Many of you don’t do Yellow Page advertising anymore, but for those of you that do, here’s what I suggest.

When someone is looking in the yellow pages, they are actually ready to buy, so your ad has got to jump out at them, and then have them contact you instead of all of the other so-so ads that are listed.

I often hear many business owners grumble about the high cost of Yellow Pages advertising, but those who insist it costs them anything are simply foolish.

For 70% to 80% of all business, you have to work at Not making a profit from Yellow Pages advertising. In most of the businesses I created, Yellow Page advertising wasn’t useful. But for the others it was a Gold Mine. For most businesses, Yellow Pages Advertising will work.

The reasons many Yellow Pages ads do not pay off for their advertisers are very simple and common. All you have to do is look and you will know what I mean. They can be summed up as not having a direct response ad at all.

-They don’t have a headline to grab the reader
-There aren’t any reasons to choose you verses the other advertisers.
-No offer
-They look just like all the rest of them.

Here’s just one example

FREE Special Report Reveals What the Real Estate Industry Never Tells you About.
“How you can get top dollars When Selling Your Home in Today’s Slow Market!”

Call 1-800, 000-0000 Extension 11 for Free Special Report and Recorded Message.

It will jump out at the person looking for your specific product. If you do advertise in the Yellow Pages, change it to the above and let us know the results you get.

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Probably 99.9 times out of 100 prospects, will not spend the time to read your unsolicited ad or direct mail piece.

The reason is that you are “interrupting their lives.” The simple act of having an ad or sales letter before a prospect will bring them to the proverbial “fork in the Road” and forces them to make a decision to either read on or not read your message.

Every time their eye moves from one word to the next, from one sentence to the next sentence, from one paragraph to the next, they reach yet another fork in the road. Now they have to decide whether they are going to keep reading the ad or not.

What makes your prospect make the wrong decision and drop your ad into the nearest trash bin?

Unsuitability: Your prospect already has what you are offering and quickly decides your product is of no interest to them.

Boredom: Most of the time ads are very boring so they stop reading it.

Disbelief: Your claims are too exaggerated or even dishonest and they figure that they can’t trust anything you say. So always tell the truth.

Exhaustion: Your ad is so difficult to read and impossible to follow, that they simply give up on reading any more.

Interruption: This is probably the number one reason a prospect stops reading your offer. Something just happened to take their attention away from reading. They now will deal with the immediate crisis instead of continuing to read your offer.

I’m sure you can come up with more items but this should give you a start. Let us know why you stop reading an ad or sales piece.

Technorati Tags: acquire customers, acquiring customers, acquiring leads, ad copy, ad story, ad testing, ad writing, Advertising, alex mandossian, all marketers are liars, attract clients, attract customers, attracting leads, attracting prospects, creating customers, customer acquisition, magazine ads, promoting your business

There is a lot of power in Coupons.  Notice how Groupon has become a huge phenomenon within the last year. Currently, it is planning an IPO at a valuation of $15 to $25 billion. This is a coupon issuer folks; not a high tech innovator.

It has merely taken a thing of value (coupons) and combined it with the Internet to better reach potential customers and bring them to offline (though not exclusively) retailers and businesses.

The power of coupons cannot be ignored.

Retailers and service business owners should understand the power of coupons.  Consumers clip ‘em and use ‘em.  Coupon usage in America is huge, so you might as well participate and create such a system if it fits your enterprise.

Incidentally, when you offer a coupon, it is usually best to put a big, thick coupon border around the coupon, or for that matter around the entire ad, so that there is no confusion.

I have found that a thick border beats out a thin one and the dotted coupon border beats out other borders.  I’ve had my consulting clients test this over and over and it works all the time. 

For one of my clients, I created a promotion, to expand their customers’ usage—to get regular, retail customers who were buying and using only a few items, to try additional ones and to redeem “store-brand” coupons for like products. It always created lots of sales and lasting usage expansion.

