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Article Check - Yellow Pages Secret #1: Changing the Focus of Your Ad So That It Immediately Wins Customers
1. Put yourself in your client’s shoes Understanding as much about your clients perspective is vital in developing rapport. Growing a strong & positive relationship where you focus on your clients needs, problems, challenges & desires will ultimately lead to the successful matching of your products or services…and for the best possible motives...THE WELFARE OF YOUR CLIENT. Be sure to use ‘YOU’ language – this is where you talk about them and not yourself. As soon as you hear yourself saying ‘we’ or ‘I’ you need to switch. This will be much more engaging for your client and they’ll feel you are more interested in them than selling yourself.2. Ask open questions Asking closed questions will give you 1 – 2 seconds before having to come up with the next question. Your client’s response will either confirm or decline your question, and won’t give you any information about them
No One Really Cares What Services You Provide or What Products You Sell
People only care about what your services or products can do for them. The benefits… not the features.
I’m looking at a chiropractic ad right now. It mentions various techniques they perform. Interesting features, but not too helpful. The closest benefit it lists is “relief from back and neck pain.”
The problem with that bullet point is that i
"I want my own business, but where do I begin?" You asked.The first requirement for any business is to have a product or service. How will, for example, your service or product be better or different from its current counter-part? Do you provide something others forgot? You pay more attention to detail?What makes my critiquing service more personalized?I address any, all issues. I tune into the small, not yet a problem situation. I rather handle it early, before a full blown crisis.It is less stressful plus customers prefer smooth running projects.A client sent me a certain type of bond paper to use for ghostwriting. Yes, it is one of my services. The end result would not look professional once it was typed and printed. So, I purchased what was needed at my expense. Re-peat business outweighs a few dollars spent. I sent a sam
What do most of the ads look like? To me they are nothing more than enlarged business cards. Basic contact information, logo and a slogan.
A few list a little more… Like a florist who does weddings and funerals. A limo service that drives to proms. Custom framing that does photos and art. And this one is great: massage therapist who does… massage.
It's hard to believe businesses pay so much money to tell people something they already assumed.
Sometimes, they’ll give a few more details. Like what awards they’ve won, or how long they’ve been in business.
Normally the biggest items on the page are their name, logo and slogan.
Why The Most Common Form of Advertising Is the LEAST Effective for the Yellow Pages
Slogans and logos. This is the basis of “branding.” The theory is… advertise your “image” repeatedly before the public. Eventually, prospects automatically will think of you when a need or desire arises for what you sell.
The results are slow… They are expensive. You can't track them. You can't even be sure they work.
But you can be certain branding will not work in the Yellow Pages. Because when someone opens the Yellow Pages, they’re seeking someone they can turn to NOW.
Placing your name or logo before them does not help them DECIDE. And if your business hasn't spent the millions of dollars like the McDonalds, the Coca-Colas or the Microsofts have in “getting their name out there,” your name, logo and slogan ultimately mean nothing to the reader.
But more importantly…
The focus of these “image ads” is completely on the business. Often, one-third of the ad is taken up by a picture or logo.
Where the Spotlight of Your Ad Should Shine In Order to Attract Eager Clients
Ready to Do Business
Yes, you often need a picture. You need to list your business name. Your logo helps. But your name and logo should not be the focus. (And unless you have an original slogan, it’s probably doing more harm than good).
Rather, the focus needs to be on the prospect—their problems, their needs and their desires. You have to show how your products/services will benefit the person reading your ad.
Have you ever been at a social gathering and got stuck with someone who just talks about themselves. Compare that to someone who asks questions about you and shows an interest in your challenges.
People naturally gravitate toward those who show a sincere interest in them. As human beings.
The same goes for advertising. If you show that you are concerned about meeting a customer’s needs and desires—that you understand them—then people resonate with you. They become open to your offer of help.
No One Really Cares What Services You Provide or What Products You Sell
People only care about what your services or products can do for them. The benefits… not the features.
I’m looking at a chiropractic ad right now. It mentions various techniques they perform. Interesting features, but not too helpful. The closest benefit it lists is “relief from back and neck pain.”
