out there saved my grandma’s life, and now I know that I can save someone else’s life if they need it.
Roy: Now see the girl who’s falling apart.
Daniel: Yeah, damn it.
Roy: I’m sorry, I wouldn’t-
Daniel: Lead with that commercial.
Roy: What I was saying, I wouldn’t play any of the other ones.
Roy: You saw you had four good ones, but none of them are as good as that one.
Daniel: Mm-hmm (affirmative).
Roy: There’s nothing I would change.
Roy: See, whenever you’re capturing stuff that was unscripted, it’s actually a lot more work, whether you’re doing it … We’re going to see some radio examples later.
Roy: When you’re capturing unscripted stuff, you have to make it fit the time, and you can’t script it. I mean, it’s an enormous amount of work. Well done.
Daniel: I’m all-in on that one.
Roy: I say well done.
Daniel: Roy, I was reviewing your 10 Mistakes in Marketing from 2016. I was wondering if you have any comments on if this list is still the big 10 in 2019. I’m consistently bumping into the fear of ridicule still. I find this happening so often I now bring it up before the client/prospect does, so I can try to deal with it before fear strikes them on its own. This seems to be helping. Do you have any advice on the other 10 mistakes?
Roy: Now here’s what I did this year. I updated, just a couple weeks ago, and it might have even been after this question was sent in. But I put out a Monday Morning Memo on March the 25th I think. It was 20 things that are things most people overlook or don’t think about. Instead of calling it, instead of telling you the wrong thing not to do, I’m just saying the right thing to do, you know?
Daniel: Mm-hmm (affirmative).
Roy: I just put down 20 things, and if you’re going to update any kind of a list, just start using these 20. I’m going to do that throughout the rest of the show. I’m going to pop in occasionally one or more of the 20 in my answer to your questions. Let’s look at those 20, you ready?
Daniel: Bring it on.
Daniel: One, if you want to be bigger, advertise as though you were bigger. Don’t calculate your ad budget based on the volume you did last year. Base it on the volume you hope to do this year. Two, they call it mass media for a reason. It reaches the masses. Consequently, you can’t really target using mass media. But don’t worry about that. Use mass media anyway. Targeting is overrated and ridiculously overpriced. Choose who to lose. Correctly written ad copy will filter out the customers you don’t want and attract the customers you do want.
Roy: Now I’m going to point something out here. This is executive editing. I know that it’s correctly would choose whom to lose, but it just doesn’t sound as good.
Daniel: It doesn’t.
Roy: I’m going to use-
Daniel: Phonetically it’s not the same.
Roy: Because I’m going to be improper.
Roy: Because it has better rhythm, choose who to lose.
Roy: You know? Okay.
Daniel: And you know what? You know who you’d filter out? The people who would correct you with whom. Successfully I think.
Roy: Okay, you ready?
Roy: All right.
Daniel: Filtering through ad copy is how you target when using mass media. Two ways to use mass media: A. Used consistently, mass media will cause your company to be the one customers think of immediately, and feel the best about when they finally need what you sell. B. Used short-term, mass media will give urgency and importance to a special event when you purchase high repetition for a period of time, usually one to 14 days.
Daniel: Google is the new phone book. Like the Yellow Pages of yesterday, it is the principal resource for buyers who are currently, consciously in the market for a product or service and have no preferred provider. Like the White Pages of yesterday, Google delivers your telephone number, street address, and business hours to customers who have already chosen you as their preferred provider.
Daniel: Customers who come to you through the mass media will often be credited to your digital efforts due to the White Pages function of Google. They had already chosen you but were looking online for your street address, phone number, or business hours. Regardless of how you win them, it is costly to win a first-time customer. Getting that customer to come back a second, third, or 50th time is cheap and easy if they had a good experience the first. Advertising is the tax that we pay for not being remarkable. So be remarkable! This is what generates word-of-mouth. You’ve got to impress your customer. If you don’t, your competitor will.
Daniel: Companies that celebrate their victories have happy employees, so find things to celebrate. Happy employees create happy customers. Most customers are repeat customers or referral customers. Mass media is the most efficient way to maintain top-of-mind awareness among these groups. In addition, it will bring you new, first-time customers.
Daniel: Your plan to stay in touch with your customers through social media and email is based on the assumption that your customer’s willing to open, read, listen to, or watch what you have to say. Is this actually happening? And if not, why not? Hint, the subject line gets people to open it. The content gets people to share it.
Roy: Now, Daniel, I want to pause right here for just a second because it blows my mind the online professionals who have never actually thought of that clearly.
Roy: I had to point out to a guy who actually when it comes to digital weasels, he’s actually one of the digital weasels I kind of like. He’s a really sincere, really smart guy, works very hard, and gets better than average results for his clients. He’s not a Wizard of Ads partner, but he works for one of my clients as the digital weasel.
Roy: He was talking about this really, really, really amazing content they’ve got, and it’s not getting any views. I’m going, “You know why it’s not getting any views, don’t you?” He goes, “No, it’s really great content. Why is it not getting views?”
Roy: I’m going, “You see, it’s the subject line that gets people to click it.” I said, “The content itself is what gets people to share.” I said, “It’s the subject line that gets them to open it.”
Roy: I did a whole one hour … we have this whole thing on creating a subject line, or-
Daniel: Yeah, which one actually gets results.
Roy: Yeah, and we do some A, B things. We said, this one actually got 32 times more open than this one.
Daniel: I was in the meeting for a part of that, when you did it for the partners.
Daniel: For the five or six I was able to listen to, almost all the partners correctly guessed the one that got more click-through.
Roy: And you know what? This is embarrassing.
Daniel: That was pretty impressive.
Roy: I know. I almost always get them wrong.
Roy: Because I’m sitting here going, I’m going, “And you’re never going to guess this one.” And everybody went, “Yeah, it’s that one there.”
Daniel: It’s B.
Roy: No, I would’ve said the other one, you know? Anyway, let’s see what else we’ve got here.
Daniel: All right. 36 years ago, 1983, David Ogilvy was speaking of newspaper and magazine ads when he wrote, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.” Now, look at your open rate. What percentage of your online budget has been spent when you’ve written your subject line?
Roy: Now see, this goes also, remember, there was no internet in 1983. If David Ogilvy had been alive when the web started really getting traction, he would be talking about the subject line and headline so much. It’s just kind of like when you look at your open rate, and you’re saying, “Okay, so only this percentage of our emails are getting opened.” Well, guess what? Look at all the money you’re spending, all the manpower, all the salaries, all of the consulting fees you’re spending to have that message out there.
