Happy Friday

Happy Friday! If you’ve been following our step by step guide, on our social media pages, to writing a smashing call to action, we have great news!

The final step is here, check out the final step and recap the full journey below.

1. Use a strong command verb to start your call to action. Be clear and concise. Space can often be limited so make sure the message is simple and straight to the point. Start with a desired action. Basically letting the audience know exactly what you want them to do. ‘Visit our website’ ‘Call us today’ and ‘Find out more at…’ are great ways to start encouraging your target audience to take action.

2. Use words that provoke emotion or enthusiasm. If your call to action is enthusiastic, your audiences’ reaction will reflect that. Imagine you are out shopping and you see the words ‘Buy now and get 50% off!’ screaming at you from beside that new TV you’ve been eyeing up for months. Not only does this provide you (the buyer) with a huge benefit. But you’d also be thrilled to get your TV for half the price you originally saw it at. Playing on emotion is another great way to get customers to take action. ‘Plan your dream family holiday today!’ – What could be better than a dream holiday with the ones you love most?

3. Give your audience a reason to take action. What is the benefit for your audience? What’s in it for them? Whether it is weight loss, saving money or improving a skill you need a unique selling point to back up the call to action. For example, ‘Call us today to arrange your free consultation!’ This statement tells the audience exactly what they need to do (Call today) and then gives them a great reason as to why they should take the action (free consultation).

4. Fear Of Missing Out  FOMO is extremely effective in motivating an audience to take action. No one likes the thought of missing out on a great opportunity. People are quick to hop on the bandwagon in fear of missing out on an offer that might never come around again.  We often receive emails from companies with promotions that ‘won’t last forever.’ It can be difficult to ignore a prompt such as ‘Shop now! Our 50% off sale ends this Sunday.’ Or ‘Buy now while stocks last!’ These statements prompt us to buy and work especially well in time pressure situations such as at Christmas, or when we are buying Birthday gifts.

5. Don’t be afraid to get creative It is important to keep things fresh and engaging. Some audiences may be put off by a straight forward call to action, so avoid telling them exactly what they need to do. Let’s say you’re introducing potential customers to a life changing diet plan; ‘Fill out our online form to get started’ isn’t half as enticing as ‘Your healthier life starts today!’ Focus on the benefits, think outside the box and don’t be afraid to experiment, test out different methods and see what works best for your target audience.

 

6. Use numbers when appropriate As consumers we tend to respond pretty well to seeing numbers, especially in pricing, discounts and promotions. Numbers help you to establish whether you really need that snazzy pair of shoes you’ve desperately wanted since the last time you went shopping. Wanting something and needing something are very different, so using numbers effectively in your call to action can turn your audience’s want into a need. ‘All TV’s less than £250! Today only!’ This statement not only shows customers how little they will pay but makes them feel as though they NEED to act straight away in fear of missing out on this offer, which will end today. FOMO and numbers work together really well in most situations, as no one wants to miss an incredibly good deal. Another example could be ‘Order by 5pm today for FREE next day delivery!’ This gives your audience an incentive to act upon and makes them think they NEED to act fast to get the item they want.

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Download Local-eyes Everywhere

  L-E%20EVERYWHERE%20REC%20LOGOIt’s simply amazing but people still ask “Why would I want to download the Local-eyes Everywhere app to my smartphone?”

Convenience: You already love the Local-eyes books delivered through your letterbox by your postman. Now you can access details of local businesses & services wherever you are.

Local & up to date: Unlike google & Yell.com, the businesses that you will find advertising on Local-eyes Everywhere are current and guaranteed to be local. You can even keep up to the minute with their Facebook & Twitter feeds.
Reviews: Look at what other consumers say about our advertisers.
Comprehensive: Everything you need to find & contact advertisers at your fingertips.
Download it now for Android and iOS.
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Reasons to advertise when times are tough

10Reasons-300x228Ten reasons to advertise when times are tough.

When times are tough it is easy to start looking for ways to reduce costs , but is reducing your advertising spend such a good idea and what are the implications of doing so?

 

1. You’re Open for Business. You still turn your lights on. Why not invite people in? If you’re open for business you must market that business.

2. Opportunity. Just because the cake gets smaller it doesn’t mean you can’t have a larger slice. If all your competitors are tightening their belts and not advertising this increases your odds of being the vendor of choice and seizing a share from your competitors.

3. Reliability. When business gets more difficult, increase your core media. Media mix is a desirable goal except during tough times when you need to rely more heavily on your base medium like Local-eyes.