The problem with that bullet point is that it
Ad agency 'gangbangs' happen every day at every agency. Everywhere. But before you splash on some cologne and get your car detailed...there's good news about them, and there's bad news about them.The good news if that if you become a copywriter, you too will experience this unique advertising rite. I can 100% promise you that. No question.However, the bad news is that it's nothing you might think it is.An ad agency gangbang is a fierce competition. Literally, it happens when some or all of the creatives work on a project and compete with one another to see who earns the right to produce the television spot, or radio campaign or internet ad blitz.Again, remember, lives are won and lost based on how often you 'produce' in advertising. Hence. ad agency gangbangs are INCREDIBLE opportunities for some.On a day to day basis, these competitions play out t
Why The Most Common Form of Advertising Is the LEAST Effective for the Yellow Pages
Slogans and logos. This is the basis of “branding.” The theory is… advertise your “image” repeatedly before the public. Eventually, prospects automatically will think of you when a need or desire arises for what you sell.
The results are slow… They are expensive. You can't track them. You can't even be sure they work.
But you can be certain branding will not work in the Yellow Pages. Because when someone opens the Yellow Pages, they’re seeking someone they can turn to NOW.
Placing your name or logo before them does not help them DECIDE. And if your business hasn't spent the millions of dollars like the McDonalds, the Coca-Colas or the Microsofts have in “getting their name out there,” your name, logo and slogan ultimately mean nothing to the reader.
But more importantly…
The focus of these “image ads” is completely on the business. Often, one-third of the ad is taken up by a picture or logo.
Where the Spotlight of Your Ad Should Shine In Order to Attract Eager Clients
Ready to Do Business
Yes, you often need a picture. You need to list your business name. Your logo helps. But your name and logo should not be the focus. (And unless you have an original slogan, it’s probably doing more harm than good).
Rather, the focus needs to be on the prospect—their problems, their needs and their desires. You have to show how your products/services will benefit the person reading your ad.
Have you ever been at a social gathering and got stuck with someone who just talks about themselves. Compare that to someone who asks questions about you and shows an interest in your challenges.
People naturally gravitate toward those who show a sincere interest in them. As human beings.
The same goes for advertising. If you show that you are concerned about meeting a customer’s needs and desires—that you understand them—then people resonate with you. They become open to your offer of help.
No One Really Cares What Services You Provide or What Products You Sell
People only care about what your services or products can do for them. The benefits… not the features.
I’m looking at a chiropractic ad right now. It mentions various techniques they perform. Interesting features, but not too helpful. The closest benefit it lists is “relief from back and neck pain.”
The problem with that bullet point is that i
The things that medical billing people take for granted. Open up your software, push a button, login. Push another button, get a patient menu. Push another button, pull up a patient. Click, click, click and the process goes on and on. Medical billers have no clue what is actually going on behind the scenes of their software. In the following installments and this is mainly for you tech heads, we're going to show you exactly what goes on behind the scenes with your medical billing software with the main parts of the system. To cover everything would take a lifetime.We'll be covering how patient files get put into the system and how they are ultimately access by a biller and placed into a work order to be billed. While this seems like a very simple process, it is actually quite complex and requires a lot of indexing and cross-referencing.Another thing we're going to cov
Placing your name or logo before them does not help them DECIDE. And if your business hasn't spent the millions of dollars like the McDonalds, the Coca-Colas or the Microsofts have in “getting their name out there,” your name, logo and slogan ultimately mean nothing to the reader.
But more importantly…
The focus of these “image ads” is completely on the business. Often, one-third of the ad is taken up by a picture or logo.
Where the Spotlight of Your Ad Should Shine In Order to Attract Eager Clients
Ready to Do Business
Yes, you often need a picture. You need to list your business name. Your logo helps. But your name and logo should not be the focus. (And unless you have an original slogan, it’s probably doing more harm than good).
Rather, the focus needs to be on the prospect—their problems, their needs and their desires. You have to show how your products/services will benefit the person reading your ad.
Have you ever been at a social gathering and got stuck with someone who just talks about themselves. Compare that to someone who asks questions about you and shows an interest in your challenges.
People naturally gravitate toward those who show a sincere interest in them. As human beings.
The same goes for advertising. If you show that you are concerned about meeting a customer’s needs and desires—that you understand them—then people resonate with you. They become open to your offer of help.
No One Really Cares What Services You Provide or What Products You Sell
People only care about what your services or products can do for them. The benefits… not the features.
I’m looking at a chiropractic ad right now. It mentions various techniques they perform. Interesting features, but not too helpful. The closest benefit it lists is “relief from back and neck pain.”
