Hi All

I just had a great email from Marlein in Benoni.

She indicates that one of her advertisers did not get any response after two weeks.

This is a common objection from many advertisers and we need to work on this.

What are your experiences on the issue?

My suggestions are:

Lower their expectations, use the Brain Audit to write ads, use the cold calling scrips to handle objections, understand the "Kiss on the First Date" Principle and know the net worth of one life long customer.

Do they expect to get a kiss on the first date?

They needed a lot of flowers, gifts and trust before they could advance to the next stage.

Are they expecting potential customers to come running to their stores? We know that people need to first know us, trust us and like us before they do business with us.

Your ad will not be effective if your ad does not:

• Target the right group
• Identify the target’s specific problem
• Give a solution
• Address the target’s objections
• Reverse the target’s risk
• Address uniqueness

When you read the Brain Audit you will notice that you have to identify all possible objections and address them before the advertiser mentions them.

Advertising is mostly focused on getting new customers. You need to understand what one new LIFE LONG customer is worth to the advertiser. A simple example is a realtor. If they get only one buyer from the Coffee News ad every 12 months they will cover their Coffee News ad. If Cash Converters get only two new customer every month and they spend R350 per month they will cover the cost of the Coffee News ad.

How do we calculate the life time worth of a new client? Let's assume the following:

• Coffee News brings the advertiser 2 new life time customers per month.
• The average life of a customer at this store is 5 years (then they die or move on).
• The average customer at this shop spends R400 per month every month.
• The profit after operating cost to the advertiser is say a (R400 - R300 cost) R150 per month.
• The advertiser pays R900 per month for his ad.
• Therefore the advertiser will make (R150 x 2 x 12) - R900 = R2700 per year from one month's ad in Coffee News.
• Remember the new client will be with him for 5 years and he has spend R900 to get two clients.
• Over 5 years these two clients will make him (R150 x 2 x 12 x 5) - R900 = R18 000 and he has only invested R900.
• You need to know how these calculations are done as this enable you to handle objections from your potential clients.

Please share your ideas with the rest of us.

Regards

Johan

PS: Only the informed will survive.