Here’s the concept and idea.  If you are a retailer or operate a service business, accept your competitors’ coupons.  This puts all their advertising to work for you. 

If it is possible and you can afford it, DOUBLE, the value of the competitors’ coupons that you redeem. They will be redeeming your competitors’ coupons that they paid a lot of money to advertise, with your company. 

You have to create that system and educate your customers/clients that it is available.

Let me know what you think about this. And if you are having difficulty, let me know and I will try to guide you in this process.

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For many retail and service businesses, Val-Pak and Money Mailers are what they use consistently and what I will call “basic” advertising media.  And they should be.  Their success is because they are “low cost and have a high readership since they go to so many people.

 I’ve read that over 80% of the recipients open and browse through the mailings, probably because everybody knows there will be coupons inside that they will use.  Because it gets opened is the reason it is so successful.

This media can work for odd businesses also and should be tested by a wider variety of businesses that don’t currently think about using it. 

There is also a nationwide card deck that goes “business-to-business.  I have found this works best when you have a multi-step process of follow up, which could include follow-up phone calls to the businesses.

Here comes the interesting part.  I believe that all businesses should do their own shared-cost, co-op mailings.

A dentist, chiropractor, dermatologist, optometrist, podiatrist, etc., are logical co-op candidates.  All of the stores in a shopping center, carpet cleaners, gardeners and plumbers, just to name a few more, are candidates for co-op mailings.

I’ve always believed and suggested to everyone that all merchants can have a much greater impact by working together rather than individually. 

And guess what?  When the big “Giant” comes into town, the small merchants often either prosper together or hang separately.  By banding together, they can survive the onslaught of the large companies. 

If any of you have used Val-Pak or Money Mailers, let us know your results.  Remember, most of the time the inserted piece was put together by the salesperson and isn’t responsive. When I receive them and open them, I’m in awe as to how much money is wasted. 

Can you imagine if your piece was direct-responsive, with more than 80% of them being opened, the results you would get and how many new customers/clients you would have coming through your door?

All you have to do is create a short report.  You can say, call (your number) for a free report that reveals (whatever) before you buy from anyone.

Just one example…

 If you are in the carpet cleaning business you can say the following: “Call (your number) for a free report that reveals the 3 questions you should ask before you hire a carpet cleaner.”

I’m sure you get the general idea. 

Again, If you use Val-Pak or Money Mailers, let us know your results.

Technorati Tags: b-to-b advertising, b2b advertising, business-to-business, card deck, co-op mailings, low-cost advertising, low-cost mailing, money mailers, val-pak

A couple months ago, I needed to replace a window that broke during a windstorm.  I saw an ad in the local newspaper.  I noticed it offered a free report, so I decided to contact them instead of going into the yellow pages.

I got the report and frankly it was well written and informational.  I was looking forward to doing business with them.  I waited two weeks and left a message.  Nothing! No follow up.  Almost four weeks went by and still nothing.

Unbelievable!  How is this possible?

Someone sent me a report, so the company had my contact information.  Yet no one followed up.  Even when a prospective customer called 2 weeks later, no one responded.

I can’t understand why a company would invest whatever amount of money they spent for that ad, only to let prospects fall through the cracks. 

Following-up is one of the most important things I stress to any business I consult with.  When you promise something you have to follow up to make sure it was done.

When someone raises their hand and identifies themselves as having an interest in doing business with your company, it is just plain dumb to make only one attempt at selling to that person.

Since very few businesses do a decent job with follow-up, your competitive edge is huge when you do it.

Examine your follow up process and make sure leads and prospects are not falling through the cracks.

Let me know what you think.

Technorati Tags: acquiring leads, attracting leads, attracting prospects, customer acquisition, Customer Conversion, customer follow up, lead conversion, lead follow up, lead generation, prospect conversion, prospect follow up

Each of us has a customer that had such a wonderful experience in doing business with us that they rave to others about that experience. 

