Woodworker's Journal 1983-7-6, страница 13

Workshop Income

Display Advertising

Advertising, in one form or another, is essential to the survival of any business, no matter how big or small that business may be. Effective advertising will not only sell your product, which is the name of the game, but it will do it economically.

Although there are many different ways to advertise, only you can determine the type that is best suited to your business and its goals. If you're a woodworker who's content to work from your basement workshop and make a handful of toys each month, your advertising requirements will be minimal. However, if you have a fulltime woodworking business and are looking to grow bigger, your needs are going to be quite different.

Last issue in this column, we talked about some of the various forms of so-called "low-cost, no-cost" advertising that are available for free or at a minimal cost. We felt that many businesses, large and small, could put these types of advertising to effective use.

This issue, we'll take a look at display advertising, a type that's more expensive but, if used properly, can be a very important part of your advertising budget. Since most woodworkers will limit the scope of their display advertising to the telephone directory Yellow Pages and/or the local newspaper, we'll concentrate on those two media.

A display ad might be better called a space ad. To put it simply, you buy space on a page and fill it with information

about your business. How you fill that space is important. A good ad grabs your attention, looks attractive, and gets the message across.

The Yellow Pages

According to the phone company, four out of five adults use the Yellow Pages 34 times per year. For many businesses, it's an effective means of advertising. Unlike a newspaper ad, which gets tossed in the waste basket in a few hours, a Yellow Page ad exists for the one year life span of the directory. There's another difference. With a newspaper ad, the seller's looking for a buyer. In the Yellow Pages, the buyer's looking for a seller. This is important to keep in mind. You'll want to tell that buyer why he should call you, not your competitor.

Before you can advertise (or even be listed) in the Yellow Pages, your service must be classified as a business telephone. Here in Northwestern Connecticut, a business phone will cost you around S30.00 a month, although charges will vary throughout the country. If you're operating a part-time business out of your basement, you may have a hard time justifying that kind of expense just for the opportunity to be in the Yellow Pages. However, if you've got a fair size operation, the business phone will probably be a necessity.

A business phone gives you an automatic listing in the Yellow Pages (at no additional charge), and you may feel that's all you need— or can afford. The listing simply consists of the name of your company along with its address and phone number. There is a small charge for bold type, (continued on page 15)

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