So we have all these lame GM car commercials. They won’t work. Why? No story explaining WHY I should buy.

I know that the CEO is from AT&T, so he hasn’t forgotten about AT&T’s Reach Out and Touch Someone ads that worked so well in the 1980s.  GM needs to have the CEO stand up and say, “Hey, GM was the heart beat of America. We screwed up. But we are turning it around. We thank you for the loans. We are improving our cars every day. Come see for yourself.”

Where’s the story about the new Camaro? Or where’s the story about the Corvette?

Publix supermarkets has learned how to create great touching commercials (see one here). why not GM?

So many dumb and worthless commercials on TV. You would think that some ad firms could do better. It’s about telling an interesting story.

Interesting article:

“”I believe that one of the key things that keep small businesses small is that the owners maintain a small business mindset. For many, being small is just fine. They don’t ever want to be anything more than a mom and pop operation. But others dream big and want to see big goal accomplished but continue to struggle to “make it big.” They can’t ever seem to get over that hump that propels them out of small-time territory.”

“If you don’t want to be a mom and pop operation, or you want to be more than the small business you are, then it’s time to start thinking not like the small business you are but like the bigger business you want to be.”

The author then goes on to talk about Online Marketing. (I am bringing in a team to present on that in-depth in Orlando in March, 2010).

What it doesn’t talk about is even more important: Marketing 101. It all starts with the Goal. What is the goal of your marketing?

Be specific. To get sales is way to general.

1. What are you selling?
2. Who are you selling it to?
3. Why should they buy it from you?
4. How can I reach my target market?
5. What will I say to them to get them to buy/contact us?

Doesn’t matter if this is online or offline marketing. The same questions apply. The answers should be all about the Customer Experience, not about some feature.

Think about how restaurants advertise. Carrabba’s radio ads describe a recipe of a delicious main course that is available for a limited time. It paints a picture. It tells a story. It has a call to action (go to Carrabba’s soon before it’s gone). McDonald’s uses a similar ad for McRib. Limited time. People love them. Come get it.

The hype with Online Marketing is that it is easy and instant. Not really. It is certainly trackable and measurable. But easy and instant notsomuch. (Nothing is).

Back to the opening paragraph, what is your Goal, your vision for your company? It’s November with December fast approaching. I will be spending a day reviewing 2009 and planning my goals for 2010. How much revenue do I want to make? How will I make that revenue? Where will I find my customers? Where do I want to speak? What will the follow-up look like?

I suggest that you take the time to review your year and plan for 2010. If you need help, call our office at 813-496-2122. Thank you.