Bill has made a very good observation on how important it is when presenting our message. It is not only what we say, but how it is said. Making the wrong statement can in fact hurt our business.
There is an air conditioning company that serves the Dallas area where the owner acts as the spokesperson in its radio ads – and that company runs lots of them. His name is Ray.
One of the mysteries of any ad campaign is what will make it bring the best results for the least amount of investment.
Radio is an especially tricky medium for non-professional spokespersons to tackle. One very successful non-professional is Men’s Warehouse owner, George Zimmer, who adds a tag at the end of every commercial, “You’re going to like the way you look…I guarantee it.”
<<=== George Zimmer
Zimmer is a handsome, bearded man with a very assuring and resonate voice, and he’s posed to be telling someone off camera that the customer will be happy with his purchase.
But in the case of the Dallas air conditioning company owner, his voice is aggravating, the copy is poorly written, and his pitch – at least for me – is unbelievable. The main message year after year is that he’s bought too many air conditioning systems from the manufacturer, and now needs to dump them.
And since “I need to keep my men busy,” he’ll sell them at cost and without any profit.
But those radio spots must be working, and that’s the hitch. Perhaps Ray thinks his copy and performance are the reasons.
I would surmise that his ads are working simply because of their repetitiveness. What if by having them professionally written and delivered, he could get more responses for a lesser investment?
That same question permeates web site designs, print media advertising, signage, and even the email and snail mail campaigns we initiate.
It is important to continue to evaluate the results. Be a George Zimmer, not a Ray.
BILL CHERRY, REAL ESTATE BROKERS
Dallas – Park Cities
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The opinions and general information in this blog are soley those of Kathy Sheehan. Specifics regarding an individual case should be discussed in detail with a loan professional. For a confidential consultation, please feel free to contact me via phone or email. All terms and conditions are subject to change.