Roy: And then when you look at the open rate, and you’re going, “Yeah, so we’re getting like a 6% open rate.” 94 cents out of dollar was spent when you wrote the subject line. It was all the money when you wrote the subject line, that’s where it went because you only get 6% open. That’s not even a close rate, that’s just an open rate.
Roy: You still have to convince them to take action.
Daniel: Yeah, yeah.
Roy: The same client, when I’m talking to the digital weasel that I really kind of like, I didn’t point out to him, I just didn’t feel like it was really appropriate, but he’s really deeply involved because he’s a spreadsheet guy. My client, we’ve built from almost nothing. Of course, he’s a 27-year client, this really, really, really big company. I mean, many, many, many millions of dollars a year in business. Well, one thing about that online, it’s trackable. You can hold it accountable.
Daniel: I like it.
Roy: Trackable, and you can look at all this data. We’re looking at the data, and I said, “How much did you spend altogether last year, just everything for online?” He goes, “Well, we’ve spent about $80,000.” I’m going, “Hmm, and so how much top-line sales? Not gross profit, just top-line sales did you bring in because of online that you’re able to measure?” He said, “About 100,000.”
Roy: Well, wait a minute. When you look at the profit margin on his product, that means he lost a smooth 60 grand, just straight up lost it. It’s just kind of like, “So, yeah, that’s not scalable. If you’d have spent 800,000 instead of 80,000, you would have lost $600,000.” I’m sitting here going, “Why do people keep doing this when you just don’t see the result that you’re expecting?” I don’t know. I don’t know. Let’s see what else we got.
Daniel: If you have nothing to say, don’t let anyone convince you to say it. Boring, predictable messages make you seem smaller and duller and waste your money. Companies don’t fail due to reaching the wrong people. They fail due to saying the wrong things. Predictable ads are about you, your company, your product, your service. Persuasive ads are about the customer, and the transformation your product or service will bring to your customer’s life. I, me, my, we, and our are self-centered words. You and you are are customer-centered words. Entertainment is the only currency that will purchase the time and attention of a busy public. Are your ads entertaining?
Daniel: One of the most common mistakes in advertising is to spread your ad budget across several different media so that you don’t leave anyone out. But persuasion, in most instances, requires repetition and familiarity. Would you rather 100% of the people and convince them 10% of the way, or 10% of the people and convince them 100% of the way? Don’t spread your money too thinly by chasing the unicorn of the media mix.
Daniel: Expensive rent equals cheap advertising. Intrusive visibility, a landmark location with signage that’s noticed even when people aren’t looking for it, is the cheapest advertising money can buy. This is true for service businesses, not just retail. The extra cost for this kind of location should be taken from the ad budget.
Roy: All right, now those are the 20 ideas. Let’s look at the next question.
Daniel: Roy, I have a prospect who believes in the shotgun style of advertising. He’s currently spending about $80,000 a year combined in Yellow Pages, magazines, outdoor, and newspaper. He’s willing to add some radio pellets to his shells, and … I like that, that’s a great line … and scatter $10,000 into radio. To run a strong schedule on my station it would take $40,000. I would like to make the sale, but I would also like to keep the sale, so I want to make it work for him. How would you suggest I deal with this?
Roy: Okay. Now, Brent, this is an interesting thing because you very correctly surmised if this guy has a belief system, you have to, you can’t take a person where you want them to go until you first meet them where they are. Chances are, instead of having an argument with this guy and losing, meet him where he is. And tell him, say, “Look, I’m doing this with misgiving because to do this really right would take like 40 grand. I’m willing to take the 10 because that’s my job, and to try to figure out how to make this work in a way that you know it’s working. Let’s agree on how we’re going to measure success.”
Daniel: Mm-hmm (affirmative).
Roy: Let’s take a look at that.
Daniel: Begin with the upfront agreement. How will we measure success? How will you know it’s working? Two, create ads that will generate comments.
Roy: I would’ve made suggestions, but you didn’t tell us what business he’s in. You just said he’s … you didn’t even mention a category. You’re going to see later, somebody mentioned a category, got some actual suggestions.
Daniel: There you go.
Roy: Next time, please tell me the category of business so I can give you a little bit more pointed help. Now one more piece of advice.
Daniel: One more piece of advice.
Roy: One more piece, right here.
Daniel: Give him the Monday Morning Memo for March 25th, 2019, and point out number 19. Yes, absolutely.
Roy: What happens is, whenever you show him that memo online. Say, “Dude, he wasn’t talking about you. He’s just saying you don’t have enough money to do three things or four things well. As a matter of fact, you probably have barely enough money to do one thing wholeheartedly, and that always works better instead of doing two things halfheartedly. The idea that what you’re doing is quote, working, I don’t doubt that I’m sure it’s working, but is it the highest and best use of that budget? Is there anything else, or any other things that might work a whole lot better for the same money? The fact that it’s working doesn’t mean it’s the highest and best use of the money. I’ll tell you what though, I’m going to start with something you’re comfortable with, you feel like maybe you want to make a $10,000 test. Number one, we’ve gotta think of something remarkable to say. We’ve gotta get attention. We can’t rely on repetition. We’re going to have to try to make this really memorable so that you know it’s working.”
Roy: Now remember, comments and response, way easier to get than measurable results. Steer him into comments. That always wins the person emotionally. They’ll feel like they’re getting results if they’re getting a whole lot of comments about the radio ad. When they get comments about … they’ll just go, “I just can’t believe how many people listen to your station, all these people I never would’ve thought listened to your station. But they have to listen or they wouldn’t be saying that to me because we’d only say that in your ads.”
Roy: See what I mean?
Daniel: It works.
Roy: And so you have to say something really memorable, really colorful, really quotable, really that takes people off, guard. Okay? Now, next question.
Daniel: Hello, Roy, I’ve spoken with an eyewear company that is a national eCommerce business. They’re owned and operated in my city. They also have kiosks within other optical stores here in Regina. When I spoke with the owner, he told me that the radio didn’t match their eCommerce business strategy. I’m looking for a way to explain to them that they could benefit from a local radio campaign without bursting their eCommerce bubble. I was thinking … I really like this wording of these questions today.
Roy: Yeah, they’re good.
