| Another huge difference
is our marketing mind set. Many of our competitors focus
on "pretty ads",
"in your face graphics", or "headlines that
scream" as if getting someone's attention is the some
total of the Yellow Page advertising game.
We respectfully disagree.
All customers are looking for is a great value.
Granted, if your ad doesn't get noticed, all the value
in the world will not save your Yellow Page advertising
campaign, but getting noticed is just step one.
It's simple. All advertising is
designed to attract customers. All customers want the best
value. So all great advertising is based on the simple articulation
of how your company is the best value. "Screaming headlines"
may get someone's attention, but without great value to back
them up, its just another advertising gimmick that will send
customers clamoring for the next ad. What are they looking
for? A great deal! So before plunking down
a chunk of this year's advertising budget on a designer
that is going to make your ad the prettiest ad in the Yellow
Pages, you'd be better off finding a designer that can accurately
articulate what makes your company great. Simply put, it's
your company's greatness that will ultimately reel new customers
in. Attracting attention? Well that's the easy part.
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