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Case Upon - A New View of Yellow Page Marketing
Businesses miss on growth opportunities and even close their doors every day, not because they aren’t profitable enough, but because they are strangled by poor cash flow. The problem is that while their profit and loss statement shows success, their bank account cries poor. Excessive money tied up in delinquent receivables, bad checks, and bad debt write-offs, rob businesses of valuable cash flow, handcuffing their ability to grow or even stay in business at all.It doesn’t take long for a business to get caught up in a spiraling trend of increasingly late receivables, only needing a few additional delinquent accounts to start the process. Most companies lack the expertise and manpower needed to handle a spike in delinquent accounts. Soo
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
Top-notch communication skills are a must for job interview success. Think about the following example for a moment. We have candidates A and B who share similar credentials and experience. Candidate B is passionate, clear and concise, while candidate A is lifeless and convoluted. To whom shall we offer the job? Candidate B is my pick. How about you?From this simple example we see that communicating effectively is essential for job interview success. Here are five ways to improve your communication skills.Focus more energy on how you say it rather than what you sayExperts estimate that words alone are only 7% effective versus nonverbal clues, which are 55% effective in a conversation. The remaining 38% is tone of voice. A bett
• 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 t
Component Engineers Inc. is proud to add three new power presses to the plant, taking the total in the facility to 38. One of the presses added is a Minster, 75-ton straight side, which is the third of its kind at the CEI facility. The other two presses are Minster 32-tons, also straight sided.The addition of these presses helps to expand CEI’s capacity. They will be used for small complex and progressive stampings, secondary and compound stampings, as well as value added tube operations.CEI has been a leader in the precision stamping industry for over 25 years, and services the medical, automotive, commercial hardware, electronics, and aerospace industries, among others. By incorporating a vast variety of capabilities, CEI a one-sto
• 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
Force can be defined as – coercion, pressure, to compel, to restrain, compulsory, obligatory, etc., etc. There are many managers, as well as organizations, who still rely on this unproductive approach to motivation and productivity. Management by coercion (force or fear) contributes to:· poor morale · high turnover · low productivity · poorly motivated employees · dissatisfied customers · vulnerability to competitors · poor organization communication · uncertain organizational environment (culture)On the other hand, positive power can be defined as – vigor, strength, significance, influence, clout, potency, greatness etc., etc. Management by positive power contributes to:· empowered employee
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
Magazine has come a long way since it started being published in the US less than three centuries ago. Even Benjamin Franklin published one himself.But published magazines then only lasted for a few months. This is because publishers are limited geographically and the cost of magazine printing could be quite expensive. A few people could afford getting a subscription. And the target of the publishers were the “educated class” because most magazines before were about education and life enhancement.More than five decades after the magazines were introduced, mass circulation was made possible. Magazines which before can only be purchased by the buying elite, is now available for the working class as well. And the subject matter was shif
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
Let’s face it, most of us consider professional success and personal success the same.In other words we become our careers. We also bring our personal and family behaviors to work causing many of the same conflicts we have at home.The number one skill that will improve both our professional and personal life is good communication. What we have to say is not important unless we are able to be heard.Following are tips to help build good communication skills:Listen with an open mind. Concentrate on what the person is saying and the body language used. Put all your energy into thinking this is the most important place to be at this moment and this is the most important person in the world. (The person you are speaking wi
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,
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