How to Change an Advertisers Mind About Their Current Advertising

If you go into a clients office and ask "what mediums are you currently advertising in"? And they reply all the wrong things - don't say "that's wrong and you are wasting your money."

Instead you should present them with facts and examples that sort of steers them in a direction where they will think to themselves "I could be doing something different and getting better results."

How? Well first ask a few questions - in fact you should sit down after you talk with them and write 5 to 10 questions that are aimed at changing their mind.

Try this question first - Do you track your advertising? (If they spend money in coupon advertising, do they keep their coupons and count them to quantify their investment?) If they say yes, find out how well it is working for them. If they say no then ask - how do you know it works?

Second question - Do you think that the majority of the people in this community are familiar with your name and business and what you are all about? If they say no then say why not - after all that is the purpose of advertising. If they say yes then ask how they got to that point - see if it has ANYTHING to do with the medium you sell.

Third - When customers come in your door do you ask them how they heard about you? If they say no then explain to them that they need to track their current customers habits. This is key in finding more customers - if they only advertise in one medium and they have traffic walking in their door they may think that their advertising is working when really it could be just their location.

Fourth - If you have found that the advertiser isn't sure their advertising is working for them or not, then ask if they are comfortable in continuing to spend money on something that they don't know is working or not.

Then you might try this question - If I told you that I could show you results if you advertise with me would you allow me to use the majority of your budget for 90 days? Then explain how you would do it. Example: Lets say it's a restaurant and his Thursday night is very slow around dinner time. You get an advertisement together that explains that this is the place to be on Thursday night etc... (YOU GET THE PICTURE) and show him results.

This approach works for me every time.