The problem with that bullet point is that i
The data gathering exercise results in quantitative data in abundance. How you want to analyze it depends broadly on your plan to arrive at the solution. Nevertheless, it depends on three fundamental questions. But as a precursor to these questions, one must keep in mind that the larger purpose of using wide ranging interacting data is to understand the processes, problems and the best possible solutions as applied to Six Sigma implementation.Six Sigma: Statistical ThinkingStatistical thinking involves the tendency to want to study the complete contextual situation when a wide ranging statistical inputs and control factors of several natures may be interacting simultaneously to produce a particular output.To understand the principle better, one can begin with the one factor at a time (OFAT) theory, which refers to the natural tendency of the investigator to change only
Rather, the focus needs to be on the prospect—their problems, their needs and their desires. You have to show how your products/services will benefit the person reading your ad.
Have you ever been at a social gathering and got stuck with someone who just talks about themselves. Compare that to someone who asks questions about you and shows an interest in your challenges.
People naturally gravitate toward those who show a sincere interest in them. As human beings.
The same goes for advertising. If you show that you are concerned about meeting a customer’s needs and desires—that you understand them—then people resonate with you. They become open to your offer of help.
No One Really Cares What Services You Provide or What Products You Sell
People only care about what your services or products can do for them. The benefits… not the features.
I’m looking at a chiropractic ad right now. It mentions various techniques they perform. Interesting features, but not too helpful. The closest benefit it lists is “relief from back and neck pain.”
The problem with that bullet point is that i
To install or not to install?This question is at the forefront of debates concerning the management of nursing homes. At present, the issue of whether or not to put security cameras in nursing homes and where these should be placed is extremely controversial and is far from resolved.Merits of Installing Security Cameras in Nursing HomesThe most important argument in favor of security cameras is their deterrent value against abuse and substandard care. These security cameras have been given the moniker "granny cams" and are said to be a positive step in reducing the potential for elderly abuse. Experts believe that granny cameras could singlehandedly restore public confidence in nursing homes because they give family members instant access to recently stored footage. They can, thus, closely monitor the well-being of their parents or grandparents.Security cameras
No One Really Cares What Services You Provide or What Products You Sell
People only care about what your services or products can do for them. The benefits… not the features.
I’m looking at a chiropractic ad right now. It mentions various techniques they perform. Interesting features, but not too helpful. The closest benefit it lists is “relief from back and neck pain.”
The problem with that bullet point is that it’s neither unique nor specific. Also, it is not written as if a real person is talking to YOU. It is simply a vague statement.
It also does not touch on the emotional issues that motivate people to act. Behind every feature is a benefit. Behind every benefit is an emotion.
What this chiropractor might do is show, through specifics, that she understands what “back and neck pain” really are. And offer a unique way to relieve it.
Here's a rough example:
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“I wake up in the morning, and the pain is there… here in the centre of my back,” says Michael Jefferson, head chef at Toronto's XYZ Fine Dining who spends ten hours a days on his feet. “And the raw stabbing increases two-fold by nighttime.”
If you know constant back pain… how it shortens your patience with others… leaves you exhausted and uninterested with life… a constant discomfort that dampens your mood… then let us offer some relief….
Using S-EMG computer analysis, we can quickly locate the cause of your pain. Next, we apply gentle techniques to realign your spine… once again allowing you to relax, sit still and sleep deeply.
“After only two treatments,” says Michael, “I’m already back to jogging in the morning instead of groaning. I’ve cut back on my pain medication and don't even bother with Aspirin.”
-----
When you read this, consider yourself in the “spine” of the suffering prospect… Don't the extra details resonate with you more than vaguely stating “relief from back and neck pain”?
The Power of Showing Over Telling
The “short n' snappy” ad copy I quoted first only tells the reader what is being offered. My example shows the reader. It also expresses emotions such as depression, fear, relief and comfort. By shining the spotlight on the reader, you show understanding.
You can do this for any business. A lawyer can show that he understands how confusing legalities can be for his clients. That he wants to relieve them of worries over their rights and provide a thorough defense.
A bookstore specializing in Shakespeare can demonstrate it appreciates the reader’s fascination with the playwright. That the bookstore provides a venue for fans to relish in their love of Othello and King Lear.
A custom framer can show that he realizes the photos and paintings people bring to him are treasures. The framer does his outmost to exhibit the work in a way that reflects the emotional ties the customer has with the piece.
Three Steps to Creating a Content-Rich Ad That Motivates the Prospect to Call
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