It’s my business to know what advertising trends are, and to find our what’s working and what isn’t. I am thrilled that many businesses and corporations are heeding the advice to advertise in all economic environments, including this one.

That being said, there is a strange trend for companies to spend their money advertising the fact that there is a “Bad Economy”. My post is to discuss why this is both unnecessary and counterproductive.

It is a solid idea to capitalize on events, even a declining economy, IF your product or service offers a solution…or answers a question. But, if you start your advertisement by headlining “This is a troubled Economy”, and then offering the same ole pitch and jingle as you have done in every other ad in the past, you have lost your focus.

Now, there are times when dealing with objections should be done in advertising. But, if you simply mentioning and objective with no solution, you are in fact selling the Economy and talking your audience out of buying.

Imagine grabbing a prospect’s attention spending the time saying…”It’s too bad we have this terrible economy, otherwise I have this great product to sell”.

It’s like telling your prospects that YOU know you don’t have the money for your bills, so spend your last dime here! Or, You don’t have the money and I don’t have the money, but I’m hoping my “last ditch” advertising campaign will work. Like a strange passive -aggressive advertising ploy.

Here’s an example of a good way to mention the Bad Economy.

Many of our customers are concerned about getting into a long term payment in this troubled economy, that’s why we offer payment protection insurance with every financed purchase. If you lose your job, you’re covered!

Or a recent mortgage company’s ad I keep hearing that gets a “BIG NOD” from me is this one:

Our customers are educated to know that it’s the type of loan, NOT the interest rate that is the most important thing to consider when mortgaging your home. That’s why NONE of our clients are stuck under the risk of the exotic loans…. And they always end their ads with a “If we’re doing a great job, tell your friends, and if we’re not…tell me and I’ll fix it.

Literally, the first time I heard that company’s ad I teared up with happiness. That’s a company who “gets it”!

If anyone wants to share their good and bad ad examples, I would love to hear them!

 Every year, over 10 billion dollars of Co-Op advertising money goes unused!

Chances are likely if you are reading my blog, you are BUYING, SERVING or SELLING advertising (or just someone who ran into my blog because they like cats.)  No matter who you are, what you don’t know about Cooperative Advertising could cost you money.

Cooperative Advertising, or “Co-Op”, is a sharing of advertising costs where a vendor shares all or a portion of a retailer’s advertising in order to promote product. Think of Co-op like a partnership between a vendor and their dealer network (retailers). Vendors want their dealers to spend money on marketing because they know it works…AND are willing to put their money where their mouth is. Now may be the best time to check with Vendors on programs that may be available!

It’s not a surprise to know that some of the most aggressive Cooperative Advertising Programs are run by brands, such as: Polaris, Apple, Rolex, Carrhardt, NAPA, AAA, Ace Hardware, and every car brand out there, Thomas Kincade, Pennzoil, Bosch, and many more! Vendors are also getting more and more comfortable across the board with internet advertising.

The Common Benefits of Co-Op Advertising

Many vendors offer free Yellow Page Advertisements.

 

Co-Op reimbursements are commonly at 50% or above.

 

Some vendors provide the ad copy, including television ads, webverts, and radio scripts.

 

Co-op can be handled in-house, but very often it is a place where Industry Professionals really can offer great help and support. Here’s an example of a professional that keeps her ear to the ground for her clients as well as her peers.  http://co-opqueen.blogspot.com/

 

There may be money available to help defray the cost or enhance Trade Shows and Special Sale’s events.

 

Cooperative Agreements can be negotiable between a vendor and a dealer to create better return on investment.

 

 Now, what could be bad about Co-Op Advertising Programs?

 There may be some Co-Op money you choose to leave on the table.

Remember that vendors want to sell their products and some have constructed their advertising programs to sell only their products without regard to an individual company’s identity and brand. This is not too terrible if the Dealer Network has a territory that is spread out and if the Vendor does not sell direct to the public. Be sure that all of your advertising works for you and not against you.

It may be tempting to attempt to combine more than one vendor in a cooperative ad in order to cover more $$. Have you ever heard those radio ads just listing name brands of stock …….really fast? Make sure to use proper advertising methods and don’t create noise. Again, I recommend utilizing a professional copywriter with experience in Co-Op advertising. If the copywriter says it  “would be better if….”, LISTEN.

