Different Types of Station Contact

Reaching radio hosts (for the purpose of trying to get booked for an interview) can take on various forms, depending on the type of station the show is done at. What’s best? All of them at the same time, of course. But since that’s cost prohibitive for almost any guest, you have to pinpoint what will do an acceptable job for an acceptable price.

Personal contact with prospective hosts is always the best, done by either by the guest or the booking person. These personal visits are usually only possible in the hometown of the guest or booking person, since radio PR campaigns just don’t charge enough to pay someone to visit stations nationally. (Interestingly, high-level music airplay promotion campaigns DO charge enough for personal visits.) Regardless, if there is ever a chance to meet face to face with a host, do it… they will never forget you.

The telephone is the big equalizer in booking interviews. Most radio interviews are booked on the phone, since you can reach every host in the country, and, since hosts are big phone-people. Plus, radio people are used to being hit with calls from music promoters, syndication promoters, equipment salespeople, audience calls, etc. Two things about the phone, however,… you have to hit the hosts at the right time (especially music-station morning crew hosts/producers), and you have to sound good doing it.

Printed ads in radio publications are used by a lot of people who are trying to book interviews, and while these ads do generate "some" calls from smaller stations, I’ll go ahead and say that an ad’s purpose is not so much to generate calls as it is to build awareness (much like a billboard on the side of the road just builds awareness.) These printed "trade" ads certainly do have a use, but I just would not rely on them to make your phone ring.

Ads on radio websites are even a bit less useful than printed ads, as far as awareness-building is concerned (and certainly as far as generating calls is concerned.) It has something to do with radio’s fight over the internet for streaming, artists, banner sales, etc. Regardless, radio does not take things seriously that are presented via banner ads ONLY. However, if you have a great site, adding a banner (that links to your site) as part of your phone campaign makes good sense.

Email contact is good for college stations and music-directors at community stations, but it is very weak at convincing commercial stations on FIRST contact. Once they know you, however, email is a good tool to get booking-times and dates across. Email has to be pin-point to the person… personalized and all. You cannot send one email to a list of people… they will never respond, and they will block you.

Fax is most certainly just an image builder (like a billboard), and not a booking tool. Getting your guest’s point across in a fax (if used by itself) usually never works since it never gets to the right person. And you can’t send it multiple times to the same fax machine, since that would not be welcomed.

Postal mail is a bit better than fax, as far as getting to the right person is concerned, but the cost involved, along with the proper-addressing hassle, makes mail prohibitive except for simple postcard-type image builders, or when mailing a book or book-cover is really needed. A nice thing about mailings is that you can target several guests with multiple pieces, mailed in intervals so that you don’t fill up the receptionist’s desk with your stuff.

Bryan Farrish Radio Promotion is an independent radio interview promotion company.
www.radio-media.com.
310-998-8305

The Pundits say the economy is slowly, but surely, recovering. Maybe not at the rate of the mid-90s stock boom, but recovering nonetheless.

It must be true, because ad agencies are running Help Wanted ads. So, ad budgets are getting bigger. Tsk tsk. They have been missing out. Actually, for maverick thinkers like you, that should be good news.

When the Pundits say, "Times are getting tougher," usually the first thing to get axed in business are ad and marketing budgets. This makes nearly no sense. But, to your competition, you should say, "Tighten that belt another couple of notches!"

Because that’s when you go for the kill.

So-called "tough economic times" should be a boon to your marketing. It’s then that your competition will pull back their advertising efforts. And you should increase yours. Your competition is purposely weakening its position. It is the perfect time to fortify yours.

Since most others are cutting back on their ad spending, media becomes more negotiable, if not altogether cheaper. Your messaging can become more visible with less clutter.

Your message also needn’t be more hard-sell in this type of environment. Traditional notion dictates hard sell is the way to go. But proper strategy, creatively executed, will nearly always win over a hard sell approach. Creative ads always get noticed, and often garner free publicity.

