23. What type of advertising gets the business started?
How much does it cost?
Unfortunately the answer to this question is neither short nor simple. It
takes a lot of thinking and self-analysis on your part and is a
cornerstone to the program. The answer spans 150 pages. It suffices to say
that my advertising program is not expensive and yet it is extremely
effective. A successful service company can be built on a shoestring ad
budget. Our goal is to bring in a minimum of $4.00 of revenue for
each dollar spent or four time as much. You will learn to tailor your
advertising budget to match your goals and gradually build up your volume
to where you want it.
Some students are very aggressive and others grow more slowly, it's up to
you. The Master's Program includes more aggressive advertising
techniques than the Associate's Program.
It is important to note that although the Yellow
Pages is a very popular venue for many service companies, I am not in
favor of committing much money there. Yellow Page results have been
declining for a long time. Ten
years ago I developed and have continually perfected cheaper and more
effective advertising techniques.
As a member of the Nephew Club, you will be able to consult with both old
and new companies around the country and learn how effective their ad
programs are. There are may ways to "skin the advertising
cat" and it's fun to develop your own perfect solution.
It seems that most of you worry about
getting service calls. You might a well start learning right now to trust
your Uncle Harry; Getting service calls is not a problem.
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