Vendors may request that ads be “approved” before running them in media. This could cause delays in scheduling marketing.

Co-Op funds can expire. It’s common that they don’t carry over. You lose what you don’t use!

Co-op is usually paid upfront by the retailer and reimbursed by the vendor. It is very important to follow the specific rules to avoid losing the ability to collect reimbursement.

Though it may be important to not delay in learning about the Cooperative Advertising money available, it is equally important to NOT RUSH in spending it. Plan Co-op wisely based on budget allowance, marketing plans, stock seasons and market niche. An advertising / marketing calendar is recommended.

Advertising is not a product you attempt to purchase at a discount.
Advertising is an investment in which you attempt to maximize your return.
The GIGO rule applies: “Garbage In=Garbage Out”

I have added a little bit of funny yet excellent advice below. Enjoy! ________________________________________________________________________________

Still, there are some things I would like to improve in 2009. I have recently enjoyed some recent resolutions so much that they…shall we say “inspired” some of my own. Before you accuse me of Cyber-Theft, let me mention that all will receive the credit they deserve in this Blog.

1.     I will strive to be a better Networker and not a “Collector of Contacts”. Yep, I admit it. I do get a kick out of “how many” contacts I have instead of trying to find a way to network with people that would mutually benefit from our relationship. I have a few ways of achieving this goal and none of them are as easy as 1-2-3. But, nothing worth doing is ever really easy and I will tackle this challenge “head on” by making time and making a strategy to build better relationships. Not for sales, but to ensure my clients have a well rounded talent always offering the most up to date and complete packaged services.

2.     I will venture outside of my comfort zone. This is a challenge for me in 2009 for both personal and business pursuits. Personally, I will fight my fear of looking incompetent. I will be “OK” learning things that I may not ever gain 100% proficiency. Normally, I enjoy being competent at my tried and true skills and seldom venture to learn what I’m afraid is beyond me. I will meet 2009 as a “student” and will seek information and learn about things of which I either have no interest in or have strong beliefs against.  In business, I must venture into areas of marketing that require me to learn strategies that go against my earlier beliefs. I need to mix the old with the new and be creative. And, I have to trust myself- and that is a scary and uncomfortable place for me. I am equal to the challenge and just need to take some bold steps.

3.     I will take the time to Highlight others’ accomplishments in my network. I have always “tried” to remember to mention and support my network’s accomplishments. Sometimes I accomplished it, but not consistently-not faithfully. My peers, friends and colleagues deserve more than that. They are not my competition, they are my industry-my client base-my “life blood”.   To illustrate this immediately, I would like to share with you a well researched report developed by the incredible team at Voices.com illustrating some statistics and trends related to the VO industry. Report of the Voice Over Industry . The information found in this report will benefit voice over artists, web marketers, podcast publishers as well as anyone interested in new marketing techniques. Voices.com has always taken a proactive role in strengthening the Voice Over Industry and their efforts are ahead of their time. Thank you for offering this FREE report.

4.     I will maintain an open mind to new ideas. This is a simple idea that is not so simple to achieve. The idea of “why fix what isn’t broken” is sometimes flawed. Sometimes things that are broken don’t get fixed because fixing it proves something was done wrong to cause it to break. The ideas that things can’t change or couldn’t have been mistakes to being with are hard to accept. I will listen more, work toward active thought, and grow in understanding. I will be humble-not smug. I will not evaporate, deflect and reject ideas based on ego and pride. Also, I will accept that there is more than one solution to problems.

5.     I will become more active in supporting causes important to me. There are some exciting things that I have worked on in 2008. I performed a character read for a Cancer Institute and also performed a Skin Cancer Prevention DVD Pro Bono. I would like to seek out more opportunities to donate my voice to causes important to me. I have always been of the mindset of helping, but some new friends have really inspired me to set my goals higher. I will expand on them in future blogs so I can highlight their efforts when they have officially launched. If anyone else has a worthwhile effort, please don’t hesitate to contact me. I will review and consider all requests for donations.

