With practical applications from political rallies, to informational pamphlets, brochure printing can be a practical idea for just about anyone. With a limitless range of possibilities, colors, styles, and ideas, anyone can create an eye catching and awe-inspiring brochure. From tri-fold brochures to pamphlets about any given subject matter the world is at fingertips, as a small or large business, or as any sort of an activist.

Brochure printing can take on many forms, from the typical tri-fold to the informational pamphlet, even gracing into online activism. A million and one reasons exist to print off a series of brochures (surely too many to list), and everyone has a different idea of what looks good. A nice compromise is to with a custom brochure, something that will catch the attention and draw the eyes of the target audience. The target audience, whereby drawn in by a well done brochure will surely be captivated enough to indulge you with a few moments of their otherwise precious time. Once captivated by the brochure, the target audience will willingly listen to your information thus giving you the chance to turn a few heads, maybe change a few opinions, draw a few new clients, or simply inform people of the information you feel pertinent to their existence. Possibilities to raise awareness for your cause, or draw a newer, fresher client base, increase exponentially with a well written and designed brochure. All that being said, distribution of said brochures and/or pamphlets is vital to their success.

The distribution angle of the brochure design and printing scheme can involve many different facets as online marketing, via e-mail, subscription lists, and web pages. All these techniques to raise awareness start at rates as low as pennies a day when done by a series of professionals. For the not-so-technically inclined among us, who are adverse to the internet and its incorporated technologies, simply posting your brochures around town and handing out flyers can also be an effective way to increase visibility for the cause. These strategies, although free, will take a little bit of time.

Many retailers will not be adverse to you posting a sign on their property if you are a returning customer of theirs, and handing out flyers and/or brochures can be done along any stretch of downtown Americana. As cost effective as these strategies are, the biggest costly obstacle is the printing services. For a larger business professional copy and print services can make much more sense than producing brochure in house. However for the average home activist, or small business owner, the scales may tip toward doing work in house to save money, and cut overhead. Brochure and/or pamphlet design can be a great way to gain exposure for a cause or business, while still remaining cost effective.

Whether in cities or small towns raising awareness for any given cause and/or business can be quite cost effective and extremely profitable in the same right. For more information contact your local retailer for copy and printing services, and to see just how cost effective can be to get your message out there.

Our Printing Directory is dedicated to the printing industry. Find more information and other printing topics on our Brochure Printing resource page.

When it comes time set up a budget for your advertising, I have a simple rule of thumb: whatever it takes.

Okay, maybe I’m being a bit flippant, but after three decades in advertising that’s almost the best I can do. I could give you the standard answer that most marketing textbooks offer. An average business should allocate about between two to five percent of your gross revenue. A startup or new business might have to do double that the first year or two. Let me amend those figures and walk you through a few companies that don’t meet these numbers.

During the heyday of AT & T, they only spent about one percent of their income on advertising. But, in the sixties and seventies, they were making a billion and a half dollars annually. So their advertising budget was $150,000,000 a year. That’s still a staggering amount. I read somewhere that many major companies spend about twenty percent of their anticipated gross, during a campaign to introduce a new product into the marketplace. Here are some other industries and their allotted percentages as expressed in very general terms according to some current advertising journals’ statistics:

Auto Manufacturers: Up to 1%, Retail Stores: 2% to 3%, Service Businesses: 3% to 5%, New Business Startup: 5% to 7%, Fast Moving Consumer Products: 8% to 10%, Pharmaceutical or Cosmetic Companies: 20% and up.

But suppose you’re not Revlon Cosmetics and, instead, your business is cleaning carpets: so where do you fit in? It depends. It’s all about the mystical, magical ROI, once again. If you’re the new guy in town, odds are you will need to do the most advertising to establish your name and identity among the other carpet cleaners. Unfortunately, it means the outlay of sizeable marketing dollars to compete with existing ads. They, after all, have already earned their place by their longevity. You have to break into the heading with a large ad to draw customers that ordinarily would migrate to the older competitors.