Of course, you don’t want to confuse "Bad Taste" with "Creative." If you have the proper strategy, that shouldn’t be much of a concern. If you are presented ad concepts that bother you on a deeper level (more than the placement and size of your logo or other such trifles), maybe it’s time to address the strategy as much as the concepts.

The big payoff really comes when bad economic times rebound into good. When people have more money to spend, your business will have a higher, better mind share than the folks who chose not to advertise. Higher mind share leads to higher market share when the public starts buying again.

There’s the story of a brand of peanut butter that, due to government-mandated conversion of its factory for the effort during World War II, was not even commercially available. Yet, the brand was consistently advertised. When the war was over, guess which brand had higher market share?

And it’s in this atmosphere of free spending that market share is hardest to hold onto. More dollars to throw around, more choices, the market gets diluted. Why not go into that phase the leader, or the biggest gainer?

So, when your competition rolls back their ad spending, pump yours up. You stand only to benefit from the less-competitive atmosphere. Still a little unsure? Then set up a dollar cost averaging system for marketing. Spend the same amount every week, every month, every quarter. You might be surprised you get more results in "down turned" markets.

Marketing is everything. If it weren’t, your company would only subsist on word of mouth and chance.~

Republishing part of or entire article, in all forms, is welcomed, as long as author bio info is printed and proper authorship credit is given. As a courtesy, please send author a complimentary copy.

John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his web site http://www.brandedbetter.com. Speaking with both agency and in- house experience, he knows the most valuable asset of a business is its brand.

You offer a reliable, quality service. You know that if more people knew what you can do, you’d increase sales. So you advertise in the most likely media for potential clients to read about you. But there’s no response. Why?

If this scenario is familiar to you there’s a few likely causes.

1. Maybe your ad’s aren’t designed well - poor layout, inappropriate offer, etc.

2. Maybe you have selected the wrong media, placement or timing.

3. Maybe you shouldn’t be advertising your services.

Now I know there’s a lot to consider when writing advertisements - creating "killer headlines", long copy versus short copy arguments, using white space, etc - and I could give you some tips on how to buy media. But I’m not getting into that today. I’m going to talk about the third point - maybe you shouldn’t advertise.

But wait! (I hear you ask)… Why shouldn’t I advertise my business?

Put simply, some services are not suitable to be advertised in the usual fashion. Most advertising is to stimulate action, usually a purchase or decision to place an order. If you’re selling a ‘product’ this is relatively easy to achieve. Customers know what they are buying. There’s usually some sort of benchmark, or product criteria, customers use to judge whether your product will do what they want.

But when it comes to services, many potential customers (or clients - I use both terms interchangeably) may not be able to make the same sort of judgement. This is particularly the case for services where the specific outcome is hard to predict, or where there is a large degree of emotional involvement or risk in the customers decision making process.

Think about it this way. Services can be broadly classified under the following headings:

* People Processing (eg hairdresser, medical)

* Possession Processing (eg computer repairs, dog obedience training)

* Knowledge Processing (eg education, entertainment)

* Information Processing (eg accounting, investment advice)

Generally speaking, possession and people processing services are more tangible than knowledge or information processing. For possession and people processing services, clients can see/touch/feel the outcomes, and they may even be personally involved in the delivery of the actual service. Additionally, tangible services usually incorporate a higher level of personal contact (intensity or frequency) between the provider and the customer.

So, for more tangible services, clients often have more reference points on which to base a future purchase decision.

If your business provides services with less tangible, and more variable, outcomes then media advertising may not be the best answer for you. For your type of services customers will be very interested to understand ‘how’ you deliver your service and will need to develop a suitable degree of trust in you before they will make the decision to use your services. These criteria cannot be fully met through advertising alone.

So what should you do to get more business? Here are a few ideas:

* Perform your service to an excellent standard - surpassing mere customer satisfaction.

* Provide information to educate your potential clients.

* Develop sales processes that identify real problems you can solve.

* Make sure you address the true concerns and risks of your clients.

* Understand the clues customers use to decide whether they will use you.