6.     I will remember that most people are good. This is the mindset that keeps me happy and full of joy and hope. My recent experience in 2008 reminded me that it is “most” and not “all” that are good. Some people are not good, not honest, not fair. Whether is by nature or nurture, they take the good away from people and make it ugly. These people will be forgiven and forgotten by me-left to their own self destruction. I will greet 2009 fully trusting, fully loving, and 100% open to people with the hope and belief that most people are good. If  again I meet with the perilous few, I will forgive and heal again remembering that barriers don’t keep the bad people from hurting you. Barriers only keep the good out and away from your soul. I accept that I need people more than I need to win. Bitterness, resentment and retaliation kill the soul and power all that is bad and wrong with the world.

7.     I will properly thank those who have given me business, referrals and the opportunity to do what I love to do for a living.

As a “thank you” , I would like to offer one full minute of audio FREE to any of my clients, referees and fellow voice talents that mention this post.

 This audio can be used for any reason, but I’m hoping that it’s used to test marketing that you are exploring. Perhaps you have always wanted professional narration on a web video, or you wanted to try out a podcast and needed an into, outro and music…OR you are on the fence with a different style for your radio or television ads…whatever. For VO’s, this offer may be a way to enhance your services or help you gain a client by offering “one stop service”. The only restriction placed on this offer is that you do your best to allow me a 48 hour window for the finished production. Everything else is fair game!

Please review those who have inspired this list and please visit these sites to learn more about those with sharper minds than I.

The Freelance Folder
Amazing Voice Talent - Terry Daniel
Voices.com
Connecting People _ Andy Lopata
International Network of Social Entrepreneurs

 I have reunited with some of my past and have been reminded of some of my own “crossroads” and how the decisions may have changed where I am today. 

For instance, I stole a pack of gum when I was five years old. Or, at least tried to steal it. I got caught by my mother. Interestingly, stealing gum is very common…. (read here: We’ve all stolen gum). I took the path of least resistance and slipped a pack of gum in my pocket rather than asking my Mom to buy me a pack. When she caught me, she could have shrugged, disciplined me and left since she only found out about the gum after we left the store. Instead, she did the “hard thing” and dragged me in to apologize to the store manager. I wonder what would have happened she too, decided to take the easy route.

Character is doing the right thing when nobody’s looking.  There are too many people who think that the only thing that’s right is to get by, and the only thing that’s wrong is to get caught.  ~J.C. Watts

Then comes a big decision in High School. It wasn’t “Should I do drugs, drink or have sex?” I was very square and a pretty straight-laced student. I was quiet, obedient, and a little wacky. The big decision was “Should I NOT try out for my dream of being a Drum Major for our band?”I know…..lame, geeky, bizarre.

“A life spent making mistakes is not only more honorable but more useful than a life spent in doing nothing.” George Bernard Shaw

I wanted to not try and just have the outcome be what I feared it would be if I tried for it. My sister Lynn, normally very quiet - yelled at me and told me that I would regret NOT trying more than I would regret trying and failing. My friends were all supportive as well, but the unusual behavior from my sister made me listen more. I remember realizing that she made a sacrifice and did not let me “go gentle into that goodnight”.

 I made Drum Major and so did my best friend Kathey. Had I not tried, I would have never tried for anything worth trying for in my life. I know this because I still remember the courage and humiliation that day with sweat running off my fingers and doubt running through my mind.   That same queasy feeling occurs in my adult life when I want something badly enough…and I push that envelope to avoid regret.

Had I not tried then, I would have never have been brave enough to be a Voice-Over Artist.

One year later, I suffered a major blow to my ego and failed. My freshman year in college I tried out for band, and was rejected. Yep….rejected. No problem. No therapy needed!

Now that I’m older, the crossroads are much more complicated and not always met with 100% successful outcomes. There is sacrifice, disappointment and heartache.

Do I have regret? That’s a tough question.

I promise myself to always try my best to follow the truth in my heart avoid the path of least resistance as it normally leads to an outcome that is regrettable and mediocre…at best.

Dylan Thomas
Do not go gentle into that good night,
Old age should burn and rave at close of day;
Rage, rage against the dying of the light.

Though wise men at their end know dark is right,
Because their words had forked no lightning they
Do not go gentle into that good night.

Good men, the last wave by, crying how bright
Their frail deeds might have danced in a green bay,
Rage, rage against the dying of the light.

