The September issue of CM/Cleanfax® magazine is now available online, featuring Scott Rendall''s "Entrepreneur''s Edge" article about Yellow Pages advertising.
Rendall states that while it''s true that the Yellow Pages have been on the decline for the past several years, many cleaners still report success with this advertising medium.
He notes that you should take a very close look at your ad and those of your competitors'' and determine a strategy that is important to the prospect and differentiates yourself from the competition. One of the problems with YP advertising is that you are stuck with your ad for the entire year, so take the time to make it right!
Rendall adds that in the not-too-distant past, there were few other ways a prospect could even find a carpet cleaner or restorer, unless through a referral, luck of timing from a direct mail or other marketing campaign, except via the YP.
According to Rendall, Prospects that are in their 30s on up are familiar with the traditional paper YP advertising medium and a good portion of them still use it from time-to-time, so dropping it completely if it''s working is not a good strategy in my experience.
Scott Rendall is a second-generation cleaning and restoration business owner as well as entrepreneur, writer and founder of Banana Profits LLC. Banana Profits helps cleaners, restorers and other service businesses dominate their market with the motto "Become a Banana and Become the Brand of Choice not Chance!" Rendall can be reached by email at scott@BananaProfits.com or by telephone at (517) 618-3038.
Click here to view the digital version of the September issue.