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Ten Reasons Why Yellow Pages Work... When Business Gets Tough!
1. Regardless of the business pace - fast or slow - you must get your share of business. Cutting back on your advertising program could put you at a disadvantage at the time you need an edge.
2. In times of uncertainty, consumers are careful and sometimes reluctant to spend. They want to be sure before they buy: they want information. One of the main ways to get information about products, services, prices, and value is from Yellow Page advertising. Yours - or somebody else's.
3. Maybe you figure other businessmen are going to cut back their advertising so it's safe for you, too. Right? Wrong. You're in competition for the consumer's dollar with every other businessman in town . . . particularly those offering the same products or services.
4. Slow times ahead? Perhaps, but there are more Americans working now than ever before. More women working, too, adding to family income. People still need and want goods and services and will spend for them. Your competitors will be bidding for their share - and yours.
5. You can't do much about most factors in the market place . . . rent, labor costs, price of merchandise, what the competition will do. But one thing you do control is your promotion. Remember that advertising is not just a cost of doing business. It's a proven sales tool that returns your investment.
6. Remember how long it took you to get started? Once you build up a business, you can keep it going with a moderate, consistent advertising program. But if you cut your advertising and lose your hold on the public's awareness, you'll find it's much harder to build it up again. It's like starting all over.
7. Your advertising is part of your sales force. Ads help you pre-sell the customers and help you close the sale faster. What saves you time, saves you money.
8. You say your customers know you and that they'll keep coming to you for at least a while, even if you don't promote. That's partially true, but shortsighted. Remember one out of five Americans moves every year. So there's a steady flow of customers out of your market and a corresponding influx of new folks who don't know you at all. Tell them about yourself.
9. Here's a hard fact to chew on: Over any given period, a company that advertises below the industry average usually has sales that are below the industry average.
10. Advertising is news - about products and services. Most shoppers continue to look for information that helps them with buying decisions.
1. Regardless of the business pace - fast or slow - you must get your share of business. Cutting back on your advertising program could put you at a disadvantage at the time you need an edge.
2. In times of uncertainty, consumers are careful and sometimes reluctant to spend. They want to be sure before they buy: they want information. One of the main ways to get information about products, services, prices, and value is from Yellow Page advertising. Yours - or somebody else's.
3. Maybe you figure other businessmen are going to cut back their advertising so it's safe for you, too. Right? Wrong. You're in competition for the consumer's dollar with every other businessman in town . . . particularly those offering the same products or services.
4. Slow times ahead? Perhaps, but there are more Americans working now than ever before. More women working, too, adding to family income. People still need and want goods and services and will spend for them. Your competitors will be bidding for their share - and yours.
5. You can't do much about most factors in the market place . . . rent, labor costs, price of merchandise, what the competition will do. But one thing you do control is your promotion. Remember that advertising is not just a cost of doing business. It's a proven sales tool that returns your investment.
6. Remember how long it took you to get started? Once you build up a business, you can keep it going with a moderate, consistent advertising program. But if you cut your advertising and lose your hold on the public's awareness, you'll find it's much harder to build it up again. It's like starting all over.
7. Your advertising is part of your sales force. Ads help you pre-sell the customers and help you close the sale faster. What saves you time, saves you money.
8. You say your customers know you and that they'll keep coming to you for at least a while, even if you don't promote. That's partially true, but shortsighted. Remember one out of five Americans moves every year. So there's a steady flow of customers out of your market and a corresponding influx of new folks who don't know you at all. Tell them about yourself.
9. Here's a hard fact to chew on: Over any given period, a company that advertises below the industry average usually has sales that are below the industry average.
10. Advertising is news - about products and services. Most shoppers continue to look for information that helps them with buying decisions.
