Should you be anything like most insect control operators you spend a significant chunk of your advertising budget on yellow page ads. And, with new directories showing up every year, you’re probably investing more of your marketing budget than you’d probably like. pest control brick nj
This makes it essential than ever to leverage your marketing budget to its fullest probable:
Before I make clear how to do this, it can imperative that you understand the true power of marketing leveraging. Marketing provides the ultimate leverage for any business. By changing an one word within an advertisement, you can improve the go back on your investment, sometimes significantly.
Suppose for a moment that spent $5, 000 per month on your yellow page advertising. That investment can bring you 10 calls every month, 50 calls every month or 500 telephone calls per month. While your results can change significantly, your investment remains the same.
This is called marketing leverage and does apply to all of your marketing efforts. Getting more results without having to shell out more money is the name of the overall game. In this article I’ll describe how to raise the amount of money is made from your orange page advertising, without spending an extra penny.
To fully understand how to do this, you may need to put yourself in your possible customer’s shoes when they pick up a yellow page directory.
In contrast to Regular mail, Television, Newspaper or other common advertising means, each time a prospect sees your ad in the yellowish pages, they’re ACTIVELY looking for pest control.
This kind of means they’ve already discovered their need for infestations control services and are in a point of taking action to choose a provider. This makes providing your company’s service more important than selling the great things about pest control – in general.
So, your prospect picks up their listing of preference and flips to the infestations control section. What do they see? For anyone who is in a major market, they probably see anywhere from 10-25 pages of infestation control ads. Right? Probably you’re in a less competitive market – but the fact remains – your prospect is encountered with a tough decision when they open the directory.
See, it’s not the amount of infestation control advertising that makes it so difficult to choose; it’s the absence of differentiating content in the advertising that is troubling to your potential client. I don’t care where you’re at near your vicinity, your yellow page directory is chuck packed with hyperbole nonsense that doesn’t really identify your company for your prospects. Common statements like these fill the internet pages:
– “Residential & Commercial”
– “100% Money Back again Guarantee”
– “Family Held & Operated”
– “In Business For 25 Years”
– “Credit Cards Accepted”
– “FREE Estimates”
Because you’re beginning to see, when every person is saying the same thing, it gets hard for your leads to determine which company is the most suitable and whom they should call to service their home.