If you have bought into the practice of "image or personal marketing," it's time to take a fresh look at what today's consumer really wants. The 80's and 90's were the decades of image and personal marketing. Marketing experts advised Realtors® to prospect using a personal brochure. "Tell the consumer about how many houses you sold. Use your glamour shot that illustrates how professional you look and don't forget to include it on your business card as well." What seemed like a good idea ten years ago can be the kiss of death in today's consumer oriented environment. Increasing your business in this environment may call for a quantum shift in your approach. A simple place to begin is by changing your business card. If you want a business card that actually attracts business, follow the five tips listed below.

1. Is there a picture on the card?
Can you name one other profession outside the real estate industry that places pictures of its sales force on its business cards? I've asked this question at numerous seminars and the answers are the same—insurance agents and used car salespeople. If our industry wants to break away from the "one-step-above-a-used-car-salesman" image, we should follow the lead set by Fortune 500 businesses. Their business cards provide the name of the company, the individual's name, and their contact information. There are NO pictures. To illustrate why your picture is not that important, can you name the person who won the academy award for best actress three years ago? Even when the person's name and picture has been in front of you repeatedly, most people still have a hard time remembering. The same is true with your business card. The people you meet will decide whether they want to work with you while you are face-to-face. If you didn't make a great impression in person, how is your card going to make any difference? A better approach is to print separate business cards for each of your listings. Use a picture of the listing on one side, a brief property description, and your website and phone number on the back. Sellers will love the idea and it makes you stand out from other agents who still use their own photos to market their services. Most importantly, people who see your card will understand immediately that you're about helping people market their property rather than marketing you.

2. Is the contact information readable?
As an agent, you have access to business cards from other Realtors®. For the next two weeks, collect as many as possible and/or check the ones you may already have on file. Now look at the cards. How many have such a small font that you can barely read the print, even with your glasses (if you wear glasses)? Because the agent’s picture takes up so much space, a small font is necessary in order to cram in the agent's contact information. One agent summed it up like this: "Our prices are so high that almost anyone who can afford to buy properties in our area is wearing bifocals." With up to 40 percent of today's listing market composed of the 55+ crowd, making your phone number and email address easy to read is critical.

3. How many phone numbers are on the cards you collected?
In most cases, the agents will have a cell phone, home phone, office phone, and fax number. How do you know which number you're supposed to call? Instead of listing multiple numbers, include your fax number and one primary number where clients can reach you. Remember, if someone is calling you from your business card, most people will have little patience trying to track down which number is correct.

4. Your website address
If you're using your name as your website address, consider shifting your primary web address to a function. For example, if you work a geographical farm, create a web address that incorporates the name of the area you farm: for example, InglebrookHomes.com or WestlakeHeightsCondos.com. If you serve a specific niche based upon a profession or a specific market segment, use that as your web address. Examples include LakesideSeniorHomes.com or DenverHomes4Teachers.com. Also, remember to use your print advertising to direct people to your website or to call your 800 Call Capture system.

5. Your email address
One of the most irritating and costly mistakes an agent can make on a business card is having a difficult-to-remember and/or difficult-to-type email address. When existing or potential clients make errors in typing your email address, important communications may not reach you. Furthermore, people lose business cards all the time. (Since the first of the year, how many business cards have you tossed or been unable to find when you needed them?) Having an easy-to-remember email address is critical. This means keeping it simple with no dashes, strange numbers, or difficult-to-spell names. In addition, instead of using Yahoo, AOL, or some other ISP in your email address, print up new cards with an email address at your website. For example, instead of using YourName@Yahoo.com, shift to YourName@YourWebsite.com. This sends a clear message to today's Internet-based consumer that you're in touch with today's marketing environment.

"My Yellow Page ad just isn't bringing in the calls I need!" I've worked with Yellow Pages advertising (in one form or another) for 30 years and of all the complaints I’ve heard about this unique medium, this is by far the curse most often thrown at them. It's no surprise. Flip through your directory and you'll see why. Same dusty ads... telling the same tired story... to the same undefined audience (everyone). Of course prospects aren’t responding – these ads speak to NO ONE powerfully!

Blame "the message" dear friends, not the messenger! When every ad speaks the same tired phrases to the same “generalized buyer,” prospects have no reason to choose one ad over another, and your competitors are just as likely to be chosen and called as you are. Poor ad response is the inevitable result. But not to worry! Learn to speak to the prospects needs and fears and you’ll bring competitors to their knees, while plumping up your wallet for the next 365 days.

