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Now What? Ads in the John? It started when someone tacked the daily paper in men's room above the urinals. The idea soon spread to the stall in the ladies room and a new form of advertising was born. It is now so common place there are companies that represent thousands of "johns" to advertisers, giving each restaurant and bus stop owner a modest income for the use of walls and stalls. In the never-ending quest to fin... Ads Don't Sell - People Do ! More about advertising by BIG Mike McDaniel Advertising is not a substitute for good sales technique and superb customer service. Inserting an ad in a handy newspaper to call attention to a line of goods will not sell those goods unless you can back it up with intelligent, well directed sales efforts in the store. Sales technique and service must follow advertising and unless it does advertisin... Hit Them With Benefits More about advertising from BIG Mike McDaniel It makes no difference what media you use to advertise, the rules are the same. Benefits, benefits, benefits. Advertise benefits and your advertising will be a success. Take a poll, they don't care about car dealers, banks or tire stores. All they care about is "What's in it for me?". The fact that your dealership has been number one in the mi... 5 Tips for Hot Yellow Pages Ads 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 refe... 15 Tips for Better Yellow Page Ads 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 refe... Send 'em to the White Pages Your business is listed in the Yellow Pages whether you buy an ad or not. Your business is listed in the Yellow Book and the other phone books, too, no purchase necessary. The trick is to get people to remember your name when they look in the book. That's advertising's job. If you stress what's in it for them they will remember who you are when they go looking. Many times they go looking a year... Should You Advertise on TV? When people discover my background in advertising, the questions flow. One of the most frequent questions is "Should I advertise on TV?" I can't answer that questions until I ask a number of questions first. Do you have an advertising plan? Are you working on a firm budget? What are you trying to accomplish with your advertising? Where are you spending your money now? Usually by ... The SKINNY on Radio Advertising From meager beginnings in 1920, radio has grown with us to be a major player in advertising. The radio industry says they get about 8 percent of all advertising bucks. Not bad when you consider the many ways to hawk your service or product They get their fair share because radio works. With over twelve THOUSAND radio stations in the country, the music and news they broadcast is everywhere. R... What Do Your Ads Say? Make a list of everything you think should be included at one time or another, in one of your ad, be it radio, newspaper or Little Jimmie's class play program. Everything. Experience, staff, facility, product. The list will be quite long. Take the time to do it now, before you read the rest of this article. Next, take a hard look at your list, pencil in hand, and cross off all items that are... Books, Bibles and Fast-Talkers Every community has 'em. Fast talkers who roll into town with a clever idea to sell to people in business. Many times the ideas are clever and cute but you should weigh the ups and downs of every offer before you dig out the checkbook. Most of these in-town-for-a-day people want their cash up front. Some of the common flim-flams are: Coupon Books They offer to put you in a giant coupon... 7 Tips for Better Ads The content of advertising is basically the same no matter what the media. It is good and it works, or it is bad. Some TV ads are so clever people tend to remember the cleverness and forget the product. Here are seven tips to help you create better ads. Better ads for Newspaper, Radio, Billboards, Cable, Yellow Pages, anything with your name on it. 1 It's Not About YOU. Sell the benefits. ... 9 Tips for Better Billboards It is a given that billboard advertising "outdoor" is not a "quick fix". If sales are down, you can't quickly put up a few boards to boost the numbers. You must plan ahead. Lead time is not short when using outdoor. The best use of boards is for image building and brand awareness. Billboards are not cost effective for one time only sales or non-repeating special events. Most billboards are s... The Skinny on Billboards Several years back the billboard people put a big picture of "Sharlene Wells, Miss America" on billboards all over town. She was everywhere. The clever use of the girl had two purposes; the first was to cover up all the unsold boards. The second was to show the effectiveness of billboard advertising. Surveys were conducted before and after the one month showing of Sharlene’s pretty mug. Before... What the Newspaper Ad Person Won't Tell You Newspapers are considered the PRIMARY advertising medium by 99.4% of all retailers. Newspapers have been there in every step of the typical store owner’s life from the very beginning. Newspapers covered his birth, his high school graduation, his engagement, his marriage, the death of his parents and everything else. Despite declining circulation figures and increasing ad rates, newspapers still... What's On Your Business Card? A professional business card says more about you and your business than any other tool in your marketing arsenal. You need a card that looks good, tells what you do and makes it easy to contact you. Here's how to use the necessary ingredients to create a great business card Your name should be the biggest part of the card. Right there where the eye can pick it out without searching. Avoid... What To Do With Your Business Cards Without