* Create a network of related service providers who may refer prospects to you.

* Develop mutually beneficial joint-promotional activities with well-respected businesses in complementary fields.

Please don’t misunderstand my message. Advertising can be very productive. If you can clearly state specific benefits (i.e. outcomes) and overcome the initial concerns of prospective clients, then advertising may work for you. That’s why possession processing services such as lawn mowing can be easily advertised. For your average lawn the customer can recognise and understand what they are buying.

However, if your business provides relatively intangible services that deliver outcomes dependent upon a variety of factors, then media advertising should not be high on your list of marketing activities.

(c) 2004 Marketing Nous Pty Ltd

Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. Stuart also offers telephone consultations and runs regular marketing seminars. For additional marketing resources, including Stuart’s popular monthly newsletter, visit his web site at http://www.marketingnous.com.au.

Are you confused by all the information you receive from various radio stations? Do they all tell you they are #1 and you don’t know who to believe? Most of them probably are #1 so believe it or not, they aren’t lying to you. The question is, “What are they #1 in and is it a group of ears you want to reach?”

Quite often a radio “Account Manager” or “Account Executive” which are pseudonyms for radio sales person, receives a call from someone who states they are gathering information for someone else, the real decision maker, someone who is looking at radio as a possible advertising medium. They ask for an information package to be mailed out to them; or faxed over if it’s urgent (Ha!). When the rep asks questions that are essential to the provision of any information pertinent to the situation (demographics, psychographics, time frame, budget etc.), the caller says they know nothing. They were just told to call stations and gather information.

Being an obliging rep, the information is sent or faxed as requested ….and then nothing happens 95% of the time. The decision maker receives the rankers, profiles, sales packages, announcer and program information and can’t figure out how to make a decision….so they buy print instead. Both sides of the prospective transaction lose.

The information each station sends out will of course focus on their strengths. As mentioned earlier, many will be #1 in their target market, which really confuses the issue. If the prospective client thinks that everyone is their target market, they may chose to buy the station that has the highest cume audience (cume – unduplicated listeners who tune to the station for at least 15 minutes a week). The price per commercial is usually quite high and discourages new advertisers before they start.

Even when the decision maker is the one gathering the information or meeting with the reps, they still often end up confused by all of the data. The secret to gathering the information you need, is to ask the right questions. How do you ask the right questions?

You ask the right questions of yourself first and provide as much information as you can about what you want to accomplish with this advertising and whom you need to reach. Make a list of the characteristics of your best customers. Define the age group, the kind of radio they are likely to listen to (talk, rock, easy listening, news, etc.). Identify any psychographics that may be pertinent.

No matter how much you would like to think so, everyone is not your customer. There is a group that is more likely to use your services or buy your product and they are the target to focus your efforts on.

When you request information, be specific. State unequivocally that you only want information that is relevant to the consumer characteristics, you provide. All the information must be based on the same criteria, to provide a basis for comparison. How else will you determine which station reaches your best customers at a cost effective rate?

Bigger isn’t always better, so choose your audience based on the criteria you set, and work with the creative team at the station to write and record messages to captivate your customers.

Copyright © 2005, Nancy Fraser, Nota Bene Consulting All Rights Reserved http://www.notable-marketing.com

Infomercials have been around for along time. Have you ever caught yourself glued to the TV watching and listening to information on a new TV product? We have all seen these ads and I am sure most of us have some of these products in our homes. I know I have several. Wow, will that really clean my floors and make them look new again? Use water to steam away all those germs. Only five minutes a day and you will lose weight! How can you not want to try these products? Only $19.99 or 5 easy installments of $29.99.

A number of celebrities endorse these products. One product that has been around for awhile is The Thighmaster endorsed by Suzanne Somers. She also endorses other exercise machines such as torso track, beauty products and even appliances. Suzanne has made a real impression in infomercial world.

Celebrities definitely help these products to sell. These are people we can relate to and if they are endorsing a product and putting their name to the infomercial product it must be worth buying, right?