This should be capitalized on and used to promote your business.

Remember Victor Kiam?  He was enormously successful for quite awhile with his commercials for Remington.  This was his statement.  “I was so impressed with this shaver that I bought the company.”

These kinds of ads take great advantage of the fact that what your customers say about you is much more powerful than what you say about yourself.

The first thing you should do is to locate the customer that can be your spokesperson and create a project around them.   Then show it on TV and all of the local media. 

Subway sandwiches did this very successfully when they started running the Jared Fogle (The Subway Guy) commercials.  Those commercials ran for more than 5 years.   

Obviously, Subway felt that Jared’s story was influencing their upswing in sales; otherwise, they would not have run the commercials for that length of time.

The truth is that you and I are not likely to hit a home run like Subway did with Jared.  But if we purposefully pursue having our clients/customers experience extraordinary results like Jared did, we’d be way ahead in our game.

Think of all the benefits that will flow to you and your clients as you pursue a goal like this…the enormous positive side results.

And who knows, maybe you too will hit a homerun.

How can you use this as a strategy for building your business? 

Technorati Tags: building a business, customer, customer experience, grow business, growing a business, market strategy, marketing strategy, promote your business

I spent almost 5 hours trick or treating with my grandchildren.  It wasn’t house to house like it was years ago.  Today it was a section of three local towns that had almost 10 blocks of stores. 

I bet in the three towns that I took my grandchildren, there were at least 100 businesses in each of the towns that missed the opportunity to capitalize on this holiday season. 

There were hundreds and hundreds of children with parents walking up and down the blocks. 

Here are two examples of opportunities these businesses missed…

The first opportunity…missed business.  Three out of four storefronts were closed and never took advantage of the opportunity to generate customers or business from the crowds that were walking up and down the streets.

The second opportunity…none of the businesses, except two, handed out any flyers.

Here are some examples of what they could have done.  

Children’s shoe stores could have handed out a flyer announcing a magician and face painting event for next week.

Beauty salons could have handed out a flyer for a free haircut this coming week.

Restaurants could have handed out a 50% discount card for the coming week on their slow nights. 

Dress shops could have handed out a flyer announcing a fashion show this coming week, where champagne and snacks would be given.

Any way, you get the idea of what could have been done. 

Out of over 300 businesses, only two did something out of the ordinary.  One handed out a 10% coupon on their next visit and the other store a 35% coupon for shopping in the coming week if they spent over $50.00.  Big deal.

This holiday, like every holiday, should be viewed with the idea that there is opportunity to create a prospect and/or a new customer.  Events such as the three I attended with my grandchildren were missed opportunities for their owners. 

We, as grandparents, and my daughter were standing around while the children trick or treated.   We could have been engaged in a conversation by someone who worked for the business.  He or she could have helped us understand how it would benefit us to try them out.  They could have possibly gained a customer.

There are probably many other things you can think of to capitalize on holidays.  Let’s hear some ideas from all of you. 

Happy Halloween.

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Close to 90% of the businesses I consult with never precisely determine the needs, desires, or the requirements of the people to whom they are trying to sell.

Few companies seek to meet their customers’ needs. How can you expect to fill someone’s needs and desires, if you never take the time to understand them? 

The companies that understand their customers’ needs, desires, and attempt to satisfy them always end up with all of the business.  Have you noticed this?

You can end up with all the business too—only if you will take the time to learn what your customers’ needs and desires are.

Let’s go into this in greater detail.

To persuade someone to favor you with their business, you normally have to offer to satisfy some need or desire.  Here are just some possible needs people would like fulfilled: 

• Convenience

• Lasts longer

• Looks better

• Better quality

• Saves time

• Performs better

• Saves you money

• Makes life less difficult

• Etc .

I can go on and on, but you get the idea. 

Ask yourself this question: “What do your customers want or need most in the product or service you offer?”

