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The publication of the results – Chapter 1, information gathering

This is an excerpt from the free ebook, "Advertising of the results "- a step-by-step to achieve strong responses to the market. You're reading Chapter 1," Collection of information. " You are reading Chapter 1, "Encounter." Free Download all, search Google Greg Francis Brown.

Introduction

The blank screen

You have an allocation of advertising of some sort. If you're sitting there with a blank computer screen and struggling to what to do, stop. There is a better way.

Collection

The blank screen
You have an allocation of advertising of some sort. If you are sitting with a blank computer screen and struggling for what to do, stop. There is a better way.

For starters, forget that grim time allowance. Instead, collect information that will interest and inform your audience. Well, take it easy. This process can not find the voltage everything. Rather than grappling with the right words can turn on the radio, the muse of good things, and – oh, yes – the collection of information.

Best of all, the facts is the right thing to do in this phase. Ultimately provide benefits to the audience there are more to get everything in your head … or elsewhere.

FYI: Meeting is seen as a low-level task, but that's not true. Get the nitty-gritty …
* It makes you better informed, and this is essential for success
* Could you provide the right strategy, the appeal, the idea – all

The ingredients of a wonder worker
You're probably said to generate impressive results with a small budget. And it does so instantly.

It is the temptation to quit before. You think, "Nobody else has been able to advertise the right product. And now they want out of a miracle in two months! "

On the contrary: You can put everything in right path. You can deliver advertising that attracts more solid answers, builds the image, and no more in the long term. But there are few miracles in the process. You have brain and follow a creative advertising program that changes with the need.

Where do they gather from
In the world of dreams, that the researchers giving amazing facts about what you want. Needless to say, you can forget that. In the real world, are you, a lot of old product documentation, some sites web, and within five days. But that's okay. You are a person of resources, so he quickly discover useful tips to help you create ads fascinating.

Look through the materials of the company last
This is the battery just mentioned, and conditions is an excellent source for information product specific. Cut and paste like crazy. Place "features" a group, "specifications" in another, "documentation company "in another, etc. Put similar items together, and if that group becomes large, it is worth considering. You think of a category name for it.

Briefly, breaking old, examine it, and rebuild the right way.

Notable: There are experts on the subject of the organization. Do not ask them to tell you everything you need because you're too busy and valuable for that. Rather, ask if you have all the documentation can be read. They will say: "Sure!" and accumulate.

History of previous campaigns
previous campaigns, your marketing will help a lot. Dig into the archives of all efforts significant marketing that took place in the last couple of years. Also, talk to those who were there. You can even contact former employees, because all the world remembers how well a campaign. Always happy to help, and can carry through the minefields.

When you look at a campaign old, is interested in the main points. For example: Who was getting? What was the message? What was the outcome? Raising campaigns or decrease for profound reasons, not small.

What are you looking for?
Want something interesting. This includes material that is relevant to …
* The product is
* Value
* Features
* Benefits

* Market
* Need
* Features

Keep going as theories
No reserve your opinion until the end of the collection process. Keep thinking about what the announcement to create (this is what ultimately we are doing, by the way) as you sift through the piles of everythings. Modify their assessments as you learn more.

Description of non-understandable
Say you are reading literature technical jargon, and you have to get the features and benefits of it. If the text is in English (as opposed to chemical formulas, tables of figures or confusifiers others), there must be something that can be gleaned.
* Go word by word if necessary.
* Go to your online dictionary and look up words.

There is always a process, and generally logical. Here are two examples of procedures you can find:
Something happens in the product. That something has changed. And something else out.
The service provided has a beginning, middle and end.

You not solve everything, but you work through the assignment. So when you talk to a content expert may, for example, "I learned that the product ABC. I do not understand is XYZ. XYZ Could you explain to me? "Probably she replies," That's a good question "or," We ask that question. "You has arrived!

Also: When you learn many complex instructions, with pleasure. Few want to go as far as you are.

materials competition
Your competition will give you a wealth of information, so investing much time on their public web sites. Even the smallest detail, you want to know what your product has and yours does not, and vice versa. Prepare side-by-side comparisons of features and benefits.

