How Does Your Yellow Page Ad Look?

Some things that worked in the past for my business are still effective today. I've always felt that it is best to not just tell someone what you do, but to you show them what you do. In our industry, we have a tremendous opportunity to showcase the power of our marketing medium and can take advantage of cost-effective self promos.

We won a PPAI Pyramid Award and the ASI Spirit award for a creative marketing "package" developed years ago. We have presented our business-building branding message by distributing screwdrivers imprinted with the phrase, "Let Us Fill Your Marketing Toolbox," stress hammers, business building blocks to success and measuring tapes/levels with imprints asking, "Business Measuring Up? Let Us Take You to a New Level!" We also included T-shirts compressed into hammer shapes in our full "package." All these branded products were included in a cardboard box printed with toolbox graphics supporting our company's "Marketing Toolbox" branding.

Everyone should have their own marketing "package." It doesn't need to be expensive to make a powerful statement and provide a high-impact way for your company to stand out from the crowd. When you meet a prospect, let them know you want to send them a "package" (this is a good connection point). Follow up to make sure they received it (repeated connection). When you provide a quote, send a package along to illustrate why you are a good choice to do business with (yet another connection point). A well done package should impress them. Chances are your competition doesn't do this, giving you a competitive advantage.

Through the years, we have seen the impact our "package" has had earning us the business. We've learned that just sending a quote without our innovative presentation takes a key business-building tool out of our hands.