Maximizing Your Yellow Page Investment

Written by Lisa Packer


Yellow Page users arerepparttar hottest of all prospects – someone who has maderepparttar 142939 decision to buy, and now is looking for a place to do it. Does your ad convince them that your business is that place?

It doesn’t have to berepparttar 142940 biggest, although that can certainly help. And if you do it right, it won’t even matter if your business is listed first. What matters is that your ad isrepparttar 142941 most persuasive.

“But, Lisa!” you’re saying in your most shocked whisper, “Everybody knows thatrepparttar 142942 first listing in a category getsrepparttar 142943 most response! That’s why so many business names start with ‘A.’”

Well, yeah, if I’m faced with a list of indistinguishable company names, I’ll just go withrepparttar 142944 first one I see. And 99% of all Yellow Page ads seem to haverepparttar 142945 company name as their headline.

Get Personal: Letters vs. Direct Mail

Written by Lisa Packer


One ofrepparttar reasons direct mail works isrepparttar 142938 personal aspect. It’s ostensibly a letter from you to your prospect. Because of this,repparttar 142939 more personal you make it,repparttar 142940 better your response will be.

If you’re mailing to 100,000 people, putting your prospect’s name on your letter is about as personal you can get. But there are times when you can – and should – send out highly personal letters to individual prospects.

Say you sell gardening supplies, and driving to work one day you notice a home with a lovely garden, but dying roses. You find out whorepparttar 142941 owner is and send her a letter complimenting her on her wonderful garden, along with tips on rose care. Or, you meet a prospect at a business networking function. You get back torepparttar 142942 office and send out a letter referencing your conversation and outlining what your business can do for his.

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