Anyone ever advertise on TV for your services? Good/bad experiences? I assume it works and have been told it's more affordable than you'd think. Thoughts?
> Anyone ever advertise on TV for your services? Good/bad experiences? I assume it works and have been told it's more affordable than you'd think. Thoughts?
Some goods and services are bought. Others are sold.
That seems a very odd observation but it has some pretty profound implications for how you approach advertising of any sort.
Let's take Starbucks coffee for example. They have to be everywhere and they have to constantly remind their customers of their product. They sell things to their customers. Before they existed and started selling, I bet there were very few people who would wake up each morning and say to themselves that they couldn't wait until someone opened a shop where they could stop in and buy an over priced coffee with some fancy names and mix in's. Once their clientèle developed the habit of wanting their product most mornings, they could coast on the previous hard work selling. They are in the business to sell their product(s).
Now let's take a look at your local CPA. Mostly, their services are not sold, they are bought. The customer usually knows when they need the service of a CPA. The need for the product arises not in the marketing department of the CPA's office; but, in the mind of the client. Smart CPA's know they don't need to be in high traffic strip malls with the ice cream and candy shops. When the client needs you, they will come looking for you. The trick here is to plant the seed in the mind of the client so they don't go looking for just any CPA but instead come looking for you and not the other folks just down the street. That takes a totally different approach.
You might be able to mount a campaign that plants that seed in the mind of potential clients. But the chances of doing that aren't very good. Most clients have very short memories when it comes to television, radio and print ads. But they tend to have very long memories of how you treated them the last time they needed you.
My advice is to concentrate your efforts there. Spending the TV money on understanding your clients and what they want (and need) from you is usually a better investment of your resources.
Larry P
The Texas Society of Professional Surveyors did this...
Find a Texas Surveyor
and this:
Find a Texas Surveyor 1st commercial
I know you were asking about a "personal" commercial, but perhaps your states' society could pull together enough $$ if the members' interest was there. At least it's a start.
The Texas Society of Professional Surveyors did this...
I've been asked to recommend a surveyor myself. I have some heartache recommending someone just because they are members of the professional society. I can say "Well, at least they contribute to the profession" but that is no way to know whether they are good surveyors. Also, I have made a lot of friends among my fellow surveyors; But what bothers me is that even though I might think some are great guys, there are some surveyors whom I have retraced and when I realized how they established their property lines I have been "flabberghasted".
A state society should give out the names of its members and let the person know that they can't guarantee the work, but they are welcome to try them. I don't really have a problem with providing the public a list, and maybe you can get work from that. But what if the customer is unsatisfied with whoever they got? It only hurts the society.
I tried to look up a DO (Doctor of Osteopathic Medicine), and had no idea of how to find out if someone is any good. I went to the state DO professional society and asked for names in my area. Funny, none of the DO's here were members of their state society. None. But having said that, how many of you have ever looked up a professional by finding their professional societies listings. Have you even checked to see if you doctor is a member of the AMA?
I like where Larry's going with it. I am most happy, when I look for a professional, if I can find someone recommended by others who have used them.
One thing that really turns me off is even thinking about going to a lawyer who advertises on television. Another is going with someone who calls and says that they will be in my area to provide a professional service (they'll inspect my furnace for free for instance) and would I like to have them come out? When I get solicitation I am concerned that they guy isn't good enough to keep busy from his or her reputation and needs to solicit the work.
