BALONEY

Not the kind you eat. The kind you swallow from clients every day.

"I don't have the budget to advertise.."
"I'm not doing anything for a while..."
"Times are tough--- I can't spend money right now."
"I'm looking at other options.."

How does this relate to your creative? Completely. Stay with me.

The client answers above are real and pure, 100% baloney, especially when they tell you they don't have a budget. What they're really saying is they don't see the value you bring them, and this relates 100% back to the message you put on the air.

No matter what you've been told, the on-air message has everything to do with whether a client stays a client. You have to identify the key problem or issue---one, not five. Then, the spot has to solve that one problem. So-- if you're client is an appliance store, don't try to get your audience to buy microwaves or dishwashers when the client needs to move refrigerators. Same with a clothing store--no need to list everything they sell if they want to increase sales of men's suits. Hit the suits-- the rest is left to the client for when the people visit their store.

What what happens next is simple and beautiful---targeted response goes way up, and product revenue spikes. That's what you concentrate on when you revisit the client to determine their next flight. Now, you're speaking the client's language.

What language is that? Sales. Profit. THIS IS KEY----your client evaluates the products they carry based on how they sell. Poor selling items are dropped from the shelves, no matter how much they like their sales rep. They choose their budget items based on what brings them the highest profit ratio. Same with their advertising--- if you can't prove you make them money, you'll be dropped faster than someone de-friending you on Facebook for saying their sister is ugly. To make yourself essential, YOU MUST be accountable.

That's why, their excuses are baloney. They're just trying to say they don't value you, because your service doesn't show how you make them money. And the seduction of new media is, they promise to do what you're not---show the direct link between dollar spent, and dollar earned.

Stop eating the baloney. No matter how many excuses you have to swallow, there's always one answer----NO. No, I don't accept that. No, I'd like you to listen. Then, use us. We'll show how to deliver the meat and potatoes your client really craves.