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Added for You - Yellow Pages Secret #1: Changing the Focus of Your Ad So That It Immediately Wins Customers
IntroductionMachiavelli teachings and thoughts will never go out of fashion as power will always remain the center of both the political and corporate world. His writings are as relevant today as they were in the 16th century. In the last decade and half with increasing competitiveness and globalization number of managers have started using his principles in the corporate world. The book was first written kept in mind the political times of 16th century but number of its lessons are applicable in business today.In this paper we will step by step analyze the business needs in today’s corporate world and simultaneously relevant agreement or criticism of Machiavelli philosophy will be provided.Leadership and CultureMachiavelli stressed that the key to maintain the rule of the kingdom and to leave a legacy a Prince should try to maintain a balance between the subjec
A bookstore specializing in Shakespeare can demonstrate it appreciates the reader’s fascination with the playwright. That the bookstore provides a venue for fans to relish in their love of Othello and King Lear.
A custom framer can show that he realizes the photos and paintings people bring to him are treasures. The framer does his outmost to exhibit the work in a way that reflects the emotional ties the customer has with the piece.
Three Steps to Creating a Content-Rich Ad That Motivates the Prospect to Call
Empathetic Focus: Make your Yellow Pages ad about the prospect—their problems, needs and desires. Write out a list of all the reasons people come to you.
Benefits Over Features: Make a chart with two columns. In the first column, list all the features of the services/products your business provides. In the second column, list the benefits of those services/products to the customer.
Show, Don't Tell: Don't tell the reader in a vague one-liner how your products/services benefit them. Show them benefi
If you are delicate, apathetic, inconsequential and trivial in your approach as a manager, you may need to consider carefully whether or not you would fit into the culture of a German corporation, or would be able to lead negotiations successfully.With the following ten points you will find out if there are any difficulties doing business to business in Germany.1. Leaders German values favor leaders who are seen to be clearly dominating and charismatic in their style of leadership. Though they are expected to encourage others to work as an integral part of the team, be accessible, and share information, managers in German companies are more distant. It is not unusual to find the chief executive of a big German company making his way to his private office in his own private elevator!2. Employees In Germany there is often a complex system of emplo
What do most of the ads look like? To me they are nothing more than enlarged business cards. Basic contact information, logo and a slogan.
A few list a little more… Like a florist who does weddings and funerals. A limo service that drives to proms. Custom framing that does photos and art. And this one is great: massage therapist who does… massage.
It's hard to believe businesses pay so much money to tell people something they already assumed.
Sometimes, they’ll give a few more details. Like what awards they’ve won, or how long they’ve been in business.
Normally the biggest items on the page are their name, logo and slogan.
Why The Most Common Form of Advertising Is the LEAST Effective for the Yellow Pages
Slogans and logos. This is the basis of “branding.” The theory is… advertise your “image” repeatedly before the public. Eventually, prospects automatically will think of you when a need or desire arises for what you sell.
The results are slow… They are expensive. You can't track them. You can't even be sure they work.
But you can be certain branding will not work in the Yellow Pages. Because when someone opens the Yellow Pages, they’re seeking someone they can turn to NOW.
Placing your name or logo before them does not help them DECIDE. And if your business hasn't spent the millions of dollars like the McDonalds, the Coca-Colas or the Microsofts have in “getting their name out there,” your name, logo and slogan ultimately mean nothing to the reader.
But more importantly…
The focus of these “image ads” is completely on the business. Often, one-third of the ad is taken up by a picture or logo.
Where the Spotlight of Your Ad Should Shine In Order to Attract Eager Clients
Ready to Do Business
Yes, you often need a picture. You need to list your business name. Your logo helps. But your name and logo should not be the focus. (And unless you have an original slogan, it’s probably doing more harm than good).
Rather, the focus needs to be on the prospect—their problems, their needs and their desires. You have to show how your products/services will benefit the person reading your ad.
