Unattached Marketer Seeks Self-Employed Professional For Long Term Relationship

I'm dating again. Oh, not because my marriage to the Lovely Mrs. McKay is in trouble, far from it. I'm “dating” in that I'm ready for a new consulting relationship. I'll be taking my time to find the right fit for the long term.

You see, marketing isn't art. It's not science. Its a series of decisions based on relevant case studies and historical examples. Those decisions may, or may not, predict results. So, truthfully, marketing is a gamble. A good relationship requires the client to understand, and accept, that the consultant's function is risk management.

A good consultant stacks the odds in the client's favor by having a broad knowledge of proven marketing techniques. By knowing what has worked for other businesses. By seeing the parallels between the client's issues and similar problems that other industries have solved. By recognizing not only the factors which can derail business, but also the opportunities that can help the client leapfrog over his competitors.

Yeah, I've been called an “expert.” But don't expect me, or any other consultant, to show up and give you the magic formula for endless wealth. Instead, expect me to be your business B.S. meter.

You see, I love speaking and writing, but I have little respect for those speakers who have been talking for twenty years about the things they accomplished twenty-five years ago. I work with a select group of clients in order to stay current, and relevant, and focused on the real problems faced by businesspeople every day. As a speaker, it provides an edge that just can't be faked.

Some consultants look for opportunities to run the clock, and bill the client for more hours. Instead, I charge a flat fee, which changes each year at the same proportions as my client's top-line revenue. This isn't called a relationship by accident. When the client does well, so do I. When the client doesn't, I don't, either.

And I don't profit from the traditional 15 percent commission that the media pays to advertising agencies who place advertising for a client. Oh, the media still provides that commission, but my client pockets the cash. Some clients get back more in those commissions than the fees I charge, and thus actually make money by using my services.

But, past the mechanics, the primary values any consultant provides are perspective, and advice, which brings us to the point of this writing.

Sometimes the client doesn't wish to follow that advice.

I once heard this dilemma compared to a duffer on the golf course refusing to accept the help of the club pro. When the pro advises a three iron, and the duffer insists on using a wood, the pro's choices are to tell the duffer he's on his own, or to help him to get the best shot possible with his own choice of club. “Get a good stance, keep your left arm stiff, keep your head down, be sure to follow through.”

A client I've been working with, however, will not use any club I recommend. As much as I've tried to help him get distance on his shots, he insists that I do things his way. It appears he's hoping I can execute his marketing strategy better than he did. But, even a brilliant execution of a flawed strategy still leaves a flawed strategy.

Since I don't believe that our professional relationship is benefiting his business, I can't in good conscience continue to charge him for my services. I hope we can stay friends, because I truly enjoy his company, but I have resigned the account.

So now, I'm dating again. I'm looking for a new relationship. I'm meeting some new business owners for the first time, to see if there's any chemistry, not for a quick project, but rather for the long-term. My most recent client and I have worked together for a year and a half, now. Others go back as much as eleven years. The best fit is likely to be a professional practice or owner-operated company, whose owner is ready to take that company to the next level.

Do you know someone like this? Would you care to introduce us?

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Chuck McKay is a marketing consultant who helps customers discover you, and choose your business. Questions about marketing your business may be directed to ChuckMcKay@ChuckMcKayOnLine.com.

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Marketing P.A.I.N. - Part 5, Testimonials and Comparisons

Most models of effective advertising list getting attention as the first step.

Doesn't it stand to reason that your communications will become powerful when your prospect recognizes that you're talking to her?

That's the purpose of the Marketing P.A.I.N. Concept - to identify the discomfort your prospective customer is already feeling; to address that pain, and in so doing put forth an advertising message that she will recognize as relevant to her.

Targeting the early stages of pain will help prospects know of you weeks, months, or even years before they recognize a need for what you sell. The largest number of people will be exposed to your message. This is the concept behind Top-Of-Mind-Awareness and building your “brand.”

But advertising your goods or services for so long before they're needed, ratchets up the expenses. You'll have to continue advertising for a long period of time to make Pain Stage 1, or even Pain Stage 2 payoff.

Targeting later stages pays off much more quickly.

The triggers to purchase occur more frequently. That's the good news. The bad news is the pool of available prospects is much smaller. Effective marketing at Stages 3 or 4, must be much more specific.

At Stage 3, shoppers are sorting options.

They're dealing with the reality of constant discomfort, and considering the perceived value of options to make the pain stop hurting. What's most likely to catch and hold their attention? The story of someone who had their exact problem, and eliminated it.

At Stage 3, an appeal like this one from Nutrasystem becomes highly relevant. And a celebrity admitting she also shares our prospect's pain helps to elevate the awareness level.



The other thing common to Stage 3 ads is the comparison between solutions. You may remember cleaning products that get out the stain, better tasting coffee, or the gasoline additive that adds six mpg to your car's mileage. Or, this example from Apple Computing.

