What you pray for

The National Speakers Association gave me an opportunity Saturday.
Twenty speakers learned how to get free publicity in the media.
I told them, “Advertising is what you pay for.
“Publicity is what you pray for.”
We defined advertising as business-building information.
New products and services. Special sales, etc.
You should expect to pay to advertise those.
Publicity is news about something you are doing or have done.
This includes: Helping a charity. An honor or award. A promotion.
A new book you’ve written and published.
An upcoming speech for a business or professional group.
We discussed who to contact, how and what to say when you do.
How to tell a story an editor or broadcast news director will like.
They went home with a template for writing their own news release.
If you would like a copy, email me at Jerry@JerryBellune.com
Next week, I’ll tell you about the Communications Doctor.

Loosen up a little

I’ve always been a tightly-focused, get-it-done kind of guy.
Then I met Howard Hellams and learned to laugh a little.
Howard and Brenda worked with MacLeod and me years ago.
They held our wedding reception at their home. I got drunk.
Shows what poor judgment you have being young and stupid.
We’ve managed to remain friends anyway.
Says a lot about their tolerance and patience with fools.
Howard wandered out of journalism into advertising.
Journalism’s loss was advertising’s gain.
He once created a campaign for us with the back of his hand.
No fooling. He copied his hand in a copy machine. Headline:
We know your business like the back of your hand
Howard once wrote a campaign for a radio station. It read:
We tried other radio stations but the ferns died
Howard is writing a book about Italy, his new passion. He writes:
Better to die in childbirth than see Italy from a tour bus.
Howard believes tour buses are for the faint of heart.
His deepest wish when he grows up is to become a Viking.
I don’t think he has the professional football team in mind.
At 123 pounds dripping wet, he’ll be a great Viking.
Do you have a Howard in your life? If not, click here.
He will put a smile on your face in 1.2 seconds flat.
If you’re serious about becoming a Viking, click here.

3 secrets of advertising that sells

It took me many years to find out what makes ads work.
Here is what I learned in the trenches the hard way.
• Ads that sell explain benefits, not just features.
Don’t list features and assume the prospect will understand.
An ad that says cell phones take photos is selling features.
The ad should show the benefits of a camera in your phone.
For example, you can send vacation photos home to your friends.
Remember: If it’s about the product, it’s a feature.
If it’s about the customer, it’s a benefit.
• Ads that sell put your prospects in the picture.
They talk to him from his perspective.
Don’t just say "This is the best cell phone on the market".
Say: "Enjoy the benefits of the market’s best cell phone".
And show them what they can do with it.
Cell phones are full of benefits. It’s what gives them value.
• Ads that sell build credibility and trust.
I received an offer for a book on diabetes the other day.
I don’t have diabetes but I might get it.
The offer said if dissatisfied I could return the book.
It said I could return it even 20 years from now.
Return it for a full refund, no questions asked.
That’s an advertiser with confidence in his product.
Confidence built trust in my mind with:
• Guarantees and warranties.
• No-risk return policies if dissatisfied in any way.
• Testimonials from satisfied customers.
• The publisher’s reputation and length of time in business.
It’s neither rocket science nor brain surgery.
For more on this, see http://www.jerrybellune.com/.
Click on Jerry’s Books to order my sales workbook.
It’s called "How to Peel a Green Banana".
Its strategies will help you sell more prospects.
Tomorrow: Fairness in public education.