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Added for You - A New View of Yellow Page Marketing
Importance of MarketingIt has become essential for any business in the competitive atmosphere today to devise a sound marketing strategy. In the absence of an effective marketing plan, survival of any business is very difficult. That is why to successfully run a business; you need to learn the art of allocating funds for marketing wisely so that you can make a balance between the requirements of the marketing department and your income. You need to allocate the funds in such a way that the person responsible for marketing can manage promotional costs, advertising costs, and all other costs that are related to marketing activities smoothly.Requirements Vary with the Different CompaniesAllocating funds for marketing requires tha
There are vast possibilities for you here. People do not pick up the Yellow Pages just to generally thumb through the book. When they go there, they are looking they have a specific need or want that they are trying to get help with. If no one else is giving them any useful information in the Yellow Pages, then your ad, no matter how small or how far back in the section, can make it drop dead easy for the consumer, because virtually no one thinks “outside the
When it comes to starting up your own home business, one thing that you have to keep in mind is that owning a home business is basically doing what you love to do and what you are good at. There are many things that you can do with your home business that will help you find success. There are also lots of things that you could do which will not bring you success but which might hurt your chances of being in business for very long. Make sure you always focus on the positive things that will keep you in business for a long time to come.First of all, in order to have success it is important that you always feel like you are running a business. That is always trying your best to always have a good attitude. Having a positive attitude about wha
• Anywhere from five to 70 pages of ads (depending on the number of companies doing your kind of business)
• The front part of the section is filled with full page or even two full page ads
• If there is a graphic in the ad, it is either a picture of the business owner or store front or logo
• If there is any sort of a “headline” on the ad, it is either the name of the company or a generalized but totally meaningless statement such as "no job too big . . . or too small" (sometimes there’s even a wasteful heading that says something like “need a plumber?” No, I was just looking in the P-L-U-M-B-E-R section because I need a C-H-I-R-O-P-R-A-C-T-O-R.)
• There is generally a long list of types of jobs that the company handles such as (in the case of a lawn service) mowing, mulching, fertilizer, leaf removal, trimming, edging, pruning, seeding, snow plowing, hauling
• There is one, or at most two, ways of contacting the company for information, usually in the form of a “free estimate” as the only offer being made in the ad Now, looking at those ads, imagine taking the name of the company out of a particular ad and simply pasting it into one of the other ads in the same section of the book. If you switched the names of the companies all around, would it make any difference? In other words, is there any real difference at all between the ads?
If you were the consumer in need of goods or services provided by your company, how could you go about differentiating one business from the next based upon their Yellow Page advertising? Can you begin to see now that there is almost no useful information for consumers in the Yellow Pages? (By the way, you could do this same experiment with most TV or radio advertising as well.) Think about it. Switch the names around. Most businesses have a terribly difficult time differentiating themselves from one another in a very crowded market place.
For the consumer who is doing "research" and is in search of a carpet cleaner, for example, there is almost no useful information currently available in any media typically used by carpet cleaners. Does size of an ad matter? Maybe. But carpet cleaners can continue to beat each other’s brains in buying larger ads, more pages and more color. This is nothing but shouting louder. In marketing, “shouting louder” means spending more money. (How about the most useless thing I’ve seen in years? Lawyers buying two yellow pages, side by side, with exactly the same text and photos on both pages! What - they couldn’t think of anything different to say on the second page?)
