His secret...
"I'm as big a SOB as the next guy--I just say it differently!"
"Look...just call him! The prospect gave me that quizzical look again as she picked up the phone and called Ron."
Ron, was Ronald Goldman--proprietor of R. Goldman Jewelry in Kansas City. Mr. Goldman passed in 2003 after his retirement in 1996.
He and his brother at one time owned Medco Corp.--with over 200 jewelry stores nationwide. His family business dated from the early 1900's. My father used to play baseball in the 1930's at Goldman Stadium.
I handled Mr. Goldman's advertising on the classical station in Kansas City for over a decade--and he was one of my favorite clients.
On this particular day--I was meeting with a new prospect who wanted to hear about "success" stories our station had--and if I could give her any names of clients she could contact.
This is an advertising reps worst moment as you don't know what the client may tell the prospect--in spite of the fact I was confident.
She called two other clients--and the last one was Mr. Goldman. As she called him...she gave me that look again, the kind of look that I wasn't sure where she stood.
As she talked to him--she kept looking up and glancing at me. When she finished--I asked her what he said.
She told me that all three clients said the same thing--then asked me if I had paid them to say that.
Needless to say, she went ahead and advertised with me and had much success.
The day Richard decided to retire and cease his advertising with me--I mentioned to him that he had recorded over 100 radio ads (voicing them himself, as his voice was very distinctive--as was his look, kind of like Rod Sterling).
He told me that "I'm as big a SOB as the next guy--I just say it differently".
And say it differently he did--from his vocal inflections..."This is Richard Goldman, of R. Goldman Jewelry..." was his standard opening.
One of his most "successful" campaigns was about the "Mystery Diamond". He emphasized that it "looked" like a full karat diamond--but was "priced" like a half-karat. And it was only available at R. Goldman Jewelry.
Brilliant. As was his scheduling. Fifteen ads each week--alternating weeks each month--all year long. He would change out his ads--depending on the time of year (spring, holidays, etc).
One day--as I was in his store, I watched him talking to a woman looking at jewelry. She would comment--and he would simply agree with her--and reinforce what she liked. He would then wink at me.
He was smooth--but he also knew what he was talking about and it showed.
Then one day (that same day)...a man walks in quickly and asks for him. He introduces himself, shakes his hand and says, "how can I help you?"
The man said--"I just heard your radio ad on MY classical station--and I want to do business with you!"
Several things were going on here. First--Mr. Goldman had built his brand over the years. Second--classical listeners are very passionate about their music--and would thank sponsors for supporting their station.
It was this passion that helped us in sales--as it was not believed until experienced by the advertiser.
The man spent $10,000 on an anniversary ring for his wife!
Afterwards--I asked Richard if that was a good sale (I was in my mid-20's and learning).
He said that was a great sale---for anything!
Morale of the story:
- Use an advertising medium like radio that your competition most likely doesn't use.
- Say it differently and with passion.
- Be consistent in your scheduling.
What I like most about this--it can be enhanced more today than ever by adding digital elements.
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