Some infomercial products have turned the spokesperson like Ron Popeil into a celebrity. Most people know who he is. When I hear his name "Set It and Forget It" comes to mind. Get rid of that fat from your foods and walk away while your food cooks. I have one of his rotisserie and I have to admit I love it! The food comes out real moist and tasty. Ron has come out with a whole line of helpful kitchen products.

George Foreman also got into "Get Rid Of The Fat" products. I also have his George Forman grill which is awesome for making sandwiches, hamburgers, cooking bacon and I find it easy to clean. It seems every year he perfects his product with a new line.

I do like infomercials and get easily drawn in. Sure some are just ridiculous gadgets that we really do not need and just end up in the back of the closet after a few uses. What about the products that you see advertised all the time and have been around for awhile? They must be living up to their ad and do what they say if some many people are still purchasing.

Television is a very powerful way to advertise a product and have it endorse by a celebrity and the product can become an instant hit. The internet has become another tool for advertising these products. The web makes it even easier for us to purchase. If you walked into the tail end of an infomercial you can find out more about it online. Do a search for the product name and you should be able to find it on the web. You can even find sites that have short clips of the product in action. What will be the hot As Seen On TV Product this year????

Surf Til You Drop® is a consumer based website focusing on Infomercials. For more information regarding As Seen On TV Products you have seen advertised on television, product reviews, personalized searches, video clips and more visit http://www.surftilyoudrop.com today!

Before we start, could you open your Yellow Pages directory?

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’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:

—–

“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

Empathetic Focus: Make your Yellow Pages ad about the prospect—their problems, needs and desires. Write out a list of all the reasons people come to you.

Benefits Over Features: Make a chart with two columns. In the first column, list all the features of the services/products your business provides. In the second column, list the benefits of those services/products to the customer.

Show, Don’t Tell: Don’t tell the reader in a vague one-liner how your products/services benefit them. Show them benefits with rich detail and examples that trigger emotion. You can do this by writing out incidents that have taken place between you and your clients. Write the stories out loosely in the first draft. Pick the best one and abbreviate it down the key points for the final copy.

Acknowledge the Emotional Issues: No matter what you are selling, people are buying first for emotional reasons; and then justify it with intellectual reasons second. In Secret #4, I’ll share with you a powerful way to uncover the deeper emotional reasons that motivates your prospects to seek out your services/products.

Often people are not even aware of the emotional reasons.

But you’ll know. And you can use that knowledge to attract future customers and repeat business.

Discover 7 Secrets ToTransform Your Yellow Pages Ad So That It Naturally Motivates Prospects To Call You First

To recieve, FREE, all Seven Yellow Pages Secrets visit: SevenYellowPagesSecrets.com or call (519) 273-7969.

Need Help Maximizing the Profitability of Your Yellow Pages Ad?

John A. Manley uses special copywriting methods that naturally motivate a prospect to buy. He avoids the typical salesy feeling many ads have. Hype is replaced with emotionally moving pieces that demonstrate your sincere intention to help your customers. To read more about how his marketing services can help you attract new and repeat business, sending your profits rising, please visit: http://www.natural-persuasionCopy.com. A 35-minute free consultation (value $120) is available on request (and can include a free critique of your Yellow Pages ad). To setup an appointment call 519-273-7969.

Attending a trade show can be a very effective method of promoting your company and its products. And one of the most effective ways to optimize your trade show display and increase traffic to your booth is through the use of banner stands. A banner stand for your trade show display draws attention to your booth and helps you deliver your message to prospective clients, current customers and business contacts at what is usually a highly competitive event. Your trade show display should stand out from the crowd, and a banner stand is a great way to make sure it does.

Banners themselves are typically constructed with either fabric or vinyl. There are advantages and disadvantages to each type of material, so you should consider how you will use your banner stand before deciding between fabric and vinyl. Fabric banners are durable and long-lasting. Fabric doesn’t reflect light like vinyl, which can decrease your banner’s readability. Fabric banners also don’t bend or crease so they travel well. However, fabric banners are not easy to clean and can become dingy or faded with time. Vinyl banners are easy to wipe clean and allow for brighter colors and sharper image definition on them making them more eye-catching than fabric banners.