Wild men who caught and sang the sun in flight,
And learn, too late, they grieved it on its way,
Do not go gentle into that good night.

Grave men, near death, who see with blinding sight
Blind eyes could blaze like meteors and be gay,
Rage, rage against the dying of the light.

And you, my father, there on the sad height,
Curse, bless, me now with your fierce tears, I pray.
Do not go gentle into that good night.
Rage, rage against the dying of the light.

Anyway, I found this video and also found the artist…..(Comedian, Musician and Voice) Kip Addotta. Very Cool Vlogger. At the bottom of this post, I included one of his “Coffee with Kip” episodes.

I used to listen to a cassette tape over and over and over again on vacation in the Virgin Islands. We stayed at a house with a name. Notre Ciel This was back when vacation was an annual event with the parents…rather than a wistful memory. I have visited the house and the islands in my adult life a couple of times, but my “Wet Dreams” were in the days of my youth. I know I have pictures but will pretend I couldn’t find them so you never see me with braces.

It was April the forty-first
Being a quadruple leap year
I was driving in downtown Atlantis
My barracuda was in the shop
So I was in a rented stingray
And it was overheating

So I pulled into a Shell Station
They said I’d blown a seal
I said, “Fix the damn thing
And leave my private life out of it
Okay pal?”

While they were doing that
I walked over to a place called the Oyster Bar, a real dive
But I knew the owner
He used to play for the Dolphins
I said “Hi Gil”
You have to yell, he’s hard of herring

Think I had a wet dream
Cruisin’ thru the Gulf Stream
Ooh Ooh Ooh Ooh
Wet dream

Gil was also down on his luck
Fact is he was barely keeping his head below water
I bellied up to the sandbar
He poured me the usual

Rusty snail, hold the grunion
Shaken not stirred
With a peanut butter and jellyfish sandwich on the side
Heavy on the mako

I slipped him a fin
On porpoise
I was feeling good
I even dropped a sand dollar in the box for Jerry’s squids
For the halibut

Well the place was crowded
We were packed in like sardines They were all there to listen to the big band sounds of Tommy Dorsal
What sole

Tommy was rockin’ the place with a very popular tuna
Salmon Chanted Evening
And the stage was surrounded by screaming groupers
Probably there to see the bass player

One of them was this cute little yellowtail
And she’s giving me the eye
So I figured this is my chance for a little fun
You know, piece of Pisces

But she said things I just couldn’t fathom
She was too deep, seemed to be under a lot of pressure
Boy, could she drink
She drank like a . . .
She drank a lot

I said “What’s your sign”
She said “Aquarium”
I said “Great, let’s get tanked”

Think I had a wet dream
Cruisin’ thru the Gulf Stream
Ooh Ooh Ooh Ooh
Wet dream

I invited her to my place for a midnight bait
I said “Come on baby, it’ll only take a few minnows”
She threw me that same old line
“Not tonight, I gotta haddock”

And she wasn’t kidding either
Cause in came the biggest, meanest looking haddock
I’d ever seen come down the pike
He was covered with mussels

He came over to me and said
“Listen, shrimp, don’t you come trollin’ around here”
What a crab
This guy was steamed
I could see the anchor in his eyes

I turned to him, I said
“A-balone, you’re just being shellfish”
Well, I knew it was going to be trouble and so did Gil
‘Cause he was already on the phone to the cods

The haddock hits me with a sucker punch
I catch him with a left hook
He eels over
It was a fluke but there he was
Lying on the deck, flat as a mackerel
Kelpless

I said “Forget the cods Gil
This guy’s gonna need a sturgeon”
Well, the yellowtail was impressed with the way I landed her boyfriend
She came over to me, she said
“Hey, big boy, you’re really a game fish
What’s your name”
I said “Marlin”

Think I had a wet dream
Cruisin’ thru the Gulf Stream
Ooh Ooh Ooh Ooh
Wet dream

Well, from then on we had a whale of a time
I took her to dinner, I took her to dance
I bought her a bouquet of flounders
And then I went home with her
And what did I get for my trouble
A case of the clams