There are vast possibilities for you here. People do not pick up the Yellow Pages just to generally thumb through the book. When they go there, they are looking they have a specific need or want that they are trying to get help with. If no one else is giving them any useful information in the Yellow Pages, then your ad, no matter how small or how far back in the section, can make it drop dead easy for the consumer, because virtually no one thinks “outside the b
There’s a series of television commercials currently running for a bank rewards program. It features people who find an unusual way to get out of awkward situations.My favorite is the one where a man and woman are sitting in a fine restaurant when the lady brings up “the talk.” Ladies, you know the one, the “where is this relationship going” speech. The woman in the commercial comes right to the point, “When are we getting married?”The poor guy gets the “deer in the headlights” look on his face and says of the first thing that comes to mind, “Thank you!” Well his girlfriend is so surprised and thrilled to hear these golden words she completely forgets the whole marriage talk.This illustrates in a humorous way the power of thos
• There is generally a long list of types of jobs that the company handles such as (in the case of a lawn service) mowing, mulching, fertilizer, leaf removal, trimming, edging, pruning, seeding, snow plowing, hauling
• There is one, or at most two, ways of contacting the company for information, usually in the form of a “free estimate” as the only offer being made in the ad Now, looking at those ads, imagine taking the name of the company out of a particular ad and simply pasting it into one of the other ads in the same section of the book. If you switched the names of the companies all around, would it make any difference? In other words, is there any real difference at all between the ads?
If you were the consumer in need of goods or services provided by your company, how could you go about differentiating one business from the next based upon their Yellow Page advertising? Can you begin to see now that there is almost no useful information for consumers in the Yellow Pages? (By the way, you could do this same experiment with most TV or radio advertising as well.) Think about it. Switch the names around. Most businesses have a terribly difficult time differentiating themselves from one another in a very crowded market place.
For the consumer who is doing "research" and is in search of a carpet cleaner, for example, there is almost no useful information currently available in any media typically used by carpet cleaners. Does size of an ad matter? Maybe. But carpet cleaners can continue to beat each other’s brains in buying larger ads, more pages and more color. This is nothing but shouting louder. In marketing, “shouting louder” means spending more money. (How about the most useless thing I’ve seen in years? Lawyers buying two yellow pages, side by side, with exactly the same text and photos on both pages! What - they couldn’t think of anything different to say on the second page?)
There are vast possibilities for you here. People do not pick up the Yellow Pages just to generally thumb through the book. When they go there, they are looking they have a specific need or want that they are trying to get help with. If no one else is giving them any useful information in the Yellow Pages, then your ad, no matter how small or how far back in the section, can make it drop dead easy for the consumer, because virtually no one thinks “outside the
The most important aspect of any business is selling the product or service. Without sales, you are not generating any income and your business will not survive. All sales begin with effective and powerful advertisements. To build sales the ad must get the buyer to act. The ad writer must know what he or she wants the buyer to do.All ads are written with a basic formula, which is:1. Attract the attention of your prospect.2. Interest your prospect in your product/service.3. Cause your prospect to "desire" your product.4. Demand "action" from the prospect.Never forget the basic rules of copywriting. If the ad is not read, it won't generate a sale. If the ad is not seen it won't be read. If the ad doe
If you were the consumer in need of goods or services provided by your company, how could you go about differentiating one business from the next based upon their Yellow Page advertising? Can you begin to see now that there is almost no useful information for consumers in the Yellow Pages? (By the way, you could do this same experiment with most TV or radio advertising as well.) Think about it. Switch the names around. Most businesses have a terribly difficult time differentiating themselves from one another in a very crowded market place.
For the consumer who is doing "research" and is in search of a carpet cleaner, for example, there is almost no useful information currently available in any media typically used by carpet cleaners. Does size of an ad matter? Maybe. But carpet cleaners can continue to beat each other’s brains in buying larger ads, more pages and more color. This is nothing but shouting louder. In marketing, “shouting louder” means spending more money. (How about the most useless thing I’ve seen in years? Lawyers buying two yellow pages, side by side, with exactly the same text and photos on both pages! What - they couldn’t think of anything different to say on the second page?)