Want to speak to the prospect? Well, who are you trying to persuade? Exactly who do you want to call you? I know, I know... you want as many calls as possible, so your answer is "everyone in town". The problem is, Yellow Page ads that try to persuade EVERY reader wind up motivating very few. People are looking for someone "special" who genuinely cares about solving their specific problem... someone they can truly trust. Speaking specifically about these needs as a specialist will allow you to connect powerfully with your target audience and create these warm, fuzzy feelings - carving a unique place in the market for your business.

Here's an example. Let's say your baseball obsession has left you with a painful arm injury and your doctor tells you that chiropractic care may help ease your pain. Soon, you're flipping through the chiropractor heading in your Yellow Page directory. Your eyes quickly glaze over as you're bombarded with a boatload of ads that look and say basically the same thing... "Are You In Pain?" Uh no, I'm browsing here because I have a thing for chiropractors! Don't waste precious space telling your prospects what they already know!

Odds are there isn't a single message that makes a personal, emotional connection with YOUR specific problem. But what if you came across an ad with the following? (Headline) "Quick, Gentle Relief For Your Sports Injury..." (Subhead) "From the Chiropractor Professional Athletes Rely On." The body copy goes on to explain how this chiropractor has earned a glowing reputation with the local sports teams AND it even includes a few of their testimonials. The ad's large, unexpected graphic (a batter smashing a ball into space) reinforces the ad's headline and conveys the benefit of calling this doctor (regained mobility). So, are you going to call one of the many chiropractors that promise pain relief for "everything under the sun" (including migraines, ear infections and scoliosis) or are you going to place your trust in a sports injury specialist who you perceive to be a sports nut, just like you?

The more tightly focused your ad is, the greater response you can expect to achieve. It's far better to persuade 10% of the audience 100% of the way, than 100% of audience only 10%. Speak only to the people you most want to attract and they WILL answer you. You'll differentiate your business from all the rest in a powerful way and basically eliminate the competition!

Speaking of being different. What kind of graphics are you using in your Yellow Page ad? Does your "unexpected" image grab the reader's eye and set you apart from the rest in a meaningful way? Or are you running the same yawn-inducing, expected images everyone else is using? The image you choose should leap off the page, reinforce your headline concept (benefit) and highlight the "solution" to the prospects problem, NOT the problem itself.

It sounds obvious, but you'd be surprised how many chiropractic Yellow Page ads depict sad, aching individuals clutching their backs in agony! What are these doctors thinking? Probably the same thing personal injury attorneys are thinking when they place horrific car wreck photos in their ads. Or plumbers who show a panic-stricken homeowner standing in knee-high toilet water!

The image you choose for your Yellow Page ad must be positive and make your prospects feel comfortable (and safe) about calling you. There are exceptions of course, but unless you're a Yellow Page direct response ad design expert, steer clear of any images that could carry negative connotations. Show prospects an image that reinforces the reason to call you (the solution to their problem) and they WILL be much more likely to notice your ad, read it entirely, and call you!

How about the overall visual impact of your Yellow Page ad? Does your ad stand head and shoulders above all the clutter and "invite" readers in? If not, you're wasting money. Learning the secrets of effective ad design will make your ad leap off the page and draw readers into the meaty content they'll need, in order to make an informed decision. Successful Yellow Page ads usually contain 4-5 main elements. They are: a powerful headline (and possibly a sub-head), emotion-based body copy, a striking visual and a compelling call-to-action. The way in which these key elements are presented and interact with one another will largely determine your success or failure in the Yellow Pages. So hold on... Yellow Page ad design primer straight ahead...

Your primary objective in the Yellow Pages is to get noticed amidst a slew of competitors. After all, they won't ever read your content if they don't even notice your ad. Don't worry, it's not that difficult.

* Run your headline BIG and bold at the very top of your ad.
* Use a large, unique, unexpected graphic that grabs the eye and reinforces your main headline concept.
* Keep your body copy fairly small (9 to 11 point) to conserve space for your large, eye-grabbing graphic and headline.
* Watch your white space! Empty space in your ad is just as critical as the content because it makes your message stand out that much more. Ample white space also makes the layout easier to navigate, giving it an uncluttered and inviting presentation.

Even with today's technology, it's nearly impossible to construct a persuasive, phone-ringing Yellow Pages advertisement in under 30 minutes. Where did I get thirty minutes from? In 1975, my first gig was designing Yellow Page ads for a large national Yellow Pages publisher. I considered it my "dream job." Our tight-knit group of creatives would dole out dozens of Yellow Page ads per day, every day. We did our best to make each ad a selling masterpiece BUT we did have a daily quota of 10-15 ads to contend with…Arrange time for breaks, paperwork, etc. and that rate works out to about 30 minutes per ad.