4. Proven Results. Local-eyes gets proven results. During tough times, your advertising needs to be focused on return on investment (ROI) and trusted methods. Disregard the unnecessary. Local-eyes advertising is a proven ROI vehicle.

5. Fish Where the Fish Are. Local books offer the best local reach and that means that they’re the first place to look for consumers of your services and Local-eyes has a proven track record in the area.

6. Tough Customers. Consumers research purchases more during tough times. Be among the considered choices. Local-eyes is the marketplace for shoppers and if you’re not there, you may not be considered as a choice for those who are buying.

7. Credibility. Advertising in a credible way is an indication that you too are credible.

8. Confidence. Advertising shows your confidence in your business.

9. Convert “Wants” Into” Needs”. During tough times, consumers buy what they need and not what they want. It is up to you to convince consumers they need what you offer.

10. Get people thinking. Even if customers are not buying today, advertising is your opportunity to start people thinking about what is important to buy and who from. It will pay off later.

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A line of Coke

AM_706x264_Bottle_Chronology

It was coffee time again….. A cup of Nescafe. Not my favourite brand as I prefer something fresh ground but a name that always comes to mind when you think of instant coffee. Branding is important if you have a company or product to promote which everyone with a business has to do. What is a big brand? Well to start with it is one that comes to mind, so I asked the Office to shout out some brand names. No relevance to anything just random brands.

When I looked at the brands one thing was obvious…. they had all been around for years and in some cases over 100 years. Obviously these are successful companies in major markets but there is something else that was important, very important indeed. No matter how old and established these brands are, they are still advertising today and had been from the day they started.

Coca Cola don’t stop advertising because that have the biggest selling soft drink in the world. In fact they advertise more now than when they first launched back in 1886, when nobody knew about them or their product at all. SO why spend so much money when you are at the top of the game? Simply because people are fickle and will always look at what’s new or the last thing they saw. Without Coke flooding their brand into the market Pepsi would show up more and we would start looking at Pepsi as our Pop of choice.

The same principle applies with any brand including the ones that advertise in Local-eyes. A constant drip feed of your brand is far more important than a big splash. If you can do both, that is even better, but once your advert is gone it is out of peoples mind and they will move on to the next brand they see. For that reason we work with local businesses to create cost effective campaigns to place their company, goods and services in front of people on a structured and on going basis.

We have worked with some local businesses since we started in 2006. 9 years of continuous local advertising that works. It may not be the 129 years of Coca Cola advertising but it’s a start.

Here is the list of brands we thought of and the years they were founded. Some are older than you may think!

Brands 
Mc DonaldsMc Donalds - 1940Nando'sNando's - 1987
Coca-ColaPinarello - 1952
Levi's - 1853Hewlett-Packard - 1939
Nike - 1971Kelloggs - 1906
Next Plc - 1982Marks & Spencer - 1884
Walkers Crisps - 1948LG - 1947
Microsoft - 1975Nissan - 1933
Ford Motor Company - 1903Dulux Paint - 1931
Apple Inc - 1976Heinz - 1869

 

 

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Hoovering up while you Google.

Hoover_model_29_adFriday morning and sat with a coffee. There is no better time to ponder. I was thinking about the names we give to things. The names that are actually brands but have become so fixed in our language that they describe all subsequent versions or spinoffs of the original. Oh to have a business in that position. Oh to have a brand that was a verb or a generic noun!

How many times have you said “I’m going to Google that” or “I’ll Hoover up”. With coffee still in my cup there was time to have a bit of a Google to see if I could find some more……

