The Wizard Times

Doing Business During Tough Times
by Ryan Sarti

Watch the news lately? Hard to avoid watching the train wreck on Wall Street, isn't it? As you listen to people across America, from newscasters to people on the bus, one word seems to be on the tip of everyone's tongue: FEAR. There is a lot of talk about things "seizing up" and things "freezing" in an economic crisis. The government is giving dire warnings. Doesn't sound like a very vibrant economy, does it?

Do you believe everything that you hear? Maybe the crisis is worse than the news says. Maybe it isn't nearly as bad as they say. Maybe they have it right. Whether the news is right or not, the real question is, "What are you going to do about it?" The emphasis is on YOU. Depending on what is between your ears, this is either a horrible times we are in, or great times. Whether it is horrible or great is truly up to you, not the news.

In each crisis, there is opportunity. Despite the message on the news shows, the world isn't going to stop spinning. The sun is going to come up in the east, and another day will unfold. That day is a blank slate. That day is the opportunity in the crisis. Each morning, you've got a choice. Are you going to be controlled by circumstance that you don't like, or are you going to make your own circumstance? It can be easy to be paralyzed by fear. After all, FEAR is False Emotion Appearing Real.

Think about that for a second. Think about all the times you've been afraid of something and what you were afraid of never happened. Or, if it did happen, it wasn't nearly as bad as you imagined it would be. Fear is only in your head. It isn't in the ground and it isn't in the water; it is in your head. So, you control fear unless you choose to let it control you. No matter how bad the economy may or may not be, people and companies still have problems that need to be solved. And, they will still need help solving them. Sales aren't going to stop. The true sales professional with great skills will prosper, and those without the skills will struggle.

What are some things that you can do to keep your performance up and prosper in the short and long term? -- Put metrics under a microscope. Increase call volume; don't let it drop. Be more aware of all your activities on a daily basis. -- Time management is key. Are you spending your time worrying about what you can't control, or are you working to develop business? -- Find a motive! Prospects have a reason for talking with you. Find out what it is. Knowing motive is a key element in any sale, even in a good economy. When people are afraid, motive is even more important. -- When you are following up with people, add value by giving them something they can use. If you do, they'll come to you when they are ready to buy. If you just pester with needless follow-up, you chase them to your competitors. -- Work on your selling skills, especially on asking the right questions. Dig deeper.

Ask more follow-up questions. "Why do you think that is?" is a great follow- up question. There are seven ways to ask that question. Use them all. -- Work on your listening skills. Don't let vague words pass you by. Soon is a vague word. Ask the question, "What is soon in your world?" Hear a vague word, ask a question! -- Watch your language. Are you using positive or negative words? If negative words or phrases that suggest complaints are creeping into your vocabulary, get rid of them. They will impact you in a negative way. We are what we feed our brain. -- Keep your attitude positive. Attitude is contagious to other parts of your life. -- Exercise. By exercise I don't mean jumping to conclusions. Get out and walk, run, jog, stretch, swim, bike, or anything else that gets your body moving. Exercise releases endorphins that make you feel good. -- Focus on the solution, not on the problem.

If you aren't getting the results you need, focus on what must be done differently in order to succeed. If you focus on the problem, you'll only get more of that. Focus on the solution and you'll find the answer. How the current economic situation plays out for you is up to you. The government is not going to solve your problem. Remember, in every crisis, some people fall by the wayside and some people prosper. Which one will you be?

Goal Setters Rock

According to Prevention magazine people who consider themselves self-disciplined, organized achievers live longer and have up to an 89% lower risk of developing Alzheimer’s than the less focused and organized individuals.

Some of their recommendations are:

Set personal and career goals, and challenge yourself to meet them at a certain time.
Try new things to stimulate your brain.
Drive a different route to work.
Turn off the brain candy coming from that big screen in the middle of your living room.
Listen to motivational and inspirational cd's and DVD's.

Don't Use These Five Words in Your Ads
by Clay Campbell

Over the past 18 years I've written many different ad campaigns and slogans for businesses, my own included. I have had a lot of opportunity to experiment with words in ads. My quest has always been to try to find out what works, what doesn't, and why. That is why I five years ago I went to the Wizard Academy. Business owners are always looking for that magic ad or the magic words that will make people rush in and say, "I heard your ad and am here because that ad convinced me to do business with you."

