Thursday, May 25, 2006

Digital Dubai

This might not seem important, but Dubai is one of the most influential countries in the Middle East, and their move toward a digital directory reaffirms the trends toward online world-wide.

Every month for the last decade, five new full yellow pages directories are added to an already crowded market in the US.

It's still profitable to publish print directories. But dang, there is only so many marketing dollars to go around.

What's a local business to do?

Gulfnews: Yellow Pages to go digital next year: "Yellow Pages to go digital lnext year

By Chinmay Chaudhuri, Staff Reporter

Dubai: The yellow pages, the quintessential directory of companies, is a must-have 5,000 pager for every business. Now that big volume directory has received a technological makeover shrunk into a DVD, making it more informative and easier to use.

In December, Dubai-based Spark Advertising, a subsidiary of Crossworld Middle East, will launch the UAE's first commercial directory in a DVD format.

'We have named it Yellow DVD. We are using technology to give the client the best advantage by offering them full screen displays (on PCs) instead of lineage advertisements. That allows the company to squeeze in as much detail about itself as it wants,' said K K Babu, chief executive of Spark Technologies.

The company plans to distribute 500,000 Yellow DVDs free in the UAE in 2007."

Wednesday, May 24, 2006

Right lizard, wrong accent

So I got a very nice email from Peter Kent, author of Search Engine Optimization for Dummies who informed me that the Geico gecko's accent is actually an English one rather than Australian. Probably south England, perhaps London.

I love that he took the time to correspond.

It's that kind of attention to detail that marks the difference between a hobbyist and a true professional.

Tuesday, May 23, 2006

Geico's Magic Phrase that Wins Customers

Small Business Commandos Logo
Yellow Pages & Small Business Commando News
Geico's Magic Phrase that Wins Customers
May 23, 2006
in this issue
-- Geico's Magic Phrase that Wins Customers
-- Hanging with the Plumbers
-- Answer to Last Redneck Riddle
-- Yellow Pages Humor
-- Try, try again
-- Hardy-har-har
-- Puppy Talk
-- Seemed like a good idea at the time
-- Announcements
-- This Week's Redneck Riddle
-- Quote of the Week

You can listen to this newsletter in fabulous surround sound by going to this link. Time: 5 min. 22 sec.

Like this newsletter? Call my testimonial hotline and leave a message. I'll post it on the website and in a few weeks show you how to do it for your business.


Just say your name, company name and any message.

Geico's Magic Phrase that Wins Customers
plumber Geico is one of the most successful insurance firms in the US.

A major part of their success comes from their innovative sales model.

Geico's main salesman is a lizard.

When I say lizard, I don't mean a cold-blooded reptile in a coffee-stained golf shirt pressuring you to buy a variable annuity so he can go on a trip to Cabo.

Geico's lizard is an animated Gecko with an Australian accent. Get it? Geico and Gecko? (insurance humor . . . shoot me now, please.)

See, Geico sells auto insurance using inbound telephone sales instead of relying on field sales agents.

It's not that I have anything against insurance agents. In fact, if it weren't for insurance agents, we wouldn't have . . . uh . . . well . . . hmmm . . . let me get back to you on that.

Since they have no outside sales staff, Geico relies on heavy advertising to generate leads for their telesales folk.

View a Geico Ad Here

If the ads don't get customers to call, the company is in deep doo doo. (That's highfalutin marketing lingo they don't teach you in college.)

Geico's TV commercials are cute, but the magic is delivered in the last 5 seconds.

The TV ads end by showing a phone number with the voice-over saying

"15 minutes could save you 15% or more on your car insurance."

This simple phrase is a wonderful marketing lesson. Check out the principles

1. Go for the easy sale. The ad doesn't try to sell you insurance. They sell you on making a telephone call. That's an important distinction, and much more likely to result in success because the hurdle is lower.

Yellow Pages ads don't close sales. By that, I mean that no one reading your ad is going to mail in money in anticipation that you'll come out and fix their roof, write their will or adjust the kinks out of their neck.

The optimal goal of your Yellow Pages ads should be to get someone reading the ad to identify themselves and their interest in whatever is being sold to you. To achieve this outcome, give the prospect a reason with a well defined payoff.

Depending on your business, this should usually come in the form of educating the customer to make an informed decision.

When composing an ad for your business, focus on the easy sale.

The easy sale could be a recorded message, a free report, a second opinion, a video inspection or a complimentary diagnosis with a written analysis of the possible solutions.

2. Limit the risk. By stating that it's a 15-minute call, Geico sets the expectation that the caller has limited downside. A side benefit is that the customer will likely set aside enough time to complete the call. "15 minutes" is a qualifier that puts the caller into the right mindset before picking up the phone.

In your business, how can you limit the customer's risk of speaking with you? Free quotes and consultations are so common that they generally don't have any competitive advantage.

