Maximizing Your Yellow Page InvestmentWritten by Lisa Packer
Yellow Page users are hottest of all prospects – someone who has made 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 be 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 is most persuasive. “But, Lisa!” you’re saying in your most shocked whisper, “Everybody knows that first listing in a category gets 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 with first one I see. And 99% of all Yellow Page ads seem to have company name as their headline.
| | Get Personal: Letters vs. Direct MailWritten by Lisa Packer
One of reasons direct mail works is personal aspect. It’s ostensibly a letter from you to your prospect. Because of this, more personal you make it, 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 who 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 to office and send out a letter referencing your conversation and outlining what your business can do for his.
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