At this point, let's talk about of public marketing materials. Review them, and you start learning about what should and should not advertise. It gets to the basics: If the product competition has more standard features than yours, I'm not going to say: "We have more standard features."

Test Product
Use it. Let's add a new dimension to his thinking, and can make a difference.

Research
Embrace any investigation of advertising you receive, because you can learn a bunch. It is difficult to say enough about the importance of research as you can tell all sorts of things otherwise could never happen to you.

Statistics reveal the future
Statistics can be a great help to you, because you no idea what will happen (maybe). Pay little attention to those who pay little attention to statistics. View details and get the drift.

This means that we look at data in ways big picture.

* Example 1: Not much difference between the result of 40% and 50% of results. For your purposes, which are approximately equal.
* Example 2: If the statistics say that 10% of people do something, the actual number is probably not far from that. Like, there is 80%. So, you know more what he did without statistics.

Topography surveys
A survey was found. That's OK, because I tell you a lot! Now you can learn something. You should check out …
1. Who gives the survey? That at least is crucial.
2. Who was surveyed? That is more important.
3. What are you survey? That is crucial.

More on each of these:

Who is giving the survey? Do not get outside this. Thousands of studies carried out by industry publications – not by independent testing laboratories Iowa Most surveys are published ultimately seeks to promote its magazine or source of information based on the Web, but be happy. His reports are clear. It is also closely examining slices of its market, and other data are unlikely to be free. Moreover, their reports are 99% direct. You must learn the market …
* Features
* Interest
* Trends in the market
* Trends
* Size

You can easily see the questions in the hype of the publication. For example: "If there was a daily news e-mail immediately delivered the news on current issues critical to your success, do you read?" Y 92% said yes!

Who is interviewed is basic. Would you like people who match the profile of your market, or have any relationship what you're doing.

What they are is a survey about what matters to you! While the questions do not raise your defenses, people will introspective responses. And he gave an indication inches

Judgement on the investigation
Unfortunately a colleague Agingit gloms Notman in the data because the data. "It Obviously what we do, "he says." Because research tells us. "It gets your mind and allows a study of campaign management.

Do not do this! The research data should only be his assistant. The real star is … (Drum roll) … His keen mind.

What is in your head is almost always the best. For example, if your product is sold in extended care facilities, imagine being in an extended care facility. What would live there? To work there? Trust what you think of much more than research that you say.

It is not easy to make your case
When you put more confidence in their ideas (which is what we did in the last paragraph), some people will not understand. And it can be a trying experience.

Attorney: In its announcement, why the market will tell you what you did?
You: It was a feeling I had.
Prosecutor: A feeling. Therefore, any of your potential customers said this is what they wanted?
You: No, no.
Attorney: According to the report of the focus group, the prospects you says something completely different from what he decided to do. Is not that right?
You: Yes, but I do not think people in the group were expressing their true feelings. Not yet.
Strong rumor court.

In short, your job is not to rubber stamp "OK" to what the research says. Factor such perceptual data in its decision.

Go with the odds, not freaks
Let's say that is assigned to the fabric of the consumer market, and you know very little about fabric. You can at least think, "Far more women to get this fabric as men." It is beyond dispute.

Despite this, a coworker Wide Solex says: "My uncle Lircaw purchase a large amount of material, so I think we should market to men. Mmm. Lex, your uncle is an exception, and should not allow your situation to dominate his sentence.

Solex pressing the issue, asked: "What do which is the percentage of men who buy the fabric? "Solex might reply," I have no idea. Maybe we should do the study. Sun, no time for that! Fact is: You get paid to make strong assessments when you have little information. Therefore, please: Use common sense now.

Above all, do not let the opinions Screwball stop its progress. It's serious. If you follow those who have zero sense of marketing, advertising.

Based market research Weather
Making lots of research can put in a difficult situation, the study due to three critical months are spent, and there are no (Also known as leads, responses, orders, queries) that comes in. You can not say that they have the answer, because they do not. Instead, it is necessary to leave the market starts saying the answers.

Inside
Talk to your coworkers
They are all around you and who know a lot. It's time to get some sage advice from them.