There are vast possibilities for you here. People do not pick up the Yellow Pages just to generally thumb through the book. When they go there, they are looking they have a specific need or want that they are trying to get help with. If no one else is giving them any useful information in the Yellow Pages, then your ad, no matter how small or how far back in the section, can make it drop dead easy for the consumer, because virtually no one thinks “outside the
Municipal and law enforcement officials in Georgia are still calculating the final costs associated with the “runaway bride”. Much like the runaway bride, the “runaway candidate” can have a devastating effect upon a potential employer. In today’s competitive market for top candidates, most employers consider a candidate “onboard” once they have accepted the job and signed their offer letter. I would counter we’re not at the finish line, or “honeymoon”, just yet.Lurking the in darkness, is the dreaded “fall-off” and counter offer. A “fall off” occurs when the candidate has accepted a position and then decides to stay at their current employer or take another competitive position without warning or notice. The counter offer occurs when the ca
For the consumer who is doing "research" and is in search of a carpet cleaner, for example, there is almost no useful information currently available in any media typically used by carpet cleaners. Does size of an ad matter? Maybe. But carpet cleaners can continue to beat each other’s brains in buying larger ads, more pages and more color. This is nothing but shouting louder. In marketing, “shouting louder” means spending more money. (How about the most useless thing I’ve seen in years? Lawyers buying two yellow pages, side by side, with exactly the same text and photos on both pages! What - they couldn’t think of anything different to say on the second page?)
There are vast possibilities for you here. People do not pick up the Yellow Pages just to generally thumb through the book. When they go there, they are looking they have a specific need or want that they are trying to get help with. If no one else is giving them any useful information in the Yellow Pages, then your ad, no matter how small or how far back in the section, can make it drop dead easy for the consumer, because virtually no one thinks “outside the
Are You Marketing Smart… or Shooting from the Hip?In this article you will learn how to be very strategic in your marketing efforts and how to invest your resources wisely in order to convert qualified prospects into customers.My marketing strategy is to sell more products. It’s important to understand the relationship between sales and marketing. Marketing is more strategic in nature and provides the foundation for sales. Everyone in a company is in marketing whether they realize it or not. Every activity that touches the customer either directly or indirectly is a marketing activity. Engineering, manufacturing, shipping and receiving, customer service, technical support and accounting are a few examples of indirect marketi
There are vast possibilities for you here. People do not pick up the Yellow Pages just to generally thumb through the book. When they go there, they are looking they have a specific need or want that they are trying to get help with. If no one else is giving them any useful information in the Yellow Pages, then your ad, no matter how small or how far back in the section, can make it drop dead easy for the consumer, because virtually no one thinks “outside the box” with their Yellow Page advertising. You can vastly increase the number of inquiries to your company by providing real access to useful information that no one else is giving them.
My law firm has been very successful in developing and implementing a method of advertising in the Yellow Pages that can used by any business. (In fact, I “stole” it from another type of business.) This method not only does not require me or another staff person to respond "live" to the request for information, it also gets free information in the form of books, reports and audio CD’s into the hands of callers long before they have an opportunity to get in to see another attorney for an in person "free" consultation.
Our Yellow Page advertising says nothing about us or our law firm! Instead, we market several consumer books that we have written. These books were amazingly easy to write, cheap to publish and deliver a ton of information that not only educates the consumer but “sells” our firm as the obvious choice for their case.
The object of this style of legal marketing is simply to (1) offer something that looks different and then (2) make it as easy as possible for the consumer to initiate contact with you in a non threatening way that rewards the consumer by delivering comprehensive information materials to them to read or listen to on their own time, in their own house or in their car. We do this through toll free recorded message lines and through a variety of small, one page web sites that we have developed.
This is called “direct response marketing.” Here’s how it works. You attract their attention with an unusual headline (i.e. the book title) then make it easy for them to request information. Then, through the use of tantalizing bullet points (“Why service provided by some lawyers can be the kiss of death to your case”, or, for a computer repair company, “Why a free download from the Internet can be the kiss of death for your PC”) you stop their search and they receive and read our materials. They have not had to call to talk to someone live. They do not feel that they are going to be pressured by an aggressive and persuasive sales person. They understand that in most cases there is no urgent rush in the process of making a buying decision. In fact, if they slow down a bit to get more info, they’ll do a better job of making the right choice. And if, in your information materials, you have clearly communicated to them exactly what type of jobs your expertise and level of experience is best suited, for the
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