Week 1 Section 1 Lead Generation

Local Paper Advertising

Your Industry just seems to thrive on newspaper adverts! These are widely used and the Free Ad papers are often referred to as the "Double Glazing Weekly!"

The importance on advertising is obvious BUT do you really know what you are doing when it comes to placement, making your company stand out from the crowd & what results to expect?

It can be cost effective but if your advert ( plus every other one on the page ) says something along the lines of " Small Family Run Business" or "10 Year Guarantee" you are not really making yourself stand out are you?

90% of results come in the first 4 days but results will usually come in up to 6 weeks later. Statistics show that your customer will on average have to view your advert at least 8 times before it registers in their mind. So that first 30 seconds is vital! Make sure you list something your competitors are not advertising.

Offer a Freephone number, or a Free Report on What to Look for When Buying Double Glazing, or a Special Offer this Weekend Only! You see the point? Most of you copy each other - in this day & age you really need to be different!

Adverts:

1. Get on an early right hand page ( readers will naturally view this more often )

2. Design the ad yourself and run with Benefit orientated headlines and content. Your customer is only interested in What's In It For Me?

3. Do not use your company headline to attract customers, offer a benefit to them instead.

4. Make an offer that people have to respond to, make it a deadline - up the urgency with something like " Call NOW to obtain a FREE sample" of the latest Glass Cleaner, Free Report etc

5. Don't be afraid to haggle the price of an advert - tell your supplier the last response was terrible! Often they will offer you a better rate! Never say it was good!

6. Do not get confused with circulation figures of a newspaper, you would be better targeting a smaller, keener audience in a consumer targeted magazine. Think about who your demographic really are - what exactly do they read and why?


If you want to grow your double glazing business to a point beyond recognition then get a copy of The Best Glazing guru Manual Ever Written from the website now at : http://www.glazingguru.co.uk/

To your success! Until next week The Glazing Guru