I’m In Advertising. You Are Too!

You’re In Advertising!

ADVERTISING IS EXPENSIVE

“No method of advertising is too expensive if it brings proper results.” – S. Roland Hall

Quick Summary

  1. Advertising is Costly but Crucial: The article begins with the assertion that good advertising, while expensive, is essential for success, as indicated by the quote from S. Roland Hall. It implies that the investment is justified if it yields proper results.
  2. Salespeople as Advertisements: The author suggests that salespeople, particularly those in roofing sales, should view themselves as forms of “live” advertising, embodying the message and value proposition of their services.
  3. The High Cost of Mastery: Drawing a parallel with costly advertising campaigns, the article reflects on the personal and professional costs successful salespeople endure, emphasizing the cycles of failure, perseverance, and learning they navigate to achieve proficiency.
  4. The Learning Curve: There’s an acknowledgment that making substantial money at the start of one’s sales career is rare. Most salespeople retrospectively recognize how their initial ignorance cost them potential earnings, underscoring the importance of experience and learning.
  5. Investment Before Return: Just as effective advertising requires upfront investment, salespeople must invest time and effort in learning how to present themselves, choosing the right words, and understanding how to attract and engage the appropriate audience.
  6. Profitability is Key: The article stresses that the ultimate measure of effective personal ‘advertising’ or salesmanship is profitability. Without profit, all efforts are relegated to the realm of ‘expensive hobbies.’
  7. Urgency Due to Resource Constraints: There’s an urgent tone regarding the necessity to be efficient and profitable, driven by practical considerations like ongoing bills and rising expenses, highlighting the financial pressures salespeople face.
  8. The Value of Mentorship: The piece advocates for learning from those who have mastered efficiency and investment in the sales process, emphasizing that mentorship can significantly accelerate a salesperson’s learning curve and improve their ‘advertising’ effectiveness.
  9. Wastage is Inevitable but Manageable: Echoing John Wanamaker’s sentiment, the article accepts that not all efforts and investments yield results. However, it suggests that identifying and reinvesting resources wasted in unproductive endeavors could lead to greater efficiency and profitability.
  10. Self-Improvement and Efficiency: In conclusion, the author encourages salespeople to continually refine their personal ‘advertising’ skills, implying that even small enhancements in self-presentation and sales tactics can lead to substantial increases in earnings.

Have you ever thought of yourself as walking, talking, real-life advertising? If not, you should, here’s why…

Good advertising is expensive.

Most of the successful people I know in roofing sales paid a high price to get where they are today. They learned how to be effective through several cycles of failure, perseverance, and determination.

Making big money right out of the gate is extremely unusual. In fact, one of the most common sayings of a second year roofing salespeople is, “If I only knew then what I know now, I would have made a lot more money.”

Have you ever said that?

Just like advertising, you have to put your time and money in up-front before you can expect a return. You have to learn how to present yourself, learn what words to say, and what not to say. You have to be seen to be effective. You have to learn how to attract and sell an audience that’s right for you.

Like all good advertising, you have to make more in profit than the time and money you’re spending, and you have to do it quick because you’re running out of time.

If you’re making a profit, you’re in advertising. If you’re not making a profit, you’ve just got an expensive hobby.

[snippet] “If you’re not making a profit, you’ve just got an expensive hobby.”[/snippet]

Go Broke or Give Up

At some point, you’ll either go broke or you’ll give up. Some of you are almost broke or about to give up right now.

This one fact alone, that you’re in advertising, is exactly why you need to spend as much time as possible with people who already know how to take one minute and get ten minute’s worth of efficiency out of it, or invest ten dollars and make a hundred.

You need to do it now because the bills never stop and the gas isn’t getting any cheaper. You can’t afford to wait, can you?

Little improvements in your personal advertising skills can make significant bumps in your bottom line. Obviously, there’s no guarantees, but on your own, you already know you can only improve your advertising talent based on where you start today.

However, with the help of a mentor, you can improve your skills from where your mentor is today. If you can find the right person to teach you, that’s a much better place to start, isn’t it?

Peace,
Mike
Roofing Salesman

P.S. My favorite one-liner about advertising comes from John Wannamaker, the father of modern advertising. He famously once said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

P.P.S. If you could figure out where you’re wasting your time and money, and then re-invest what’s wasted, how much more time and money would you have at the end of this week?