But I've never heard someone say that. I have heard lots of people say they had heard an ad on radio or TV. But nobody will say that some ad convinced them... because no one wants to admit to being manipulated. So I really don't have any words that are magic. Let's face it...there are no such things as magic words, particularly in a culture that is being saturated with 3000 or so advertising messages a day.

I do know some words you should NOT use. Here they are along with my reasons not to use them.

#1. Quality
This one is probably the most overused word in advertising, which is the primary reason why you should stay away from it. What exactly does "quality" mean? Lexus and Hyundai both say they area quality product. I have a client that has a deli and a slogan that says, "Where quality is the main ingredient." In our local phone book there's a big ad for, Quality Plumbing" "fast friendly service." There you have it...car dealers, fancy jewelry stores, pizza places, a deli, plumbers and septic tank services all using the word quality.

Every product worth buying is a quality product. It may be high-priced quality or it may be low-priced quality, but it's quality either way. That means every company believes it can use the word "quality" in its advertising. Too many have, and as a result, now "quality" has become a cliché.

#2. Value
Like quality, value has been ruined by overuse. In the Lexus and the Hyundai examples -- which car is the better value? It depends -- on the buyer, on the purchase occasion, and on what features and benefits value is being judged. Both dealers say in their ads that the cars are a good value.

Wal-Mart says they have good value, but so does Tiffany & Co. Saying "We provide the best value" is a waste of money to purchase the airtime to say it. To me... value happens when what you paid for something is far below what the estimated worth is of it in your mind. But everyone has a different opinion of what a "good value" is.

#3. Service
Have you ever heard an ad promising lousy service? I bet you have heard a lot of ads promising good service, or fast friendly service. Good service is a foregone conclusion. In the hostile environment today, about 98.5% of the time when people complain about a business it is about poor customer service. If everybody is claiming good service and hardly anyone getting it, a business that gives "over the top" good service stands out like a 747 airplane sitting in your yard. It's great if you have really good service but don't say it in your ads. If you don't have it and say you do... I hope you know a good bankruptcy attorney.

#4. Caring
Can you really say your company cares more about your customers than your competition does? You might think so, but if your competitors didn't care about their customers, they couldn't stay in business.

Service companies tend to get caught up in wanting to promote "caring" because they don't sell a tangible product. But to say "we care more" in an ad presumes that your competitors care less, and that would be hard to prove. Consumers are very savvy and for you to say you care and indicate that your competitors don't is like the Republicans saying. "Democrats are not patriotic." Or the Democrats saying, "Republicans don't care about poor people."

These four words should be left out of ads. They're way overused, and they're based on variables that are different for everybody.

#5. Integrity
I'm not saying don't use this one. Just understand the way it might be perceived by the consumer. A company either has integrity or it doesn't. It's either honest or it isn't. Most folks will give a business a chance and the benefit of the doubt one time. You wanna know what brings a customer back for the second visit? Their FIRST visit! If a business espouses having integrity in their advertising it's for one of two reasons. They're either trying to cover up some lack of integrity in themselves or their industry or they're implying they live by a higher standard than their competition. Every company needs to have integrity. No company needs to blatantly advertise it.

Do you want consumers to view your products and services as being high quality and of good value? Yes. Do you want them to appreciate your caring, your great customer service and strong integrity? Yes. Every company wants those things. But those that win the hearts and minds of consumers over the long haul have good word of mouth advertising working for them too! The customers themselves are singing the praises of the caring, integrity, quality and value of the service or product.

What you think about your company doesn't matter when writing an ad. All that matters is what your customers and prospects think. The next time you're tempted to use one of these five words in an ad, stop and ask if there's a better way to get the message across. You'll get more Bang for your Buck in your advertising if you'll find creative ways to leave these words out.

Kudos from a Subscriber

"Clay,
Thank you for sending us The Wizard Times. Loved what you had to say about public speaking. I have been speaking to service clubs, church groups, retirement homes or anyone who will listen. I learned a long time ago that people would rather have fun than learn something. Combining the two they have the best of both and we know they retain it longer. Our little jewelry store has created more “guests” from these unlikely opportunities by building relationships rather than just customers.
Thanks again,
Barbara"

See you next week.

Clay Campbell
Wizard of Ads

PS. Need help to attract more customers and grow your business?