Mac: Hello, I'm a Mac.
Vista: Mac has issued a salutation. Cancel or allow?
PC: Allow. And I'm a PC.
Vista: You're returning Mac's salutation. Cancel or allow?
PC: Allow.
Mac: What gives?
Vista: Mac is asking a question. Cancel or allow?
PC: Allow. He's part of Vista, my new operating system. PCs have a lot of security problems, so he asks me to authorize pretty much evertything I do.
Vista: You're pointing out Vista's flaws. Cancel or allow?
PC: Allow. I could turn him off, but then he wouldn't give me any warnings at all. That would defeat the purpose.
Vista: You are coming to a sad realization. Cancel or allow?
PC: Allow.

Not all comparisons are obvious. This one from the Ladders sneaks up on you.

If you think about it, this is the trouble with most job search sites. When you let everyone play, nobody wins. Join the Ladders. The premium job site for only one hundred K plus jobs, and one hundred K plus people.

When you're targeting a prospect at Stage 3, help her to see you as the solution by directly identifying her issues. Help her see herself doing business with you. Help her remember who you are and how to get in touch with you.

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Chuck McKay is a marketing consultant who works with professional practices and owner operated businesses. Questions about focusing your advertising message to your customer's pain may be directed to ChuckMcKay@ChuckMcKayOnLine.com.

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Marketing P.A.I.N. - Part 4, When People Realize They're Hurting

There are three ideas critical to the Marketing P.A.I.N. concept.

1.Nobody buys anything until she becomes aware that the absence of that thing in her life causes discomfort.

2.Your prospective customer will be much more likely to pay attention to your advertising when you match your marketing message to her specific stage of pain.

3.While the degree of pain is a recognition of intensity of the need felt by your prospect, the stage of her pain is an acknowledgment of her awareness of that need. These two ideas are independent of one another.

Let's clarify those points.

First, we're referring to the feeling caused by physical or emotional distress as “pain.”

Why call it pain?

Truthfully, because P.A.I.N. becomes a straightforward acronym.

M.I.S.E.R.Y. does not.

E.M.B.A.R.R.A.S.S.M.E.N.T. is nearly impossible.

Whatever you choose to call this awareness (discomfort, longing, loss, disappointment, anxiety, embarrassment, or in our case, pain) people don't buy anything until they recognize the feeling caused by a lack of it in their lives.

Second, out of self-defense against information overload, most of us ignore everything that doesn't appear to effect us directly. (Some estimates have us exposed to thousands of marketing impressions every day). Matching your message to her stage of pain immediately tells our prospective customer that you're speaking directly to her, about things that matter to her.

And finally, our focus on the Stages of Pain is based on the prospect's awareness of need, rather than on the depth of the need. Stage 2 pain is not a greater intensity than stage 1. It is a greater understanding that something is lacking in her life. The magnitude of pain is personal, but people’s reactions to pain are similar and predictable. You will recognize the stage of pain by the actions a person takes.


Now, on to Pain Stage 2.

At the second stage, people are becoming aware of their discomfort. This awareness is generally a slow process, and is often only grudgingly admitted.

Typical Stage 2 messaging is “Let us tell you all about us.”

A much more salient Stage 2 message is “Do you have this problem?”

Early stage buyers need to know you can help them, even if they don’t yet have the vocabulary to ask the critical questions. Sometimes people don't realize their discomfort until you point it out.

Advertising at Stage 2 should concentrate on your prospect's new awareness of the problem. At Stage 2, the single thought we wish to plant in people’s minds is, “we understand, and can relieve your pain.”

Here's a great example of an ad that makes people aware of their own discomfort. The Sherwin Cody School of English ad “Do You Make These Mistakes In English?” ran for 42 years, only changing the typeface and photo from time to time to keep it updated. (Now THERE's a return on investment we can all envy). Click the ad to enlarge it for easier reading.




This ad from Cash Call addresses people who have come up a few bucks short before payday.

Need some cash to stay afloat? Cash Call wants to get you the cash, fast, without collateral because we trust you. Just call 877-860-CASH. And remember, make sure you can afford the monthly payment before you borrow. Make the cash call at 877-860-CASH.

Though the target in our next example also needs cash, JG Wentworth's end user is a more qualified prospect - one who owns an annuity. As is typical of Stage 2 prospects, Wentworth's candidate is just becoming aware of the possibilities.

Announcer: A JG Wentworth Success Story.
Felecia: A few years ago I inherited an annuity from my grandfather. I started receiving monthly payments from his insurance company.
Announcer: Recently Felecia's employer moved to another state, and she was left out of work with lots of bills to pay.
Felecia: I heard about JG Wentworth through TV ads.
Announcer: I told Felecia that they helped thousands of annuity holders get their cash now.
Felecia: And they made it really easy.
Spokesman: Its your money. Use it when you need it.
Voice Over: Call 866-447-0910.