Daniel: I was thinking of proposing an experiment for this client. He could run a strong radio campaign here in our market only. If his sales in our trading area grow enough to justify the investment, he could roll it out to other markets. If not, I’ll leave him alone, crawl back under the bridge, stop selling advertising, and make my living being a troll. Are you aware of anyone doing an experiment like this? If so, how did it go?
Roy: Okay, let’s look at one of the lines that you wrote. You wrote they also have kiosks within other optical stores here in Regina. Isn’t it amazing that Daniel knew that it’s pronounced Regina instead of Regina?
Daniel: It’s because I played a show there.
Roy: Did you?
Daniel: And that was the first time I ever did Canadian bowling.
Roy: I didn’t know there was such a thing as Canadian bowling.
Daniel: Yeah. Yeah, it’s a different style.
Roy: What makes it different than actual bowling?
Daniel: It’s nine-pinned, and the bowling ball is about the size of a large softball.
Roy: You can just throw it?
Daniel: No, you still have to roll it, but it’s … you’re having a lot more accuracy with Canadian bowling.
Roy: All right. Remember, they have these kiosks in these independent optical shops. Here’s my first suggestion.
Daniel: The expense of creating an impressive kiosk to put into optical stores is a variation on tip 20, which is expensive rent. Yes, absolutely.
Roy: They spent all this money to get this real estate inside these optical shops. Now that a person is going to buy some eyeglasses, you want your person’s eyeglasses to be featured. That’s what Google would call the Zero Moment of Truth.
Roy: They’re in an optical shop. They’re going to buy these eyeglasses from an optical shop. You need yours to stand out. So whatever money they’ve spent, praise them, praise them for buying these deals.
Roy: Now, they have a small problem. You don’t want to throw it in their face or it’ll just make him angry. But any time you’re selling directly to the customer online, but you’re also distributing your product through retailers, your retailers are always a little bit irritated by that because they’re competing with the manufacturer for the customer, right? So, the second half of the advice, boom.
Daniel: Propose your radio experiment, and suggest that the local optical shops with a kiosk be offered the opportunity to be named in the ads if they contribute towards the campaign. In other words, make it a co-op.
Roy: Exactly, so all you have to do is say, “Hey, look, let’s do this experiment. We’re going to write this amazing ad, talking about how your eyeglasses will change a person’s life. It’ll just give them this whole other personality and suddenly people will like them.” I need some of those.
Roy: Anyway, whenever you say, “Now, we’re going to leave enough space at the end of the ad to actually put in like five seconds about each of these different people where they can see your eyeglasses in these retailers.” Whenever you talk about this eyewear company, and see these at this place, and this place, and this place, and this place. Then you get those retailers to chip in a little bit of money. If the manufacturer paid for half or maybe 60% or maybe two-thirds, and then he just wanted to get some participation from the retailers.
Roy: Now the retailers, who normally don’t have enough money to do their own radio campaigns can kind of join in, and then they’re going to have their friends and neighbors say, “Hey, I heard your store on the radio about them eyeglasses.”
Daniel: And everybody’s happy about the whole thing.
Roy: And everybody’s happy, and what happens is they’re supporting their retailers. The retailers feel support from the manufacturer. They get to hear themselves on the radio. Then you can roll that sucker out all across Canada. I think you can sell them. I really do. I think it’s a good experiment. And it’s a lot of work, but it’ll pay off.
Roy: Let’s look at the next question.
Daniel: We’re starting to see a repatriation of revenue from digital coming back to traditional media. Are you starting to experience the same with your clients? Any thoughts?
Roy: Repatriation of revenue.
Daniel: Yeah, I like that.
Roy: We have the smartest people in the world.
Daniel: We really do.
Roy: We have really good writers who participate in the American Small Business Institute monthly webcast.
Roy: Now, repatriation of revenue. Have I noticed it? Absolutely have. Here’s what I attribute it to. Number one, there has been a lot of press about ad fraud and just impossible to monitor … like the phone rooms, the click farms, the click farms in developing nations. Those have been, that’s been a lot of news. People are now beginning to realize, it’s like, “You know what? You’re looking at this data, but how much of that data was actual human beings, and how much of it was bots? And how much of it was people just clicking?”
Roy: Here’s what I found out. I didn’t understand this until recently. I’m going, “Where is the financial motive?” Well, just because you buy ads from the search engine, that doesn’t mean they only are played on the search engine. They have affiliate things where there’s this website that has this huge amount of traffic. Well, they actually don’t. They have this tiny amount of traffic but then using bots to make them look like they have this huge daily number of people, unique visitors. Then a search engine will say, “Oh, well, since you have this huge fan base, we’ll …” These people that are buying AdWords from us, or whatever-
Daniel: We’ll put them on your site.
Roy: We’ll put them on your site.
Daniel: You’ll get ad share revenue.
Roy: We’ll share the revenue with you. And so what happens is, is first, they blow up their own network and make it look like they have all these different websites with this gigantic, unbelievable amount of traffic. It’s not true. Then the search engines will start giving them ads, and those ads will get a whole lot of clicks by the same bots that are creating all this artificial traffic.
Roy: They’re just sitting here with an automated, digital printing press, printing literally hundreds of millions of dollars, and literally billions of dollars a year. The only thing that the advertiser understands is, “Wow, I’m not getting a very good click-through rate. But it’s about, this is about normal what everybody else gets, therefore it’s okay.” I’m going, “No, it’s not okay.” It’s not okay to spend too much money to create too few leads. It’s not okay.
Daniel: I also think, so when I was working in the digital stuff, I always thought almost every business we worked with, digital business we worked with, they all measured success off of a certain thing, and it had no connection to whether or not it made somebody money, but in their mind it was a success metric. For the short-term, like five years or so, you were able to convince through the mystery of the internet, these business owners that didn’t understand-
Roy: Well, that’s not how it works online. Online it’s all different, it’s completely different.
Daniel: This is the real success metric. But then over five years, they didn’t see any business go up, and they started to distrust the whole category.
Roy: And so to answer the question of Rawlco Calgary. Yes, I’ve seen the phenomenon. I think that part of it is widespread news of the absolute inability to feel safe whenever you’re spending money online. Some people have figured out how to be profitable enough and work hard enough that they’re able to overcome the high cost of ad fraud, et cetera, and it’s still profitable for them.
Roy: Okay, now that’s a true believer.