Have you ever been at a social gathering and got stuck with someone who just talks about themselves. Compare that to someone who asks questions about you and shows an interest in your challenges.
People naturally gravitate toward those who show a sincere interest in them. As human beings.
The same goes for advertising. If you show that you are concerned about meeting a customer’s needs and desires—that you understand them—then people resonate with you. They become open to your offer of help.
No One Really Cares What Services You Provide or What Products You Sell
People only care about what your services or products can do for them. The benefits… not the features.
I’m looking at a chiropractic ad right now. It mentions various techniques they perform. Interesting features, but not too helpful. The closest benefit it lists is “relief from back and neck pain.”
The problem with that bullet point is that it’s neither unique nor specific. Also, it is not written as if a real person is talking to YOU. It is simply a vague statement.
It also does not touch on the emotional issues that motivate people to act. Behind every feature is a benefit. Behind every benefit is an emotion.
What this chiropractor might do is show, through specifics, that she understands what “back and neck pain” really are. And offer a unique way to relieve it.
Here's a rough example:
-----
“I wake up in the morning, and the pain is there… here in the centre of my back,” says Michael Jefferson, head chef at Toronto's XYZ Fine Dining who spends ten hours a days on his feet. “And the raw stabbing increases two-fold by nighttime.”
If you know constant back pain… how it shortens your patience with others… leaves you exhausted and uninterested with life… a constant discomfort that dampens your mood… then let us offer some relief….
Using S-EMG computer analysis, we can quickly locate the cause of your pain. Next, we apply gentle techniques to realign your spine… once again allowing you to relax, sit still and sleep deeply.
“After only two treatments,” says Michael, “I’m already back to jogging in the morning instead of groaning. I’ve cut back on my pain medication and don't even bother with Aspirin.”
-----
When you read this, consider yourself in the “spine” of the suffering prospect… Don't the extra details resonate with you more than vaguely stating “relief from back and neck pain”?
The Power of Showing Over Telling
The “short n' snappy” ad copy I quoted first only tells the reader what is being offered. My example shows the reader. It also expresses emotions such as depression, fear, relief and comfort. By shining the spotlight on the reader, you show understanding.
You can do this for any business. A lawyer can show that he understands how confusing legalities can be for his clients. That he wants to relieve them of worries over their rights and provide a thorough defense.
A bookstore specializing in Shakespeare can demonstrate it appreciates the reader’s fascination with the playwright. That the bookstore provides a venue for fans to relish in their love of Othello and King Lear.
A custom framer can show that he realizes the photos and paintings people bring to him are treasures. The framer does his outmost to exhibit the work in a way that reflects the emotional ties the customer has with the piece.
Three Steps to Creating a Content-Rich Ad That Motivates the Prospect to Call
Empathetic Focus: Make your Yellow Pages ad about the prospect—their problems, needs and desires. Write out a list of all the reasons people come to you.
Benefits Over Features: Make a chart with two columns. In the first column, list all the features of the services/products your business provides. In the second column, list the benefits of those services/products to the customer.
Show, Don't Tell: Don't tell the reader in a vague one-liner how your products/services benefit them. Show them benefit
Prototype evaluation, research & development testing, production testing, accelerated stress testing, reliability testing, failure analysis, etc. these are some of the types of testing where climatic test chambers are used. In fact, a climatic test chamber can be used for any such application that requires the simulation of a particular climate.Climatic Test Chamber: Climatic SimulationTemperature, humidity, altitude, vibration, solar, wind & rain, dust, etc. climatic test chambers can simulate virtually any kind of climatic condition. You can find these test chambers with interior workspace for 1.2 cubic feet. For cold chambers, the temperature capabilities can start down to -300 degree F, and for the extreme high temperature conditions, it can even go up to +1000 degree F. The interiors of these chambers are made of stainless steel with powder coated finishing.Next
Placing your name or logo before them does not help them DECIDE. And if your business hasn't spent the millions of dollars like the McDonalds, the Coca-Colas or the Microsofts have in “getting their name out there,” your name, logo and slogan ultimately mean nothing to the reader.