Think I had a wet dream
Cruisin’ thru the Gulf Stream
Ooh Ooh Ooh Ooh

Wet dream
Cruisin’ thru the Gulf Stream
Ooh Ooh Ooh Ooh

Wet dream
Cruisin’ thru the Gulf Stream
Ooh Ooh Ooh Ooh

Compassion is sometimes the fatal capacity for feeling what it is like to live inside somebody else’s skin. It is the knowledge that there can never really be any peace and joy for me until there is peace and joy finally for you too. (courtesy of quoteland.com
-Frederick Buechner

No…..I’m not broke, or not any more broke than everyone trying to raise children, work, and balancing life issues… I forgot my cards and ID at home in Mancos (27 miles away). No biggy….

But, this particular day had been stressful…yes-I had some drama. When I left home to pick up my children, my mind was engaged in the day…the month…. I wasn’t suffering, just deep in thought and somewhat anxiously melancholy (if that’s possible).

I decide to drive into town before picking up my daughter from pre-school since it was a long trip and it’s safer to keep her there…Especially in the fall where the top of the hour is Deer o’clock and the bottom, Elk Thirty. I looked at the clock and thought “okay, four o’clock. That gives me enough time to go and come back…no problem.” Then I get in my car, press the range button to determine how many miles I can go before I run out of gas…figuring I want to get it in Durango because it’s cheaper there than Mancos…. I had 50 miles based on my average fuel economy. Good to go! I had my coffee, my phone and ….obviously left my head up my arse again

I get to the Park where my youngest son was and saw nobody….just the lonely field with leaves blowing and …..nothing.

I thought to myself ………………………………….”Oh No!”

I had been following the news of the 6 year old boy abducted from Nevada and  knew that normally the child never gets home….and thought it was happening. My oldest son and I walked around the park, looked everywhere. Went through the nearby school and didn’t know where he would be. Wondering, where would he have gone? How long was he alone? When did his friends leave? Did I just miss the abduction?

“Stealthy Lizard” sitting in a life sized Jeep at his Dad’s work last month.

Suddenly, I see him sitting on a park bench with his friends getting ready for cake still celebrating the birthday party. Nonchalantly saying “Hi mom.” when I came to him.  Apparently the boys were shooting rockets and landed one on the roof of the adjacent school. The Mom and boys tried to find a way to retrieve it through the school…and we just missed the pack of kids…over and over and over again.

Now…it’s 5:17 and pre-school closes at 5:30. I’m out of gas and 30 miles away. So….pre-school got the “gonna be late” call and I drive get gas……and no money.

So, My oldest and I dug for “silver change” and came up with a $5.00 and voila…..we had enough $ to get home. Not as needy as we looked. Especially since Mom had to turn the car around because she drove up on the wrong side of the pump…..AGAIN!

But this couple….kind hearted and generous….unpretentious and warm…gave me the gas left prepaid that they said “wouldn’t fit” in their tank. The gentleman said, “We all have been there”. And I was stunned, dumfounded, only vaguely hearing myself saying “Thank you so much….” and wanting to start crying. It wasn’t the money I needed-it was the kindness. It made me feel like everything was going to be all right….and that life is just a series of very special moments.

They didn’t know that. They may have just thought that I looked haggared and tired and …stressed and needed the money, maybe? Since I am normally “together” and appear “competent”, I am not a recipient of charity-so I don’t know what they saw. But it felt good to receive the kindness and concern of another person. It taught me something….it meant something…

Maybe that couple will run across this post and contact me so I can pay them back and thank them properly.

Joe Nichols - If Nobody Believed In You

Maybe you know this, maybe you don’t… (If you do-it’s time for a hobby!):)

Each year, I celebrate October 10th as my Official “Happy Day”. This started in my college days, my Sophomore year to be exact. I lived at an address “1010 Philadelphia Street”, and enjoyed a beautiful fall day sitting on my window sill in the Round Room of “The Castle” (nickname of the aprtment) enjoying the beautiful air of Fall. Good things happened that Fall. Some bad, but inside my soul-good things happened. I learned that “I am” meant exactly that. Sometimes I don’t always exactly know who that is, but know my dreams are alive and unique and….mine.