Roy: There’s plenty of people out there that have in fact figured out a message, and a product with such a high profit margin, that they can survive that kind of inefficiency, but you have to have an unbelievably high-profit margin, I mean staggeringly high. Typically, about a 20-time markup, and so when you sell something for a buck, it needs to cost you about a nickel or maybe six cents. If you’re selling something for $10, it needs to cost you maybe a buck or 50 cents, or less than a buck.
Roy: The point is, besides all the bad press, there’s also been a lot of people that have just spent a lot of money and listened to a lot of advice, and did what everybody told them to do, and it just didn’t make enough difference. This repatriation of which you speak, it’s not due to any one thing, it’s just due to people chased that rabbit through the forest, and too few people ever caught the rabbit. They said, “Screw this. I can do other things besides get frustrated with this mysterious thing that evidently I don’t know how to make work.” I’m seeing a real shift. Congratulations.
Daniel: Good morning, Roy. I have a client that I’m working on landing. They’re a home builder that has been building houses in our city for 40 years. We experienced a massive housing boom in our city that attracted a lot of out of market home builders and saw the entire industry explode. Of course, during this time, every builder was clamoring for advertising, and they were all more or less saying the same thing, “We can build the dreamiest dream home of your dreams.” A lot of dream home talk. Now that we have had the boom and bust-
Roy: Oh, I love this.
Daniel: … we are in the echo, and every builder is in famine mode with very few new housing starts for our spring. This company, however, is healthy. They have enough capital they don’t need to mortgage spec homes, and enough roots to withstand the drought. In fact, they’re still building, and are one of the only builders that are still selling. To the question, I believe this is an opportunity for them to be on the radio. When everyone else has gone quiet, your voice will ring clearer than ever, and they can effectively leapfrog their new competition that is in famine mode. Do you second this strategy? If so, any advice on how to communicate it to the prospects?
Roy: Brother Noble.
Daniel: Brother Noble.
Roy: Brother Noble. So, BroNo.
Daniel: BroNo, my suggestion. Create a 60-second spec ad featuring the client’s origin story. My instinct is they have a good one. Play them the spec ad. They will want the public to hear that story. A well-crafted origin story always generates a lot of comments. Congratulations, you now have a new believer in the power of radio and a long-term advertiser.
Roy: Okay, Brother Noble, I’m going to play you some examples of origin stories. The only thing you need is to sit down and get 30 minutes of someone’s time, somebody who’s been there forever, somebody who’s deeply … probably a family member, deeply involved. Find out how the company started. If you just dig and dig and dig, you’re going to hear a really fascinating story. I promise you will.
Roy: What does an origin story sound like? We’re going to listen to a few of them now. Are you ready?
Daniel: Bring it on.
Speaker 9: Brad Lawrence, owner of Gold Casters Fine Jewelry.
Brad Lawrence: When I opened the store, I had no money. We didn’t have the money for inventory. I brought wax models from school to use to cast into projects for customers, hence the name Gold Casters. Things were so tight at times, I remember the backside of my wedding ring was gone because I didn’t have the money to buy gold to size rings, so I’d cut the pieces out of the back of my wedding band to use as gold stock to size rings for customers. Then when we could afford to, I’d replace it back on my band.
Speaker 9: Did your wife ever know about that?
Brad Lawrence: Well, when she saw the bottom of my ring, obviously she did. When you look at it from the top, it looked perfect. It was a very, very humble beginning. I always believed that if you took care of the customers that the customers would come back, and that you could build a business that way.
Speaker 9: Gold Casters at 2nd and Washington in Bloomington.
Roy: Bloomington, Indiana, if you’ve ever been there if you know somebody in Bloomington, Brad Lawrence is extremely and unbelievably successful. Fabulous building, getting ready to build another even more fabulous building. Golly, such a staggering volume of business in that town. I mean, he’s famous. Everybody sees him as this really successful, really wealthy, kind of a patrician figure in town. When they heard about him being so poor he’s had to steal gold from his wedding band to size rings for customers because he didn’t have any resources, they’re just kind of like, “Wow, I love that guy. He started out like me.”
Roy: And so suddenly people relate to him, and people never shut up about that origin story. Let’s listen to another one.
Lane Schiffman: Five years before Teddy Roosevelt led the Rough Riders, Simon Schiffman stepped off the train to stretch his legs. He saw a little jewelry store for sale, bought it, and the train went on without him. Simon kept the fine quality jewelry, and he put the lower-quality stuff on the sidewalk with a sign that said, “Take it at your own price. This is not what we’ll be selling.”
Lane Schiffman: I’m Lane Schiffman, and I believe my great-grandfather would be proud to know that we still embrace the standards he gave us 125 years ago. Schiffman’s, because wonderful women deserve wonderful jewelry.
Richard Kessler: My dad was a house painter. He taught me to sand and scrape old paint until my fingers were aching and raw. But I wanted to make him proud, so I always worked hard. I’ll never forget the day we opened our brown bags at lunchtime and he said, “Son. I’m proud of how hard you work, but I hope that someday you’ll get a job where you can wear a tie.” And because I wanted to make him proud, I decided to open a jewelry store. I watched as my dad took his last $700 out of his sock drawer to help me get started. But he never got to see that store. He died just before it was opened.
Richard Kessler: I lived on wieners and beans for the next 11 years until I finally figured it out. Lose the tie, and be a regular guy just like your dad. That’s when things turned around for me. I’ve been sharing the story of that 700 dollars with young entrepreneurs in high schools and colleges for years. America’s newest and best Kesslers Diamonds is about to open in front of Cabela’s next to the Rivertown Mall in Grandville. I’m Richard Kessler, and I’m hoping to become your jeweler.
Elmer Zubiate: When I was in high school, I had an air conditioning class. At the time, we couldn’t afford to have central air conditioning in our house, so I took one of the old air conditioners that we had, and I was able to as a class project, I took it and put it in my parent’s home. Now we have central air conditioning. That thing was already 28 years old. I put a 28-year-old air conditioner in my parent’s home, I kept that thing going another 17 years before we had the money to replace it.
Elmer Zubiate: I know how to keep the air conditioners going as long as we need. It’s not always in the budget to replace your old unit. We specialize in repairing old units as well, to keep them going as long as you need it. That’s part of who we are, we’re proud to do it. At Elmer’s, we don’t just go out and tell you, you need a new system. That’s not how we operate. There’s Elmer Fudd, Elmer’s Glue, and me, Elmer Zubiate from Elmer’s One Hour Heating and Cooling.
