prospecting for customers

[Dean May]

Terry,

Have you experimented with just a one line listing instead of the ad? I
suspect your results with a one line listing will be just as good. 

If you are going to do any kind of additional over a one line listing
then do the in column ad. People are going to go down the list. When
they do, they will see the in column ad. 

If you use a display ad you will be somewhere else on the page or maybe
even on a different page. All people will see going down the list is a
single line listing even though you've paid for an expensive display ad.


Dean
Dean May             cell 812.239.3359
PianoRebuilders.com   812.235.5272
Terre Haute IN  47802


-----Original Message-----
From: pianotech-bounces@ptg.org [mailto:pianotech-bounces@ptg.org] On
Behalf Of Farrell
Sent: Friday, January 27, 2006 8:02 AM
To: Pianotech List
Subject: Re: prospecting for customers

As I said, I have had good return from Yellow Pages ads. However, my
guess 
is that is because I live in an area with high home-owner turnover. The 
average resident in the Tampa Bay area lives at one location for five
years. 
Also, the area's population is growing at an astronomical rate. So I
think 
there are many people who don't have relatives nearby and don't know
their 
neighbor - so they open up the Yellow Pages. Yes, I get some price
shoppers, 
but I have also gotten many clients with fine grand pianos who wish to 
service them regularly. I even got a $30,000 complete remanufacturing
job 
from my Yellow Pages ad!

I suspect that a town that is losing population - maybe especially a
smaller 
town where many folks live in one place for a long time - a Yellow Pages
ad 
might be less productive.

Terry Farrell

----- Original Message ----- 
> You are killing yourself with your yellow page ads as your numbers are
> proving. $180 to generate a couple of customers is not break even. I
> have proved it to myself. I also have brothers in various other
> businesses who have proved it to themselves. Yellow Page advertising
is
> not good investing. Just get the minimum one line, don't even pay
extra
> for bold. People who use Yellow Pages are usually price shopping so
they
> will go down the entire list to call everyone. I do that all the time
> and I consider the ads an annoyance. They make it more difficult to go
> down the list.
>
> Dean
> Dean May 


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