Ever wonder how to put more jingle in your pockets? Recently I was invited to join the "staff" of a local accounting firm, under the sheer guise of increasing business and profitability to a company with consistent net gains in their profit margin. The owner's intent is rather clear; he wants more money jingling in his pocket.

While this isn't a bad thing and nobody is condemning him for his intentions, a better objective might be "improving service", or "broadening the market". Either of these or more money in your pocket would appeal to most business owners, because the bottom line is simple, more jingle.

Improving service, broadening the market, and bringing in more business consistently are common results of a solid business marketing plan with high numbers of contact within the client market of the business. It's all a numbers game, is probably an understatement.

Proposing a miraculous solution for this issue requires thought and planning, and is definitely a can do project. Just follow the steps:

* Know your product. Have an identifiable and recognizable name for your product; know what it does, how it can be used, and specifically how it will help the client.

* Know your market. Have a specific description of who will purchase and use your product. Know your clientele and have a good plan for communicating with them personally.

* Know how to promote your product/service to your client.

* Be willing to go the extra mile to promote your business or product.

The purpose of business is to make money. If that is not your intent, your business probably won't make any money, and it's NOT a viable tax shelter either.

Put your marketing skills into effect, by pursuing your client with thoughtful well planned market directed advertising. Bring in the people and your business will be profitable.

Copyright 2005 - Jan Verhoeff

Effectively market your business with client directed advertising that brings in the people. Make every advertising dollar count by knowing your product and your market. For more information in this area of business marketing and planning, ask one or our consultants at: http://monstermoneymaker.com

Youve invested time and money in your business and want your Yellow Page ad to work. You and your YP rep designed an ad and think its pretty good. So you run it and sit by the phone. Before it even hits the streets, I can predict the results. Did you do one of the following things in your ad

1. Put your name, big and bold across the top?
2. Place a stock photo of a truck or any other generic object in the ad?
3. Forget to mention what makes you different from your competition?
4. Use really small type or an unusual typeface anywhere?
5. Did you use any of the following words in the headline: Quality, Reliability, Low-cost, Expert, Professional, Complete, Reasonable?

If you only did 2 or the 5 things Ive mentioned, than shame on you. You are wasting value space in an ad that is supposed to get you customers. Lets look at the problems:

1. Unless youre name is Wal-Mart, try using a feature statement at the top.
2. A truck picture says nothing. Try a smiling, satisfied customer, instead.
3. There most be something you have to offer that sets you apart, right?
4. Why make it hard to read your ad?
5. Grab the phone book and turn to any heading. Youll see all these modifying words.

Why is that a troublesome? Because they are so common, theyre not even seen or highl-regarded any more. Try using a benefit statement like Offering a Lifetime Guaranty, instead. The sad part is that you are probably destroying your ads potential without realizing it. So, how can I criticize you without even seeing your ad? Thats a fair question.

I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. Ive been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together the most effective YP ads. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in the headline, artwork, body text, placement, book, or heading. You must understand the ROI or return on investment and learn how to track the results as well.

So consider getting some expert advice before you place your next ad. There are many good and inexpensive places to turn, some available on the internet. Make sure the consultant is well qualified with at least 25 years experience. Otherwise, youll be wasting your own time and money.

Jeffrey Hausers latest book is, "Inside the Yellow Pages, which can be viewed at http://www.poweradbook.com

He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.