Speaker 14: Online at CallElmers.com.
Roy: Now, Elmer has become just a legendary figure in San Antonio, and it’s because he’s just adorable. He has this open personality, and after he became this huge public figure over a period of six or seven years, he recorded that yesterday. He actually came in, and he ad-libbed for about four minutes, and then Dave Nevland-
Roy: … just cut it, edit it together, and so it sounds like he’s just telling a story, and it’s not scripted. It wasn’t scripted. That’s how you have to do origin stories.
Roy: Now the Kesslers story, because I knew the story, was scripted, which had a little bit more of a flow to it. You can script them if you’re a good enough writer, but you also can do what Pete did on television, and just capture the raw stuff, and edit it together. There are two different ways to do it. But origin stories without question, whenever you find the right story to tell and you tell it well, will get more comments for a longer period of time. I mean, years later, people will still be talking to your client about the origin story.
Roy: Do that for your home builder. Do that for your home builder. Play it for them. They will want to put it on the air, and everybody in the city will talk, will reach out to them. Everywhere they go, everybody that knows them will say, “Oh, man, I heard that on the radio. That is such a great … I love that story.” Do you know what I mean? People are going to admire the company and feel good about the company. Boom, boom. Nobody has any more anxiety about, “You know, I think radio’s dead. I don’t think anybody’s listening to it anymore.” They don’t do that when everybody is talking about the radio ad.
Roy: If I had advice for people in the media, make people talk about the campaign. Generate people voluntarily reaching out to your client simply because it was either funny or it was touching.
Roy: All right? Those are two big ones. Now …
Daniel: A local candle company is about to begin advertising on our station. This company is really good at what they do and exists to bring awareness and an end to human trafficking. Their CEO hires women who have formerly been involved with trafficking. Proceeds go locally and internationally to help others in human trafficking like Ethiopia. The company is growing quickly and expanding to several states this year, targeting areas of the highest rates of human trafficking. The candles are no joke. Really freaking good.
Daniel: We decided to take an approach like Toms Shoes. Toms are great quality shoes and for every sale, they give a pair to a child in need in other countries. The world benefit is a bonus, not the selling point. We wrote an ad with this in mind. Interested to hear your thoughts on the first ad of the campaign.
Roy: Now, Mitch was here recently, and I went to the website of this candle company and bought $108 worth of candles.
Daniel: There you go.
Roy: When I looked at the website, and I’m watching, it had in Ethiopia, an image of a pretty young child, 10 or 11 years old. Those are the kinds of people that are being forced into sex. Literally, if they’re orphans, it’s really a tragic thing.
Roy: Now, this is … everybody quotes Toms, Toms, Toms, Toms. Do you know what I mean? It’s not that easy. It’s not just a matter of, “We’re going to give a pair of shoes to somebody that doesn’t have any for every pair of shoes you buy.” Okay, that’s pretty straightforward. But just to say, “Hey, if you go ahead and pay $18 for an eight dollar candle, then we’re going to give somebody else a candle.” Do you know what I mean?
Roy: It’s not as simple to just try to figure out a way to imitate Toms. I’ve watched so many people try to do it and never gotten the Toms’ results. We’re going to listen to the ad, which I want to say before I tear it apart, is actually above average. As a matter of fact, my first impulse was, this is really a better than average radio ad, but that mean I really believe it would work.
Roy: Can an ad be above average and still not really get you the results you were hoping for? Absolutely. It’s actually very common. Let’s look at the ad. Are you ready?
Daniel: Bring it on.
Speaker 15: Personal confession, I love candles. But I don’t love when they look like something out of a garage sale or smell like a vanilla chemical explosion in my living room. You too? Then we could be friends. As your friend, I have to tell you about my absolute favorite candles, Eleventh Candle Company. These are not your grandma’s candles. Hand-poured right here in Columbus, in cute jars totally worth a DIY project. And with non-average, made-you-smell-twice scents, not too strong, not too sweet, just right.
Speaker 15: Not only are these candles totally worth it, but I never feel bad for buying one. Because Eleventh Candle Company employs women in Columbus out of human trafficking and gives them the purpose they need to stay out because proceeds go take kids off the street in Ethiopia that has been through the same thing. You can order online at EleventhCandleCo.com, or stop in the kiosk at Polaris to pour your own. It’d be a great date night, hint to all the men in your life, girls’ night, self-care night, you get the gist. Check out EleventhCandleCo.com, and because they love you, enter the promo code River at checkout and get free shipping. You can thank me later.
Roy: Okay, there’s actually a few too many thoughts in that ad. There’s just … it’s a …
Daniel: I counted at least three general themes.
Roy: Well, there’s like actually like 12 different ideas. Let’s look quickly at this script. Personal confession. See, well, you don’t have to announce personal confession. You just say-
Daniel: Yeah, I’m going to tell a joke.
Roy: … I love candles. You can open with, “I love candles. But I don’t love when they look like something out of a garage sale or smell like a vanilla chemical explosion in my living room.” Okay. Nobody really looks at a candle and says, “Oh, that looks like a cheap candle.” I mean, candles are candles, right?
Roy: It says, “Oh, you too? Then we could be friends.” Well, wait a minute, if I was looking for a friend, I’d buy a dog.
Roy: So this-
Daniel: I’m looking for a candle.
Roy: That’s exactly it. Seriously, the idea about we could be friends, what they’re communicating here is we have the personality of what 20 years was called a Valley girl. “Hey, like, you know, well, wow.” And it’s the airhead, rambling, saying lots of words, but not really communicating very much. “We could be friends, and we’re just alike.” It’s like, eww, that’s not. I’m going … that’s not the best spokesperson. Believe it or not, these are not the people that are going to buy the most candles.
Roy: Let’s look at the script again. These are not your grandma’s candles. I have a huge problem with that line because grandma’s buy more candles than everybody else combined, and just because somebody is a grandmother, that doesn’t mean they have bad taste. It means they have lots and lots and lots of money and infinitely more compassion than the citizenry at large.
Daniel: You want to know one of the reasons we have this one specific candle in my house at all times? It’s because it reminds my wife of her grandmother.
Roy: There you go. What I’m saying is … don’t, what’s the word? Don’t … when you disparage a person, you-
Daniel: Slight them? No.
Roy: Discredit, disparage.
