Page 9 - The Compass - Volume 14 Issue 5

MARKETING
by Ray Seggern & Monica Ballard
When & Where Is It Right

to Brag About Your Company?

ince you were knee-high to a grasshopper, you were Are we advising you should never list products and
Sprobably told by grownups that it was rude to talk about services? Not at all. But save those grocery lists for your
yourself. Bragging wasn’t polite. Unfortunately, this habit print advertising. Just make sure you include something
has transferred over into the business world and has resulted you’ve been pounding on from your bragging campaign,
in a trap for lot of companies who offer the same products such as “Fixed Right or It’s Free ,” “Home of the Do-It-
TM
and services—no real point of differentiation. Add to that Right Guys,” or “$79 All The Time,” so that when they
the curse of a long product cycle, and it’s no wonder so come across your flyer, door hanger, newspaper or YP ad,
many service companies blend in with one another. Instead consumers can make the connection, “Oh, look, it’s those
of initiating a satisfying relationship with a company based guys! I know those guys! I like those guys!”
on who you are and why you’re in business, customers are The more your advertising looks and sounds like all the
forced to make their decision logically, by comparing your other advertising around it, the harder it is for that ad to
products and services with everyone else. work. That customer reeeaally needs to be in the market for
what you sell for his or her ears to perk up at the mention
It’s time to change the rules of of your products. Make their job easier by already being in
engagement. It’s time to brag. their hearts. The leap to “top of mind” will be that much
easier when they do need you.
When you win the heart, the mind will follow. And
you can only win the heart by telling human stories in the Onward & Upward!
right setting. The best place to brag on your people, your
company, your motivation, and your processes is through Ray Seggern and Monica Ballard are partners in Roy Williams’
mass media (radio and TV), and your website content— Wizard Of Ads Group and Ray is founder of The Brand Guys,
including blogs. Social media, YouTube, and Instagram are a hand-picked crew of branding and advertising experts who are
also good storytelling tools. available for SGI members to hire by calling (512) 808-5775.

EXAMPLE: A Facebook post where you feature a photo
or video of the company training session with breakfast
tells the public: Ultimate Technical Academy®
; Our techs stay on top of their game with ongoing
training. UTA offers unique “Fast-Track”
; Our customers get better service because we train training for HVAC Technicians,
regularly. Electricians and Plumbers since 2003.
; We’re knowledgeable about the latest procedures
and products.
; We run a company where we feed the mind as
well as the body!
; Look at our professional office and uniforms.
We’re an established company!
; Our company is fueled by a mix of coffee, Each five day course contains a blend of classroom
breakfast tacos, information, fun, and enthusiasm! instruction and “Hands-On” projects in the labs using
The outside world can take all that in with just a photo live operational equipment. With classes held weekly,
or quick video on their Facebook feed. you can pick and choose which training would be best for
Are you selling anything? No. your technicians and fit into your schedule.
Are you telling them about the latest special? No. www.ultimatetechnician.com
Does it LOOK like bragging? No.

It’s just an update: “Good morning! Here’s how we 1-501-835-8200
started our day!” You’re simply giving them a peek inside Mark and Pat Hardwick, Owners
the everyday workings of a company they may know only
marginally until the need arises.

THE COMPASS | Issue 5 | 2019 9