OK, so it takes more than 30 minutes, but why worry about Yellow Page ads? Even as "online local search" continues to grow at a rapid clip, today's print Yellow Page directories represent a not-too-shabby $14 billion a year industry, and has morphed into a broader medium that includes BOTH print and online capabilities. In fact, directional media (Yellow Pages, online local search and classified advertising) is expected to top $119 billion by 2010. For all of this, print Yellow Pages are still what they have always been, a very effective means of generating telephone calls and revenue from your most important local prospects.

So if the Yellow Pages designers can’t always produce great ads, who can? My two year stint working for a Yellow Pages publisher taught me a great deal about ad design and Yellow Pages advertising. But despite a promotion to Art Director status, I soon left the Yellow Pages to start my own graphic design company...

After twenty years of running a successful design studio and servicing Fortune 500 members, the corporate advertising world had become stale and left me underwhelmed. I decided to re-visit the Yellow Pages industry and created a niche service that, at the time, practically didn't exist: "The Yellow Page Ad Design Specialist." By improving the message and visual impact in my clients’ Yellow Page ads, I was able to unleash the incredible potential of the medium. Over the last decade, my clients and I have enjoyed phenomenal success, and my niche market has spawned many competitors.

How can you outmaneuver and outsell your Yellow Page competitors? While designing phenomenal Yellow Page ads takes more than a few tips – it takes real design talent, advertising experience, and expertise in the dynamics of Yellow Page advertising – the very best guidelines for Do-It-Yourselfers can be found in "Effective Yellow Pages Advertising for Lawyers" written by the late Kerry Randall. It was written for attorneys but its' principles apply to any business appearing in the Yellow Pages. After exhaustive analysis, Kerry determined that nearly all effective, call-generating Yellow Page ads include six key elements. He taught that all high-performance Yellow Page ads should contain:

* Strong headlines that command attention and engage readers
* A laser-sharp focus; a willingness to ignore most readers
* Arresting, eye-captivating illustrations or photographs
* Clearly identifiable differences ( from competitive advertisers)
* Relevant copy (text) that covers less than 50% of the ad space
* Professional-looking, clutter-free layouts

I've developed and been preaching very similar principles to my Yellow Page clients for a decade so I wasn't overly surprised when Mr. Randall emailed me kudos for our Yellow Page advertising efforts. Kerry's recent passing was a big loss for the industry but he left behind a sparkling gem of a book that will continue to help countless Yellow Page advertisers. Whether you're determined to create your very own Yellow Page ad or looking to hire an independent designer, Kerry’s masterful dissertation is an invaluable guide.

And you’ll need a guide in picking out an effective designer. Remember, every industry has it’s share of sneaky imposters. It only takes about $20 a month to hang out your electronic shingle these days and some Yellow Page ad “professionals” lack even a formal advertising design background, let alone a solid, direct-response experience, or a successful track-record for their clients.

Scrutinize prospective designer’s Yellow Page ad samples in light of these 6 principles. Make sure that the ads clearly and honestly speak to the prospects’ emotional needs and effectively persuade prospects by presenting the very best solution to their specific problem. Also verify that the Yellow Page design specialist you choose has a solid direct-response background and a successful track-record for their clients.

1) CREATE A WEBSITE
This will act as a Portfolio and lists all the items you created and want to sell. Make it detailed and list the pricing information for those interested in purchasing. You can even add a shopping cart and get fancy with features you'd like to present to your audience like an "about" page for example. Add shipping information, and a section for those who would like to buy in bulk like wholesalers or buyers. If you do not know the first thing about how to create a website, there are a lot of ways you could get someone to make one for you or find online companies that give a package for your site including hosting, domain name and so forth.

Here are some links to website creators:


Or check out our 1 page website deal which is quick, cheap, referenced through our network, and gets advertised to buyers across the globe: http://www.marmarsgifts.com/websiteassistance.asp

PRO: Will always be referenced. Easy place to find your art/crafts. Easy place for others to shop for your art/crafts and you to make money.
CON: Time taken to make one, mechanism for advertising required unless it's included in the package.

2) MAKE A CATALOG
Create your own using software or get assistance from the US Postal Service. You can then have this catalog get mailed all over your area. The USPS website has a lot of good information and helpful tools with prices on how you can get this started. Visit them here: http://www.usps.com

PRO: Will get to people's hands. Forced way to get customers
CON: Can become costly.