Speaker 16: Belittle.
Daniel: Yeah, there you go.
Roy: Belittle, yeah, don’t belittle. Don’t belittle grandmothers, just bad, bad, bad, bad, bad. That’s not who you want to alienate in this ad. Let’s look a little bit more. “It’s totally worth a DIY project.” Non-average, made-of-you-smell-twice, not too strong. But I never feel bad about buying one.
Roy: It’s like, wait a minute. Who feels bad for buying a candle? Nobody feels bad for buying a candle. It’s not a kind of thing that makes people feel bad, okay? I’m going, some of these lines are just airhead lines. It’s just like it makes the girl sound like a space cadet, and she’s so much without saying anything, okay?
Roy: Now here’s, because I like the company, and I like Mitch, and I wanted to show you an ad that comes from a whole different perspective. Now, remember, this is on the river in Columbus, which is Christian radio.
Roy: Christian music radio, it’s a big, big, big station, very important station. Now let’s look at this can of soup. I’ve talked about this before. But about 35 years ago, maybe 40 years, at exactly noon every day, the first commercial break at noon, there would be this five-second ad, “Wouldn’t a hot steaming bowl of Campbell’s Soup, taste really good right now?” The reason was they weren’t trying to sell Campbell’s Soup. They were trying to get you to eat the soup they knew was in your pantry.
Roy: Because you’re not going to buy anymore Campbell’s Soup until you eat the soup you already have.
Roy: Everybody in America had Campbell’s Soup in the pantry. They’re just trying to remind you, eat the soup because you’re not going to buy more soup until you eat this soup. Now that applies to candles. Way too many people will buy the little trophy candle. “I helped save someone from prostitution.” They’ll set that candle in this little decorator spot, and that candle will be there for the next 72 years.
Daniel: Yeah, collecting dust.
Roy: And collecting dust because you don’t burn the candle because then you would have to replace the candle, and then that’s not the goal. The goal is to have this little trophy of having helped save people from human trafficking. I’m going, “You know, getting them to burn the candle is something I want to make happen.” I want them to get in the habit of budgeting to keep candles burning.
Roy: We’re looking for that repeat customer, not the one-time customer. Now, this is the ad that I wrote this morning.
Roy: Even went and recorded it, recorded the ad.
Daniel: Hot damn.
Roy: All right, you ready?
Daniel: I was bored.
Speaker 17: You’ve never seen, you’ve never heard, you’ve never smelled candles like these. These candles come alive when burned, and make you feel … well, you’ll see, smell, and feel it for yourself when you’ve touched one with fire from above. Your home will glow with gratitude and happiness and hope. The eye has not seen, ear has not heard, neither has it entered into the heart of man.
Speaker 17: The Eleventh Candle Company, right here in Columbus, rescues women and children from the hell of human trafficking. The candles made by these joyful souls glow golden and fill the air with the smell of song so sweet it makes the angels weep for joy. Order online, right now, at EleventhCandleCo.com, or visit the kiosk at Polaris, and they’ll help you pour your own. EleventhCandleCo.com. Enter the promo code River at checkout and get free shipping. Do it now. EleventhCandleCo.com.
Daniel: That’ll do.
Roy: Yeah, so the idea is to make them imagine this candle is burning. Now, remember, when you light a candle, you touch it with fire from above. But on a religious radio station, being touched with fire from above-
Daniel: Has other meanings.
Roy: Has all kinds of another context, and to be touched with fire from above fills you with joy and gratitude and all these other things.
Daniel: That changes the candle in my mind to like in a Catholic church where you go light a candle in remembrance.
Roy: Right, right, right. Oh, yeah, it’s this huge celebration, and so the house will glow with gratitude and joy and happiness, and all these things. These people have so much gratitude, and so they’re putting that into the candle. A person goes, “I need that candle. I want that candle to burn. I want that song to be sung in my house of rescue.”
Roy: See what I mean? The song of rescue is sung silently every time the candle is burning and blah, blah, blah. I went ahead and recorded that, just literally in a couple of minutes, and then had Dave … sad, “Let’s make it 60 seconds, and we’ll send it out and if they want to use it, they can.”
Roy: But that does not apply to some other ads you’re going to be listening to.
Roy: That one, it was they can use the script or not use the script. They can use the recorded ad or not use the recorded ad. I just wanted to give Mitch something like a different reference point.
Roy: Instead of saying, “Man, don’t do this.” Say, “Do this instead.”
Roy: Make this candle symbolic of transformation. See what I mean?
Roy: Okay, now.
Daniel: My client who owns a collision repair and auto body paint shop chose not to renew his 52-week campaign. Instead, he wants to advertise on a transactional basis with any event style radio station promotions we have throughout the year. He feels his money is best spent being tied to the community rather than branding himself.
Daniel: He’s considering becoming a sponsor of a local concert that runs over two days, and investing 26 grand for signage at the event. I see this as a waste of money, and he put this money into a long-term campaign. It will be unlikely that I convince him to brand long-term going forward if he’s going to go ahead and run his brand messages using promotional events. How do I make his event style campaigns as successful as possible?
Roy: This is one the things I’ve always admired about Allison, is she’s a realist. She says, “I know I’m not going to win this war. I’m just not.”
Daniel: Yeah, so how do I make it work?
Roy: If this guy has what I think is a fundamentally bad idea, I need to make it work for him because that’s my job. Okay. Now, do you remember? Here’s part of the answer. Whenever I was talking with Brent Parker, I said to begin with an upfront agreement. We say how we’re going to measure success, how will you know it’s working? Then number two, create a message that will generate comments. We’ve talked about this throughout the show today.
Roy: “Bob’s Collision Center turns disaster into joy.” And so Bob’s Collision Center turns disaster into joy, you know what business he’s in, because I don’t know the name of the company, but she did give me the category.
Roy: Bob’s Collision Center turns disaster into joy. It fits on a sign, okay? It creates a curiosity gap. Everybody that knows Bob is going to go, “Well, how do you turn it into joy? That sounds like … I need some stuff. I had a bad day. Please turn it into joy for me.” That will become such a local meme, given any repetition at all. Now, he’s going to have to live up to it though.
Roy: Whenever you point out that he could also say, “Bob’s Collision Center fixes extra things at no extra charge.” My very, very, very first client 42 years ago was a body shop. I’ve told this story before, but maybe not everybody’s heard it. His name was Danny. He was a stickup artist from Washington, D.C. who found Jesus and went to Bible school, and he’s working his way through Bible school by doing what he did as a day job back when he was a professional criminal. He worked in a body shop.
