Award Winning Ads Versus ROI Producing Ads

There are two types of ads: one wins awards for the agency that created it and one makes money for the client. It is rare for one ad to be able to do both. Below is an example of an award winning ad, or at least one that should be. It was created by BBH, London for Axe Body Spray. It’s visually stunning. In fact, I would even call it art. Here’s the problem. It won’t make one dollar for Unilever, the makers on Axe. The three cardinal sins of this ad? There’s not an irresistible offer, no call to action and no deadline for the offer. So the next time you’re creating the next ad or marketing campaign for your dealership, ask yourself if you want it to win an award or if you want it to make money. Unless you’ve got marketing money to burn like Apple or Coke, the answer should be apparent.

Award Winning Marketing

Why Dealers Should Avoid This Type Of Advertising

I often talk about the 2 different types of ads: award winning ones and ones that produce an ROI, or Return On Investment. Click the photo below to see a perfect example of an award winning commercial. It’s by Apple and it’s beautifully done. The problem is that car dealerships who try and emulate this formula will fail. Why? Simply put, they don’t have “Apple money” (I called it Coke money before Apple’s heyday). If you own or represent a company smaller than Apple, take heed: STOP trying to create award winning ads. The bill collector doesn’t care, your dealership employees don’t care and your family doesn’t care. What they all care about is that your ad is a lead generator. So should you.


21 Secrets Of A Money-Making Customer Experience/Part 6

Starbucks Experience SecretsGREG: Welcome to the fifth and final entry of Uncle Frank’s 21 Secrets of Creating a Money-Making Customer Experience. Today we’re wrapping up our final conversation with Tracy Myers, founder of the Unfair Advantage Automotive Mastermind Group and the owner of Frank Myers Auto Maxx in Winston-Salem.

Now that we’ve gone through all twenty-one secrets, let’s kind of break it down for everyone that’s been listening throughout these five parts.
Can you give some specific steps or some specific actions that are going to help all the business owners listening to improve and enhance their customer experience, which ultimately, really, is going to help them grow their business?
TRACY: Well, instead of lots of small ones, I’m going to share one big
one. That one big action step to take today: get creative or find someone in your organization who is, and learn to wow your customers.
Please know that you have to have the right people and processes in place first or the wow factor won’t work. It can’t be bad people, bad processes, and a wow experience. It doesn’t happen that way.
But if you’ve got the right people and the right processes in place, and you bring someone on or create a wow factor yourself in your business, then nothing will take your business like another level like the wow factor will.
The secret to wowing your customers is to look for problems they would love for you to solve, but don’t expect you to. Then when you do, you’ll wow them. I’d like to end with another story about Disney, for a matter of fact.
We just got back from Disney again; we love Disney. We were there about two weeks ago and I rarely rent a car when I go there and we didn’t stay in the resort.
I was there on part business, part pleasure; the family’s with me and the first couple times we took a standard cab. Anyone that’s rode in any cab, USA, in any city, USA, knows what that experience is like. There is no experience in a cab.
So when we were at the hotel one day, we were getting ready to leave, and I don’t really like riding the shuttles either because I like me and my family to enjoy that time together and when you’re on a bus, mass transit with fifty other people, that’s kind of tough, especially with smaller children that want to run up and down the aisles of the bus; that’s another story for another day.
I asked the hotel if there was another way that we could get to the park. They said of course. So we waited outside for five minutes and a big black Yukon came and pulled up right outside.
A guy came out in a white shirt, black tie, black pants: “Waiting for a ride, sir?” I said, “Absolutely.” “Going to Disney?” “Yes, I am.” “Please get in.” He opened the door, he pulled the stool out, we got inside, he said, “What radio station do you listen to?”
I said, “Sir, I have no idea, I’m from out of town.” “Well, what type of music do you listen to?” I told him; he found the station for me. He asked the kids- this is before we take off, now- he asked the children what kind of movies they like, and they were amazed that he was asking.
Of course, my daughter’s six, my son is nine, so the disconnect between Dora the Explorer and whatever my son’s into- Pokémon- they found something that they would watch together on the DVD player in the back, which made my wife really happy.
So we get a peaceful trip to Disney. Before we got out, the guy says, “When are you coming back?” We said, “We have no idea, sir. Whenever we get tired and get ready.”
He gave us a card and said, “When you get ready, you call me. I’ll be here; give me fifteen minutes.” Well, guess who we used for the rest ofthe week for our trips back and forth to the park, and guess who got a very, very substantial amount of money from tips at the end of the week?
When he took us to the airport there was a traffic jam; he found the alternate routes and got us there no sweat, no nothing. And guess who I’ll call the next time I’m in Florida and need transportation?
I’ll call him because he provided me the wow experience that I wasn’t expecting. When he delivered, he knocked that home run out of the park. And guess what I’m doing today?
I’m telling you, Greg, and all the listeners know about it as well, and there’s no better form of marketing and advertising than creating that wow factor and having an advocate like I am for this cab driver in Florida. You need, and business owners need, and I need consumer advocates like that for my business.
GREG: I guess all I can say after hearing that story and all twenty-one secrets to you is, wow. This has been a great experience and I want to thank you for taking the time out to go over all these secrets and strategies that have been so important to the success of not only your business but yourself, personally and professionally.
What I wanted to do now is after going through these twenty-one secrets, I’m sure that some of the people are going to have some more questions, or maybe they’re going to want to work with you. I know that you have some great services and some great ways of connecting with business owners.
I was hoping that you could share a little bit about what you do to help car dealership owners to have more success, deliver a better a customer experience into their businesses.
TRACY: The easiest way for businesses to learn more about the twenty one secrets that we talked about today, among other things, is to actually apply for membership into the Unfair Advantage Automotive Mastermind Group, which meets in Charlotte 3 times a year.
The Unfair Advantage Automotive Mastermind Group is a great idea; we actually bring automotive professionals together from across the United States and Canada and we moderate the conversation for people who are already top performers or who are ready to take the action needed to become one of the best in the industry.