So…on this October 10th, I find myself very introspective and “at peace”. I hope you are enjoying the same. I’ve been taking some pics.The mountain view is today from my deck, and the river is from a walk I took a few days ago in Durango - on the hike bike patch.I absolutely love the fall!

I read an interesting and telling post today from one of the forums I monitor. It was very telling of the differences in perceptions about our industry.It made me wonder how many people withhold helping thinking that helping another talent will reduce the success of their own freelance business?

Here is an excerpt of the post:

“It’s a tough market to break into, and I find that most of the other voice talents out there aren’t quick to give advice to new comers like you and me.  Some do and others will just ignore you.  I suppose that’s about par for the course for any professional endeavor though.

I’ve been monitoring this site for a while now and have picked up some pretty good stuff, but like I said, only a few will actually sit down and answer your questions.”

Ironically, one of my favorite blogs to follow had a related topic up for discussion today:

Success Isn’t a Competition: Boosting Others Helps You in the Long Run

Excerpt from the post “By freeing yourself from the bounds of competition, you free yourself to help others, even if they might be competitors. And in doing so, you gain relationships, and those can be amazingly valuable — in terms of having great friends, and maybe gaining something in the long run. Friends, of course, are much, much more than what they might give you (and you shouldn’t make friends because they might give you something), but you can see the point: it certainly doesn’t hurt you to help others. ” (read entire post here)

I would love to hear from you if you need help, or if you have a comment or opinion on the subject.

Here is my somewhat related video. Well, the title is related, but the rest is just plain old cute!

_____________________________________________________________________________________

(The information posted below has not been confirmed, fact checked, or politically “Correctified” )

I’m against the $85,000,000,000.00 bailout of AIG.

Instead, I’m in favor of giving $85,000,000,000 to America in a We Deserve It Dividend.

To make the math simple, let’s assume there are 200,000,000 bonafide U.S. Citizens 18+.

Our population is about 301,000,000 +/- counting every man, woman and child. So 200,000,000 might be a fair stab at adults 18 and up.

So divide 200 million adults 18+  into $85 billon that equals $425,000.00.

My plan is to give $425,000 to every person 18+ as a We Deserve It Dividend.

Of course, it would NOT be tax free. So let’s assume a tax rate of 30%.

Every individual 18+ has to pay $127,500.00 in taxes. That sends $25,500,000,000 right back to Uncle Sam.

But it means that every adult 18+ has $297,500.00 in their pocket. A husband and wife has $595,000.00.

What would you do with $297,500.00 to $595,000.00 in your family?
Pay off your mortgage – housing crisis solved.
Repay college loans – what a great boost to new grads
Put away money for college – it’ll be there
Save in a bank – create money to loan to entrepreneurs.
Buy a new car – create jobs
Invest in the market – capital drives growth
Pay for your parent’s medical insurance – health care improves
Enable Deadbeat Dads to come clean – or else

Remember this is for every adult U S Citizen 18+  including the folks who lost their jobs at Lehman Brothers and every other company that is cutting back. And of course, for those serving in our Armed Forces.

If we’re going to re-distribute wealth let’s really do it….instead of trickling out a puny $1000.00 (’vote buy’ ) economic incentive that is being proposed by one of our candidates for President.

If we’re going to do an $85 billion bailout, let’s bail out every adult U S Citizen 18+!

As for AIG – liquidate it.
Sell off its parts.
Let American General go back to being American General.
Sell off the real estate.
Let the private sector bargain hunters cut it up and clean it up.

Here’s my rationale. We deserve it and AIG doesn’t.

Sure it’s a crazy idea that can ‘never work.’

But can you imagine the Coast-To-Coast Block Party!

How do you spell Economic Boom?

I trust my fellow adult Americans to know how to use the $85 Billion We Deserve It Dividend more than I do the geniuses at AIG or in Washington DC

And remember, this plan only really costs $59.5 Billion because $25.5 Billion is returned instantly in taxes to Uncle Sam.

PS:  Feel free to pass this along to your pals as its either good for a laugh or a tear or a very sobering thought on how to best use $85 Billion!!

Let’s hear from Uncle Jay on the current Economy.

In the meantime, I thought the scenery should change with a new reader feed for your reading pleasure. I found a new Gig Feed. It’s not as robust as my personal feed, but it may help those who need it!

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