Roy: He’s putting himself through Bible school in Tulsa, Oklahoma. Do you know how I knew he was a real professional criminal?
Roy: He said, “You don’t ever wave a gun. If you wave a gun at somebody, they’ve seen too many TV shows. They’re going to try something. You don’t want to have to shoot them, you just want them to do what you say.” He says, “What you do is you put it in their mouth.”
Daniel: Oh, holy crap!
Roy: He says, “When you put your hand behind their chest and you pull them towards you, and you shove the pistol in their mouth. When they can taste the gunpowder.”
Roy: “And the metal of the …”
Daniel: They do everything.
Roy: “They do whatever you say. They do everything you say. They don’t argue with you. They just do exactly what you say.” I’m going, “Oh, yeah, he was the real thing.”
Roy: It’s like, wow. Anyway, what Danny did that was really remarkable, we went from … He literally had, and I’m not exaggerating. I’m very proud of this. There was a little industrial park, and it had little, like the size of a two-car garage, but it wasn’t side by side cars, it was stacked longways. You’d pull a car in, you’d pull another car behind it.
Roy: He could pull a car in just barely have enough space to get around it, and he was doing auto body repair one car at a time in what was actually a mini-storage building. It was a mini-storage building and the only electricity-
Daniel: Sounds super claustrophobic.
Roy: It was claustrophobic. That’s all the money he had. The only client in a town small enough to use my tiny little station was this guy.
Roy: He unscrewed the light bulb because the only electricity was the light socket, and he got on of those little adapters you plug into the deal, and then you plug in your plug there. He would take this little air compressor, and he’d get … and he gets the air pressure, and then he’d run the air sander …
Daniel: It would need to catch up with it.
Roy: And let it catch up, and go … Anyway, within about two years of using only my little station, because of the message, he had 18 full-time body men in a 6,000 square-foot body shop on the next block in this industrial park. You couldn’t find the guy without a helicopter. The people were coming from far and wide because a couple of things he did.
Roy: When you have an accident, you don’t have to get three estimates, you just have to get something that the insurance adjuster that works for the insurance company agrees is fair.
Roy: He goes, “Hey, look, when you get in an accident, call me. I will send out the wrecker and a rental car. I’m going to send you a rental car, so you can go on about your day. I will call your insurance company. I will meet with your insurance adjuster and agree to fix the car for the price he names. Usually, I can get him to agree to a price that allows me that you don’t even have to pay your deductible. If the insurance company will pay for enough for me to fix it for you, and you don’t even have to kick in your deductible, it’s all good.”
Roy: People were going, “Wow, he’s going to save me my deductible?” People had like a 250 or $500 deductible. He goes, “And one more thing we’re going to do is on the other side of the car, there’s a little door ding or something, or there was a scratch. Man, we got the sander out. We got the paint already that matched the car.”
Roy: He goes, “I’m not going to say we’re going to fix everything, but we’ll find a couple of little things on the car that we can fix pretty easily, and just no extra charge. You’re going to get the car back better than it was before the accident. We’ll fix little things at no extra charge that weren’t even part of the accident.”
Roy: When people heard that, yeah, you don’t have to go looking for estimates.
Daniel: Oh, man, I’d call that guy in a heartbeat.
Roy: Exactly, “I’ll call your insurance company for you. I can always fix it for what the insurance company’s willing to pay, and you probably don’t even have to pay your deductible.” And he did that.
Roy: Word spread like crazy that this guy works really hard to do a good job, and even fix little things that weren’t even part of the accident. You could actually live up to Bob’s Collision Center fixes extra things at no extra charge. Bob’s Collision turns disaster into joy. You can do that.
Roy: Here’s the last question. Will the station let you include three-second or five-second blinks? Because if he’s going to buy this station concert stuff, and blah, blah, blah, blah, blah. Figure out a way to package some repetition on a little longer period of time, two or three weeks leading up to the event, and maybe a week following the event. Some little short ads inserted at the very beginning or the very end of a commercial break. Just those little shouts. That’s commonly done in the states. I don’t know if they do it in Canada.
Roy: Now, the last thing.
Daniel: Give him the Monday Morning Memo. Point out number 10.
Roy: Advertising is the tax we pay for not being remarkable. And 36 years ago that headline, whenever you are going to count on things like signage at the concert, man, you have to condense a message down to a subject line, a headline. He’s going to have to generate comments and questions by nailing the curiosity gap. Don’t make a statement unless the statement triggers curiosity, and demands some kind of follow through from the reader, or the listener, or the viewer.
Roy: Next question.
Daniel: Roy and The Bookkeeper, we tend to host or promote a lot of events, seminars, guest speakers, with our advertisers, real estate, financial, health/wellness. I suspect I know your answers, but do you mind speaking to what key things need to be in place for hosting and promoting successful events? Do you have a checklist? How do you best serve the client and listeners who might attend? Thanks as always.
Roy: Now, the good news is, David, one of my partners, Morty Silber, lives in Montreal and is literally famous for his special events. As a matter of fact, I think it’s the premiere of Canada?
Daniel: Mm-hmm (affirmative).
Roy: Is the prime minister, the head guy.
Daniel: Mm-hmm (affirmative).
Roy: It’s not just of the province, but the whole thing.
Roy: Some of his events, some events where multibillion-dollar international companies need to draw a big crowd of people to sell them multimillion-dollar condos in exotic cities, and Morty has always broken every record for every kind of an event, in not just attendance, but sales. I mean just blown it out of the water by multiples that just take people’s breath away. Morty actually gave me, and I sent it to you so that you can post it, or send it to everybody.
Daniel: Make it available.
Roy: Make it available, so that people can have this little two-page PDF file. We’re going to go through it quickly because, David, this is what Morty says everybody needs to know and most people don’t, and it’s pretty straightforward, but I’m telling you, he is right.
Roy: By the way, that’s Morty. The eight most common mistakes in planning a persuasive event where you’re looking to raise funds or sell something.
Daniel: Mistake number one, mistaking a theme for a persuasive messaging concept. If you choose an attractive theme for your events, such as a party or a ball that would dictate the décor and entertainment, and perhaps what your guests might wear, many of them will come for the wrong reasons and have the wrong expectations. Themes that might persuade people to attend, they do little to motivate them to donate or buy. Emotionally, when you choose a theme, you’re giving into the idea that what you’re doing isn’t intrinsically interesting enough.