And it probably couldn’t have come at a worse time for you. You’ve just invested in trucks, equipment, perhaps an office and that overhead, employees, insurance, signage, accounting and licensing fees. It’s outflow without any inflow. Yet now you are expected to cough up even more money for a marketing campaign. It’s just about this time that many new businesses say they’re tapped out and opt to bypass the Yellow Pages. It’s just too darned expensive, they moan. But, a smart businessperson would have allowed for this expensive in the original business plan. You do have a business plan, right? You don’t? Shame on you!

Assuming you have some basic strategy for your business, then you should have an advertising allotment. It’s as important as a sign on the front of the building or on the truck. It would include those items plus any direct mail, Yellow Pages and any other appropriate media. If you’re a retail business, try the two to five percent of anticipated gross sales. If you’re a service provider, go with four to ten percent. Then double that for the first year.

This is a general rule of thumb. There are so many factors that affect the outcome of a campaign, I hesitate to set down a firm number. What if you use a figure I mention for a year and have a miserable result? Did you over or under spend? How do you know? I will bet that most business failures are due to a lack of an, or under-funded, advertising program. I remember how many of my customers cut back their campaigns during recessionary times. This is exactly the reverse of how large corporations view a downturn in sales. They realize that they must increase their marketing in hard times. It may be counter- intuitive to a small business to spend more when profits are down, but it’s the same as playing the stock market.

When a stock is soaring, do you buy when it’s peaked or when it starts dropping? Most amateur investors will jump on the bandwagon of a climbing stock, thereby forfeiting almost any chance of a profit. The smart investor will buy the so-called, “bottom-feeders” because they are the best potential profit-makers and have the lowest cost factors. Again, the counter-intuitive approach works every time.When determining a budget, a change in mindset is in order. Rather than looking at advertising as an expense, consider it as an investment. Many businesses think of marketing as an overhead expense. That may be true of your insurance, rent, utilities, employees, accountant and legal fees, but advertising is the only service that can actually bring in customers. None of the other aforementioned items can make a sale. With the exception of a commissioned salesperson, the remainder of these overhead expenses are always outgoing only. So you have to reevaluate your advertising strategy viewing it in the proper light: an investment that helps provide cash-flow.

After many years of YP consulting, one thing stood out above all others. The idea that a business’s ad was a necessary evil which drained the company of profits and was quite over-priced. I never heard a customer remark how cheap his YP ad appeared to be and how happy he was to write that monthly directory check. Even when times were good and they knew the ad was getting them calls, the expense was painful. What would be even more painful would be to close a business due to a lack of sales.

I used to compare a YP ad to a business sign. Most retail stores recognized the need for letting the public know that ABC Auto Sales was open for business and spent huge amounts on massive signs around the property. But, when it came to their YP program, their invariably asked what the smallest ad would cost. I would say that perhaps they might consider reducing their signage to a tiny, one by one foot size. Of course, that would cause them to become indignant. The whole idea was laughable to them and why should they even consider such a stupid suggestion? The poor owners didn’t make the obvious connection.

So they would budget for a neon-illuminated monstrosity that would put a Vegas casino to shame and yet have a pittance remaining for the directory. When I explained how few people drove around town looking for the Auto Sales sign, they would justify the investment by saying how many customers came in because they said they saw the sign. I was happy for them but pointed out that placing a sign in front of every person actually seeking out a business would be an even better investment. Where could they do that, they wondered. Hmm. How about under the heading of “Automobiles-Dealers” in the Yellow Pages? Sure, they would have to forgo the flashing lights, but think of all the electricity they could save.

My long-winded treatise is to convey one hypothesis: have a plan. Cover all the essential areas of the business. Even if you decide that the directory is not your ideal form of promotion, make sure that your advertising program is well funded and part of the overall business scheme. Also, have a multi-year strategy that allows for future growth and marketing, unless you have figured you’ll be closing within the first year or so. In that case, save your money and go on a nice vacation instead. After all, a company that “fails to plan, plans to fail,” or so it’s been said.

Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master’s Degree from Monmouth University. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He has authored 6 books and a novel, "Pursuit of the Phoenix," available at amazon.com. His latest book is, "Inside the Yellow Pages."