But more importantly…
The focus of these “image ads” is completely on the business. Often, one-third of the ad is taken up by a picture or logo.
Where the Spotlight of Your Ad Should Shine In Order to Attract Eager Clients
Ready to Do Business
Yes, you often need a picture. You need to list your business name. Your logo helps. But your name and logo should not be the focus. (And unless you have an original slogan, it’s probably doing more harm than good).
Rather, the focus needs to be on the prospect—their problems, their needs and their desires. You have to show how your products/services will benefit the person reading your ad.
Have you ever been at a social gathering and got stuck with someone who just talks about themselves. Compare that to someone who asks questions about you and shows an interest in your challenges.
People naturally gravitate toward those who show a sincere interest in them. As human beings.
The same goes for advertising. If you show that you are concerned about meeting a customer’s needs and desires—that you understand them—then people resonate with you. They become open to your offer of help.
No One Really Cares What Services You Provide or What Products You Sell
People only care about what your services or products can do for them. The benefits… not the features.
I’m looking at a chiropractic ad right now. It mentions various techniques they perform. Interesting features, but not too helpful. The closest benefit it lists is “relief from back and neck pain.”
The problem with that bullet point is that it’s neither unique nor specific. Also, it is not written as if a real person is talking to YOU. It is simply a vague statement.
It also does not touch on the emotional issues that motivate people to act. Behind every feature is a benefit. Behind every benefit is an emotion.
What this chiropractor might do is show, through specifics, that she understands what “back and neck pain” really are. And offer a unique way to relieve it.
Here's a rough example:
-----
“I wake up in the morning, and the pain is there… here in the centre of my back,” says Michael Jefferson, head chef at Toronto's XYZ Fine Dining who spends ten hours a days on his feet. “And the raw stabbing increases two-fold by nighttime.”
If you know constant back pain… how it shortens your patience with others… leaves you exhausted and uninterested with life… a constant discomfort that dampens your mood… then let us offer some relief….
Using S-EMG computer analysis, we can quickly locate the cause of your pain. Next, we apply gentle techniques to realign your spine… once again allowing you to relax, sit still and sleep deeply.
“After only two treatments,” says Michael, “I’m already back to jogging in the morning instead of groaning. I’ve cut back on my pain medication and don't even bother with Aspirin.”
-----
When you read this, consider yourself in the “spine” of the suffering prospect… Don't the extra details resonate with you more than vaguely stating “relief from back and neck pain”?
The Power of Showing Over Telling
The “short n' snappy” ad copy I quoted first only tells the reader what is being offered. My example shows the reader. It also expresses emotions such as depression, fear, relief and comfort. By shining the spotlight on the reader, you show understanding.
You can do this for any business. A lawyer can show that he understands how confusing legalities can be for his clients. That he wants to relieve them of worries over their rights and provide a thorough defense.
A bookstore specializing in Shakespeare can demonstrate it appreciates the reader’s fascination with the playwright. That the bookstore provides a venue for fans to relish in their love of Othello and King Lear.
A custom framer can show that he realizes the photos and paintings people bring to him are treasures. The framer does his outmost to exhibit the work in a way that reflects the emotional ties the customer has with the piece.
Three Steps to Creating a Content-Rich Ad That Motivates the Prospect to Call
Empathetic Focus: Make your Yellow Pages ad about the prospect—their problems, needs and desires. Write out a list of all the reasons people come to you.
Benefits Over Features: Make a chart with two columns. In the first column, list all the features of the services/products your business provides. In the second column, list the benefits of those services/products to the customer.
