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Pride in Advertising
-- by Lisa
Ann Schreier
Do you take pride in your advertising? Have you even looked at it lately? Does what you
say in your advertising reflect pride?
Pride is an emotion that is oftentimes overlooked in advertising, but one that I feel is imperative if your advertising
is to succeed.
Timeshare salespeople convey a sense of pride in their product if they are to do it successfully. Timeshare owners
more often than not have a keen sense of pride in their purchase. In order for a resort to operate at its highest
possible level, I think a sense of pride should permeate everything that is done.
All too often, in the haste to get the job done, we cut corners in advertising our resorts. Just because we are
tired of the product, just because we've always done it this way, just because. I urge you to look at your
advertising… all of it… including all of your collateral material used in-house (more of this next column) and
ask yourself, "Is this something that I will be proud of?"
Pride, in this sense, is NOT a sense of arrogance or self-importance. Rather, it is a sense of self-respect or
satisfaction. Compare your advertising …all of it, the message or content, the method, what it says about your
product and your people and ask yourself the hard questions. Forget if you've always done it the same way. Forget
if everyone is doing it the same way. (By the way, it only LOOKS as if everyone is doing it the same way. Everyone
is NOT doing it the same way.) It's a matter of perception… you set yourself up to see what you want to see, and
you feel it's safer if everyone does it the same way.
Is your advertising something that you would want future generations to see? If you were to put your advertising
in a time capsule and have it opened in the year 2101, or even 2010, what do you think those people would say about
you?
If this is beginning to sound too self-important, may I remind you that your advertising is out there for everyone
to see. What you say and how you say it is of utmost importance and it darn well demands that you are proud of
what you say and how you say it.
Yes, it is important to get your message across in a clear, concise manner. Yes, cost is always of importance.
But when you think about it, what more is there other than pride? Be proud of what you say; convey that sense of
pride to everyone in your resort and everyone who sees your message and the success will follow.
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| Lisa Ann Schreier
is a dynamic, outspoken, devout believer in the power of advertising done correctly. Lisa brings a wealth of advertising,
marketing and promotional knowledge to her many business interests. She is the director of her own marketing/advertising
agency, a full-time timeshare salesperson, a contributing writer and a part time Cast Member of the Walt Disney
World Resort. After one too many long cold winters in Chicago, she now happily lives in the Orlando area where
she is known for her consumer insights and "back to basics" style of business. Lisa writes a bi-weekly
column on the basics of effective advertising. She be reached at GRQ1@aol.com , or read her ad here. |
