I love our business. I’ve dedicated my career to helping local advertisers earn better results. So it bothers me when I see sellers make easily avoidable mistakes that can kill a campaign. Here are 2 classics I encountered recently.

Mistake #1: Lack of Focus. A seller’s HVAC prospect also does plumbing, electric, and solar—and wants to advertiser a true “one-stop shop.”

Solution: Help the advertiser focus their message. They are primarily an HVAC business. “Feed the strength, starve the weakness,” or come up with a completely separate brand extension for the other services.

I am NOT a fan of “one-stop shop” claims. I don’t want to hire a Jack of all trades, I want to hire a niche expert. When I have an HVAC issue, I want a good HVAC guy. When I have a plumbing issue, I want an expert plumber; same for electric. I don’t want a handyman who knows a little about a/c, a little about plumbing, and a little about electrical.

Mistake #2: Lack of Attention. On Sunday, I was watching the St. Pete Grand Prix. It’s a big formula one race held right here on the Suncoast of Florida. At 1 pm, an ad came on for a dominant local player in the jewelry category. They advertise twelve months a year and are very good marketers. The creative promised, “Huge savings, this weekend only, April 23, 24, and 25!”

Yet, it was 1 pm on the 25th. Don’t tell me the sale goes from April 23rd to the 25th on the afternoon of the 25th! It’s plain laziness and not in the client’s best interest to run an outdated piece of creative.

Solution: Traffic different creative through the campaign on all platforms. On Sunday, run an ad  that says, “Sale ends at 5 pm today!” or “You still have a few more hours!” Better yet, how cool would it have been to have had special Grand Prix creative that said, “Enjoy the race … and then race over to The Gold and Diamond Source for huge savings today only!”

Our sellers must be experts. Their income and your advertisers are depending on it.

Margie Chilson is a Senior Marketing Consultant for JDA.media.

Her vast experience includes nearly three decades in broadcast television and digital sales marketing, working in and with multiple markets and affiliations including Dallas-Fort Worth at WFAA, Denver at KUSA-KTVD, KMGH, KWGN, and as a team manager at Millennium Television Sales.

Margie’s years as a local seller were award-winning and inspiration for her jump to JDA.media. She exceeded new business and digital goals on a consistent basis at Belo Corp., Scripps, Tribune, and TEGNA Inc. stations. A true innovator, Margie pioneered job-sharing positions in Dallas and Denver, balancing hectic work schedules and family, paving the way for working parents with careers in media sales.

Margie is well known and respected for her diligence, drive, and new business results. Due to her years in the business as an account executive and sales leader, she knows the station environment well and can easily relate to local sellers as well as the most senior managers.

An alum of Oklahoma State University who graduated with Honors in Journalism Advertising, Margie boasts an outstanding track record of helping business owners strategically grow their revenue through broadcast, streaming and digital solutions.

Margie and her husband Tim have been married for 23 years. The couple and their two children live in Littleton, CO, a suburb of Denver. Their son, Ryan, attends the University of Colorado Boulder, and their daughter, Mary, is in high school.  In their spare time, the Chilsons enjoy travel, hiking in the picturesque Rocky Mountains, cooking, watching movies, and cheering on their kids in various sporting events.