By Tom Ray
Branding is OUT, Results are IN!
Lessons for the LOCAL Advertiser
Local advertisers don’t need more noise—they need better results. Drawing on decades of real-world experience, Tom Ray shares practical, field-tested lessons to help businesses focus their message, reach the right audience, and make every advertising dollar work harder.
Prefer to Listen?
Experience Branding Is Out, Results Are In! chapter by chapter. Start from the beginning, jump to a specific lesson, or continue wherever you left off.
Prefer to Listen?
Experience Branding Is Out, Results Are In! chapter by chapter. Start from the beginning, jump to a specific lesson, or continue wherever you left off.
Listen Chapter by Chapter
Choose a chapter below to begin listening. Start at the beginning or jump directly to the lesson you need.
Getting Started
Chapters 1-8
Chapters 9-16
Chapters 17-24
- Chapter 17: Keep It Simple
- Chapter 18: Buythehole.com
- Chapter 19: Own the Domain to Own the Position
- Chapter 20: Create Kohlossal Events!
- Chapter 21: Have a Chicken Little in Your Ad!
- Chapter 22: Write Your Ads to Be Pulled!
- Chapter 23: Weak Offer, Weak Results. Spectacular Offer, Spectacular Results.
- Chapter 24: Sunday, Sunday, Sunday!
Chapters 25-32
- Chapter 25: Five Lessons on How to Sell Consumers from the Home Shopping Network
- Chapter 26: The Biggest Mistake Most Local Advertisers Make
- Chapter 27: Did It Work?
- Chapter 28: Don’t Chop Down Your Trees Before They’ve Had a Chance to Grow!
- Chapter 29: Beat the Buying Cycle
- Chapter 30: “How’d Ya Hear About Us?”
- Chapter 31: Three Tips Moving Forward
- Chapter 32: Beware the Last Mile
Bonus Chapter
Best Selling Author
Tom Ray
Tom Ray is Executive Vice President of JDA.media and brings over 40 years of experience in local advertising. Throughout his career, he has worked across radio, television, streaming video, and digital marketing, helping media sales teams and local businesses turn advertising strategies into measurable results.
For more than 20 years, Tom traveled the country working directly with advertisers and sales organizations, sharing what works—and what does not—in today’s local advertising landscape. His philosophy is simple: “I don’t win Addys; I focus on results.”
Tom is the author of the Amazon bestseller Branding Is OUT, Results Are IN! Lessons for the LOCAL Advertiser and Recession Lessons: Selling Through Adversity. A Certified Speaking Professional and member of the National Speakers Association, he delivers practical, thought-provoking content with an entertaining, high-energy style.
Tom and his wife, Darlene, live in Sarasota, Florida and enjoy spending time with their four sons.
