If your community is like most, if the Yellow Pages section of your business you will find the following:
o Anywhere from five to 70 pages of ads depends on (the number of companies) your type of business
o The front part of the section is filled with full-page or even two full-page ads
o If there is a graphic in the ad, it is either a picture of the business owner or store front or logo
o If there is a sort of "heading" in the display, it iseither the name of the company or a general, but completely meaningless statement like "no job too big or too small ..." (sometimes there is even an extravagant position that says something like "need a plumber?" No, I have PLUMBER especially in the section, because I am a chiropractor.)
o There is usually a long list of types of jobs that the company, such as (in the case of a lawn service handles) Mowing, mulching, fertilizing, leaf removal, trimming, edging, trimming,Seeding, plowing snow, train --
o There are one or two ways of making contact with the company for information to estimate usually in the form of a "free" as the only offer in the ad and is now made to the ads, imagine the name of the company from a particular ad simply and paste it into any of the other ads in the same section of the book. If you changed the names of the companies around, it would make no difference? In other words, there is no real differenceAll between the ads?
If you provide the consumer in need of goods or services of your company, how could you go about differentiating a company from the next based on their yellow page advertising? Can you begin to see now that there is almost no useful information to consumers in the Yellow Pages? (By the way, you can make this same experiment with most of the TV or radio advertising as well.) Think about it. Switch to the name. Most companies have a terribly difficult timedifferentiate themselves from each other instead of in a very crowded market.
For the consumer who does "research" and is looking for a carpet cleaner, for example, there is almost no useful information that is currently used in all media, usually by carpet cleaners. Does the size of an ad-issue? Maybe. Carpet cleaner but still lost in my brain the other larger ads, more pages and more color. This is nothing but a loud scream. In marketing, "shoutednothing means more money. (What is useless with most of what I had seen for years? lawyers buying two yellow pages, side by side, with exactly the same text and photos on both sides, what - she could not think of anything else speak louder than on the second page?)
There are huge opportunities there for you. People Do not pick up the Yellow Pages just to rule by the book thumb. Than to go there, they are looking for a specific need or want them to try to get help to havewith. If no one else gives them useful information in the yellow pages, your ad, no matter how small or how far back in the section, it can simply drop dead, for the consumer, because hardly anyone thinks "outside the box" with the Yellow Pages advertising. You can greatly to increasing the number of inquiries to your company by providing a real access to useful information that no one else to them.
My firm is very successful in developing and implementing aType of advertising in the Yellow Pages that can be used by any company. (In fact, I "stole" it does not require a different kind of company.) This method not only to me or another staff person to respond "live" to the request for information, but they also receive free information in the form of books, reports and audio CDs into the hands of callers long before they have the opportunity to attend another lawyer, a person seen in the "free" consultation obtained.
Our Yellow Pages advertising does not say anythingabout us or our office! Instead, we provide information on several consumer books that we wrote. These books were surprisingly easy to write, publish, inexpensive and provide an enormous amount of information that are not only consumers but also educates "sell" our company as the obvious choice for their case.
The object of this type of legal marketing is easy (1) offer something that looks different, and then (2) make as easy as possible for the consumer in contact with you in a nonthreatening introductionso that consumers by providing comprehensive information and materials to read or listen to reward themselves on their own time, in their own homes or in their car. We do this through free greeting lines, and by a multitude of small, that a page Web sites that we have developed.
This is called 'Direct Response Marketing. "Here's how it works. They draw their attention with an unusual title (ie) the book title, then they make it easy to request.Then, through the use of enticing bullets ( "Why can some lawyers provide the kiss of death to your case," or, for a computer repair company: "Why is a free download from the Internet can be the kiss of death for Your PC "), you stop the search, and they receive and read our materials. You have no call to speak live with someone. You do not believe that they go from an aggressive and persuasive sellers will be put under pressure. You understand that in most cases there areno urgent hurry in the process making a purchasing decision. In fact, if they slow down a bit to get more information, they will do a better job, the right choice. And if in your information you have clearly told them exactly what kind of jobs your know-how and level of experience is best, because then you basically are very good selection of highly qualified potential customers or clients you provoked who contact you and ask you to take theirBusiness.
This puts you as the wise man at the top of the mountain, with a long line of people waiting to get to see you.