Do they want the top of the line product or service? Or, do they want highly personalized service, attention, advice and/or instruction?

Do they want the convenience of knowing they can go down the block and get if from you, or the knowledge that your company stocks or offers more items, sizes, or products than any other company?

Perhaps they want to acquire the kind of goods or services you sell at the lowest price. Or maybe price isn’t what they are after.  They might want the best guarantee or service to support the sale.

I don’t know what needs or desires your potential customer seeks more than anything else, but that customer does want fulfillment of some definitive need or a combination of needs.

Start by realizing that no one can be all things to all people.  You will dilute your image when you try to do that.

To begin with, you must determine which needs you can fill, consistent with who you are, and what your business is.

Then confirm by asking your clients, prospects, and customers.  Have your salespeople do the same. 

Let your customers tell you which specific needs they most want fulfilled and then determine which of these needs you can actually fulfill.

Remember this though.  Don’t do this in silence or behind the scenes.  Make sure your customers and prospects learn that your business listened and that you finally did something to satisfy the fulfilled needs of your customers.  You must educate and point out that your company is fulfilling those needs for your customers.

Once you determine precisely what your customers’ needs and desires are, you must commit to fulfilling them.

If you determine that service is the critical element, offer the best service, the fastest service, the most skilled service people, the most knowledgeable staff, etc.

If you promise the lowest price, keep that promise. Integrity requires that you keep your promises.  If you don’t genuinely fulfill the needs and desires you say you will, your customers will soon abandon you.

Above all, just ask your customers what their needs and desires are.  Their answers could result in a million dollars worth of business for you.

Technorati Tags: what client needs, what client wants, what clients need, what clients want, what customer needs, what customer wants, what customers need, what customers want

The following 9 ideas have helped me and will help you grow your business on a limited budget when you apply them.

1. If you don’t have a journal, I would suggest that you purchase one at your local Staples.  If not grab a sheet of paper.  It doesn’t matter what your business is, write down this question at the top of a sheet: ”How can I personally make my clients’ lives better?” 

   This is a very powerful question.  Think about it.   How many companies you know of, both offline or online, apply this model?

   Most of them are out to get the sale and then move on to the next “prospect.”  Can you imagine how effective they could be if they actually considered how they could help your life be better.

   For instance, I spend a lot on educational material for my grandchildren, and I never hear from the businesses after I make my purchases.  If they remembered the above quote and thought about how they could help me and my grandchildren have a better life, they would realize that they could offer me products to help us, and probably offer them on a monthly basis.

   I’m sure you’ve experienced this at some point in your life.  Think about how this applies to your business and what you can do.

2. Create your Stadium Pitch.  Someone once told me, “What would you say to a group of 50,000 people if they were in a stadium and you had 30-60 seconds to convince them about your offering?” How can you get your point across so convincingly that they would feel like idiots to say “no”?  

   Plus, consider the fact that any one of them can leave at anytime during your pitch.  Would your message change?  What can you say to make them stay?  What can you say to make them buy?  Some call this an elevator speech.

   Keep refining your stadium pitch (elevator pitch).  A great one can help you generate many new customers on a limited marketing budget. 

3. Look for valuable lessons in everything that you do, hear, or experience.  No matter if what you are doing fails or succeeds, write down what you learned from it in your journal. 

   Every person you meet, every person you listen to, has a lesson you can learn.  I try to teach with each blog and marketing tip I create. ..just for you.  But the lessons you learn from them are up to you; the insights you gain are up to you.  Whatever the lessons/insights are, write them down in your journal before you forget. 

   I carry my journal with me always.

   With a large repository of ideas it’s easier for you to find ones that readily meet your budget. 

4. Read your” Lesson Journal”.  Find out what lessons you can apply today to your next project or problem.  Then do it.  Find a way to apply and use that lesson today.  Now record your results.

   As you consistently apply ideas and track the results, you will produce bigger and bigger results with whatever money you have budgeted.