a plan to distribute your cards, there's no need to print them in the first place. Many fall into the trap of thinking all the thinking about business cards is over once the order is placed. Wrong! The average person has more than half of business cards still in the box at any given time. Make a plan to empty your box of cards in 3 months or less, after all, those little cards are yo... What Does the Back of Your Business Card Say? Business cards with nothing on the back are wasted opportunities to sell. Use the back of your card to expand and reaffirm your selling sentence (which should be prominent on the front of your card). If your Selling Sentence is "Where You Save 20% on Power Tools Everyday", use the space on the back to list the brands on sale every day. Another solid impression about you and your business. ... What Does Your Business Card Say? Business cards are the most underutilized and misunderstood marketing tool in business. Many people spend the bucks for cards and don't make an effort to get them into the hands of those who can hire them or buy from them. Everyday people throw away stacks of undelivered business cards. Money down the dumper. Your goal is to design and use a memorable card and get so many delivered you have ... The SKINNY on Newspaper Advertising The SKINNY on Newspapers Using the paper is considered gospel by many people in business. Use it wisely and it can be a good tool. Remember, newspapers are passive, non intrusive media. They tend to reach only buyers who are looking for the product. They are poor at reaching prospects before the need arises. Think about it, there are few times you have been driven to go to a store to buy ... Design Your Own Newspaper Ads Many people in business lay-out (design) their own ads. That old adage "If It Is To Be It Is Up To Me" prevails. Do it yourself and you may get what you want. Many newspaper salespeople are poor at conveying customer wants to the design department, and slow are retunring proofs. The result is an ad with errors, not approved by the cusotmer. If your expenditures will be moderate, you might be ab... Take Your Radio Ads to the Next Level Most small businesses do not have a high powered advertising agency to produce award-winning radio commercials for them. Most award-winning radio commercials win for the wrong reasons anyway. Radio commercials should sell the benefits (not features)of your business/product and should be on the same page with print, TV and billboard. A major problem in business advertising today is the lack of c... Cable Ads 5 Bucks! Cable has grown from 13 houses connected together in 1948 to coverage of nearly 70% of all households in the U.S. With dozens, even hundreds of channels, Cable is now a major player for local advertising dollars, some for less than 5 bucks. On the Mary Tyler Moore Show in the 1960’s, most of the people shortened her name from "Mary" to "Mare". We, as a group, have a tendency to find the short ... Do Your Radio Ads Work? Most small businesses don't have a high powered advertising agency to produce selling radio commercials for them and end up with something akin to a high school play, or with the business owner reading tired copy. The radio salesperson knows that by suggesting the owner be the star, visions of Dave from Wendys or that guy with the talking dog who says "roll that beautiful bean footage" come to ... 13 Facts About Newspaper Advertising Advertising in the paper works for many people in business. The astute merchant understands the newspaper’s weaknesses and works to avoid them whenever possible. Here are 13 facts you should know. 1 Despite declining circulation figures and increasing ad rates, newspapers still reach large audiences, daily. 2 Newspapers are considered the PRIMARY advertising medium by 99.4% of all retaile... What Color is Your Yellow Pages Ad? In the beginning, Yellow Pages ads were, well, yellow. With black type. Then, in an effort to jump start sales, the clever people who invented Yellow Pages in 1886, the Reuben H. Donnelly Corporation, figured an inexpensive way to add red to the ads. Red borders, red type. Higher rates. With the monopoly broken all over the country there are now Yellow Books, Yellow Pages, McLeodUSA Books and... Don't Use Your Print Ad on Radio I don't know about you but I don't drive down the road with a pencil and paper on the seat. Why then should you waste valuable advertising seconds on the radio by telling me your phone number? Spend 20 minutes with local radio and you will hear more phone numbers than in most Yellow Pages. Most radio ads are second thoughts. "Here take my ad in the paper and make something". Trouble is... Modern Marvel - Yellow Pages First was the telephone. Once Alexander Graham Bell got it working, it spread like the southern kudzu vine. In less than two years after the first "Watson, come here I need you" conversation, there were enough telephones for a "central office" and someone to connect and disconnect the callers (1878). The fastest growing of the new Bells was the New Haven Telephone Company (Connecticut) There we... Is Your Business Phone Number Honest? Your business is listed in the Yellow Pages whether you buy an ad or not. Your business is listed in the Yellow Book and the other phone books, too, no purchase necessary. Yup, free listings in the yellow pages. Provided, you have a business line, in the name of your business, at the phone company. Advertising your home number as a "business" can only lead to confusion and a problem when the phone... 10 Ways to Design Yellow Pages Ads Here is some common sense advice for those "unchangeable for a whole year" Yellow Pages ads 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 ...

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