|
 THE
GURU'S LECTURE: I am about to relate a scene occurring
all across our country. The client hands the sales rep
a tape from the manufacturer.
The
tape is 50 percent co-op. It looks like free money. The
client utters the immortal words to the sales rep, "Tag
it, and run it." The order is for $5,000 dollars.
Oh so sweet! The sales rep will make budget after all!
But
wait- let's do the math. The manufacturer gets virtually
all of the air time while the client gets a fleeting tag
at the end. Is this really a good deal for the client?
Nay! Still, what do most TV salespeople do? Most of us
act like sheep and take the money! "Baaa!"
Welcome
to Rule 10: "Tags Are For Dogs"
 "All
of you have experienced the request for tags. Most
of you were sheep and took the money. You are good
people of stout heart and ethics, yet in this moment
you were not serving the greater interests of your
client. Why?" |
 "I
really did not know what else to do! At the
time, I thought it was a good deal for the client
to get some portion of their advertising paid
for by the manufacturer."
|
 "Isn't
something better than nothing? At least we got them
on the air, and put their name out there. The co-op
paid for half of it." |
 "Half
of nothing is still nothing." |
 "OK,
Mr. Holierthanthou, what would you do to keep the
money? Not to mention my job." |
 "Yeah,
what should we do?" |
|
"I
teach the truth. 'Tags Are For Dogs.'
You
have one solid option. Instead of a tag, I suggest
you call the co-op honchos, and tell the honchos
you want to rewrite the copy to focus on your
local dealer. You need to call the honcho personally.
The co-op will always give you some easy rules.
Usually they want their name mentioned three times,
and that's about it.
With
the rules understood, you can rewrite the spot
to focus on your local dealer. More focus on the
dealer means more business for your client, which
in turn means more business for you!
In
the next video, I will prove my point by playing
tricks with your mind. Watch
it now.
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