Jet Ski – You might think you’re riding around on a Jet Ski, but if it’s not made by Kawasaki Heavy Industries, it’s just a personal watercraft.
Bubble Wrap – Bubble Wrap is probably the greatest contribution made to our society by Sealed Air Corporation, which they rightly trademarked.
Onesies – The term Onesies, referring to infant bodysuits, is owned by Gerber Childrenswear. According to their website, the trademark is aggressively enforced. (Twosies and Funzies also belong to Gerber.)
Jacuzzi – Jacuzzi is not only a brand of hot tubs and bathtubs; they also make mattresses and toilets.
Breathalyzer – Breathalyzer is owned by the Indiana University Foundation. In 1931 Indiana University professor Rolla N. Harger created the contraption—originally called the Drunk-O-Meter—as a device to test the sobriety of drivers. Suspected tipplers breathed into a special balloon, and Harger’s device got a reading on how much they’d had to drink. By 1936 Harger had patented his creation, and he eventually signed the invention over to Indiana University.
Chapstick – Chapstick is a brand name of lip balm produced by Pfizer. In the event that you find yourself enjoying this product too much, websites dedicated to helping Chapstick addicts are available.
Kleenex – The perfect time to remind a friend or family member that Kleenex is a brand name for a tissue is right when they are desperately begging you to hand them one.
Ping-Pong – Ping Pong was trademarked in 1901 as a brand of table tennis products named for the sound the ball makes when it hits the table.
Rollerblades – Two hockey player brothers designed Rollerblade inline skates from a pair of old roller skates in 1979. They were the only brand of inline skates until the mid-eighties, when several other companies emerged.
Tupperware – Tupperware is a brand that got its name from its creator, Earle Silas Tupper.
Velcro – George de Mastreal invented Velcro when he discovered that burrs stuck to matted dog fur. Today, it is the world’s most prominent brand of hook and loop fasteners.
TASER – Taser is a trademark of TASER International, and shouldn’t technically be used as a verb. To be fair, “Don’t hit me with that electroshock weapon, bro!” is probably hard to shout under duress. Bonus fact: TASER is an acronym. It stands for “Thomas A. Swift’s Electric Rifle.”
Novocain – Novacain is actually the brand name of Procaine Hydrochloride owned by Hospira Inc.
Ouija Board – The Ouija Board was first introduced by Elijah Bond in 1890 as a practical way to communicate with spirits, making dealing with a pesky ghost much more convenient. Today, it is trademark of Hasbro Inc.
Formica – If not made by the Diller Corporation, you should call it a decorative laminate. Catchy.
Frisbee & Hula Hoop – Frisbee is currently owned by WHAM-O. In 2010, Manley Toys Ltd. challenged WHAM-O, arguing that the terms Frisbee and Hula Hoop have already become generic in the public lexicon, but it didn’t really go anywhere.
Stetson – Stetsons are hats made by the John B. Stetson Company. They are not a generic term for cowboy hats. And if you use it that way, Stetson will send you a very terse letter, as the Washington Post found out.
PowerPoint – On their website, Microsoft suggests that unless you are using their software, your PowerPoint is a “presentation and graphics program.”

The next question is how do you get your brand into that illustrious position? Well that will probably need another cup of coffee on another day but if you want to find out more about brands like this you can read more at mental_floss.

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Like a Sardine!

k16047703You look at a room and it’s massive so you create an image in your mind with all your furniture in it and decide to move in. We did just that three years ago when we moved into Unit 8 at Ferrybridge Workspace. Three of us and loads of space, palatial compared to our 10 feet square tinder box we had at home.

Three years later we have doubled our coverage to 176,000 letterboxes and produce eight books each month, and now with seven staff and a mobile app to boot – we are back in a Sardine tin. It was time to find a bigger space, but where?

Fortunately our neighbours were in the same situation and decided to move across Leeds, leaving us with the option of a bigger unit just next door. To be honest it was a bit of a tip but with a few buckets of paint, some carpet, extra electrics and cabling, the warehouse that was is now our new home. With the same phone number and same high standards, it’s business as usual just next door.

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That’s it for another year..

If you listen to the news it’s all about looking back to see how the shopping trends have changed, how people are increasingly using shop online and collect at store more and more. Although this is something I personally can’t get my head around but maybe that’s a lot to do with not working in a big town or city. Anyway that’s more for the big boys. What about small businesses?

Future-Of-PerformanceWe work with a great many small businesses, in fact most of our customers are small and micro businesses, and for many the Christmas and New Year break can be a period of time when things grind to a halt as their customers are less interested in the disruption of having a new kitchen fitted or having the house redecorated.

However Christmas and New Year should be seized as an opportunity for planning for the coming year. Get back to work with new vigour and start running through January while your competitors are still stumbling around sweeping up the mince pie crumbs and Christmas tree needles. But it’s not too late if you haven’t taken stock of where you want your business to go in 2015. Use this first week to take stock and make the next 50 weeks count in growing you business.

So what have Local-eyes got planned for 2015? Well we have some new products and services planned while maintaining what we do best….. looking after our advertisers and sharing our wealth of expertise in helping to grow businesses in the local area..

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Keep your foot on the gas if you want to grow.

grow-your-business-744x435We have covered this topic in the past when we were deep in recession, but now we are supposed to be on the up I thought it would be worth revisiting it because it is simply good practice for advertising in general.

Remember advertising is like driving a car up hill, if you don’t keep your foot on the throttle you slow down to a stop and have to give it even more gas to get going again…

1. You’re Open for Business. You still turn your lights on. Why not invite people in? If you’re open for business you must market that business.