Everywhere around logos, designs and art shows up and comes out of the woodwork using a modernized version of an older technology. Screen printing is a helpful way to expose a company name and/or logo to the public. Screen printing originally started out using silk as a medium but has since moved on to using stretched porous, finely woven nylon or polyester fabrics, with carefully stenciled designs, and delightful creations take form and come to life. From many of Andy Warhol’s famous works to such commonly used items as T-shirts and hats the practice of stretching a fabric and laying out a non-permeable material to cover areas of the fabric to be unaffected by dyes has created influential and marketable works of art. This inexpensive form of advertising creates a wide range of possibilities for a company to establish itself in the market, or for an already established company to gain great recognition.

With a great flexibility and range of uses across different platforms and materials, screen printing has become a widely accepted form of pseudo-media. With uses varying from textiles, ceramics, metal, wood, paper, glass, and plastic, there is not much screen printing cannot accomplish. It remains apparent that screen printing is evident in all walks of life. It is impossible to walk down the street and not see hundreds of screen printed items on a daily basis. Everything from soda bottles, to T-shirts, to coffee cups, and cars are all screen printed. With such a wide array of uses, screen printing also has many different techniques for being accomplished.

The most common for of screen printing is known as photographic emulsion. Simply put, photographic emulsion is a process whereby a photosensitive substance is hardened and subjected to ultraviolet light, using the desired stenciled design, the monochromatic design is transferred onto the vehicle such as the ones listed above (textiles, ceramics, metal, wood, paper, glass, and plastic).The process is completed by rinsing away the excess emulsion that was not hardened by the light in either water, or solvent. In the end, it leaves only the desired screen printed image on the medium. Screen printing has grown into great popularity to brand our everyday household items, and familiarize us with famous commercial brands as well.

Every time we put on a T-shirt or use a coffee mug, we are using a product of screen printing, which has brought artwork and advertising to the masses. Banners, logos, graphics, and art have all been created and replicated countless times as a result of this revised technology. Since the development of screen printing and the evolution away from silk, the technology has improved to include photographic printing processes to create works of art, namely those of Andy Warhol (mentioned above). This technology continues to bring familiar household names into our lives and beautiful works of art into our hearts. Although using a harsh and abrasive chemical process, the end result is one to warm the hearts and minds of past generations and futures generations of innovators.

Our Printing Directory is dedicated to the printing industry. Find more information and other printing topics on our Screen Printing resource page.

An advertising agency will get your business noticed by those you want to be noticed by. We build interest. We create excitement. If we do our job right, we tell your story like it’s never been told before. If you do your job when new prospects come to you, your bottom line increases, exponentially in some cases. Despite this simple explanation, planning and executing an effective advertising campaign is anything but.

Consider that we are bombarded by hundreds and perhaps more than a thousand ad messages every day. We tune most of it out. Most of it doesn’t even pique our interest. Effective advertising seems to be an insurmountable obstacle. Does anything really work? The short answer is yes.

To draw attention to your business, you have to think different. If all of your competitors are doing it, don’t. You have to stand out, plain and simple. An advertising agency will work tirelessly with you to occupy a special place in the mind of your potential customers. It is both a systematic and creative approach. It is a matter of:

Finding the largest concentration of people who want what you sell (fishing in a barrel and not the ocean)
Developing your unique selling proposition
Telling your story like it’s never been told before
Taking your message to places it’s never been before
Using the Internet extensively to target your message
Challenging “traditional” forms of advertising
Encouraging you to develop and closely follow a plan
Testing of advertising methods

Do you need help from an advertising agency? Aren’t they expensive with big retainer fees? Don’t they only care about big businesses? Those are the typical questions that arise with most business owners. Everyone can use the help of an advertising agency. The reason is two-fold: you are spending most of your time working on your business—that which you know best, and an advertising professional can bring a lot to the table. She will analyze your business like never before and make recommendations that you may never have considered. She will help you use the most powerful advertising vehicle ever, the Internet. She will get you the best prices from newspapers, TV, Radio and Cable. She will bring a wealth of creative talent, no matter the size of your business and there won’t be any retainer fee or other outrageous charges either.

If you really want to turn the corner with your business, consider using the services of an advertising pro. They will more than pay for themselves and you will learn to rely on them as a trusted adviser.

Choosing the advertising or marketing firm is best done on “feel”. Do you clique with the firm? The fact that they’ve represented other companies likes yours or have an impressive portfolio shouldn’t be the main criteria. Having them look at your business with fresh ideas and a brand new perspective should. You don’t want a cookie-cutter approach to your advertising. You want a company who’ll take the time to learn about you and build a program that will give you long, lasting business growth and the ability for you to live not only your business dreams, but your life dreams.

