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.

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If you are on LinkedIn, you joined to use this social media venue to create potential customers/clients.

The greatest stumbling block has been that once you joined, you found that the Linkedin culture frowns upon self promotion. That may have discouraged you. Or you may not have found a way to talk about yourself within the constraints of that culture.  

Once I understood the culture, I too decided not to pursue self-promotion.  Instead I started a few discussions to help everyone with ideas on creating customers and sharing my vast experiences.  When someone commented, I responded.  It grew so well, that all of a sudden I became a "celebrity".  That’s right!  I started receiving many messages from other Linkedin members asking me questions. 

This resulted in creating a bond between a large number of members and me.  You can do the same. 

An idea I’ve given a lot of people on my groups is to make weekly comments on my discussions and weave in the message they have for introducing themselves.  I’ve seen that if this is done over an 8-week period, each and every week, individuals in the group get to know who you are and then reach out to you when they could use your services.  

So, I would suggest that you go to LinkedIn.com, and if you aren’t using this medium, sign up….it’s free.  You can join my groups or any other groups that fit you.  If you type in Ken Varga in the people search bar at the top of the page, you will get my profile and you can see the groups I belong to. The groups are listed at the bottom of my profile page.   Make comments each week on my discussions when I make posts and/or when others make comments.   

Let me know how it works out for you.

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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.

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It never fails to astound me that when I’m looking through a magazine or newspaper and reading the ads, that not only do they all look alike and are boring, but almost none of them ask for a response.

Go grab a magazine right now and look through the display ads.  You’ll see ads saying things like: “Open an account”; “Apply now”; “Get started”.  But there is no direct-response mechanism.

Most of the ads are just institutional ones that just tout the company and end with the telephone number, the website address, or the name of the company.  They are not direct-response ads that encourage the reader to contact the company to get something the reader wants and by which the company can create a lead or customer.

The ads merely talk about how great the company is. The ad designer then hopes that the ad copy and images are so great that people hop on the phone, or whatever, and contact the company.

If your prospect sets your ad or sales letter aside to “deal with it later”, you have probably lost them as a customer.  What I suggest is that you should do everything you can think of to induce and create an immediate response from them.

First, make sure that you offer a free report, a free sample, a free service or whatever with each ad you create.

Then along with that, include deadlines of some sort to make the reader think twice about not acting NOW.  Here are some examples:

1. Penalty pricing.  Let them know that the prices will go up on a certain date.

2. Have your offer expire by a certain date.

3. Have a “Mystery Bonus” if they respond within the next 24 hours.

4. Let them know there is a limited supply and that you may run out.  Even if you do not have a limited supply, you can create an illusion that there is.  You can say, “We will return your check uncashed if we run out of the item.”  This suggests that there is a limited supply without you even saying there is.

I’m sure you get the idea.  The first thing I’d like you to do is to get out your ads and promotions. Review them with the thought of what you can add that will motivate the prospect to immediately respond. 

Let me know what you come up with. 

Technorati Tags: acquiring leads, attracting leads, attracting prospects, customer acquisition, lead generation, prospect conversion

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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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.

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Every small business has a set budget that they use to market and build their business.  Here are some cost-effective methods that will help you to get your new customers and grow your business.

1. Everyone has a strip shopping center or mall near them.  Wherever there is a grand opening, attend the opening and talk with the business owners and staff and hand out your business cards.  Remember to have your Unique Selling Proposition stated clearly on the card to tell them how they will benefit by doing business with you. Even if it’s an established shopping center, do the same thing. Use this method to introduce yourself and your services to them.  With the Banks I started, each time we opened a branch, I had our various staff members visit with all of the businesses within a 5-mile geographic area of the branch.

2. Create flyers with your business information on it and place them at the grocery store, coffee shops, library, or other places people meet. Always carry them with you so that you never miss an opportunity to place them when you come across an opportunity to do so.

3. There is a place called www.VistaPrint.com, where you can obtain free or low cost business cards. Make sure you add your USP, again to let everyone know how you can benefit them.  While you are out running errands, drop off a business card at every business you see, such as Restaurants, Medical Professional Offices, Gyms and Health Clubs, Drycleaners, and even gas stations.  You never know when someone will need what you have to offer.

