"PennySaver" ads

[Greg Newell]

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Terry,
         I have had some experience with just what you intend to do. I=20
started doing this when I first started tuning quite some years ago. At the=
=20
time they were targeting areas for me by demographics and all manner of=20
variables. My first time in an area was good and actually profitable. I did=
=20
somewhat more than actually paid for the add and I considered that to be=20
profitable as I had someone to call on the next time around. I found that=20
the next time around in the same area was not as profitable as the first=20
and diminishing returns as I hit the same area each additional time. While=
=20
it got me started I would never do that again now as I found that the=20
"pennysaver" is exactly the mentality of the customer I got from the add.=20
These folks were always looking for something for nothing and valued my=20
service mainly because I was willing ,at the time, to discount it.
         Terry, you've been on this list for a while as I recall so that=20
hardly puts you as beginner. I would recommend to you the method that I=20
have been using for years with some fair measure of success. Referrals. Now=
=20
before you go all glassy eyed on me read on. At the end of each service=20
call / tuning I say simply this. "Thank you for having me out to tune your=
=20
piano today. I appreciate your business. If you like the service I have=20
provided for you today I would appreciate a referral. Each referral you=20
send me is worth $5 (or whatever you think is appropriate for your=20
business) off of your next  service." I've found this to be simple,=20
straightforward, and easy! The penny pinchers out there try really hard to=
=20
get $5 off coupons and that's great 'cause their sending me new business=20
but they only get to use the coupon on their NEXT service. Those who can=20
tell that I do a fine job on their instrument usually want to tell their=20
friends especially if I've developed a rapport with them anyway. Either way=
=20
it's a win for you and for your customers. Try it you've very little to=
 loose.

Greg



At 10:19 PM 4/30/2003, you wrote:

>Has anyone had any success with running ads in the "pennysaver", or other=
=20
>similar mailers? I'm wondering if i put in a simple text ad to run for 8=20
>weeks, in 7 different zones, (that I would consider to have the most piano=
=20
>"density"), if it would be profitable. First, I know that these ads, to=20
>really be at all  successful, need to run regularly, but I'm assuming=20
>eight weeks should give me at least a fair idea of the ads effectivness.=20
>Based on the cost of the ad, if i book just 1 tuning per week from the ad,=
=20
>I will double my investment...but then again, because these mailers=20
>generally attrac "bargain hunters", I may have to lower my price, or risk=
=20
>losing the job as my normal fee is not considered to be in the "low end".=
=20
>I plan on placing a Yellow page ad for the next Verizon Super pages Book,=
=20
>but that will not be coming out until 10/03, so I thought I'd give this a=
=20
>try. Any thoughts or experiences with this type of mailer? thanks!
>
>
>Terry Peterson
>
>
>
>
>_________________________________________________________________
>The new MSN 8: smart spam protection and 2 months FREE*
>http://join.msn.com/?page=3Dfeatures/junkmail
>
>_______________________________________________
>pianotech list info: https://www.moypiano.com/resources/#archives
>

Greg Newell
Greg's piano Fort=E9
mailto:gnewell@ameritech.net=20

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