In fact, I believe in this group so much that anyone who can’t make an additional $100,000 in the next 12 months from what they learn from being a member, the chances are they won’t be invited back the following year. Anyone interested can find out more at
GREG: That’s great, Tracy. Thanks again for sharing that resource; I encourage everyone to check out There are some great resources on the page and you can find out when they are having their next meeting. Tracy, once again, thanks for sharing these twenty-one secrets with everyone.
TRACY: It’s been all my pleasure and it has been lots of fun.
GREG: That’s one of the success principles and I had a lot of fun as well, and I hope everyone listening did. Again, at this point you should have a full action guide with a lot of things you can bring back to your business and to your team members and ultimately deliver a great customer experience. I want to thank you all for going through this program and we will speak to you all real soon.
– To Read Part 1 Of This Series, Click HERE.
– To Read Part 2 Of This Series, Click HERE.
– To Read Part 3 Of This Series, Click HERE.
– To Read Part 4 Of This Series, Click HERE.
– To Read Part 5 Of This Series, Click HERE.
– To learn more about Tracy Myers, visit his website HERE.

21 Secrets Of A Money-Making Customer Experience/Part 5

Marketing Tips From Tracy MyersGREG: Welcome back to Part Five in Uncle Frank’s 21 Secrets of Creating a Money-Making Customer Experience. Today we’re speaking with Tracy Myers, founder of the Unfair Advantage Automotive Mastermind Group and the owner of Frank Myers Auto Maxx in Winston-Salem.

Over the first four sections, Tracy has covered a lot of different secrets that have really impacted his business and shared with you ways you can bring his same secrets and principles into your own business.

Here in the fifth module, we’re going to be revealing secrets sixteen to twenty-one and really show you how they can impact your business. Tracy, in this final section we’re looking at a few more of these secrets, and number sixteen says to make everything easy.

As a business owner I would love to make things easy so Tracy, how can business owners make things easy for the customers in their business or in their sales process?

TRACY: Well, look at how easy Apple made it to use a Mac. It took my six-year-old daughter three months to figure out a PC, three months! But it took her a day to figure out a Mac.