Be humble in your search
A detective is not intended to have his case resolved before she enters the scene, and not should not either. Therefore, do not act as the advertising guru # 1. Say this instead: "I have all the answers now I have questions .. just will not know for some time. "

In this connection, the temptation may be isolated in this process … to give this impression: "I am the melancholy genius – Does not bother me "However, a genius brings smarter than colleagues in the process of two reasons (besides the usual) ..:
Partners work will help cut through the bull.
Coworkers receives complaints about the marketing of their breasts. You'll hear them say: "If you tell me questions, do not do enough … "And," We've been doing it the wrong way. "Take their thoughts seriously.

Installation interview

Who, what, when, where, why and how
Also known as 5Ws & M, these words are put into question Fast Track for details. Want to know who is the market, what the product does, when people buy, etc.

5Ws & H help at all times. Let's say one of the experts in the field has time to answer your questions … but has not written any. There's no panic. Simply enter in your yellow pad, "which why, etc. "The questions begin to jump out of you," Who in your opinion, is this product "Then enjoy the learning experience?.

Lotsa notes
When the content expert delves into the subject, it can space (well, you space) and lose track of the discussion. Taking voluminous notes not keep his mind off, but it gives you something to reference when the expert finishes and waits for the next question. "Oh!" who wakes up and cries. You look out your notes, then read and repeat what I said last time. At the same time, another question comes to you. You are saved.

Short point: Learn to write quickly / unreadable, because you will collect more data. Write your notes before the meeting and its report will be filled in places illegible.

Asking silly questions. Really
A content expert about something for 30 minutes. Then he asks, "I'm sure I must know this, but what is that [The issue of base] who spoke? "Watch your mouth hit the floor. He says with eyes," We all know that! How can you be in this organization and not know that? "

Oh, well. Some believe you have to know everything before you can learn something. This is wrong, of course. You are a puzzle, and you begin to get the image before some key sections are together. You make basic questions to help complete the picture.

In relation with this, if you spend your time trying to impress the experts, 1) you will not learn anything, 2) are not impressed, and 3) not going to be valuable ads. Ask people what think will shed light and stop wondering how a seller is confused as impressive results.

However, you should not say, "I do not understand what they are talking over here! "That's inviting trouble, and they're really saying," I am ignorant and I think it's funny "This will not help into place, when cornered on it. "know how" question, here's his response: ".? I'm always learning here." No responds, "I'm not learning. I know everything now."

Alternative question terms
Lots of terms used within an industry (Also known as slang) find her way in the marketing literature, but do not know if the market knows. For example, you ask co-workers: "It's our family audience with playfulness?" Approximately 20% of the time find that your market is not familiar, and it's good you checked.

Management interview
You will learn the clusters of interviews with experts in the field. However, unless you address the conversation correctly, can bog down discussions that have little to do with your goal.

Oh, and here's the goal: to discover the relevant details – things that appeal to the market.

This is what you do: While the expert is talking, silent filter. Ask yourself: "My market's attention to what this expert is saying?" If the answer is no, think: "What would my attention to market?" Then steer the conversation in that direction. In other words, ask questions to help you understand how and why this product is right for the market.

What understanding did you get?
Well?

The hidden tragedy
Heckuva lot goes into your product. There is little known fascinatingnesses …
* Thinking behind it
* Battle for that
* The design of the
* Components in the same
* Making it
* Quality control him

experts in the field small details. Therefore, ask the experts: "What are some interesting things that few people know the product?"

Talk with vendors
Among the many hits from the sales department. These people working on the frontline every day, and given information amazing on what motivates buyers.

For example: A statistic says that 35% of the purchases of your product is in California. That's fine … but why so much? Asks a salesman and she responds: "There are a lot of military in California." Interesting. Maybe you could do something with this in advertising.

Learning outside the company

Talk to prospects
To learn about the prospects, talk to them. Sounds obvious? Clear but some sellers find it too uncomfortable to talk with potential customers. They prefer to draw conclusions from inane television programs satire, romance, or characterize prospects. (As a rule, TV features an incorrect view of each group.) In short, some creative people do not want to know what is beyond their remotes.

There is no reason for this, because it is easy to interview prospects. Please contact a potential client and make composition open questions, like: "What are you looking for?" Write your words literally. He will give you new perspectives, and it only cost a few E-mails and phone calls.