5. Referrals are one of the most important tools you can use to grow your business.  There are probably hundreds of ways to generate referrals.  Two of them are: pay for them per lead; bribe people in a fun way. 

   If you haven’t done your job on making your clients happy, you shouldn’t ask for a referral. The key is to start writing down the ideas you get, and then start doing them.

   Referrals are the least expensive way to grow your business on a budget.

6. Barter. Learn how to barter.

   Attend your local networking events, look around at the people you work with that need what you have to offer and you need what they have to offer.  What types of products or services do they need to make their lives easier?  Where can you find those products or services?  Apply this principle to people you want to work with and by helping them they will help you.

   Bartering allows you to grow with a minimum of cash outlay.

7. Dare to do what no one else does.

   Giving yourself permission to do what hasn’t been done before allows you to find new inexpensive ways to grow.

8. Ask what you don’t want in life and in business. Then decide what you do want (What you want is the opposite of what you don’t want).
   

   Knowing what you want shortens the journey to getting there, and therefore also lessens the expense.

9. Get rid of the “box”.  Forget about inside or outside the box thinking.  Don’t put parameters around your thinking.
   

   This is a variation of no. 7 above.  By removing parameters from your thinking, creative ways to use your budget open up.

The key in all of this is to be systematic and consistent.  By systematically and consistently applying these ideas, you are sure to see compounded results.

Technorati Tags: barter, elevator pitch, grow business, growing a business, journaling, out of the box thinking, Referrals, stadium pitch, using a journal

I’m often asked that if I had only one method of getting new customers, what would it be.

My answer is that it would be using endorsed mailings.

Endorsed mailings work for any business on a local level, global level, or via the internet.  It should be at the forefront of almost any set of marketing strategies.

The concept really is quite simple.  You want to look for a company that has the customers that you would also like as your customers.  Naturally, you won’t be going to a competitor for their list.  It will always be a non-competitor, even though I’ve worked out endorsements with competitors in rare situations.

That said, the endorsing company would send out a letter, on their letterhead, to their customers.  The letter would be addressed from the principal of the company, if possible.   Or an endorsement letter could be sent out as a cover letter with your sales letter or literature along with it.   You want the mailing to be done, using the endorser’s identity on the outside of the envelope.

Because the endorser is known by the customers being mailed, there’s almost a 100% chance that the mailing will be opened and read by the receiver.

Of course the one variable is the quality of the relationship the endorser has with his/her list of customers.

If your letter is done properly, approval of your business by another business, almost always builds an understanding in the prospect’s mind of honesty and believablility.

There are two requirements that must be met in order for an endorsement situation to work.

1. The customers of the endorser must need and want your product.

2. They must trust the endorser. 

You might look at your present vendors to find a good endorser.  Here are some examples:

1. A carpet retail store might look for a rug-shampoo and cleaning company.

2. A florist might consider wedding planners, caterers or bridal stores.

3. A bridal store could endorse a florist, a dry cleaner, decorator, or furniture store.

4. A CPA could endorse a lawyer.

5. A doctor could endorse a dentist, chiropractor or a veterinarian.

You get the idea, right?

Here are some phrasings I found effective when I sent out endorsements to my customers:

1. “I value you as a customer, and I want to share with you the benefits I’ve received from (whatever)”

2. Jimmy Smith of Smith and Company holds our relationship in very high esteem, and he felt you would want to know about our (whatever)”

3. “Because you are a very good customer of mine, I have arranged for you to get two free hours with this very talented financial planner.  I’m giving you this in appreciation for being my customer.”

I feel that # 3 here is one of the best ones to test.

Do you use endorsed mailings as part of your marketing strategy?  If so, have you been pleased with your results?  If not, what do you think has not worked?

Also, if you have not used endorsed mailings as part of your marketing strategy, why not?

Technorati Tags: endorsed mailings, get new customers, getting new customers, marketing strategy