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Questions and Answers
-- by Lisa Ann Schreier
Over the past year, I've received some interesting e-mail in response to "Everything
About Advertising In No Particular Order". Today, I thought I'd share with you some questions that I've received…
names have been withheld to protect the guilty and all typos have been corrected!
Question:
If what you say is so good, how come NO timeshare company is doing what you are advising them to do?
Answer:
First of all, there are a number of timeshares that are doing exactly what I've been saying to do, and doing
it very successfully. My well-connected sources within the industry tell me that within 3-5 years most everyone
in this industry will be advertising along the lines that I am suggesting. If not, they will die. Time will tell.
Question:
From what I can tell, you are a salesperson for a resort. If what you are writing about is so good, why has
no one hired you in marketing?
Answer:
I got tired of beating my head against the wall. I've learned the lesson of "be richer, not righter"…at
least for now. Again, time will tell…for now, sales is a terrific learning experience and because I conduct myself
in a professional manner at all times, I do well for myself.
Question:
You make it sound so easy…"use the right color" or "choose your words carefully." However,
you are not giving any concrete instructions. How is anyone supposed to follow your advice when you are so vague?
Answer:
I am deliberately vague. It would be against my better interests to just give out exact instructions to everyone
out there. Do I want to see the industry change for the better? YES, without a doubt. Have I come this far to just
give out my expert advice for free? NO. I have had a long-standing tradition of having initial consultations for
free. After that, I charge, as any professional would. Professionals are not free. And if you do find someone to
work with you free of charge, my advice to you is run away.
Question:
Do you write "Street Talk"?
Answer:
NO. Enough said.
Question:
Don't you think that the tricky FTC regulations about advertising timeshare would run smack in the way of what
you advise? Contrary to what you think, advertising timeshare is not as easy as advertising dishwashing detergent.
Answer:
First of all, I never implied that advertising anything was easy. It isn't. Secondly, no, I don't think that
the FTC and other regulations would make my advertising ideas unusable. As a matter of fact, it goes along with
much of what I have been saying…tell your audience that you are selling timeshare. Be proud of it, and you won't
have a problem. Resorts get into trouble with the FTC and other agencies because they hide pertinent facts. Be
proud of what you do, and you will encounter no regulatory problems.
Question:
What resort do you work for and which resorts have you worked for?
Answer:
The people who I work with at my resort know that I write my column. I deliberately don't mention any resorts
that I may be affiliated with for the simple reason that Lisa writes what Lisa wants and that should not affect
anyone's impression of the resort(s) that I may be working for/with. I have my management's blessing to continue
and frankly, they read my columns just as you do.
Question:
What do you feel is a good first step?
Answer:
That depends on what your ultimate goal is. If people within the industry, or people familiar with timeshare
can use your product or service, I highly recommend advertising with The Timeshare Beat. It meets my qualifications
for having a targeted audience and a crew of professionals (including myself) who will work with you to design
and word your ad. Your first step should always be "determine what your goals are".
Question:
Will you work on a project with me?
Answer:
YES. Contact me at GRQ1@aol.com and we will discuss your needs further. And
to everyone who will be at ARDA later on this month… drop me a line to set up a meeting.
Until next time… remember, be proud of what you do and don't be afraid to take that first step outside what
you've always done. It's more fun and more profitable "outside the box".
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