The Advertising Edge

Mitch Miller
 mitch.miller at westernhorseman.com
303-644-3782

Spring is in the air and it is about time. In most parts of the country it has been chillier this winter with more average precipitation than at any time in the previous decade. Some areas have even seen record precipitation and cold. Just the other day 49 out of 50 states had snow in one 24 hour period. But, for those of us in the business of supporting the horse business, this “Siberian winter” isn’t a bad thing. Sure, the moisture is always appreciated, especially if you live in the southwest. As important, is knowing that horse owners are getting cabin fever and are itching to go over their tack, blow the dust off the truck and trailer, get their horses out of the barn or pasture, and get back in the saddle.

Marketing Tip: “When is enough proof, enough?”

It seems reasonable if you pile on enough proof, in the form of data and research, in your ads, on your website, in your presentations, and in your sales materials, everyone has to believe what you are saying. Plans with excessive detail, books crammed with pages and pages of sources, politicians with too much to say… it seems as if everyone is convinced more data is a good thing in this information age because data proves your point. But, if it were this easy, everyone would be doing it this way and succeeding. However, too often too much data leads to just the opposite, suspicion and even disbelief. If you are like me, you might be wondering why this is so.

I needed an answer so I looked into this, on the information super highway of course, and learned that data crowds out faith. And without faith, it’s hard to believe in the data enough to take the leap of faith. Think about it. Big political movements, big grand openings, large congregations… they don’t usually turn out for a glimpse at a bibliography, lecture notes, or a spreadsheet.

The truth is that no amount of evidence will ever be enough to convince someone who chooses not to believe. The skeptic will always find a reason, even if it’s a reason the rest of us don’t think is a good one. As a result, as you consider your ad messages, your marketing materials, and your point of sales promotions, don’t rely too much on proof. It distracts you from your real mission, which is to make an emotional connection to your customer. Have faith in your customer and give them the opportunity to be a true believer in you!

June in Western Horseman: Rodeo season is about here!

The June issue of Western Horseman features our annual Rodeo Road Special Advertising Section. If you are planning a major equine event or know of someone who is, please contact me for more details on this great opportunity to let our nearly .5 million monthly readers know about your rodeo or horse-related event.

A Little Something Extra:

“If commerce is the engine of our economy, then advertising is the spark. Responsible advertisers are the drivers who keep us on the right track, leading to a richer, more benevolent society.”
Brian Philcox – Author

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Mitch Miller
 mitch.miller at westernhorseman.com
303-644-3782

There was something in the air in Denver and it wasn’t coming from the Stock Show!

Yes, there was something new, and fresh in the air at the recent WESA show held in Denver, Colorado. Despite what we hear to often in the news, it wasn’t pessimism, doom, or gloom. In fact, it was just the opposite. Many of the accounts I spoke with told me they were having their best show in five years. Most said they were up over last year and that is great news! It is apparent the retailers at the WESA show came to restock their shelves and prepare for eager customers who are ready to get back in the game in 2010.

May in Western Horseman: It’s time to get “tacked up”!

The May issue of Western Horseman features our always popular Round Up Advertising Section devoted to saddles, tack and equipment. If this is your line of business give me a call and I will explain how you can get up to 250 words of additional editorial exposure in this very popular Special Advertising Section.

Advertising Tip: So, what do you think of my ad?

To those who think creating great ads is an easy, slap-dash process, think again! The greatest ads are a perfect fusion of three very different modes of thought, expertly combined and presented in a powerfully compelling and persuasive package. Understand this, and you’re on your way to creating great ad copy; the kind that sells your products!

First, capture your audience’s attention right away, with a riveting photo and headline. Exceptional ads showcase headlines and images that work together, and bring creativity to your written message. Write in a clever and/or amusing way, and make your ad stands out from the crowd. Be sure to use a tone that resonates by choosing words that belong to your customer.

Now, peak their interest. If you wrote a good headline, likely they’ll be intrigued and continue reading. Your ad copy is where you can isolate your customer’s fear, problem, concern or need. Think of this part of your ad as their “hot button” disguised as a car horn. The professionals like to call it their “pain point”. What ever you call it, if you press on it long enough and hard enough you will get their attention!

Next, create desire. Make them want what you have. Present your product as the solution to the aforementioned problems. Build your case with examples, or even testimonials.

Finally, get them to take action. Tell your audience what to do next. Buy Now! Click here and save! It’s amazing what just a quick directive will do. However, this critical call-to-action is too often omitted from many otherwise great ads. Don’t make this mistake in your next print or web ad.

No matter how you approach the ad creation process, the most powerful ads require that each of these key elements be in place. When you’re ready to bring it all together, take a hard look at your finished draft. Go through it with a fine-tooth comb. Get a couple of outside opinions. Step away from it for a while and let it “ferment”. Then go back to it when you’ve cleared your mind and see if you still like it just as well. Make changes if necessary, then give it a final once-over. Your final presentation should be error-free and perfect in every way!

A Little Something Extra:

“It’s kind of a sad thing when a normal love of country makes you a super patriot. I do think we have a pretty wonderful country, and I thank God that He chose me to live here.”
John Wayne