Tuesday, January 25, 2011

Don’t just advertise, change the way folks think about you!

You can change negative preconceived stereotypes about your business by cleverly crafting your ads to say what you want them to believe. Education is really describing things in such a way that it affects how people understand your industry, your business, your staff, and even your products and services. Within your advertising projects you can educate, inform and change the ways folks think about your business. Here’s how.

1. Describe your business the way you WANT others to perceive it. You can teach folks to see your facility as a recycling center rather than as a junkyard when you say something in your advertising like, “Things have changed in the used parts industry! No more junk anything!! Instead of “junkyards” there are now automotive recycling facilities nationwide using state-of-the-art technology and equipment to reclaim, clean, and recondition parts from late model vehicles. These modern recycling centers provide total satisfaction for high quality recycled parts and customer service, at a fair price. This describes the way we do business here at (insert the name of your company)!”

2. Describe your staff the way you WANT others to perceive them. Rather than calling them salesmen, call them customer service staff, or recycled parts specialists. Describe them as, friendly, helpful, and knowledgeable. This will project a more positive and helpful image of your staff as you educate people how they should refer to them.

3. Use “Did you know” blurbs throughout your ads. Here are some examples:

· Did you know recycled parts save the resources and energy needed to mine and refine ore and minerals used to make the raw materials for new parts? Using recycled parts is good for the environment!

· Did you know recycled parts help keep insurance costs down?” Often an automotive recycler will pay an insurance company thousands of dollars for a totaled late model car, reducing the company’s loss. This means lower auto insurance premiums for consumers. It also helps keep wrecked and inoperable vehicles off our street, making cities and neighborhoods safer and more pleasant places to live.

· Did you know the automotive recycling industry recycles billions of vehicles each year generating billions of dollars annually for the U.S. Economy?

· Did you know the automotive recycling industry saves over 85 million barrels of oil a year that would otherwise be used in the manufacture of new replacement parts?

Tuesday, January 18, 2011

The First Lesson I Learned About Advertising Auto Salvage Yards

When I was first asked in 1982 to do a direct mail project for an automotive salvage yard, the first thing I said to the owner was, “How in the world do you advertise a junk yard?”

His instant response to my question was, “First of all, we never use the “J” word!”

To which I replied with, “But everybody calls your type of business a ‘Junk yard!’”

“Yes they do,” he said, “But we intend to change that!”

He then explained to me that the industry is working towards becoming known as “recycling” places, not “junk” places, and he wanted all of his advertising to accomplish more than selling parts, he wanted it to change the way people think about his business!

He was absolutely correct. You can change negative preconceived stereotypes about your business by cleverly crafting your ads to say what you want them to believe. Education is really describing things in such a way that it affects how people understand your industry, your business, your staff, and even your products and services.

Within your advertising projects you can educate, inform and change the ways folks think about your business. Next week I will tell you how.

Tuesday, January 11, 2011

Want to improve your ad response rate? Then you MUST include a strong call to action!

Too many ads simply say, “Hey, we’re a great company,” and leave it at that. Ads that never ask the prospect to do anything are weak and non-effective.

Don’t assume that readers will know what to do by simply seeing your ad. You must tell them what to do and how to respond to your offer. Never leave it up to them to figure it out. They won’t! If you want prospects to call you then you must come right out and say so by adding a call to action statement to your ad that says something like, “Pick up the phone and call me right now!” Make your call to action copy bold and easy to understand

If you want to turn up the response rate even further, add deadlines, add rewards for quick response and describe an easy refund policy to decrease buyer resistance.

Below are some examples of strong call to action copy:

· CALL NOW! All this can be yours! You can have it immediately by picking up the phone and calling the following number!

· ACT NOW! I take all the risk. If you’re not satisfied, simply return the product and I’ll quickly refund your money. No questions asked! You win all the way! Do it NOW!

· Don’t Put It Off! As an early bird buyer, I’ll include a big bonus package, absolutely FREE! After next week, I won’t be able to include the bonus as part of this offer, so act now!


P.S. - Why not let Mike French & Company help you get it your advertising done right this year! Below is a description of what we can do for you.

Mike French & Company, Inc. has specialized in direct mail marketing & services for the automotive recycling industry since 1982--we design it, print it & mail it. We also do marketing and direct mail project for other businesses as well.

Being a one-stop-shop, we also do custom web site design, provide all kinds of printing (everything from business cards to 200+ page magazines), custom mail lists (offering free mail list research & free list reports), professional graphic design (with three graphic designers on staff), and they provide complete mail fulfillment services.

We are the largest promotional products supplier in the automotive recycling industry and are able to put your logo and/or contact information on over 400,000+ different promotional items such as many kinds of banners, labels of all shapes and sizes, ink pens, mugs, clipboards, presentation folders, inspection tags, caps & clothing, business forms, automotive tools, and even hot-air-balloons!

We have been members of ARA for many years as well as members of other regional automotive recycler associations across the country. We specialize in marketing recycler associations and provide all convention promotional items, badges, ribbons, and signage. Mike French, speaks on the subject of marketing at many automotive recycler conventions & trade shows from coast to coast.

Call Mike French & Company right now to help you put together a marketing plan for your company based on your specific needs and your advertising budget. We’ll work out the possibilities for you. We will make it easy for you to advertise and even work out easy monthly payments you will like! Call Toll Free: 1-800-238-3934. Or email us at Harmony@mikefrench.com

Tuesday, January 4, 2011

Here’s How to Make Your New Year Happy!

HAPPY NEW YEAR! This tip will help you have a great one! One of American’s leading authorities on the art of sales, the development of human potential and the enhancement of personal effectiveness is Brian Tracy. He says that you must set goals in order to acheive success! He says it is very important to list personal goals as well as company goals when developing your list of goals, because they are connected and have to be congruent with each other.


He says the success secret to powerful planning and goal setting, is to write your goals down on a piece of paper as though they are true now, and congruency means you cannot tell yourself that you are making 1,000,000 dollars and be living in a van down by the river! Writing your goals down will cement them into your brain in a very powerful way and cause your subconscious mind to begin working on plans to make them happen.


In other words, when writing down your goals, don’t say, “I want to have a new house in five years, but say instead, “I have a new house.”


For example, say . . .


· I live in the following type of house _______________.


· I make _______ amount of money.


· My automobile is ________________.


· I’m physically fit and my weight is __________.*


*Yes, even your weight! If you tell yourself that you weigh (write here what you should be weighing for your height and bone structure) your mind will help you work out the goals and plans to accomplish it.


Now, write 10 to 20 goals down on paper.


1. Write them down and put them in order of their importance, the most important at the top and the least important at the bottom. The top goal is the one, that when accomplished, will have the most impact on your life and your business.


2. Write each goal down at the top of a separate piece of paper. Fill the page with ideas and a step-by-step plan to accomplish each one.


3. Do something every day to accomplish your goals.


It’s logical! Every goal can be put into steps and anything that is put into steps can be accomplished. If you have 6,000 steps and you do only one a day you will eventually complete that goal. The reason that most people don’t succeed is because they simply don’t do anything!