There are many aspects of banner stands that make your investment in one worthwhile. Banner stands can be designed with your company logo or graphics, and include the important information you want to convey to prospective clients. They can be used in conjunction with a trade show display or on their own to advertise a product, announce an event, or showcase information about your business. They can be used as an extension of your trade show booth at a show because they can be set up in other areas like the show lobby or at the end of an aisle. Additionally, banner stands are lightweight, portable, and easy to set up and take down.

Once you have invested in a banner stand, you will find many uses for this vital piece of equipment outside of trade show displays. Banner stands are reusable and long-lasting. You might consider setting up your custom banner stand in a shopping mall to draw customers into your store, in a hotel lobby to direct the flow of traffic, at a movie theater to advertise an upcoming film, at a sporting event to showcase team information, or wherever your audience is likely to be found. The benefits of a custom banner stand will last your business far beyond trade show displays, and with proper care can be used for several years of succinct, eye-catching advertisement for your business or company.

Mat Kelly is the president of ExhibitDEAL, the Original Exhibit Wholesaler specializing in trade show displays, banner stands and other trade show accessories. On the web at http://www.exhibitdeal.com/

Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.9%) and business has at least one copy of "the book".

Almost three out of five (58%) of all adults say they check the Yellow Pages for a phone number and/or address at least once per week, with 77% using the book monthly.

While the Yellow Pages are an excellent reference tool, they fare less well when considered as an advertising medium. People use the Yellow Pages to look for a familiar name. If your other advertising works, then fining you in the Yellow Pages should be a snap.

Remember, once the book is published, you can’t change your ad until the next publish date.

Here BIG Mike’s 5 Tips to make your Yellow Pages Ad HOT.

1 - Sell the benefits

Put a headline on your ad pushing benefits. Explain how the benefits will help your prospect fulfill their needs.

2 - Forget extra cost color

The only thing color has been proven to do in Yellow Pages advertising is increase the price you pay for the ad.

3 - Ask for the order

Writing "Call us now at xxx xxxx" will get more responses than if you simply listed you phone number.

4 - Write like you talk

Inject your personality into everything you write. No-one wants to read boring and stuffy legal-ease. Use short sentences and words. Use simple language Use the word ‘you’.

5 - Avoid Bragging

Don’t boast "biggest and best". It turns people off, even if it is true. Being number one won’t sell any product for you.

Remember, the Yellow Pages is generally a reference tool. People look for a name they recognize (or can’t remember) or for a name given by a friend. Your ad should help them remember. The only other use of the Yellow Pages is to look for an emergency services. That’s why you see lots of tow truck ads and no ads from Sears. Design your ad accordingly

For more about advertising, get my article "Do Your Radio Ads Work?" MailTo:RadioAds@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike’s BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net

1) If we accept that every business must have a mailing list. To me this is fundamental. The new business with one customer has a mailing list of one plus prospects?

That list is a means of communicating with the customer, verbally or in writing. Failure to communicate could mean losing the most valuable asset of the business, so your potential customers are just as important.

Cherish your customer(s) and grow your mailing list to consist of customers, lapsed customers, potential customers (qualified prospects), prospects and possibly new leads.

You can tailor your communications to the whole list or segments of the list. Learn how to grow and manage your list.

2) How do we grow the list? One of the most profitable ways is to use classifieds advertisements.

Classified advertising is best used to build a list of qualified prospects. A qualified prospect has been turned from a prospect (someone who may have a need for your product or service) to someone who has an identified need for your product or service.

Because they have responded to your advertising efforts they have indicated a possible need. Use classifieds to offer a free catalogue, booklet or report relative to your product or service.

3) Generally you can sell anything from classifieds so they are great for pulling enquiries with lines such as: Write for further information; free booklet offer, send for product or service information. Be creative in what you offer and have fun developing your advertising skills as you build your list.