Show, Don't Tell: Don't tell the reader in a vague one-liner how your products/services benefit them. Show them benefi
Scratch tickets are fun and innovative way to grow your business. They give your customers and potential customers a chance to win varying percentages of their total sale or even a freebie with their next order. It is up to you to decide what the prize on the winning tickets will be. You can easily make these yourself with scratch stickers that are readily available or you can have them custom printed.1. When mailing out bills add a scratch off ticket inside the envelope along with every check you write and mail. Someone has to open those envelopes and you never know – they may just be interested in what you have to offer.2. Next time you visit the doctor, go to the hair saloon or wait at the car repair place, ask if you can leave some of your scratch tickets in the waiting area. Others are waiting there every day, just like you and will pick up your tickets. Once you find a
The same goes for advertising. If you show that you are concerned about meeting a customer’s needs and desires—that you understand them—then people resonate with you. They become open to your offer of help.
No One Really Cares What Services You Provide or What Products You Sell
People only care about what your services or products can do for them. The benefits… not the features.
I’m looking at a chiropractic ad right now. It mentions various techniques they perform. Interesting features, but not too helpful. The closest benefit it lists is “relief from back and neck pain.”
The problem with that bullet point is that it’s neither unique nor specific. Also, it is not written as if a real person is talking to YOU. It is simply a vague statement.
It also does not touch on the emotional issues that motivate people to act. Behind every feature is a benefit. Behind every benefit is an emotion.
What this chiropractor might do is show, through specifics, that she understands what “back and neck pain” really are. And offer a unique way to relieve it.
Here's a rough example:
-----
“I wake up in the morning, and the pain is there… here in the centre of my back,” says Michael Jefferson, head chef at Toronto's XYZ Fine Dining who spends ten hours a days on his feet. “And the raw stabbing increases two-fold by nighttime.”
If you know constant back pain… how it shortens your patience with others… leaves you exhausted and uninterested with life… a constant discomfort that dampens your mood… then let us offer some relief….
Using S-EMG computer analysis, we can quickly locate the cause of your pain. Next, we apply gentle techniques to realign your spine… once again allowing you to relax, sit still and sleep deeply.
“After only two treatments,” says Michael, “I’m already back to jogging in the morning instead of groaning. I’ve cut back on my pain medication and don't even bother with Aspirin.”
-----
When you read this, consider yourself in the “spine” of the suffering prospect… Don't the extra details resonate with you more than vaguely stating “relief from back and neck pain”?
The Power of Showing Over Telling
The “short n' snappy” ad copy I quoted first only tells the reader what is being offered. My example shows the reader. It also expresses emotions such as depression, fear, relief and comfort. By shining the spotlight on the reader, you show understanding.
You can do this for any business. A lawyer can show that he understands how confusing legalities can be for his clients. That he wants to relieve them of worries over their rights and provide a thorough defense.
A bookstore specializing in Shakespeare can demonstrate it appreciates the reader’s fascination with the playwright. That the bookstore provides a venue for fans to relish in their love of Othello and King Lear.
A custom framer can show that he realizes the photos and paintings people bring to him are treasures. The framer does his outmost to exhibit the work in a way that reflects the emotional ties the customer has with the piece.
Three Steps to Creating a Content-Rich Ad That Motivates the Prospect to Call
Empathetic Focus: Make your Yellow Pages ad about the prospect—their problems, needs and desires. Write out a list of all the reasons people come to you.
Benefits Over Features: Make a chart with two columns. In the first column, list all the features of the services/products your business provides. In the second column, list the benefits of those services/products to the customer.
Show, Don't Tell: Don't tell the reader in a vague one-liner how your products/services benefit them. Show them benefi
The work environment is undergoing constant change, i.e. in factories, manufacturing units; production houses the work scenario and working condition is changing. Prolonged working hours, specialization of job profiles, technical complexities for jobs, increase in work pressure, etc are some of the major aspects of work environment that are undergoing changes. In the industrial set ups competition is growing by leaps and bounds. So the main concentration of employers is to increase production, maintain quality of the products yet make the long working hours more pleasant and safe in terms of accidents and fatigue for the employees. There are certain aspects of work environment which could exert positive effect on working capacity of the employee like better working atmosphere and certain which could exert negative influence on the employees like unhygienic working interiors.Hours of
If you know constant back pain… how it shortens your patience with others… leaves you exhausted and uninterested with life… a constant discomfort that dampens your mood… then let us offer some relief….
