Monique (April 5, 2009 - 8:57:08 PM)

What is the best way to market a small salon in a small city?

Dennis (April 5, 2009 - 12:30:32 PM)

Hi Tim, I’m 51 and recently laid-off from the last employer I ever want to work for. I’ve started my own business (again), training people to get their concealed carry permit for the state of Florida. I have several certifications and am obtaining more and setting up safety classes for new teen-age drivers as well. My budget is super-small, so I must make my advertising really pay-off. I’m on several internet search engines but I need to reach more of my local area. Where’s the best bang for the buck when it comes to local advertising?

Hello Monique & Dennis,

Believe it or not but I’m going to answer BOTH of your questions at the same time. Yep, I am NOT kidding. Your best value in small-town or local advertising is either Val-Pak coupons or Yellow Pages advertising. BUT… and this is a HUGE, you have to do it right. Now the good news is that most businesses do Val-Pak coupons and Yellow Pages advertising all wrong. But that’s OK, they’re just making it a lot easier to compete with them. Here’s what you do, you make your Val-Pak coupon or Yellow Pages ad look EXACTLY like a miniature direct-response mail piece. First you must lead with an attention-grabbing headline. DON’T put your company name and logo up at the top. Don’t do it. The only people that care about your company name and logo are YOU and your Mom. Your headline ought to be a benefit-driven headline that answers the question, “What’s in it for me?” Next, you need a short list of immediate BENEFITS that your prospect will receive if they DO what they’re supposed to do. Now you’re probably thinking, “Well Tim, what are they supposed to do?” Good question. That brings us to the second to the last thing in your ad, a call to action. Yep, tell them what to do. Dennis, here’s a call to action for you. (Examples) Call 123-456-7891 to schedule your FREE Concealed Carry expert consultation. Monique, here’s a call to action for you. Call 987-654-3210 to book your appointment and get a FREE highlight procedure (or whatever you call that stuff). So you grab their attention with the headline, give them a short list of benefits, and then tell them exactly what to do. Give them something of tremendous value and they will come back for more.  Oh yeah… and the LAST thing to put in your ad? In small type at the bottom, you can put your name and logo… just to soothe your ego and make your Mom happy!

Good example! FREE offer, then tells them what to do. Business name is at the bottom, secondary to offer. Give value=build trust=loyal customers!

Take care,

Tim Schmidt