You decide a particular book will be the perfect holiday gift for Uncle Joe, and you’re surfing the web for a bookseller. Will you visit Amazon.com? Barnesandnoble.com? Ablebooks.com? Powells.com? Addall.com? Or one of thousands of other choices? Chances are, you won’t want to buy from a site you’ve never heard of, so you zero in on Amazon or Barnes & Noble.

Such is the power of branding.

Branded products and services stand out from the plethora of choices inundating today’s consumers. Branding gives your prospects a “shortcut” that helps them decide to select you. Want to become a recognizable name within your target market (the folks that need what you’re good at)? Building a strong brand can accelerate that process many times over.

What is a brand? Philip Kotler, a marketing guru, says “A brand is essentially a seller’s promise to consistently deliver a specific set of features, benefits and services to the buyer.”

If you’re an entrepreneur, branding yourself is key Picture Donald Trump, his signature hairdo and forthright style. His brand is recognizable around the world and permeates his holdings, from buildings to casinos to his TV show.

Your personal brand includes how you look, what you say, how you say it…the image, emotion and thoughts you invoke in others. Boost your brand by conveying a consistent, positive message at all touch points. A touch point is every customer/ prospect interface, whether it’s via phone, networking, e-mail, your website, speaking, writing articles, giving teleclasses/webinars or in-person presentations. Etch your brand message into the minds of your audience through frequent communication with your target market.

Create Your Own Unique Brand

Think about what you stand for and how you want others to perceive you. Identify your best personality characteristics and consider these marketable assets. Then, let your positive traits shine through. Be yourself! If you’re unsure or need help defining your brand, ask customers and friends for feedback.

Write your mission statement, describing your talents, assets and values. Define what’s distinctive and memorable about your brand. What will stick in someone’s mind after they’ve met you?

Distinguish yourself through words and actions, infusing your personality into your brand. Then, promote your brand at every opportunity, making sure you communicate what makes you tick. Build brand recognition through repeated exposure, and at each touch point, delivering a consistent message across media channels.

Brand Building 101

The secret of branding success is, first of all, to develop a unique brand - (do one thing and do it really well) - and then boldly communicate your brand message across all media channels.

Begin by drafting a vision statement about your goals and the destination you’re striving to reach. Articulate your value proposition – your unique offering, which includes a compelling point of difference (your unique selling proposition) that makes you stand out from every other company.

Focus on your target audience and define your brand promise. Convey the specific image, feeling and thought you want your target audience to have about you. Ask your customers what are the top reasons that they buy from you rather than your competitors.

Then, select the specific strategies you will use to reach your audience. Pound that message home in every ad, news release, communication with employees, sales call and media interview.

Consistency is the Key to Success

With consistent repetition of a persuasive selling message, customers will think of you and buy from you when they are faced with a buying decision and must choose between you and your competitors. Consistency applies to look, color, words, tone, message, offer – every aspect of your message. If your message is inconsistent, your audience will not know what to think, and won’t take the time to figure it out, let alone remember it.

Whatever your chosen media, you must be consistent in hammering your brand message. Also, ensure that your media channels are working together, consistently exposing your brand to consumers. For example, make the same offer on the web and in your catalog.

If this seems like a lot of work, it is. But the payoff will be worth it.

Five Reasons Brand Building Benefits

1. Attract repeat sales without advertising. Loyal customers often return to strong brands without prompting.

2. Charge a premium. People will pay more for brands they know and trust.

3. Gain an incontrovertible business edge. Strong brands occupy a market niche that staves off competition.

4. Simplify your customer’s decision and ensure you come to mind first.

5. Build confidence and trust before the sale by promoting your message over time.

Naming – the Foundation of Branding

If your company is in the startup phase, take the naming process very seriously. Be clear that a name has a major impact on your company’s “memorability factor.” Is it easy to remember? Does it sum up what you do? Is it unique? The process requires more than just going to the U.S. Patent and Trademark Office to search available names. It demands exploration, creativity, and focus. After all, you’re going to make an investment in this name for the next 10 years or more.

