Customers For Sale - $1.75 Each
How many new customers would you buy for $1.75 each? If you're like most business owners, you'd probably buy as many as you could get, wouldn't you?
Have you ever figured out how much you are paying for your customers right now? Again, if you're like most business owners, you've never really thought about it. Maybe you even thought your customers were free.
Let's take the Yellow Pages as an example. Does your business have a display ad in the Yellow Pages? How much did that ad cost you?
Take that amount and divide it by the exact number of new customers it brought you, and the result is one of the prices you are paying for new customers.
The thing is, 99.9% of businesses that have a Yellow Pages ad...can't come up with a real number for new customers coming from the display ad!
So it's anybody's guess isn't it? You could have paid $347.00 for one customer couldn't you?
Don't feel bad if that's happened to you, because it happens to 99.9% of every other business too. It happens because 99.9% of business owners have never given a thought to how much a new customer costs, or how to properly set up a display ad for the Yellow Pages or newspaper.
The guy from the Yellow Pages comes around every year to take your order and draw you up a nice looking ad.
How does he do that, and just who is that guy anyway?
You could walk in off the street and tell the Yellow Pages folks that you'd like to sell ads for them in whatever area you want, and suddenly...you're that guy!
What do you know about designing display ads? Nothing, right? So the Yellow Pages folks give you a stack of samples of every kind of ad they run, and all you have to do is send in the one the business owner picks out.
So that's who that guy is, and how he does it.
So what? So what is that thousands and thousands of businesses are wasting thousands and thousands of dollars every year, on ads that don't live up to the amount they cost.
But they look soooooo good!
Does that mean that the Yellow Pages is a waste of money? NO! Far from it!
A properly constructed display ad will grab 100% of the eyes that scan the page, and a good percentage of those will call you or come into your store.
It's the “Me too” type ad that 99.9% of businesses use that is a waste of money.
Take a look in your copy of the Yellow Pages. Look under the Air Conditioning section and find the biggest most colorful display ad. Take a good look at it, and then compare the words in the big ad with the words in the smaller ads.
“All your heating and cooling needs, 24/7 Service, No job to big or too small, We're the best in town, Lowest prices in town, 247 years combined service, locally owned and operated, blah, blah, blah.”
They're all the same, aren't they?
There are minor differences in size, color, and art work, but they all say the same thing. “Come see us, we're the best”.
If I was a gambler, I'd bet a hundred dollars that you could call any one of those ads and ask them how many new customers, exactly, came from their Yellow Pages ad, and you'd hear “Well its doing really well for us” but not a one of them could tell you exactly how many new customers they had received.
Not a one of them.
Talk about gambling! Buy a Yellow Pages ad from the guy that comes around every year, and let him design your ad. Now that's a sucker bet.
It doesn't have to be that way, of course.
When you become the .1% business who places a properly constructed display ad in the Yellow Pages, you have 100% of the eyes that scan the page looking for your service, read your ad.
Consider who is reading the Yellow Pages.
There is the guy that is already your customer, needs your service again, but has forgotten your number. He finds you fast and calls you up.
There is the guy with an emergency, and he starts down the list and calls every phone number he sees, as fast as he can and hollers HELP! to anyone who answers. He doesn't give a lick that your ad is in 3 colors, all he wants is help.
There is the guy that needs your service for the first time, and scans all the ads looking for something that will solve his problem.
What do all those readers see? They see “ME TOO!”, with nothing to set the one apart from another.
Do you think those people are looking for air conditioners, or service? Not on your life. They are looking for comfort that they don't have to think about.
The advertiser who offers those people what they are looking for, gets the business, and his properly constructed ad automatically lets him know EXACTLY who and how many, new customers came from his display ad.
That business now knows exactly how much customers are costing him from display advertising, which allows him to make intelligent business decisions instead of just rolling the dice on the word of “that guy”.
For more information on display advertising and other secrets of building a profitable business, contact me.