3) CREATE BUSINESS CARDS
You may not know it, but this is the one tool that has stayed with people for very long periods of time. Ever look in your wallet credit card section? Notice your business cards you've picked up and kept with you. Well, the very same way you can stick to people with this approach. Pass these or stick these around anywhere you see fit. Parties, Shows, Friends, Family, School, Bulletins, Shows/Exhibits, and Stores. You can make them yourself by using Microsoft Word and picking up a set of blank sheets to print at your local office supply store; eg. Staples, Office Max, Office Depot.

PRO: Fast, Cheap to get customers
CON: Creating them takes a little time

4) CREATE YOUR OWN EBAY STORE
Do you have a few items? Want to try it out and see who's interested? eBay is the largest and most traffic driven site people go to find stuff. I mean, you can find anything in there. If you don't have the time to create a website or find other ways to advertise and are willing to pay a percentage for each of your items that does sell, then eBay is a place to start. Then when you find people buying and business starts looking good, you can open an eBay store or direct them to your website. http://www.ebay.com

PRO: Can list items and bring lots of traffic to your site
CON: % Deducted on each sale you make

5) FIND A LOCAL CONSIGNMENT SHOP TO SELL YOUR ITEMS
You will need to make a photo album with your products or take some samples to see if they will sell them for you. Most will do this if they do not already have something similar in stock. You need to find out how their rates work so you can make some kind of decent profit. Be cautious as some may take more than you are willing to get paid for.

PRO: Sure way people will see or feel your products
CON: Percentage taken for each sale

6) PUT YOUR STUFF IN ARTS/CRAFTS SHOWS
Register and put up a booth with your items on display for everyone to see. It's almost like your own mini store. And, everyone who comes to visit is looking for arts/crafts.

PRO: Lot of interested people and definite sales
CON: Fee to be in show

7) ADVERTISE TO ONLINE ARTS/CRAFT SHOWS
Most people who know how to use a computer these days like to shop online. If they don't buy anything, they will look. And there is so much to choose from. They can be more successful if they find a place that is specific to what they are looking for. For example, if one is looking for household gifts, they will search for home gifts or something of the sort. So if you advertise in Arts/Crafts Shows Online, then you are giving those interested in arts/crafts a way to find you. You can place an ad in free sites and ones that have a fee. Be aware of the free ones since they can sell your email to other vendors. Paid advertising provides more services and incentives to keep you as a customer. We offer membership for $2.99 a month in which you place your ad for buyers across the globe, international, in state and local, to bulletins, blogs, zines, wholesalers, shops, search engines and webrings. In addition to other services, free advice, and royalty free.

PRO: Allows others to advertise for you while you just keep doing what you love without paying % for each item you sell
CON: Choosing plan to fit your needs.

8) CALL STORE BUYERS
Often times buyers for stores are looking for new things they are not sure how to find. Taking the initial step for them may save them time and they can appreciate your contact. This is a type of solicitation, so not all buyers may be willing to listen, but with a little patience, you may find success from this approach. And Big success with that!

PRO: If your items are wanted - they will be bought in bulk - and if they sell you could make it big!
CON: patience & solicitation

9) MAKE A BANNER ONLINE
Banners are annoying, but they do a great job to grab your attention. Not only that, but they are "visual" information. The human eye first sees, then interprets or analyzes. Therefore, it is a method of saying "Hey! Look at me!" You can make this yourself or have someone or a tool make it for you. It can be advertised for a price or free based on how you take the approach. If you choose to pay for it to be advertised, then beware of the fees, never select pay per click...since these are not sure ways you will make a sale, just a way others can get money from you. The best way is to trade with others wanting the same, like a banner exchange. Search for "banner exchange" and you'll be amazed at what you will find.

PRO: Catches attention of viewers & brings them to your site
CON: Need to make one & decide whether to pay or use exchange method

10) MAKE YOUR CAR YOUR FRIEND
If you drive, most likely you will stop and in front of you will be another car and its rear end. You've got nothing better to do for the next 2 minutes then stare at that bumper in front of you or check out the rear display. Well, then so does the next guy who is behind you and so forth. Why not make it worth the effort and advertise your arts/crafts with a personalized bumper sticker or magnet on your car leading them to your website or an email? Give them a few words to think about and something they'll remember, and be sure they'll pay your site a visit! You can find places that will make these for you usually at a sign shop or bumper sticker store.

PRO: Brings traffic - people will see your advertising with no choice if they are near your car CON: Make sure it's short and sweet and easy to read at a distance.