| Author: CTMasterson |
Picture this: You are sitting at your business desk and wondering how this latest idea will turn out. Did you do the right thing? Maybe a tent sale or a special event sale would have gotten things moving...
You pick up a copy of your new ad. It sure is different than anything you've put together in the past. It doesn't even look like what the directory service comes up with....its different from almost any ad you've seen.
And then the phone rings. You take the call, give directions, and put it down. It rings again ...while your talking on the phone customers start to fill the shop.... your Fax machine hums and spits out another page....and another....and another... people are asking to speak with you...
Customers are coming in - asking about your most expensive products and services - and nobody is badgering you for discounts. Then It all gets to be a bit of a blur because you just had the best day you've ever had the whole time you've been in business.
The cash drawer needed deposits to the safe more times today than you can remember ....you're worn out and exhausted....but it's the good kind of tired.
For once the day was filled with eager customers of a different kind. These folks seems knowledgeable and there was almost no mention of the competitors prices for a change. No haggling over nickels and dimes and an appreciation for the uniqueness of what YOU offer.
How did THAT happen?
Imagine how much different your life and your entire business would be if every day was like this. Just picture what it would be like to know that from now on, the customers would be of a different, higher caliber.
Compare that with the "Price Shoppers" you deal with now. It seems like the folks with the most money are determined to get the lowest prices from you and they have no problem telling you where they can get a better deal somewhere else.
Well, all that can be left behind you.
You see, the folks who put together your Yellow Page Ads down at the directory service are not good at direct response advertising. And its deliberate.
If they slap together a bland ad that blends in with all the other bland ads they've created... then next year all they have to do is call you up and offer you more colors, or a bigger ad. It is true, a bigger ad will get more customers.
But a larger, better designed ad with effective copy will do both...get more customers and bring in better customers.
The kind we were talking about earlier. Customers that make the day go smoothly, who appreciate what you do.....who are LOYAL to your business!
Right now, you're being ripped off royally. Your best customers are getting sucked away to some other business because they made a better case for their business than you. Or most likely, for no good reason at all. Hey, its time to turn the tables!
Others are making money from customers that should have been your clients. I am mad at somebody, on your behalf. There are people who call you every year, who have kept critical information from you in order to suck money out of your pocket.
Somebody may have told you that they would create your yellow page ad for free.
But They Lied To You. A Bald-Faced Lie!
A poorly designed or even an average ad - is never free. Even if they don't charge you anything extra to create it for you.
You're paying money every month, with rate increases every stinking year, and they're not doing anything to increase the response rate! Have they ever even offered to improve your ad design at no extra cost?
They could have improved the response to your advertising by at least 50% at NO additional cost to you!
There are over 67 ways to increase the response rate to your advertising. If you expect to have Paris Hilton calling, you'd better bone up on what it takes to get things goin. |
Author Bio:
About the Author Chuck Masterson is the Director of R&D for Yellow Pages Into Profits and has assembled a team of the nations top Yellow Page Ad Design Specialists. |
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