From: http://www.bizjournals.com/sacramento/stories/1996/12/16/smallb3.html
Friday, December 13, 1996
Be consistent so public gets the message
Sacramento Business Journal - by Bill "Guerrilla" Gallagher, Ph.D.
In last week's column I stressed the need to be patient when running an advertisement. Whatever the medium -- TV, radio, print -- I'm going to have to see or hear your ad about 27 times before I'll pick up the telephone and call for your "FREE brochure." Remember the importance of this phrase.
Okay, I remember, you're running a small business; you've got a limited budget. You're not sure that you've got enough money to run each ad campaign with 27 insertions.
Hmmm, what can we do? Be consistent. Yes, that's the answer. Consistency. Superconsistency. I'll explain.
Decide on a good name for your firm, a good logo, a good slogan, and a good "basic ad." These are all important for the survival and ultimate success of your firm. Then once you've decided, don't change. Don't even change your type style or your colors, or the relationship between the different type sizes, or anything!
As I've said, at a certain point you'll get bored with your slogan, or your logo or your offer. If you don't, your spouse will, or your friends will. Your mother-in-law will tell you it's beginning to sound stupid or whatever.
Guerrilla hint: It's about this time that your potential customers are just beginning to notice your ad and they'll start calling next week!
But, if you've been consistent, people will be calling you sooner. Here's why.
I see your TV ad a few times, and I see your display ad in the local paper, and I drive by your business and see the sign in front, and I see your business card on the bulletin board at the supermarket or the hair stylist. Then, when I feel a need that you may satisfy or a pain that you may ease, I turn to the yellow pages and I'm searching for relief and again I see the same name, the same colors, the same logo, the same typeface, the same offer, etc.
It all makes me six times more likely to call your firm than any other. And I will do this for subconscious reasons more than any motive that I can identify.
We guerrillas know that it's because of your consistent message, even if I haven't seen your ad the requisite 27 times, I'll respond because you look like you're everywhere, everyone's using your services.
Stay consistent and you'll be more effective, and your advertising costs will be a lot lower. Remember, we're talking about super consistency, same type style, same logo, same slogan, same general offer.
Consistency is the big secret to Madison Avenue advertising with an off-Broadway budget.
Bill Gallagher is head of Guerrilla Sales & Marketing in Diamond Springs and co-author of "Guerrilla Selling." For more information on the topics and ideas in this column, call (800) 800-8086 or send e-mail to bguerrilla@aol.com. If you have a marketing question, send it to The Business Journal, 1401 21st St., Sacramento 95814.
Gallagher Video Brochure
Bill Gallagher, Ph.D.
Over 500,000 business and salespeople have invested in Bill "Guerrilla" Gallagher's Guerrilla Selling: (Unconventional Weapons & Tactics for Increasing Your Sales) because they are serious about doing a lot more business with less hassle and frustration.
Since 1983, Bill Gallagher, Ph.D., has been in demand as one of the nation's leading authorities on sales, marketing and management, conducting thousands of training seminars and workshops throughout North America and Abroad. His informative commentary has been featured in such prestigious publications as The Wall Street Journal, USA Today, Money and Time magazines. In addition, Bill has appeared on a host of national radio and television shows, including Good Morning America, Today, CNN Headline News, and The CBS Evening News.
Bill's reputation for innovation and quality has earned him repeat engagements with over half the companies featured in the best seller In Search of Excellence. Some of his many satisfied clients include: American Express, Bank of America, Dean Witter Reynolds, Hewlett Packard, IBM, Levi-Strauss, Nortel, National Association of Realtors, Stanford University, and Tyson Foods, Inc. Co-author in the legendary Guerrilla Business series and lead author of Guerrilla Selling, Bill has also received honors for excellence in business training from the governments of Israel, Singapore, the Netherlands, and the U.S. Department of Commerce.
Who is Bill "Guerrilla" Gallagher? Quite possibly the most entertaining and knowledgeable authority on sales, marketing, and the mysteries of the human mind available today. His recommendations are new, fresh, and guaranteed to produce spectacular results for your business!
Since 1983, Bill Gallagher, Ph.D., has been in demand as one of the nation's leading authorities on sales, marketing and management, conducting thousands of training seminars and workshops throughout North America and Abroad. His informative commentary has been featured in such prestigious publications as The Wall Street Journal, USA Today, Money and Time magazines. In addition, Bill has appeared on a host of national radio and television shows, including Good Morning America, Today, CNN Headline News, and The CBS Evening News.
Bill's reputation for innovation and quality has earned him repeat engagements with over half the companies featured in the best seller In Search of Excellence. Some of his many satisfied clients include: American Express, Bank of America, Dean Witter Reynolds, Hewlett Packard, IBM, Levi-Strauss, Nortel, National Association of Realtors, Stanford University, and Tyson Foods, Inc. Co-author in the legendary Guerrilla Business series and lead author of Guerrilla Selling, Bill has also received honors for excellence in business training from the governments of Israel, Singapore, the Netherlands, and the U.S. Department of Commerce.
Who is Bill "Guerrilla" Gallagher? Quite possibly the most entertaining and knowledgeable authority on sales, marketing, and the mysteries of the human mind available today. His recommendations are new, fresh, and guaranteed to produce spectacular results for your business!
Friday, April 25, 2008
Be consistent so public gets the message
Posted by Sara Gallagher at 10:05 PM