Come up with about five available names that you like, and poll your target customers as to their preferences. Ask your colleagues and peers as well. Then register that name and proceed with logo design/tag line development.

6 Components of a Good Brand

How do you know when you’re on track with your company name and branding? Here are six benchmarks:

1. Targeted–appropriate to your market and product

2. Clear–instantly communicates your message

3. Meaningful–says what’s great about your company that you can deliver on

4. Reinforces your identity–conveys your core image

5. Recognizable–stands out in the marketplace, which is aided by repetition

6. Actionable–must motivate customers to buy

Interested in knowing more? Visit http://www.promowriting.com and see the Tip Sheet, “13 Tactics to Boost your Brand,” under the Tips section.

Shira Linden is a freelance copywriter and consultant. For copy that gets results or a copy critique, contact Shira at 203 371-0654, via email at shira@promowriting.com or via her website http://www.promowriting.com

You must consider the two types of Internet solutions: the local YP Internet that mirrors the printed directory or the general, all-purpose web that links everyone globally. There are distinct advantages and disadvantages to each.

Starting with the local search, I assume you are targeting your regular customers that would normally use the paper directory. There, you list yourself as you would in the book, covering all headings and perhaps opting for a more visible banner-type ad under the main heading. There you could use a PPC program or other way of gaining market share. You go after local business but could still attract users from anywhere within the region, looking for your particular service or product.

On a larger scale, the entire Internet in its totality offers a unique opportunity to reach everyone on a global scale. You might have a product that is needed by someone thousands of miles away. Sears built an empire on that very concept. It mailed catalogues to farming communities that had no local department store and became a lifeline for consumers that had no other way of buying needed merchandise without traveling huge distances. They sent the advertised products right to their doorsteps. You can make your site into a catalog of products in the same manner. Consider the potential of selling parts or accessories for standard appliances. Many manufacturers refer customers to their local dealers anyway. Capitalize on that fact and establish a presence where people can turn for help. If you are dealing in shipped items, does it really matter how far they’re sent, especially if the shipping cost is paid by the consumer?

Think outside your region when working with the net. Understand how many visitors from every corner of the nation are using the web to solve their problem. They don’t care where the answer comes from, as long as it’s available. The Internet has made us all closer and more accessible than ever. I doubt if someone needing a part for a bicycle cares whether you’re down the street or across the country if you can send it out within a reasonable time. On the net, addresses become irrelevant.

Speaking of global, how’s your Spanish? Not so good? Well, thankfully, it doesn’t really matter. Just remember the Hispanic market. You can easily get an inexpensive translation of your site and sell to that segment in the same way you do to everyone else. Consider how little it costs to offer a product to them and the potential return on investment. And the great part is that the money generated can be summed up in a universal phrase: additional profits. So whether the family is in Phoenix, San Diego, El Paso, or Tucson, they are still consumers and would welcome a site that caters to their needs.

So, in recapping your situation, is the YP Internet going to help build your business? If, as I stated, if it’s a cyber clone of the paper product and you are advertising already, it behooves you to have some type of presence and track the results. Whether you use a common “counter” that records visits or a “mention this site” approach, track the response. Understand that the counter method merely tells you that someone clicked on your site or home page and nothing more. More sophisticated devices can record page views and hits. Either way, they don’t guarantee that the user will buy your service or contact you.

The bottom line is the bottom line. People and businesses are making millions off the net everyday. Ever heard of Ebay? The Internet is a tool for both you and your customers. It’s one more way they can communicate to you and you to them. It’s rapidly expanding, it’s relevant, and it’s interactive. Most importantly, it’s not restricted by time or space: it’s used 24/7 and can provide unlimited information regarding products and services. I’m a big believer in its power and scope. So, for any businessman who’s been reading this far, it’s incumbent upon you to join the Internet world or begin to market the site you already have. After all, time and money is clicking away.

Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master’s Degree from Monmouth University. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He has authored 6 books and a novel, "Pursuit of the Phoenix," available at amazon.com. His latest book is, "Inside the Yellow Pages." Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.

Every small business knows that you participate in the community, then the community will shop in your store. In a franchise business, the franchisor should also encourage, if not require a franchise outlet to do community service and stay involved with the community that will support them.

