Expert: Ann Addy - 9/6/2001

Question
My husband and I own a small business, Builders Connection. We publish 'Buyers & Builders', a guide for people who are buying, building, or remodeling their homes. In our magazine we include helpful articles and advertisers in the construction business, i.e realtors, banks, contractors, etc. I am trying to write an advertising FAQ letter to include in a mailing that we are doing. I am having trouble putting it together. I am trying to explain to our potential clients the need for advertising on a consistant basis. I want to address their frequent responses to us, i.e. I only use word of mouth, I'm too busy as it is, etc. Can you advise me on where to find info on these objections ?  Thank you for your help.  

Answer
Bobbie -- let them know what the cost per impression is for the advertising in your publication. Too busy now doesn't mean too busy when the interest rates go up. Word of mouth is a great way to advertise....but once again you need to keep your business before potential customers. Your publication is specifically targeted to reach the audience they need at  blank cost per impression it's a most cost effective form of advertising.  And advertising helps them stand out from their competitors.

You may want to check out some books on advertising at the local library or contact some professors at the local college if you have one and if they have an advertising segment.

With the number of messages people are bombarded with daily it's critical to keep yourself before potential customers. They likely will select the last person they heard about. Tell them. Tell them again and tell them again!

Good luck with your business! Ann