If tire-kickers are a concern, tie a small commitment to the easy sale. Notice that Geico doesn't dwell on the fact that it's a free call. They get the consumer mentally committing 15 minutes.

3. Clearly defined payoff. By saying that you could save 15%, Geico gives the viewer a quantifiable benefit. Notice that they don't say "cheapest rates in town" or worse, "call for a quote"

4. Defined audience. Geico sells more than car insurance, but rather than throwing their entire product line at you, they focus the ad on car insurance. Granted, car owners are a very broad audience, but it immediately excludes everyone who might not be in the market for car insurance.

Most Yellow Pages ads include lists of services and features hoping that if you through enough against the wall, some of it is bound to stick. In practice, it's far more effective to have a single focused message

When designing your Yellow Pages ad, you don't need animated lizards bantering about insurance. You just need to give the customer enough reason to call you.

Michael Hepworth gave some fabulous tips in our teleseminar. For a complimentary downloadable mp3 recording of the call, go to the link below. Just leave the credit card fields blank, there's no catch.

Complimentary MP3 of the Street Smart Teleseminar (leave the credit card info blank)

Hanging with the Plumbers
Ringing Up Book Kevin Shaw, of Kevin Shaw Plumbing booked me to speak at the upcoming Plumbing Heating Cooling Contractors show in Los Angeles on Saturday, June 3.

I'll be presenting tactics for dramatically improving Yellow Pages effectiveness as well as a series on marketing your local business online.

Last year, I helped over 200,000 small businesses market themselves on Yahoo, Google and the top Internet Yellow Pages. If you want leads from the Internet, you won't want to miss it.

Answer to Last Redneck Riddle
Redneck Riddles
Buford is waiting in the longest line ever to use the port-a-potty at the wrasslin' match.

He is the 11th from either end of the line.

How many people are standing in line?

The winner receives an autographed copy of my latest CD "Commando Secrets LIVE - How to Market Your Local Business Online."

Didn't win? You can still get the CD here.

See the answer and the Redneck Riddles celebrity winner

Yellow Pages Humor
10 commandments

Wish I had a nickel for every time I've heard someone say that.

Special thanks to Chuck Masterson for this ballsy ad.

Check out Chuck's site "Yellow Pages into Gold"

Try, try again

Before he designed his world-famous "Falling Water" house, Frank Lloyd Wright had a few lesser known masterpieces.

Dog Smile

Dang you Spike, give me my teef back.

Puppy Talk

OK, have you heard the one about the two kittens who walked into a bar?


So many people have asked about the greeting card system that our clients are using to build their word-of-mouth marketing business.

It makes sending hand-written greeting cards as easy as sending an email.

I'll walk you through the system and show you how to systematically build your referral business with greeting cards to your existing customers.

It only costs $1.01 which includes a beautiful card, hand addressed envelope and first class postage.

You gotta email me if you want to try this system.

Check out

Seemed like a good idea at the time
penguin slap

Until someone didn't realize it was a garage.


Spot Runner is a new Internet-based advertising agency that makes it easy and affordable for local businesses to advertise on TV.

They offer a full-service package, including commercial production, media planning and ad time.

Spot Runner has developed a revolutionary online platform that makes it fast, easy and affordable for local business to advertise on major TV networks, such as CNN, HGTV and ESPN.

Ad production is only $499 and airtime costs as little as $10 per ad in many places. Check 'em out.

This Week's Redneck Riddle
Redneck Riddles Logo
Buford rode with Festus and Skeeter to Daytona Beach for biker week.

Festus brought 5 Slim-Jims (spicy sausage snacks) and Skeeter brought 3 Slim-Jims.

A few hours into the drive, the boys got hungry and decided to equally share 8 Slim-Jims.

Buford didn’t bring any food, but agreed to pay $8 for his share in the feast.

How should Festus and Skeeter fairly divide the $8?

Email your answer to

Every correct answer will receive a gift account allowing them to send five personalized greeting cards (including envelope and first class postage) compliments of

One lucky winner will receive 15 minutes of uninterrupted fame and an autographed copy of my latest CD "Commando Secrets LIVE - How to Market Your Local Business Online."

Stumped? You can get the CD here.

To improve your random chances of winning, please include your name, company name, and mailing address.

I draw the winner the day before I send the following newsletter, so keep voting until the polls close.

Quote of the Week
"I went to the thirtieth reunion of my preschool. I didn't want to go, because I've put on like a hundred pounds." --Wendy Liebman

Got a good quote? Send it my way, and I'll give you 15 minutes of uninterrupted fame.

Contact Information
phone: (760) 579-1005

Sunday, May 21, 2006

Yellow Pages Commercial featuring Locksmiths

Australian Yellow Pages Ad

This is pretty clever.

Old NYNEX Yellow Pages Commercial

This just show you why the Yellow Pages industry should stick to classified advertising :-)