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The 33 Ruthless Rules of Local Advertising / Edition 2
     

The 33 Ruthless Rules of Local Advertising / Edition 2

4.7 3
by Michael Corbett, Dave Stilli
 

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ISBN-10: 096673839X

ISBN-13: 9780966738391

Pub. Date: 01/28/1999

Publisher: SummitView Publishing, Inc.


This book was created for the 90 percent of small business owners who reportedly are dissatisfied with the results they get from local advertising. If followed, these rules, among them don’t ask your customer what brought them in, demand absolute accountability, and sell something more profitable than a low price, will broaden the customer base and enhance

Overview


This book was created for the 90 percent of small business owners who reportedly are dissatisfied with the results they get from local advertising. If followed, these rules, among them don’t ask your customer what brought them in, demand absolute accountability, and sell something more profitable than a low price, will broaden the customer base and enhance the bottom line. Specific growth objectives for advertising expenditures and the development of a system of absolute advertising accountability make this book distinctive. Business owners will learn to use advertising money wisely for maximum profitability.

Product Details

ISBN-13:
9780966738391
Publisher:
SummitView Publishing, Inc.
Publication date:
01/28/1999
Pages:
199
Sales rank:
469,855
Product dimensions:
5.50(w) x 8.50(h) x 0.50(d)

Table of Contents

Contents

Acknowledgments,
Dedication,
Introduction,
Terminology,
Part One Setting Up To Win,
RULE 1 Advertising Is Neither A Necessary Evil Nor A Cure-All,
RULE 2 Build A Rock-solid Marketing Bridge,
RULE 3 Compile An Accurate Profile Of Your Customers,
RULE 4 Identify Your Target Market,
RULE 5 All The Advertising You Can Afford Isn't Worth The Customers You Already Have,
RULE 6 Know What A New Customer Is Worth To You,
RULE 7 Understand The Purpose Of Advertising,
RULE 8 Set Measurable Growth Objectives,
Part Two Gaining The Advantage,
RULE 9 Use The Single Most Powerful Tool In Local Advertising,
RULE 10 If Your Doors Are Open, You Should Be Advertising,
RULE 11 Budget Adequately For Advertising,
RULE 12 Think Long Term,
RULE 13 Have A Potent Promotional Strategy,
RULE 14 Don't Advertise What You Can't Deliver,
RULE 15 A Response Is Not A Result,
RULE 16 Don't Ask Your Customers What Brought Them In,
Part Three The Magic Ingredient – Copy,
RULE 17 Position Your Business,
RULE 18 Weak, Sloppy, Boring, Sleepy, Careless, Pointless, Cookie-cutter, Cliché-filled Copy Won't Do,
RULE 19 Use The 10 Critical Components Of Copy,
RULE 20 Use Advertising's Most Compelling Words,
RULE 21 Always Get Two Prospects For The Price Of One,
Part Four Managing The Media,
RULE 22 Understand The Objectives Of Media Salespeople,
RULE 23 Any Medium Will Work If You now How To Work The Medium,
RULE 24 Understand The Basics Of Electronic Media Ratings,
RULE 25 Stop Spraying And Praying,
RULE 26 Use A Proven Scheduling Formula,
RULE 27 Demand Absolute Accountability,
Part Five Protecting Your Progress,
RULE 28 Never Get Diverted From The Real Issues,
RULE 29 Don't Forget How People Remember,
RULE 30 Sell Something More Profitable Than Low Price,
RULE 31 Avoid The "Sale" Syndrome,
RULE 32 Let Your Employees In On Your Advertising Plans,
RULE 33 Let Go Of The Branch,
Part Six Common Sense Marketing,
Find Low-cost Services You Can Perform Better Than Your Competitors,
Ask Five Key People For Five Referrals Each,
Know And Articulate Three Basic Messages About You And Your Business,
Immediately Acknowledge A Referral,
Become A Known Resource To Your Customers,
Become Known As Unconditionally Honest,
Share Your Vision,
Make A Referral Tree,
Tell People What You Want For Them,
Know What You Cannot Or Will Not Offer,
Know Exactly What Your Strengths Are, And Then Let Others Know Them,
Make Your Customers Right, Because They Are,
Personally Survey (Poll) Your Customers,
Handle Complaints Immediately And Thoroughly,
Become A Master At Converting Leads Into Customers,
Get Your Personal Needs Met From Your Business,
Treat Your Telephone Like A Profit Center,
To Be Interesting, Be Interested,
Acknowledge Someone In Person Or In Writing Every Day,
Establish A Value On Your Time,
Have A Company Purpose And Operate By It,
Be Responsible For How You Are Heard, Not Just For What You Say,
Tell People What You Want Them To Do,
Use A Written Agreement In All Cases,
Think Holistic, Act Specific,
Write A Book Or An Article That Challenges Your Profession's Rules,
Offer To Help Three People Who Are In Trouble And Can't Afford Your Services,
Advance Your Profession,
Become An Expert Or A "Personality" In Your Field,
Do Everything You Say You'll Do, And A Little Bit More,
Package Your Printed Materials To Get Rave Reviews,
Send Birthday And Holiday Cards,
Set Your Standards High And Honor Them,
Invite Key People Out Socially,
Use Sampling As A Sales Tool,
Give Your Product Or Service Away To Three People Who Can Influence Your Business,
Deliver More Than Your Customer Is Likely To Expect,
Send Out A Newsletter,
Invest In Coaching,
Under-promise, But Not Enough To Lose Business,
Immediately Find Five Ways To Make It Easier For People To Do Business With You,
Don't Be A Stranger To Your Customer Base,
Take A Vacation Each Quarter,
Take The Initiative, Don't Wait,
Do Even More Of The Six Things You Can't Do Too Much Of,
About The Author,

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33 Ruthless Rules of Local Advertising 4.7 out of 5 based on 0 ratings. 3 reviews.
Anonymous More than 1 year ago
Guest More than 1 year ago
I'm a TV AE in the Houston market. This book is awesome, I use it weekly, showing clients and prospects the basics. One of my Bibles!
Guest More than 1 year ago
As an account executive for a cluster of f.m. radio stations in the western region of Arizona, I spend an enormous amount of valuable time discussing these topics. Even loyal clients need a 'refresher' course in basic advertising strategies in the lean quarters. Michael Corbett's 33 Ruthless Rules is a great gift to new and valued clients that saves time for marketers and advertisers on both sides of the desk!