Changing The Way You Advertise


By Tim Priebe

One of the clients I work with has only had a website for a couple of years now. When we first set his website up, he was just about to place ads in all the local phone books. Knowing this, the first thing we did was get him a domain, so he could go ahead and put it in the ads. Of course, the site was done in plenty of time for the actual release of the phone books.

Over time, this particular client has shifted more and more of his advertising towards his website. He used to put coupons in the phone book ad, and it definitely cost him. Now, for a fraction of the price, he puts his coupons online. And the great part is, he can change them at any time.

As I understand it, at least one of the phone books he advertises in charges extra for letting him put the website's address in. Still, it saves him money because he doesn't include the coupons anymore.

Not only that, but the website is, of course, much more flexible. Any ad you place is then out there forever. I would encourage you not to use specific prices in your advertising. Instead, direct potential customers to your website, where they can get up-to-date pricing information.

Of course, you can fit much more information on your website than you ever can in a phone book ad, or just any print ad. On the web, you're not limited by physical space. You can include enough information about yourself and your organization that people feel like they already know you by the time they contact you.

Naturally, you have to balance all this with a good-sized, eye catching phone book ad. Let's face it, people will still be using the phone book. You just need to get those people to your website.

So when it's time to place another ad in the phone book, take a small chance. Still make the ad eye catching, but direct people to your website for all the details. Then make sure you find out how new customers found out about you. If they say the phone book, ask them if they visited your website. Chances are, they did. If no one did, then go back to advertising the traditional way.

More Resources

Magnetic Signs: Where Do They Work Best?
Recently, a woman called to ask about replacing a magnetic sign she had purchased from another company. Her original sign had actually blown off the side of her car.
How to Achieve Google Adwords Success - Part Two
Are you using Google Adwords to bring in additional, quality customers?
Books, Bibles and Fast-Talkers
Every community has 'em. Fast talkers who rollinto town with a clever idea to sell to people inbusiness.
Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page
Stand Out in Ways that Matter to Directory UsersA Yellow Page directory presents a difficult challenge foradvertisers. All the competitors are packed together, withinthe space of a few pages.
Advertising on a Budget -- Part 2: Thinking Small
This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.
16 Methods for Getting Free Advertising
1. Place copies of your circular on bulletin boards throughout your community, such as in coin-operated laundries, grocery stores, barber shops, etc.
5 Tips for Hot Yellow Pages Ads
Yellow Pages advertising is one of the mostpopular forms of advertising in the country today.Almost every home in America (96.
CD Business Cards- Why Use Them?
CD Business cards are the electronic version of the now outdated paper business or social card. They are the smaller squared version of the CD-R family.
Advertising Agency In Boston: Tips and Tricks
The big news on Wall Street last year was the initial public offering of Internet search engine Google. If you were a visitor from another planet, you might be asking yourself, What big, sophisticated, high-technology company is behind the success of Google? Could it be IBM, Microsoft, Intel, Apple, Oracle, SAP, Hewlett-Packard, Cisco, Dell, Xerox, Sun Microsystems, Philips or Siemens? Of course not.
The Forgotten Advertising Tip
I'm sure while you have seen many tips on advertising, many that talk about testing and tracking your ads, I'm sure that this one important tip is rarely mentioned: Running more than one ad at a time isn't the greatest idea.While it seems like a good idea to spend your monthly advertising budget all at once at the first of the month, is it really gaining you the best exposure? Even if you are running ads on various websites and networks, there is a pretty good chance many of those that see your ad on one site are going to see them on another.
More Cheap Tricks for Promoting Your Business
In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I'm hoping the next five will be just as helpful.
Your Eye Catching Publicity Flyer
Your website is done, your business cards have been delivered, and your brochure has received accolades. In the promoting department you have everything you need, right? Well, there is one item you lack and by having this item in your arsenal it can be a dealmaker for you.
Graphical LED Display
Graphical LED Displays utilize high-resolution graphics and video to transmit the information. You will find them sited in world's great cosmopolitan cities.
Direct Mail Rules of Thumb
First and foremost - You should identify your target market. Target your direct marketing lists.
How To Make Your Resource Box Sell
Ezine Articles - they're everywhere!And little wonder. They're one of the fastestways of building traffic to your website.
10 Reasons Why Your Company Needs Custom Invitations
I am always amazed when I hear about companies who spend tens of thousands of dollars organizing a make-it-or-break-it company event designed to celebrate a company milestone and/or impress prospective customers. Sometimes these events have big contracts or sales at stake! Yet, often planners will fall short on the most critical aspect of planning the event-the invitations! After all, before a client steps foot into your venue, or even confirms attendance, the invitation sets the tone and leaves the first and most important (and lasting!) impression!Have a look at this compelling list of "10 Reasons Why Your Company Needs Custom Invitations".
When Times Get Tough... or When to Really Advertise
The Pundits say the economy is slowly, but surely, recovering. Maybe not at the rate of the mid-90s stock boom, but recovering nonetheless.
Using The Popularity of Celebrities and Currrent Events to Promote Your Business
In this article, we want to explore the idea of using the popularity of celebrities and current event (news) topics to help market any internet business.The IdeaCelebrities and news events are not only popular topics, they are also popular "keywords" in the major search engines.
What Colors Make Your Services Most Attractive?
This information is based on the principles of Laws of Attraction, Law of Allowing and Law of Deliberate Creation. And the Universal Laws of Energy (like attract likes) proven by Quantum Physics.
10 Ways to Advertise Your Business For Free!
At some point many small business owners are left with no or a small amount of capital to promote their business. But many entrepreneurs utilize these free or low budget yet effective tactics to promote their business online and offline.

