Forums: Discussions for entrepreneurs and small business.

I`m in the process of restarting my Sound, Lighting and DJ  business that I shut down 5 years ago so I could tend to my ill parents. I  am faced with what I feel is a huge hill to climb and that is the fact that I am not in the Yellowpages and won`t be until next September. I realize that word of mouth is an excellent marketing tool and with my credentials that will pull some work. I`m also creating a business profile to send to the corporate clients and will follow up with personal meetings where I can. I am trying to reach those women who do most of the planning for their wedding.  Besides the newspaper, any ideas that maybe I haven`t thought of?  Any positive thoughts would be appreciated.

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Since you offer a physical service, unavailable more than some hundred miles from your location, why not get into a direct mail campaign? You could send out a simple postcard 4 times in the year, or once a month, or whatever`s your budget.

Who looks in the yellow pages for a DJ? I mean that as an actual question...not rhetorical. You sound as if you have past experience, and got a lot of business from those hits. If so, can you isolate a demographic that you could direct-mail, based on the people you picked up in the past?

If you could include with the mailer some sort of keepsake, like refrigerator magnet, maybe a plastic vinly record with your name and phone number on it, I`ll bet you`d get good results...probably better than the yellow pages.

Actually, thinking about it, use the direct mail piece and keeper to also include a Web address. There you`d have the time to put up pics, include some sample tracks, list testimonials and references, and make a more involved sales pitch.

You`d do the same with a 1/4-page Yellow Pages ad, right? Just do it yourself. I think more people would at least glance at a well-done mailer than would actively go find their YP book, then look up your category. Get a good copywriter to write an eye-catching ad that fits on a standard 4x6 postcard...in color.

Why not advertise in the yellow pages web site

Or even better google maps

This is what i use for a `yellow pages`.
Type in something like "plumber" and your zip code to see how it works

To the left you will see a link to list your business ... Its free

Remember young people grew up with search engines. That`s where the brides will go first.

IT,

Don`t dwell on the negative. You have been in and around this business since 1984. You are DA MAN! Seriously ... just get it done. The Yellow Pages issue is water under the bridge. Fogitaboutit.

Suggestions:

• Write out a list of all of your old contacts from the "biz" and either email or USPS mail them a quick note and let them know what is going on with IT (That`s you, since I don`t have a name to call U)
• Visit all wedding related businesses in your area and develop relationships with these people - personal and close. Every person will be different - the scenarios are too numerous to list here. I think you get it ... go see these people and tell them what you do and do whatever it takes to make sure they get your name in front of their clients.
• After point2, hold a FREE party for all of these wedding-related businesses and tell them to invite whomever (please RSVP so we can plan food and drinks) and blow their socks off with what you do. Put on your show. Dazzle and WOW them. The word will spread. And the money you spend on this event is much better than any Yellow Pages money spent.
• Contact wedding consultants/planners and have a nice lunch with the "KEY" person, the "influencer". You pay. Ask questions. Don`t talk about you or your business. Just take them to lunch. Become their "buddy". Do not push your business at this lunch. It will happen.
• Do the same for wedding apparel people - dress sellers and tuxedos rental places. Take them to lunch. Become their buddy. Develop relationships.

The whole idea here is to let the wedding-related industry people in your town know that YOU ARE DA MAN when it comes to wedding theathrics.

As far as corporate ... repeat above ... except replace wedding-related with any industry

R@

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Richard Arnold · Key Concept Writers · Business Communication: The "Key" To Success· Law of Attraction Blog · Life Ain`t Brain Surgery Blog