It is for this reason that in my company, we required as per the franchise agreement, as well as the confidential operations manual, that each franchisee perform fund-raising events for local charities. It may seem all odd that a franchise or would have required as of their franchises, but I don’t see it that way. I wanted to be known up front in prior to the commencement of the franchise operation that he franchisee is required and must help the community. Below is the clause I’ve put into each and every franchise agreement;

3.16.5 Community Events

Franchisee must perform twelve (12) car wash fundraisers, one for each month, for their local community(s) each year.

During rainy months in your Marketing Area and with our prior written approval Franchisee may substitute one community service project per quarter in lieu of three car wash fundraisers as outlined in the Confidential Operations Manual. All community events are to be performed no further than fifteen (15) miles from any border of their Marketing Area or within their Marketing Area.

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As your franchising company considered requiring community service and community involvement? If not, perhaps you will contact your franchising attorney and ask them if this makes sense for your franchising company. I hope you will consider 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/

Be daring and be different!

As a former Yellow Page consultant for 25 years, I would recommend you take the time to figure out what makes you different from your competition and work from that base. After all, how else is Mrs. Jones going to choose from the hundreds of plumbers in the directory?

Begin in the beginning. That’s not as easy as it sounds. Build your ad from the headline on down. It’s the place most users will see first. So conceive a headline that takes you out of the ordinary.

Sticking with “Plumbing,” I’ve seen the same headlines year after year:

“Quality Emergency Service.” “Save Money.” “Complete Services.” Need a Good Plumber? Call Us.”

Okay, let’s break these down, in order.

Shouldn’t the user expect “Quality?” And what plumber doesn’t handle emergencies?

Isn’t every broken pipe an emergency?

No, I don’t want to “Save Money. I want to spend more. Dumb.

Doesn’t anyone offer “Incomplete Services” anymore? Also dumb.

And do I “need a good plumber.” Why else am I looking under “Plumbing” in the first place? Did I think this was the “Pizza” heading?

So you’re a plumber, not an ad-man. What kind of headline could you come up with that every other plumber can’t offer? Sure it’s tough, but no one said marketing was easy. It’s takes a creative touch and some adventure. Look at advertising in a different way. How does it solve a problem? That’s why Mrs. Jones grabbed the directory in the first place. She had a problem: a leaky pipe, Not you have to solve it for her. How? By telling her exactly what you intent to do. That’s the solution.

Huh? What did I say? Well, what does a plumber do? No, not the “Fast Service” stuff. We already beat that to death. What do you really do? You fix leaks. Okay, that’s not the headline I had in mind. You also get the water going again. Hmm. So you think outside the box. “Water Your Expectations?” Now that’s different, or, “Real Men Wear Booties! (to Protect Your Floors)” Get the idea? “Draining Pipes, Not Wallets.” That’s a feature and benefit story. “

“Flow Slow?” “Sink Sunk?” “Shower Shot?” “Drain Pain?” I could go on and on, but I won’t bore you. You need something catchy, cute, and real. Make a point, tell a story and have fun. Try different headlines in different directories and headings.

Under water heaters, you might try, “Water Heater Leaving You Cold?” Under “Septic Cleaning” try “Tanks for the Memories.” It’s a bit of a game but the trick is to capture the reader’s attention in the few seconds you have in a Yellow Page ad.

Grab a Thesaurus and get to work. Rethink your industry and the various terms they use. Plays on word and puns are obviously acceptable. Write in good taste and avoid anything that even remotely looks obscene or improper. Don’t’ forget the subhead, if needed. For example, “Tanks for the Memories” followed by, “We Offer Memorable Service on Brand-Name Septic Tanks.”

Ignore all the clichés in the other ads, like, quality, dependable, fast, same-day, emergency, low cost, expert, professional, etc. Save that for the text, if needed. Concentrate on becoming the ad other businesses point to when they are looking for a creative approach. Then throw them a curve and change the headline every single year!

It’s a challenge but I’m sure you’re up to it. Your business is worth it, wouldn’t you agree?

Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master’s Degree from Monmouth University. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He has authored 6 books and a novel, "Pursuit of the Phoenix," available at amazon.com. His latest book is, "Inside the Yellow Pages." Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.

