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Maintain an attitude of understanding and a sincere desire to
help them out of their current "tight spot." Don't let them get
going on a deprecatory tangent, either. Should they start down
that path, simply tell them, "These things happen to everyone, and
what's done is done; the important thing now is working out the
solution to the problem."
As mentioned earlier, your only real investment to set
yourself up in this business will be for advertising. Even that
does not have to be a "saved up" cash outlay. You can start off
by planning to run a two-column wide by three-inch deep
advertisement in your most read area newspaper. Check with the
newspaper office to get the best price on a bulk space contract.
Under this kind of agreement, you sign to pay for a certain
minimum number of column inches for the next year, and as a
result, your rates are considerably lower than those paid by the
infrequent advertiser. Best of all, the newspaper will bill you
after the ad has run, and allow you 30 days from the date of your
billing to pay.
You should plan to run an ad in the newspaper for at least
three days a week, especially in the Sunday editions, every week.
You might also want to run the same ad in several of your weekly
Shoppers Newspapers. Definitely have a flyer made up describing
your services. About once a month, hire 7th or 8th grade school
children to hand these out for you in the busy shopping centers.
Another good place to hand them out is at the entrances to your
state's employment service offices. Small 3 by 5 announcement
cards or descriptive business cards on all the bulletin boards in
the area will also pull in business. Finally - and most
importantly - just as soon as you can afford it, an advertisement
and listing in the yellow pages of your telephone directory should
be bought. Telephone directories come out on a regular (usually
annual) schedule, so check ahead, and anticipate cost and date you
may expect results.
A good place to check for help in writing your advertising is
your area colleges. The students will generally help you in
exchange for the opportunity to build a portfolio. There's never
a need to pay the "out-of-sight" high prices demanded for
professional copywriting and advertising design by some agencies,
even if you have the money. All finished ads are unproven, and
you have no guarantee that one is better than another until you
begin testing or using it.
The important element is that your ad says what you want it to
say - that is looks good and makes you feel that it will appeal to
your potential customers - that it instills a confidence within
you that it will bring in the customers. Use the "AIDA" formula:
ATTENTION, INTEREST, DESIRE, ACTION!
An attention-grabbing headline (or first line) - a line or
paragraph that definitely appeals to or arouses the self-interest
of your potential customer; a "hooker," or image-building
description that causes the prospect to picture how much better
his life will be as a result of availing himself of your services;
a line that relieves the prospect's fear of making the wrong
decision (such as "Satisfaction Guaranteed"); and a demand that he
take immediate action such as "CALL NOW!" Do not approve, and do
not run any ad that does not contain all these ingredients.
Here's an example of an ad that should work very well for you:
ARE BILL COLLECTORS HOUNDING YOU?
Now there's a way to stop those dunning letters and
embarrassing phone calls. Get out of debt
completely - without bankruptcy! Preserve your
good credit rating; maintain your present
lifestyle; worry no more about bill collectors!
Just an hour or so of your time, and your money
problems can be solved! Your satisfaction is
guaranteed! Phone 123-4567 right now for an
appointment.
Nationwide Credit Counselors
123 Tenth St.
City, State.
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