That’s a business model that I wanted to follow, so I created an “easy list” for businesses to follow. These things have helped my life easier, my team members and customers happier, plus they’ve helped make my business more profitable.

Number one: get organized.

Number two: help your team members distress. As a matter of fact, once a month, we hire a mobile masseuse to come to the dealership and give our team members massages. Pretty nice, right?

GREG: That would be, yeah.

TRACY: Most of my Team Members think so.

Number three: update your business as technology improves. It amazes me the dealerships that I go into across the country as I’m doing my consulting work and they’ve got outdated computer equipment. They’ve got computers that are four, five, and six years old, and the way computers and technology is changing, a five-year-old computer is like a hundred years old in the years of anything else. It’s way past its prime.

Number four: have all employees know what is expected of them, and this is a huge one. Also, let them know how decisions regarding their work will be made.

Number five: have management question all employees about your process as to whether there’s a better way to do something.

Number six: focus on giving more to the customer. Solicit ideas for what else they may want, but always test these ideas on a small scale before plunging in; in an earlier module we talked about testing.

Number seven: focus on your competition and learn why they are better or worse in every aspect.

Number eight: focus on creativity by looking for creative people in your business. Hand them problems and review their solutions. Too many businesses hand problems to analytical people, which isn’t necessarily a bad thing, but I would like them to encourage them to give problems to creative people. They’re possibly the most underutilized people in business today.

Number nine: focus on directing rather than managing, especially micromanaging. Cut that out altogether.

GREG: That was great, I love those nine things you just shared. Much like the nine things you just shared and everything you’ve been sharing over the course of this product it builds into secret number seventeen which is to go the extra mile.

I can tell that you go the extra mile in everything that you do in just speaking with you for the last couple sections. What are some ways that make you look like that hero to your customers by going the extra mile and what does that do to the mind and the psychology of the customer, especially when they’re making the purchase and after they make the purchase?

TRACY: I’m going to keep this really simple by sharing a quote from the excellent book The Go-Giver by my friend Bob Burg and John David Mann: “The secret to success, to gaining it, to having it, is to give, give, give. The secret to getting is giving. And the secret to giving is making yourself open to receiving.”

Remember, the more you have, the more you have available to give. Don’t shut off the flow. To answer your question, there are lots of ways to go the extra mile, but the way that makes the most impact is to give, give, give back to your customers.

It doesn’t have to be monetary; it can be kindness, it can be calling your customer on their birthday, remembering their name, remembering the name of their spouse and asking how their kids are doing. All these things make a massive impact on your customers, their families, and their lives, and especially your relationship with your customer, which is what you’re trying to grow.

GREG: That’s great and you know, I’m sure you have examples for days of the ways that you’ve gone the extra mile in your business, or how team members in your business have gone the extra mile.

I was hoping you could share just maybe one or two of these examples where you’ve gone that extra mile to please a customer and really everything changed, put a smile on their face and you really looked like the hero at the end of the day?

TRACY: There are literally hundreds of specific instances that I can recall since I’ve been here so long, but from my experience the one thing that most customers want you to do that most businesspeople don’t do is to listen to them.

I don’t mean talk back to them or even just let them talk to you; I mean intently listen. I remember many years ago, I sold a car to an older lady. Two years later she came back to me, she asked for me, I greeted her, and she wanted to know if she could talk to me.

Of course I said yes; I thought she wanted another car. We went to my office. She talked and talked and talked for over an hour about everything under the sun except a car.

She was all over the place, and me being a lot younger and a lot less patient, I was asking myself, what in the world does this have to do with selling this lady a car? So I interrupted her and I was very rude to do so but I said, “What kind of car are you looking for today?”

Well, she looked at me, she stared at me for a moment, dropped her head, and she started crying uncontrollably. When she pulled herself together she apologized and she explained that she didn’t want a car; her husband had passed away three weeks earlier and she just needed someone to talk to.

Well, that statement, of course- that lady changed my life forever. Plus, she’s bought more than a dozen cars from me over the years. It was definitely a win-win situation because she got a car, she got someone to listen to, but I got a life lesson that I could never have paid for.