More Advertising Information:

Related Articles

Internet Advertising: How To Use The Golden Rule To Enrich Yourself.
What is the golden rule of internet advertising?Give, so you may receive.It is as simple as that.
Direct Response Advertising; Radio vs TV
Radio advertising vs. television advertisingMany new advertisers assume that they should start on radio and "move up" sometime later to TV.
Avoid Being Vague
We are bombarded with thousands of marketing messages daily?on television and the radio, on the internet, in magazines and newspapers, on billboards and other signs, and even at the bottoms and on the backs of receipts. The world is, indeed, a very noisy place.
Harness the Power of Direct Marketing - More Small Business Power Tools
One of the most powerful tools available to small businesses is direct mail. By this I don't mean electronic, Internet-based mail, but the old-fashioned kind that requires a stamp and a trip to the post office.
Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business
In the marketing world, radio has earned the reputation of being the odd step-cousin. You know the one.
10 Tips to Use Giveaways Effectively
Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties, or giveaway items all designed to promote. But look a little more closely.
Tips On Writing a Successful Ad
When knowledge is based on truth it is powerful!When it is critical knowledge, its presence can drive our success, while its absence may contribute to our failure. I will attempt to convey in this report some useful and practical knowledge about how to write awesome ads for the World Wide Web.
Dont Be a Secret Agent
This tactic of the game was hard for me to master and at first I failed many times. I carried my business cards only in my briefcase, because I thought they were only used in business.
Information To Include On Your Business Card
The logo and graphic elements that you include on your business card are quite important, but having the right text and contact information on the card is equally important. Here are our tips about the elements to include:Your name - Consider whether you want to include your middle name or initial, degrees or professional credentials that are unique to your field.
Buying Radio? Read This and Dont Waste Your Money
Pay close attention and make it work the best for you.No doubt you've listened to, and then quickly deleted, messages from account execs from your local radio stations.
Should Your Small Business Hire an Advertising Agency?
So, you own a small business, sales are down and you've come to the conclusion you need to start advertising. Questions: Where do I advertise, how much do I spend and do I need the help of an advertising agency?The answer to this question is really very simple.
The Future of Voiceovers: Hold Your Tongue...Possibly Forever
"Do we need to cast a voice-over talent for this project?"That's a valid question any producer might ask when creating an advertisement, corporate audio-video presentation, video game, etc. Of course, the answer depends on what elements the producer and client feel will best communicate with the audience.
Why Not Use the Humble Fax in Your Advertising Strategy?
When my daughter complained recently about the prohibitive cost of news media advertising, we had a discussion about the ways in which she could sell her range of body products (hand creams, lip balms etc). I explained to her that huge firms like K Mart wouldn't spend millions of dollars annually for advertising if it wasn't necessary.
What Makes A Winning Online Ad?
Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need".
Why Most Advertisements Stink!
Question: What do you think the most important part of any ad is? Your company name? Your telephone number? Your offer? Look at your own advertising. What stands out? What is in the largest print? If it's your company name or logo hold out your wrist so I can whack it with a stick.
Advertising Headlines and How to Write Them
1. Attract prospects with your headlineUse your headline as a flag to attract readers who are interested in your product.
How Can All the Radio Stations Be #1?
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.
5 Newspaper Advertising Myths Revealed
What I'm about to reveal are myths that most people thinkare 'true.'They seem set in stone yet they are deadly to theadvertiser.
Dont Put All Your Eggs in The Same Basket
Solution: You can protect yourself by partnering with other lead sources because it is unlikely that they will all have a problem or technical issue at the same time.Other alternative: It doesn't hurt either to use a few marketing tools to generate leads for your business.
Print Advertising: Knowing What To Put In Your Ads
So you've decided to run a print ad in your local newspaper. The paper may have even told you they could produce the artwork for you if you just tell them what should be in the ad.