Contact with experts from his past
Say you have a new writing task, and you need to know much about chemical elements … as Au and H and O in H2O. Since hardly through chemistry in high school, they will not trust their own knowledge.

Solution: Go to web sites related to its object (not the corporate sites, but "I'm so crazy about the chemistry I built this site" sites). Send me five " can you help? e-mails to the gurus of the sites and that should get two answers. You learn what you need to know, without rummaging through piles of research books. Y will make a great new online friend.

Excellent reference work
CIA tactics are secret, making it difficult to compete operations intelligence to learn. However, you can see the tactics of great looking advertising magazines, websites, television commercials and direct mail pieces. Let outstanding production that inspire.

Challenge: Be at least as good as the best.

Also: If you are expecting a small line on ja-ja CIA, sorry. This book is too chicken.

Can not keep gathering
Meeting is splendid. But it has to end now, because everybody is waiting for you to do achievements. The solutions have to fly out of you, because …
* The long hours of research are not budgeted
* The deadline approaches
* The facts collected to be repetitive
* Other assignments

Everything will come down if you hesitate at any point in this process. The answers do not come in, sellers do not have the materials and the organization will lose confidence in you. Yu dunt wunt this.

Advice: Work as fast as their peers work say that hit the ground running in the allocation of advertising, and is well on the road. This will prevent other doubts and unhappiness.

Profiles of those who delay
For the love of god, do not be like those who walk around the project. Shuffle, and then blame others when the time is lost.
* Do not call meetings two weeks away and wait to act until then. Instead, set a quick teleconference.
* Do not say you should be creating ads to The new product is complete. Start and fill in the blanks later.
Do not install the-spot investigation in some remote location. Improvise.

In a word, charge!

Here are two reasons lollygag some advertisers:
1. They do not trust their own sense enough to act accordingly. But his view is excellent, so do not worry. If in doubt, do not worry. Experiment with different approaches (which we do) should solve everything. You let the market determine what you want, and you win the answers in the meantime.

2. They are not willing to put in overtime hours required for the initial achievements. It is well known that the creation of ad time consuming, so they need to adapt.

Yours is better in three months
Fellow worker Dudate ignorance says: "I think it's good that you have the ads out there when he did, but you should have done more research first."
Your reply: "Nevada, our ads are getting the final investigation: The market is trying, and we are learning counting the responses that come in. In other words, we are determining what the market wants, and we are generating leads while we're at it. This surpasses the traditional notion of research. "

In short, it is called: "Earn while you learn."

Experience

The spectacular failure
Cap advertiser decides Tainsmith a Herculean effort behind a new concept. He declares: "This will be the biggest campaign we've done!" Developing takes months longer than expected. sales leads are not coming in opportunities lost. However, Cap is a great float this new campaign. It has to.

However, sinks. This is because Cappy no …
* Quickly get the advertising market
* Let the market tell you what you wanted
* Make the necessary adjustments

bad campaign? Do not expect repeat
Some advertisers believe that a strong budget can force a weak ad market. This strategy waste not too often.

Of course, repetition can make a strong proclamation sink in. It frees the message many times, the public finally understands and responds.

Golden Rule: A sensational announcement, with a poor budget does better than poor ad with a stunning budget.

Queen Testing
Rather than risk a major disaster, the trial. When the trial run different types of advertising, measure responses and determine their next course of action. Thus, the market tells you what to do.

Here is a simple way to trial. It's called a "test run leg." You …
* Come up with three different approaches
* Become three pieces of direct response
* Set a code number on each piece different response
* Email e similar groups
* Count the responses
* Make future moves based on what is learned

Testing continues and to expand and improve their efforts.

You can also make bursting runs campaigns to e-mail, vehicles Internet and many print magazines.

Conclusion: Ultimately, it comes down to trial and error.

Select media response-oriented
A key to this is to measure the responses. You're seeing how you're doing as you go. To achieve this, you need to advertise places that provide quantifiable data on the results. Otherwise, advertising will always be seen as an expense – which can be cut when times get tough.

You are purchasing leads and customers
That is to say, "We're not spending money on advertising. We are buying leads and new customers." Here a tabular form of these purchases. Is a comparison of three different envelopes.