4. Getting back to # 2, you can do the same flyers with Door Knob Hangers.  Go into neighborhoods and put the flyers on the doorknobs of the residents.  You can even hire a high school student to do this as a part time job.  I used this method also with the Banks I started. It is very cost effective.

5. Put together a presentation that is very informative about how your product can benefit others then contact organizations, such as your local Chamber of Commerce, Rotary Club, etc., and offer to speak at their monthly meeting.  They are always looking for speakers to educate and inform their members.

6. Develop a press release announcing something that is currently an important topic that you can attach your information to, and offer a free report that reveals the 5 items that will help them solve this problem. Then send it to your local newspaper and other free area publications.

7. Always ask for referrals.  Give your business cards to your family members, neighbors, wherever you shop, and ask them to pass out your cards to their patrons, or whomever they cross paths with.  Offer an hour of free service or a free product to anyone who refers a client to you.

OK.  That’s just a few ways to market your business frugally.  I’m sure if you put your mind to it, you can think of others.   Let me know in the comments section other ideas that you think of.

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Yesterday I got to thinking about the many times I’ve been interviewed, or the times I interviewed someone, and I began to think again about how profitable it could be. 

Here’s the advice I want to give you in this blog… 

Every day, and I do mean every day, in spite of what might stop you, make it a point to reach out to at least one other business, newspaper, or trade association like the Chamber of Commerce to set up an appointment to get interviewed.

Naturally, these interviews are to promote you and your business.

Here are some of the benefits that interviews can bring to your business.

#1.  It can generate very responsive leads.  If you have a website, you can set up an opt-in system to generate leads.  Giving access to these interviews via your web site is a great way to have individuals opt in.  This also works very well for interviews done in magazines and newspapers.

#2.  Naturally, you can make immediate sales.  When someone listens to your interview or reads your interview in a newspaper, the leads captured this way are some of the hottest ones you’ll find anywhere.

#3. When you interview experts in fields that your people find can help them, you are bringing value and cementing your relationship with them.  It tightens the bond you have with your existing list of clients and prospects.

#4. Last but not least, it builds your brand and your own personal credibility. 

Since your time is very valuable, you don’t want to do interviews just for exposure.  Get a feeling for the size of your audience before committing to be interviewed.  But be sure that you will have some time to talk about your business and what you are selling during and at the end of the interview.

If you also interview others, you must be sure that the subject matter is consistent with what your subscribers expect from you.  Does it compliment what you are already giving them? Is it quality content that they will value?  These are a few of the questions you should ask.

And here is what I feel is the most important part of it all…ask your listeners what they thought of the interview and set up a mechanism for receiving their comments. 

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Here are a few ways I’ve used to make my competition irrelevant. 

Focus on the moment of truth, the place or position that your products or services will be offered to the customer.  For example, if you have a retail establishment, this may be a wall display or a counter display.

On the internet this may be an on-line store, E-bay if you have an account with them to offer your products, or your own personal web site.  Sometimes the moment of truth may be in the form of a bid or proposal after several months of working to convert your prospect into a client or customer. 

The moment of truth is the moment that the customer has an option to make a purchasing decision, to buy your product, or to invest in your services.  This is the moment you need to put your best foot forward.

Each time you present something to your prospect or customer, provide a value proposition to them.  Your value proposition should be something that can be conveyed in three to five precise and succinct statements. 

A value proposition should contain the essential elements of feature, advantage, benefit, and offer.  This is a reference to a specific important feature of your offer, the advantage as compared to the competition and what’s in it for your customer. 

The other thing you can do is to differentiate yourself from the competition.  Common examples of differentiation for products may be size, speed, color, or accessories.  Examples of differentiation for services would be performance, quality, availability, or ease of use.  Show how your product or service is better than the competition.

In today’s world, our clients and customers are bombarded with so much information, advertisements, and commercials that it is sometimes impossible to keep the attention of your prospects focused on what you are saying to them. 

If you focus your methods on the Moment of Truth and create a differentiation, you will leave your competition in the dust.

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