4) Advertise all year round. Responses will vary, but by keying your advertisements

according to the month they appear, and by careful tabulation of your returns from each keyed advertisement you will find that steady year round responses will continue.

It has been known for enquiries and orders to still be coming as long as two years after the date of an advertisement! The media used for classifieds can lie around for a long time.

5) How can I decide where to advertise my product or service? Targeting! You have to know your target market there are many sources of information. Public libraries, trade journals, the Internet and good old word of mouth.

In the UK we have BRAD (British Rate and Data). You are sure to have similar where you are.

BRAD contains information on nearly all journals and magazines in Britain. However you do it, make a list of the addresses, circulation figures, reader demographics and advertising rates.

Individual trade journals will provide a ‘media pack’ if you ask. The pack contains all of the necessary data.

Advertising costs money so at all times you must be sure that you are building your list profitably. The very best way to build your list for free is to get free advertising which you can do by offering an article to the journals.

The best free advertising is from the issue of regular press releases. Editors are always looking for news. Get to know the journals that cover your specialisation and issue a press release on a regular and repeating basis.

This keeps your name in front of your whole list, customers to prospects, and can offer information, free, this is what works every time ‘free information’. Don’t be daunted at the prospect of writing press releases. We show you [How To Write A Press Release] here.

Tip ‘The man who knows most is the first to want to know more’. Use press releases to offer him free information as part of your program of advertising.

Resource Box: Article by Michael Harrison, Author, Publisher and Business Consultant. Learn from an expert: Go to: http://www.be-your-own-business-expert.com/ Subscribe for your Free weekly newsletter. Information for career and business minded people. Subscribe today http://www.be-your-own-business-expert.com/Bulletin.html Access our archives when you subscribe.

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Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.9%) and business has at least one copy of "the book".

Almost three out of five (58%) of all adults say they check the Yellow Pages for a phone number and/or address at least once per week, with 77% using the book monthly.

While the Yellow Pages are an excellent reference tool, they fare less well when considered as an advertising medium.

Here are 15 ways to make their yellow pages more effective.

1 - People looking in the Yellow Pages are ready to buy right now. So the challenge is to make the prospect see your ad first.

2 - Don’t sell them your type of product or service, but sell them on the benefits of your business.

3 - Sell them why they should call you and nobody else.

4 - You don’t need thick borders or extra cost color, the yellow pages people offer that to everyone. Look how many are on every page.

5 - The key to a sizzling Yellow Pages ad is to sell your services in print. It’s about standing out by offering the solution to their problem in a way that your competitors can’t match. The key is the headline.

6 - Put a headline on your ad that sells your benefits and assures the prospect will read your ad. If you have a hard hitting headline that projects a strong benefit and relates to the needs of your prospect, half the work is done. Some headlines that help you do that include:

"How to xxxxx"

"6 reasons why …"

"Before you xxxxx 6 factors to consider"

The rest of your ad should expand on the benefits you’ve presented in your headline and show specific ways you’ll help your prospect fulfill their needs.

7 - Finish by spelling out your instructions. Writing "Call us now on xxx xxxx" you’ll get more responses than you would if you simply listed a phone number.

8 - Write like you talk Inject your personality into everything you write. No-one wants to read boring and stuffy legal-ease.

9 - Use short sentences and words. Use simple language

10 - Use the word ‘you’

11 - Avoid Bragging - Don’t boast "biggest and best". It turns people off, even if it is true.

12 - If you have a guarantee, spell it out. A guarantee will make your credibility skyrocket

13 - Find a way to make the prospect an enticing offer. Including an offer in your telephone directory ad will dramatically boost responses. It gives your prospect a reason to call you ahead of anyone else.

14 - Remember that every business (with a business telephone) will be in the yellow pages, free, in the listings.

15 - The only thing color has been proven to do in Yellow Pages advertising is increase the price you pay for the ad.

Remember, the Yellow Pages is generally a reference tool. Design your ad accordingly

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

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