GREG: Wow, that’s a really moving story and I think that’s a really, really great example of how you can just take a little extra time and go that extra mile with a customer and at the end of the day you learned a lot, but it turned into a lifelong customer for you.

That actually rolls right into secret number eighteen, which is, you say,to get people talking. In another sense of it, how do you get your customers talking, raving and saying all this great stuff about you and now, through social media, going out and tweeting and Facebooking and leaving reviews about your business?

TRACY: You know, a few years back, Duct Tape Marketing Blog posted an article titled “Five Ways to Get Your Customers Talking”. We were doing a lot of those things already but I liked all five of those ways so much that I implemented them all that day.

Number one: ask them, not only in person, but also online. Find your most rabid customers, the ones that love you, and ask them first, and then branch off from there.

Number two: teach them. Sometimes great word of mouth just happens, but sometimes you’ve got to help it along.

Teach them how to leave great review on review sites such as Yelp or Citysearch. For us as a car dealer, we’ve got DealerRater or Car Dealer Search; just so many things to do online and so many places to leave a  review, your customer doesn’t always know how or know where you need that review. So teach them how.

Number three: include them. One of the most successful things I’ve done here at my dealership, and I’m going to do it for my other businesses, is I created a round table discussion group made of select customers, and I asked them to advise me on potential marketing and business initiative.

These round table members have become ambassadors for our brand.

Number four: star them. We make our customers the star of the party. We film the red carpet celebration after they buy a car, then we post it on the web, then we send them a link to share with their family and friends, and you know what?

They actually send it to their family and friends, and guess who sees that? Their family and friends. It’s the most profitable way to use a video camera in the world today.

Of course, with the smaller video cameras and iPhones, the way they are now and as inexpensive as they are now, there’s no reason why everyone shouldn’t have a video camera on them at all times and film every customer interaction that’s positive.

And Number five: surprise them. Nothing gets people talking more than surprising them. You know, I remember being at a restaurant with my son and seeing one of my customers and her family sitting across from me. Before I left, I asked my waiter to bring me her check, and I paid for their dinner. Guess who she told? Everybody.

GREG: Five really, really super-powerful ways to get your audience talking, get your fans talking and raving. Those are just some really, really great tips. I can just get the sense, Tracy, just talking to you, that  you just live customer experience secret number nineteen, and that’s to treat customers as friends.

How can businesses and your team members and associates make customers feel like they’re a part of something bigger, a part of your family, yet still have that working business relationship?

TRACY: Greg, the only way to make customers like they’re a part of our family is to build a proper relationship with them. Proper relationship building creates a connection with our customers and converts strangers into friends, and that’s what we’re really trying to do in business.

People want to do business with people they like. They stick with what makes them feel safe, secure, and comfortable. Companies that understand the principles of belonging, friendship, and dependability treat their customers accordingly. The way we treat our customers has a direct impact on our business relationships.

GREG: That’s great, I love that advice a lot. Rolling into secret number twenty, it says to always make the customer right. I know as I said that I heard some business owners just cringe and you know, that’s not always a popular thing to do, but how do you overcome your own pride or your own ego and really lay it on the line and make the right decision for your customer?

TRACY: Once again, Disney really does this right. Their cast members are taught that every customer is special, and that each interaction between a customer and staff is a link to the chain of the customer’s experience.

Disney understands if they do something wrong, they’re erasing the customer’s memories of good treatment up to that moment, but if they do something right, they can undo any wrong that may have happened before.

GREG: That’s great, and I can only imagine that in the car business you have your share of stories. I’d love if you could share a story when you really had to dig deep and make a tough decision in your business and put the customer in the position to be right and ultimately help them get what they wanted or what they needed?

TRACY: Oh, the stories I could tell. I’ll share one; I received an email from someone who had called my dealership and spoken to one of my noncommissioned sales pros. She said, quote, “He was the rudest human being that had ever walked the face of the earth”.

That’s pretty strong. Normally I would have called her immediately to apologize, but her words were so harsh about this sales pro and this person was someone who always, and I mean always, receives praise from his customers, I was really caught off guard.

