with Doug Long and Morri Mostow

Secrets of Successful Local Advertising

	Advertise.
	Advertise regularly.
	Advertise in local media that you and your clients actually read.
	If you sell personal services, include a PHOTO of yourself at work.
	If you sell products, include product PICTURES & PRICES just like at this link.
	If you sell accommodations, include a glamour shot of your setting. If you are a restaurant, show your dining area. Don't publish photos of plates of food. Yuck!
	Use a compelling headline. Your name is NOT a headline. A headline is a pithy statement that offers your customers a benefit. It is not about YOU. It is about YOUR CUSTOMERS! And please ...  don’t ask a question that can be answered with “No”. “Need Help?” “No.” “Looking for a good accountant?” “No.”
	Sell something. Advertising is about selling, not telling. Don’t tell me you sell clothes. Show me your clothes and sell me on their price and features. Advertising is show & SELL, not show and tell.
	Include a coded response device (like a limited–time offer, a coupon, a contest entry, etc.).  Keep track of responses, and analyze them to help you learn what works, where, when and for whom. Don't forget your contact information: name, logo, address, phone numbers, fax, e-mail & website. It amazes us how many local shopkeepers provide no address or fail to mention the name of their town.