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Dick Larkin's World Famous
Small Business Commando News
This Yellow Pages Ad Blew Me Away
September 15, 2006
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in this issue
-- The secret to stopping price shoppers
-- Hot Local Online Marketing Tip
-- Answer to Last Week's Redneck Riddle
-- Making every (s)mile count -- Beats the hell out of fluoride -- You can't take it with you . . . -- Last Chance to Network with Decision Makers -- Can't Make it to L.A.? See me in Denver! -- Announcements -- This Week's Redneck Riddle -- Quote of the Week
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The secret to stopping price shoppers
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Every once in a while, I see an ad
that does a phenomenal job of attracting exactly the
right types of customers to a business.
I'll tell you that it's exceedingly rare to
find such an ad in the Yellow Pages.
Even if you don't give a dang about Yellow
Pages advertising, you should read this article.
It's a beautiful example of how one company (an
electrician, no less) attracts highly qualified
customers and eliminates price shoppers.
Check out this truly remarkable ad that
smokes its competition.
Bravo! Captain Electric.
The Amazing Ad that Stops Price Shoppers Cold
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Hot Local Online Marketing Tip
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Bribery.
Yeah, I know it sounds like an ugly word, but
in the right context, it really helps to get things
done.
See, loads of visitors will view your
website. They see it and bounce away.
In my case, about 800 people visit the Small
Business Commandos website every day. I have no
earthly idea why so many people are drawn to the
site, but a lot of people apparently have far too
much time on their hands.
The vast majority of folks view a page or two
and flee into the cosmos.
But when I offer a bribe (in the form of a
special small business advertising report), dozens of
them sign up to receive this newsletter (before
fleeing).
This newsletter allows us to continue our
relationship. Often it results in sales of my
books, speaking engagements and important business
deals involving free beer.
Your Commando tip of the day is to offer a bribe
to folks to stick around and to allow you to engage
them further.
It's cheap, easy and legal. What more could
you want?
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Answer to Last Week's Redneck Riddle
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Five rednecks stood in a line based on the
number of junked cars parked in their yards.
- There were no ties.
- Buford was not first in line.
- Festus was neither first nor last.
- Bubba Gump stood one place behind Buford.
- Skeeter was not second.
- Mabel was two places behind
Skeeter.
In what order did the Rednecks stand?
See the answer and the Redneck Riddles celebrity winner
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Making every (s)mile count
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Mike Funaro, President of Local Advantage
Directories cruises around in this chick-magnet
promoting his "little phone books."
Thanks to Chad Smith of JobPlex
for sending in this photo.
Get your 15 minutes of fame by sending me some
content for this newsletter.
It doesn't write itself, y'know.
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Beats the hell out of fluoride
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Buford, I believe we have found Mecca.
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You can't take it with you . . .
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so leave as much behind as possible.
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Last Chance to Network with Decision Makers
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When I began my local online
marketing career in the late 90's, my mentor, Joe
Wazny, encouraged me to attend a Kelsey Group
Conference.
Joe told me that it was the one place where
the movers and shakers got together and where deals
got done.
He was spot on, and as I look back, I see
that nearly every meaningful relationship and deal
that I've done either began or was benefited by my
regularly attending Kelsey Conferences.
Directory Driven Commerce 2006 is next
Tuesday and Wednesday in Los Angeles, so register as
soon as you're done with this newsletter.
I'm speaking on Wednesday afternoon
on Defining Tomorrow's Sales Organization.
When you see me there, feel free to buy me a
beer. It would make MY day.
Listen to the podcast of the keynoters of DDC2006
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Can't Make it to L.A.? See me in Denver!
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Chris Sherman and the fine folks at Incisive
Media invited me to speak at their conference,
Search Engine Strategies LOCAL, in Denver on
September 28th.
SES Local gets into the nitty gritty guts of
the emerging world of local search marketing. This
business has changed totally in the last 24 months,
so be prepared to take copious notes.
SES conferences tend to be technically
oriented, so I recommend that you do a deal at
Kesley's DDC2006 and figure out the details at SES
Local.
And my offer of letting you buy me a beer is
open in Denver, too.
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Announcements
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Congratulations to my friend, Justin Sanger
of Local Launch (not shown here changing the Yellow
Pages industry), on the sale of his
company to R.H.
Donnelley.
He's a pioneer in smart local online
marketing, and we expect big things to come from the
new company.
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This Week's Redneck Riddle
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Buford has three pairs of black gloves and
three pairs of brown gloves in pile at the foot of
his waterbed.
In complete darkness, how many gloves must he
take from the pile in order to be sure to get a
matching pair (i.e. left hand and right hand golves
of the same color)?
Think carefully!!
Email your answer to
gloves@redneckriddles.com
Every correct answer will receive a gift account
allowing them to send five personalized greeting
cards (including envelope and first class postage)
compliments of www.SendOutCards.cc
One lucky winner will receive 15 minutes
of uninterrupted fame and an autographed
copy of
my latest
CD "Commando Secrets LIVE - How to Market
Your Local Business Online."
Stumped? You can get the CD here.
To improve your random chances of winning,
please
include your name, company name, and mailing
address.
I draw the winner the day before I send the
following newsletter, so keep voting until the polls
close.
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Quote of the Week
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"If the phone's not ringing IN . . .
then it better be ringing OUT!
- Scott Rendall, BRC Systems
Got a good quote? Send it my way, and I'll give you
15 minutes of uninterrupted fame.
Call my feedback hotline and tell me
what you think.
1-888-334-8891
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Contact Information
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phone:
(760) 918-1723
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I've been bragging about Kerry Randall's book on Yellow Pages Advertising for Lawyers as being simply the best book I've read for Yellow Pages advertisers. The problem was that it was targeted toward lawyers and didn't address other business types.
Wisely, Kerry updated the wonderful tips and marketing plans for any business that advertises in the Yellow Pages.
He sent me a copy for review, and I liked it so much that I bought the exclusive rights to market the electronic version.
His book is loaded with very specific examples and exercises that are easy to follow. I can honestly say that every advertiser (even a guy with a little in-column ad) will benefit by reading this book.
I've seen, and even promoted other very good YP books that sell for $50 - $150, but nothing cuts to the chase like Winning the Yellow Pages War. Kerry focuses on the critical issues that will have the biggest impact. He uses solid examples and shows ads created using his techniques.
I'm selling copies of Winning the Yellow Pages War for only $14.99. That price is far too little for the value the book contains.
However, my mission as the Yellow Pages Commando has always been to help more people be successful with their Yellow Pages advertising rather than to get rich off a few that can afford a higher price.
I'll email the book to you as a PDF document that can be read and printed using the free Adobe Acrobat reader.
I offer a 100% money back guarantee if you are not completely satisfied with your investment. You have nothing to lose.
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