So since I record all the phone calls, I went back and listened to the call. Realistically, I was shocked at how nice and polite my team member was to this lady while she was literally shouting at him.

He never raised his voice and even apologized for himself, and I’m not even sure why he apologized. He had done nothing wrong. Of course, my first instinct was to call this lady and give her a piece of my mind; I am only human.

Instead I called, apologized, and listened. For more than thirty minutes, I listened, and then she apologized to me and thanked me for listening to her.

She admitted that she was frustrated with car salesmen and had took it out on my team member. That lady ended up buying a car from us and ended up being one of our biggest fans in the community.

GREG: I love that story and I think a lot of people can really just learn from that one experience and really transcend it into their business, no matter what vertical they’re in or what industry they’re in.

There’s a lot to be learned there and that really brings a lot of secrets that you’ve been talking about together, from listening to making the customer right and the whole experience. This really brings us to the culmination, which is secret number twenty-one.

The final secret here is to make a difference. After all of these twenty one secrets, and everything that needs to be done to make an exceptional business that puts their customers first, how can businesses make the world or their community or their place in the world a better place?

TRACY: A key principle at Starbucks is the idea that you should get the chance to leave your mark. The idea is that we’re not just in business to sell things; we should also make a difference, not just in our communities but in the world.

For some people, that may be about being socially responsible. For others, it may be about being involved in our communities. Quite simply, small businesses can and should come together in communities and do big things.

GREG: I love that, I love that a lot, and Tracy. Now we’ve gone through all twenty-one secrets and next time let’s kind of break it down for everyone. Thanks again for joining us and we will see you again soon to wrap this series up.

– To Be Continued. Stay Tuned For Part 6 Coming Soon.

– To Read Part 1 Of This Series, Click HERE.

– To Read Part 2 Of This Series, Click HERE.

– To Read Part 3 Of This Series, Click HERE.

– To Rad Part 4 Of This Series, Click HERE.

– To learn more about Tracy Myers, visit his website HERE.

Business Owned By Tracy Myers Wins Award

INC Award Given To Tracy MyersINC magazine has named a business owned by Tracy Myers one of the fastest growing small businesses in America. Winston-Salem based used car dealership Frank Myers Auto Maxx, was on the list for the second consecutive year. The exclusive ranking was celebrated with a gala on October 12, 2013 in Washington DC and featured Gary Vaynerchuk, Jim Collins, Marc Ecko and other notable speakers. Past members of the INC list include Facebook, Intuit, Zappos, Under Armour, Microsoft, Jamba Juice, Timberland, ClifBar, Patagonia, Oracle and Zipcar. In addition to Frank Myers Auto Maxx, the list added such powerhouses as Publix Supermarkets, CDW and Levi Strauss.

“For more than 30 years, Inc. has celebrated the fastest growing private companies in America. To be honored this year is a particularly notable achievement. To rank among the Inc. 500/5000, the companies had to thrive through three of the toughest years this economy has seen in recent memory. Success in such times is eloquent testimony to creativity, resilience, and tenacity,” said Inc. Editor in Chief.

“When my great grandfather opened the first Frank Myers store more than 83 years go, I would like to believe that he wanted his family to carry on the excellent business legacy that he began. This award is dedicated to him, my dad, and the other Myers family members who came before me and who will come after me,” said Tracy Myers, owner of Frank Myers Auto Maxx.

Complete results of the Inc. 5000, including company profiles and an interactive database that can be sorted by industry, region, and other criteria, can be found at

The 2013 Inc. 500|5000 is ranked according to percentage revenue growth when comparing 2009 to 2012. To qualify, companies must have been founded and generating revenue by March 31, 2009. They had to be U.S.-based, privately held, for profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2011. (Since then, a number of companies on the list have gone public or been acquired.) The minimum revenue required for 2008 is $100,000; the minimum for 2011 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Companies on the Inc. 500 are featured in Inc.’s September issue. They represent the top tier of the Inc. 5000, which can be found at

For more about Frank Myers Auto Maxx, visit their blog at

For more about Tracy Myers, visit his blog at