Daniel: Yeah, that’s true.
Daniel: A persuasive messaging concept, on the other hand, affirms what you’re doing is worthy of attention and support. Like a magnifying glass, it focuses on the mission and values of your organization to create piercing clarity about why your organization deserves support.
Daniel: Mistake number two. Advertising entertainment instead of the organization. Don’t hire a well-known entertainer to drive attendance to your event, and then make the entertainment the focus of advertising. While fame might convince people to buy a ticket, it won’t convince them to donate. Solid entertainment is important, but you want the people who attend your event to be passionate about the mission. This means your event advertising must focus on your organization and its mission.
Daniel: Fail to plan for persuasion. Harness this mindset-to-money dynamic to maximize donations. Unfortunately, most event planners spend all their time worrying about food and décor, and almost no time worrying about persuasion. That’s true.
Daniel: You must plan your persuasive event to have a narrative arc and an emotional arc that will culminate in your attendees believing in your cause. This plan dictates what speakers and entertainers should say, what décor you should use, schedule of events, how to seat your people amongst the audience, and the roles you want them to play.
Roy: I want to interject here briefly. I know we’re almost out of time. But when you start talking about the narrative arc and the emotional arc, it’s like a movie script. He also says the people who actually work for the organization, and this one has a little bit of a tone like it’s about fundraising, but the exact same things work when you’re trying to sell professional services.
Roy: Is there needs to be, you get their attention, you give them some logic. You give them the kind of things that give them confidence, and that’s an emotional thing. It’s not an intellectual thing. Very often it’s success stories or whatever. Now the idea is your people, your key people that work for the company, whether it’s a nonprofit or whether it is a professional services organization, key people in the organization need to be seated at the tables with the people and need to facilitate the event.
Roy: He’s going to come back and talk more about that later. He goes, nobody ever wants to do that. If you don’t do that, you’re going to have a sucky event. It is essential to have the people who actually are part of the organization host the event.
Roy: Let’s go.
Daniel: Advertising for too short a time. A few weeks of advertising prior to the event may not be enough. You need to advertise with enough repetition to be impactful. Events need time to sink into people’s minds. Repetition is key. It’s more important to reach the same people many times than a larger pool fewer times.
Daniel: This is especially the case when you’re advertising the organization rather than the entertainment. If you’re doing it right, you are essentially branding your organization as worthy of support, and that doesn’t happen with a single exposure.
Daniel: Creating an ad instead of a campaign. When you advertise with a lot of repetition and advertise your organization, you’ll need a campaign made of multiple ads. Otherwise, your audience will get bored by your single ad and lose interest in attending the event. A powerful campaign limits itself to a single big idea so that it can dramatize the point. Build your campaign as a series of ads that change over time, telling a full story people can follow. Tell your story from several angles. By the end of your campaign, readers will be confident about supporting you.
Daniel: Too many speeches. I get it. You have awardees and sponsors that need time on the stage, and that’s why you have so many speeches. Here’s how to fix it. Film them ahead of time. Edit the footage for maximum engagement and entertainment. They’ll thank you because it makes it look better, and your audience will thank you because it accelerates the pace of the event. Don’t let secondary speeches muck up your persuasive momentum. Yeah.
Daniel: Bad lighting and stage management. Yes. You must keep everyone’s attention focused on the stage. You can’t persuade and motivate people if they’re not paying attention. This means that house lights should be dimmed for most of the event. If the lights are bright and people get the chance to chat with each other, they will miss important parts of the presentation. Then what’s the point? Be sure everyone is seated so they can see the stage. Plan your event to minimize or eliminate offstage distraction.
Daniel: Lack of personal involvement. Personal involvement by company staff is often overlooked. An event is a great opportunity for attendees to meet the people who work for the organization. Why not have the CEO of the company sit among the audience, or have her welcome attendees as they walk into the room. Consider replacing your ushers with organization management. Involving your people will demonstrate personal commitment and accelerate your persuasive momentum.
Roy: Now this is the jet that’s in today’s Monday Morning Memo.
Roy: Next month, I’m actually going to play a whole series of ads that bought that jet.
Roy: By the way, that particular jet, and he bought it brand-new, 12.8 million dollars.
Daniel: Yeah, [crosstalk 00:59:34].
Roy: Didn’t even have to crack the wallet open very much.
Daniel: Just a little corner of it.
Roy: Just a little corner of the wallet, and you can pay 12.8 million dollars for a very nice private jet.
Roy: I think we have exactly enough time to show people the genetically transferrable dance.
Daniel: Oh God.
Roy: All right?
Roy: You ready?
Daniel: Chad, you get this, buddy?
Chad: Yeah, let’s move those chairs out of here.
Daniel: All right.
Roy: All right, so you gotta get back there.
Daniel: All right.
Chad: Scoot back towards the back there.
Daniel: Hang on.
Chad: … back there.
Daniel: Hang on.
Chad: Go all the way back.
Daniel: Oh, I’m going in the wrong direction.
Roy: Go to the right. Yeah, yeah, yeah.
Daniel: All right. Are you guys ready? You don’t need a face for this shot. It’s all shoulders and down, baby.
Roy: All right, keep going, keep going. We need more of that. Your son, your son-
Daniel: Oh God.
Roy: … decided to do that, and you’re certain he’s never seen you do it?
Daniel: Yeah, never.
Roy: Now see if you saw the face that went with the dance, it’s even better.
Daniel: It’s like this.
Roy: But our camera lens … Yeah, that’s it. That’s it right there. Our camera lens … Looks like a leprechaun, doesn’t he?
Roy: Well done, well done. Listen, a month from now we’re going to have an astounding show because you’re going to send in some more really good questions. I’m going to play a lot of details that I’m not sharing publicly in the Monday Morning Memo, and hopefully, I’m so proud. As you commented, even the writing of the questions is way above average.
Roy: We’re evidently making a difference.
Roy: What we need to do is we need everybody to encourage other people to send money to the American Small Business Institute.
Roy: Because this is the online outreach of Wizard Academy. The American Small Business Institute is an awesome diploma to have hanging on the wall.
Daniel: Heck, yeah.
Roy: Okay. Hey, guys, we’ll see you in a month. Thanks for spending an hour with us. You mean the world to us.