Using S-EMG computer analysis, we can quickly locate the cause of your pain. Next, we apply gentle techniques to realign your spine… once again allowing you to relax, sit still and sleep deeply.
“After only two treatments,” says Michael, “I’m already back to jogging in the morning instead of groaning. I’ve cut back on my pain medication and don't even bother with Aspirin.”
-----
When you read this, consider yourself in the “spine” of the suffering prospect… Don't the extra details resonate with you more than vaguely stating “relief from back and neck pain”?
The Power of Showing Over Telling
The “short n' snappy” ad copy I quoted first only tells the reader what is being offered. My example shows the reader. It also expresses emotions such as depression, fear, relief and comfort. By shining the spotlight on the reader, you show understanding.
You can do this for any business. A lawyer can show that he understands how confusing legalities can be for his clients. That he wants to relieve them of worries over their rights and provide a thorough defense.
A bookstore specializing in Shakespeare can demonstrate it appreciates the reader’s fascination with the playwright. That the bookstore provides a venue for fans to relish in their love of Othello and King Lear.
A custom framer can show that he realizes the photos and paintings people bring to him are treasures. The framer does his outmost to exhibit the work in a way that reflects the emotional ties the customer has with the piece.
Three Steps to Creating a Content-Rich Ad That Motivates the Prospect to Call
Empathetic Focus: Make your Yellow Pages ad about the prospect—their problems, needs and desires. Write out a list of all the reasons people come to you.
Benefits Over Features: Make a chart with two columns. In the first column, list all the features of the services/products your business provides. In the second column, list the benefits of those services/products to the customer.
Show, Don't Tell: Don't tell the reader in a vague one-liner how your products/services benefit them. Show them benefi
In this article, we want to explore the idea of using the popularity of celebrities and current event (news) topics to help market any internet business.The IdeaCelebrities and news events are not only popular topics, they are also popular "keywords" in the major search engines. Thousands upon thousands of users everyday search the engines to find the latest info.The idea is to build mini sites that target this market.We call these "pop surfer" sites.It sounds a bit far fetched at first, but with a little strategy, these "pop surfers" can help sell our products - NO MATTER WHAT WE SELL, or at least generate a decent amount of qualified traffic.To get an idea of the type of traffic, have a look at these sites:http://buzz.yahoo.comhttp://50.lycos.comhttp://www.wordtracker.comhttp://www.google.com/press/zeitgeist.h
A bookstore specializing in Shakespeare can demonstrate it appreciates the reader’s fascination with the playwright. That the bookstore provides a venue for fans to relish in their love of Othello and King Lear.
A custom framer can show that he realizes the photos and paintings people bring to him are treasures. The framer does his outmost to exhibit the work in a way that reflects the emotional ties the customer has with the piece.
Three Steps to Creating a Content-Rich Ad That Motivates the Prospect to Call
Empathetic Focus: Make your Yellow Pages ad about the prospect—their problems, needs and desires. Write out a list of all the reasons people come to you.
Benefits Over Features: Make a chart with two columns. In the first column, list all the features of the services/products your business provides. In the second column, list the benefits of those services/products to the customer.
Show, Don't Tell: Don't tell the reader in a vague one-liner how your products/services benefit them. Show them benefits with rich detail and examples that trigger emotion. You can do this by writing out incidents that have taken place between you and your clients. Write the stories out loosely in the first draft. Pick the best one and abbreviate it down the key points for the final copy.
Acknowledge the Emotional Issues: No matter what you are selling, people are buying first for emotional reasons; and then justify it with intellectual reasons second. In Secret #4, I’ll share with you a powerful way to uncover the deeper emotional reasons that motivates your prospects to seek out your services/products.
Often people are not even aware of the emotional reasons.
But you’ll know. And you can use that knowledge to attract future customers and repeat business.
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