Bob Blagg, The HVAC Marketing Guy
bob@hvacprofitsecrets.com.
http://www.hvacprofitsecrets.com/
Have you ever figured out how much you are paying for your customers right now? Again, if you're like most business owners, you've never really thought about it. Maybe you even thought your customers were free.
Let's take the Yellow Pages as an example. Does your business have a display ad in the Yellow Pages? How much did that ad cost you?
Take that amount and divide it by the exact number of new customers it brought you, and the result is one of the prices you are paying for new customers.
The thing is, 99.9% of businesses that have a Yellow Pages ad...can't come up with a real number for new customers coming from the display ad!
So it's anybody's guess isn't it? You could have paid $347.00 for one customer couldn't you?
Don't feel bad if that's happened to you, because it happens to 99.9% of every other business too. It happens because 99.9% of business owners have never given a thought to how much a new customer costs, or how to properly set up a display ad for the Yellow Pages or newspaper.
The guy from the Yellow Pages comes around every year to take your order and draw you up a nice looking ad.
How does he do that, and just who is that guy anyway?
You could walk in off the street and tell the Yellow Pages folks that you'd like to sell ads for them in whatever area you want, and suddenly...you're that guy!
What do you know about designing display ads? Nothing, right? So the Yellow Pages folks give you a stack of samples of every kind of ad they run, and all you have to do is send in the one the business owner picks out.
So that's who that guy is, and how he does it.
So what? So what is that thousands and thousands of businesses are wasting thousands and thousands of dollars every year, on ads that don't live up to the amount they cost.
But they look soooooo good!
Does that mean that the Yellow Pages is a waste of money? NO! Far from it!
A properly constructed display ad will grab 100% of the eyes that scan the page, and a good percentage of those will call you or come into your store.
It's the “Me too” type ad that 99.9% of businesses use that is a waste of money.
Take a look in your copy of the Yellow Pages. Look under the Air Conditioning section and find the biggest most colorful display ad. Take a good look at it, and then compare the words in the big ad with the words in the smaller ads.
“All your heating and cooling needs, 24/7 Service, No job to big or too small, We're the best in town, Lowest prices in town, 247 years combined service, locally owned and operated, blah, blah, blah.”
They're all the same, aren't they?
There are minor differences in size, color, and art work, but they all say the same thing. “Come see us, we're the best”.
If I was a gambler, I'd bet a hundred dollars that you could call any one of those ads and ask them how many new customers, exactly, came from their Yellow Pages ad, and you'd hear “Well its doing really well for us” but not a one of them could tell you exactly how many new customers they had received.
Not a one of them.
Talk about gambling! Buy a Yellow Pages ad from the guy that comes around every year, and let him design your ad. Now that's a sucker bet.
It doesn't have to be that way, of course.
When you become the .1% business who places a properly constructed display ad in the Yellow Pages, you have 100% of the eyes that scan the page looking for your service, read your ad.
Consider who is reading the Yellow Pages.
There is the guy that is already your customer, needs your service again, but has forgotten your number. He finds you fast and calls you up.
There is the guy with an emergency, and he starts down the list and calls every phone number he sees, as fast as he can and hollers HELP! to anyone who answers. He doesn't give a lick that your ad is in 3 colors, all he wants is help.
There is the guy that needs your service for the first time, and scans all the ads looking for something that will solve his problem.
What do all those readers see? They see “ME TOO!”, with nothing to set the one apart from another.
Do you think those people are looking for air conditioners, or service? Not on your life. They are looking for comfort that they don't have to think about.
The advertiser who offers those people what they are looking for, gets the business, and his properly constructed ad automatically lets him know EXACTLY who and how many, new customers came from his display ad.
That business now knows exactly how much customers are costing him from display advertising, which allows him to make intelligent business decisions instead of just rolling the dice on the word of “that guy”.
For more information on display advertising and other secrets of building a profitable business, contact me.
Bob Blagg, The HVAC Marketing Guy
bob@hvacprofitsecrets.com.
http://www.hvacprofitsecrets.com/
posted by Bob Blagg, The HVAC Marketing Guy | 9:41 AM
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