As you can see what works best ("pins" is a real winner), can ramp up. Send the ad to more people, and buy more customers with less money.

Go before all the results are
testing typical (like the guy who just read) is not practical in many cases, probably because:
* You are advertising in an environment that allows no runs division.
* It's moving quickly, and you can not wait for the indicators.

The solution is to jump.

Jump
The best way to explain jump is an example. Let's say it's November 20th and you have to place the magazine inserts. You decide to create three different ads, and run …
* Method 1 in the January issue
* Approach 2 in the February issue
* Focus 3 in the March issue

Now is the February 12, so it is counting the responses of the inserts in January and February. In addition, the method has already committed 3 March. The question is: What should be executed in April?

You thought the approach in January delivered loads of responses (so I ran first), but brought in only a handful. However, February announcement is that it looks promising.

For April, and decides to run the Method 2. Thus, February is advertising that promises to jump over March and is in April. Also, probably will become the basis of long-term campaign. But the March announcement will be your best performer.

Some points on jump:
* Instead of implementing an approach to three months and run the risk of having a three-time loser, you are given three opportunities to take success.

* This method gives you more time to work up ads. The March announcement did not have to be completed until two months after the January announcement – Thank God. If you made a management division and produced three ads at the same time, it would have been a triple burden. Also, if a person is not satisfied the tone in the January announcement, you can respond, "I will ensure that our next announcement does not come across that way."

Quick Start a global campaign
It would be wonderful if we had time to experiment with approaches. However, over the life he will have few opportunities to study. Such Once you have a new image for next fair. Maybe you only have three weeks to launch a campaign for the crucial selling season. Whatever. Most of the time, you have a chance, and be produced.

You can pull this off, and here's how. Running different ads …
* Promote different resources
* Maintain a similar visual theme

For example, you decide on a race car theme. You can create three ads with a global visual (cars racing) and three different messages:
1. Energy. Show runs being fed.
2. Speed. Show overtake another vehicle.
3. Control. Show hand on a lever of change.

Run the ads, the count of responses of each, and the figure will exceed one of these messages to others. Then change the direction of his campaign to that message. Furthermore, if one of the three ads has a weak response, do not worry. Still contributed to the topic of careers in general.

The World's Fastest pre-test
Before the end of the three ads, e-mail to potential customers and ask, "What do you think of this? "People enjoy being asked, and you learn a lot.

Assessment of responsibility for success or failure
You run ads and send direct mail, and succeed. Very good! The question is: What made the campaign a winner – announcements or advertisements … or public relations … or a word of mouth?

When multiple factors, it is difficult to determine what is responsible for what. "The champion team wins for its tremendous offense or defense amazing? Sometimes that's easy to guess, and sometimes not. You hear a lot of opinions, however. No matter what they say, we know that life is complicated.

SLH consider
On moving: You want to make regular profits that increase the average yield over time. That's a mouthful so we will deal.

Earnings * Newspaper: Do not talk about what improvements increasing ("every month we will see an increase.") That is too optimistic. You get more breathing room to talk about making regular profits: "We are moving in the right direction."

* Profitability media: It is better to look back after a period of time and take half.

* Over time: Someone asked: "How long will to make this campaign a success? "General rule: To evaluate the time it takes the views to see your message four times. This is a very unstable thumb – many factors come into play.

Looking in the window of opportunity
For example: The product has new features and need to promote. The competition is similar new features, making it a race to the market.

It takes you three weeks to launch a profit-driven, and three months for the competition to launch a super-slick campaign. Who won? You did. Reason: The market wants to benefit more than cunning.

Tip: Move high speed, because then nobody can catch.

Working with zipola
You may not have time to meet, and you can still come up with a strategy excellent. How? You put your head, close your eyes and think: "Competitors seem to be doing [these types] Prospects want this [otherwise] .. We will announce this [otherwise] and sell the heck out of these things. "And you.

About the Author

Greg Francis Brown is a Marketing Manager in Chicago, Illinois. You can find him easily by searching for “greg francis brown” in Google, LinkedIn and Facebook. And, you can download all of his free ebooks here: http://gregfrancisbrown.tripod.com/ . Email Greg at gregbrownmail@yahoo.com

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