Image is so vitally important to a franchising companies brand-name, that each and every franchisee must maintain consistency of appearance in their franchised outlets. This means that maintenance and repair of the business location must be up to standards of the confidential operations manual of the franchised business at all times.

If a franchised outlet is in the state of disrepair and looks it, but customers will know and it will be difficult for them to maintain consistency and quality in the goods and services they perform and provide. It is for this reason that every franchisor must pay specific attention to this detail. Below is a clause I put into all of our franchise agreements to address this issue;

3.18 Maintenance and Repair

3.18.1 Maintenance and Appearance of Business Location

Franchisee must maintain the condition and appearance of the Franchised Business in a manner consistent with The Car Wash Guys System image. Franchisee will perform all maintenance that is reasonably required from time to time to maintain the condition, appearance and efficient operation of the Franchised Business, including replacement of worn-out or obsolete fixtures, equipment, signs, supplies and inventory, repair of the interior and exterior of the premises and periodic cleaning and decorating. If at any time in the Franchisor’s reasonable judgement the general state of repair, appearance or cleanliness of the Franchised Business does not meet Franchisor’s standards, then Franchisor will give Franchisee written notice specifying the action to be taken by Franchisee to correct the deficiency and Franchisee will initiate the required action immediately upon receipt of the notice.

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as a franchisor you would be well advised to talk with inexperienced franchise attorney about the maintenance, repair and appearance of the franchisee in their business location and be prepared to address this issue not only in the confidential operations manual but also in the franchise agreements. Consider this to those experts.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

Whatever they are worth!

As a consultant, that’s my standard answer. But I know it’s a bit more complicated than that. Hourly rates run the gamut from $50 to $500. Some are worth it and some aren’t. You could probably say the same about your attorney, accountant, and physician. Each is an expert that should be looking out for your self-interest. After all, if you’re successful, then they benefit.

But advertising is a different animal. Let’s use the auto mechanic as an example. The car is running rough. You bring it in and the guy tells you it needs an engine overhaul. You trust him to do the right thing and, the next day, you pick up your vehicle. He presents you with a bill detailing all the work and you write a check. Hopefully, it’s working well now and you’re both happy.

Compare that with advertising. Your business is slow and you hire a consultant. He reviews your current campaign and makes a recommendation. You acknowledge that he or she is the professional and let them run the show. A month or so goes by and business is still bad. You come back and demand a refund. Sorry, it’s not going to happen. Unlike the car, that you could return and have more work done to correct the problem, the marketing cost has already been chewed up by the media. There is nothing to return or refund. Is it the consultant’s fault? It depends. Did you overreact expecting miracles? Perhaps.

If the consultant only got paid for results, that would be like a doctor only getting paid if he cured you. The doctor prescribes a course of treatment with medications according to his best estimates and using his vast expertise of prior cases. If the treatment fails, the doctor still gets paid. He might then try another type of action and still gets paid for that as well.

Marketing is of a similar ilk. The consultant makes a recommendation based on a history or case studies that produced certain results for specific companies. It’s rather like picking stocks based on previous performance. They may or may not perform as expected, but what else does the consultant have to use for their proposal? Each campaign comes with that caveat and the business owner must understand that risk in advance.

So, when it comes to how much the consultant should be paid, it’s more of an exercise in ROI, or return on investment. If he succeeds and helps the business prosper, what is that worth? If he fails, has he really damaged the business or just not helped it do better? I would never blame a good marketing consultant for a business failure. There are usually many other factors involved. Furthermore, a reasonable charge for services rendered could be an hourly rate that is competitive with other consultants or a flat fee based upon a schedule of the projected work required.

Under no circumstances should the consultant charge a percentage of the business profits gained. This borders on unethical behavior and can lead to numerous problems, including violation of the privacy of the business’s accounting. Check their credentials and references first, as you would for anyone you are considering before making an important decision. You’ll have a good feel for the person and whether you’re a good match. Then give them all the information they require and allow them to prescribe the best treatment. Hopefully you and you’re business will be happy and healthy.

Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master’s Degree from Monmouth University. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He has authored 6 books and a novel, "Pursuit of the Phoenix," available at amazon.com. His latest book is, "Inside the Yellow Pages." Currently, he is the Marketing Director for thenurseschoice.com,

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