2. Opportunity. Just because the cake gets smaller it doesn’t mean you can’t have a larger slice. If all your competitors are tightening their belts and not advertising this increases your odds of being the vendor of choice and seizing a share from your competitors.

3. Reliability. When business gets more difficult, increase your core media. Media mix is a desirable goal except during tough times when you need to rely more heavily on your base medium like Local-eyes.

4. Proven Results. Local-eyes gets proven results. During tough times, your advertising needs to be focused on return on investment (ROI) and trusted methods. Disregard the unnecessary. Local-eyes advertising is a proven ROI vehicle.

5. Fish Where the Fish Are. Local books offer the best local reach and that means that they’re the first place to look for consumers of your services and Local-eyes has a proven track record in the area.

6. Tough Customers. Consumers research purchases even more these days. Be among the considered choices. Local-eyes is the marketplace for shoppers and if you’re not there, you may not be considered as a choice for those who are buying.

7. Credibility. Advertising in a credible way is an indication that you too are credible.

8. Confidence. Advertising shows your confidence in your business.

9. Convert “Wants” Into” Needs”. During tough times, consumers buy what they need and not what they want. It is up to you to convince consumers they need what you offer.

10. Get people thinking. Even if customers are not buying today, advertising is your opportunity to start people thinking about what is important to buy and who from. It will pay off later.

Keeping those principles in mind and you will maximise the benefit you get from your advertising as usual there is no smoke and mirrors, just straight forward logical principles that just need to be applied.

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Why does local advertising work?

7-Books-trans Why does Local-eyes continue to be so successful?  Why is it one of the best advertising mediums available?

In today’s busy marketplace, we get bombarded with so much information on a daily basis that we can’t possibly take it all in. So we are forced to filter what we see and hear by finding a reference point – something that catches our attention. You know when you are in a crowded room and someone says your name, you can hear it above all the noise. That element, that common ground, is enough to allow it to enter your consciousness. So every bit of marketing needs to have something in it for you to hit home. As a resident then, when a magazine arrives through your letterbox which is full of information and advertisers with the common factor of being the area in which you live, you’ve already found a connection. As an advertising medium we’ve got our first foot in the door.

Secondly, there’s another piece of psychology connected with actually using the advertisers in the magazine. Suppose you are thinking of getting some painting and decorating done. If you call someone from miles away and it turns out to be too expensive you’ll feel rather uncomfortable and potentially obliged at having wasted someone’s time. So you probably won’t call at all. If the decorator is just round the corner you know you aren’t really putting him out so you will call. And it’s getting the call in the first place that we’re all aiming for because without that you have no chance to convince the customer that he should buy from you. Of course for Mr Painter Decorator he definitely would rather quote and work locally anyway.

And finally, bringing both elements together is that matter of trust. We are more likely to trust people with whom we have something in common. There’s no real reason to feel that someone living in the same town as you is more trustworthy (apart from probably knowing the type of property in which the person lives), but you will. So again you’ve found some common ground, and the fact that they are local means they tick enough boxes for you to prefer that advertiser over someone completely unknown in the Yellow Pages.

In summary you should advertise with Local-eyes because:

  • The local connection makes us more noticeable
  • Because you are local people are more likely to call knowing they’re not putting you out
  • Because you live in the same town, people are more likely to trust you
  • And all of those together will make your advertising with Local-eyes successful and bring in more business!
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What makes a good print advertisement?

Follow the simple rule … less is more

In any advertisement, the timeframe that you have to make an impression on your audience is limited to seconds, and for print ads, this may be as little as 3-5 seconds. The limited time and space may encourage the notion that the ad needs to be full to the brim with information. This merely creates a cluttered ad and loses the reader’s attention before they get to the critical bit.  It is far more effective to develop a concise, coherent ad that appeals well to your audience.

A good ad should:Woman on phone

  • Connect with its audience
  • Be memorable and easily recalled
  • Provide information quickly and succinctly
  • Be clear and non-confusing to the reader
  • Call the viewer to action

A good print ad should include:

  • A strong headline
  • A good eye-catching image
  • The details should talk directly to the reader … use the word YOU and YOUR wherever possible. It should focus on the reasons WHY the reader should buy from you, rather than simply a list of what you are offering
  • Logo (building brand recognition)
  • Call to action

Local-eyes offer all of our advertisers a completely free of charge design service. We will work with you to develop the right ad that will get your phone ringing.  Call us today on 01977 672679 to see how we can help get you more local customers.

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