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Advertising to Promote a Service BusinessTip! Forgetting the call-for-action is the biggest mistake I see in small business advertising. A call-for-action is a short sentence telling the customer how to get the product or service, such as “call us for a free sample,” “order online at www.yourwebsite.com." Do you own or run a service business? Are you looking to get more bang for your advertising buck? Have you tried Yellow Pages only to find the cost is outrageous and the competition is fierce and then field half the calls coming in knowing they are merely competitors shopping you? Are you sick and tired of direct mail, newspaper and the local radio stations, which put your business in the middle of the deck, bottom of the page or play the commercials at 3 AM in the morning? Have you simply had enough and know it is time to get tough? If all of these are concerns to you then perhaps you need to audit all of your current advertising and look to see if you are indeed delivering a simple message to the consumer. Is your advertising compelling to get the customer to call you? Is the frequency of your advertising correct and are you consistent in your message in all your advertising?
If you are promoting a service business it is important not to brag about yourself. The customer cares very little about how great you are, but rather cares what will your service give them. If you have a great big company with lots of service vehicles this might be impressive and scare away your competition. However, it may turn off your customer because they think you are too big and will not give them good service. Perhaps you are simply delivering the wrong message, using some of the right venues. Please consider all this in 2006. "Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/ Tip! The biggest advantage with small business advertising is your complete control over the message. You get to focus on whatever you want, write the text, and choose the visuals. |
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