November 21, 2006
Telephone Directory Advertising - How to Make It Work
There’s a recent conversation going on in the GopherForum about whether or not telephone directory advertising works.
Here’s my latest addition to the conversation:
“So what can you do to give your prospect a reason to call? Since marketing is a step-by-step process, the reason should be a baby step towards actually becoming a customer. And since at the stage where most prospect are when they’re scanning the yellow pages (trying to decide which of all the choices would be best to call), give them something to help answer the questions in their mind. Instead of just listing your services like all the other advertising lemmings, offer them some free information to help make their job easier. Put something like: “Do you know the ‘5 Questions You Should Ask Any Lawn Care Provider Before Letting Them Care For Your Lawn’? Before calling any other company, listen to this FREE recorded message by calling XXX-XXX-XXXX 24 hours a day.” You would then set up a special voice mail where you list the 5 reasons on the message. At the end of the message, you could present them with another offer that encourages them to leave their contact information after the beep, thus allowing you to continue to educate them on your services. This next offer could also start the process of weeding out the tire kickers. Finally, you could create a free report on any topic that answers any number of questions going through your prospects mind while searching the yellow pages, but that’s the general idea - give them a non-intimidating reason to pick up the and find out more about you. “
You can read the entire discussion HERE.
Bookmark Me!
Filed under Lawn Care Marketing by Chestin
Leave a Comment