Changing the Way You Advertise
One of the clients I work with has only had a website for a
couple of years now. When we first set his website up, he was
just about to place ads in all the local phone books. Knowing
this, the first thing we did was get him a domain, so he could
go ahead and put it in the ads. Of course, the site was done in
plenty of time for the actual release of the phone books.
Over time, this particular client has shifted more and more of
his advertising towards his website. He used to put coupons in
the phone book ad, and it definitely cost him. Now, for a
fraction of the price, he puts his coupons online. And the great
part is, he can change them at any time.
As I understand it, at least one of the phone books he
advertises in charges extra for letting him put the website's
address in. Still, it saves him money because he doesn't include
the coupons anymore.
Not only that, but the website is, of course, much more
flexible. Any ad you place is then out there forever. I would
encourage you not to use specific prices in your advertising.
Instead, direct potential customers to your website, where they
can get up-to-date pricing information.
Of course, you can fit much more information on your website
than you ever can in a phone book ad, or just any print ad. On
the web, you're not limited by physical space. You can include
enough information about yourself and your organization that
people feel like they already know you by the time they contact
you.
Naturally, you have to balance all this with a good-sized, eye
catching phone book ad. Let's face it, people will still be
using the phone book. You just need to get those people to your
website.
So when it's time to place another ad in the phone book, take a
small chance. Still make the ad eye catching, but direct people
to your website for all the details. Then make sure you find out
how new customers found out about you. If they say the phone
book, ask them if they visited your website. Chances are, they
did. If no one did, then go back to advertising the traditional
way.