Once you've determined that your most profitable customers are at Pain Stage 2 ( just becoming aware of the nature of their discomfort) make it easy for them to get information from you. Make it easy for them to see themselves easing their pain by buying from you.

And remember that any medium can carry any message. These Stage 2 examples used television and magazine ads to deliver the words. You may find, though, that other media with less mass might convey your message more efficiently.

Consider the return on advertising investment should you choose to employ signage, newsletters, brochures, specialty advertising, or public speaking as alternatives to radio, television, newspaper, and outdoor ads.

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Chuck McKay is a marketing consultant who works with professional practices and owner operated businesses. Questions about focusing your advertising message to your customer's pain may be directed to ChuckMcKay@ChuckMcKayOnLine.com.

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Marketing P.A.I.N. - Part 3, Advertising the First Stage of Pain

A brand is a trademark or distinctive name identifying a product or a manufacturer. Branding is the process of raising awareness of the advantages of a particular trademark, and building strong emotional ties between customers and products.

The advantage in building a brand is that people ask by name for what you sell. The disadvantage is that they'll buy when they want to, rather than when you wish to sell.

But if your prospective customer feels no discomfort, she will feel no incentive to buy. Not your brand. Not anyone else's.

Truthfully, the vast majority of people at any given point in time feel no pain. They have no interest in what you offer. They consider your ads a nuisance. They wish your ads would go away. And that assumes that you managed to catch their attention at all. And yet, effective branding happens at Pain Stage 1.


Branding strategy targets people who are not yet aware of discomfort.

Why would you advertise to those non-prospects?

To increase the reach of your advertising.

The broad, all-inclusive lack of focus in the message, "eliminate your pain by purchasing our product/service," doesn't allow the targeting of specific audiences. Ads for pregnancy tests, for instance, will be exposed to retired men as well as to women of childbearing years. Ads for weight loss products will reach thin people. Ads for cars will become familiar to children.

At Stage 1, your message reaches "everyone," and waits for some of them to experience a triggering event. People's status occasionally changes, and for some, an event will occur which places them firmly in the market. Some women of childbearing age will need a pregnancy test. Some thin people will overindulge over the holidays. Children will grow up, and some of them will purchase automobiles.

Combined with top-of-mind awareness caused by your advertising, this new perception of need will lead them to look you up in the white pages, rather than looking up your business category in the Yellow Pages.

Typical Stage 1 messaging is “We Want Your Business.”

A much more effective Stage 1 message is “If you ever need us, we're here for you.”

My favorite example of a successful Stage 1 advertising campaign is Roto Rooter. For the last five decades their message has been "When your drain clogs, we're a phone call away."

The company's Public Relations Manager tells me they refer to their campaigns as "grudge marketing." Paul Abrams describes this mindset as, "We're the company people call when they have drain problems. People know us by name, but they resent being forced to call."

The public knows Roto Rooter's name because of the consistency with which the company's advertising exposes the mythical "everyone." Roto Rooter knows eventually some drains will clog.

Here's a sample Roto Rooter ad from 1968.

"When stopped up drains get you down, why wait, watch, and worry over home remedies that just don't work? Next time remember to call the expert, your professional Roto Rooter Man. (jingle) When Roto Rooter comes, that's when your troubles go. When Roto Rooter's here, that's when your troubles disappear. Call Roto Rooter, that's the name, and away go troubles down the drain. Roto Rooter sewer service."

A more contemporary version of "When you need us, we'll be here," is demonstrated by Countrywide Mortgage.

Countrywide's delivery is solidly at Pain Stage 1. The strategy is simple: get the attention of homeowners, and plant in their minds the idea that Countrywide can bail them out of a financial shortfall. Then wait for some of those folk to need the cash.

"Homeowners, want to refinance and get cash? Countrywide has a great reason to do it now. A no cost REFI. It has no points, no finance fee, no credit reporting fee. And no third party fees. No title, escrow, or appraisal fees. Absolutely no closing costs, so you wind up with a lot more cash. Call now and ask for a no-cost REFI. We're America's number one home loan lender, and no one can do what Countrywide can. (Announcer) Call one, eight hundred, six four one, seven one three six."

As we've already discussed, advertising what you sell at Pain Stage 1 is the most costly of marketing options, but it also offers the largest potential number of sales, and profit. The combination of 75 million American homeowners and a tight economy promises a huge payoff for Countrywide.

Matching your advertising message to the degree of pain your prospect feels will make your ads more effective.

In Part 4 we'll look at focusing your message toward people who already feel the discomfort. We'll help them to realize that buying from you is the surest way to soothe their pain.

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Chuck McKay is a marketing consultant who works with professional practices and owner operated businesses. Questions about focusing your advertising message to your customer's pain may be directed to ChuckMcKay@ChuckMcKayOnLine.com.

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