Who in their right mind would court such a customer? But way too many advertisers claim to be the lowest price in town. (And remember, only one is telling the truth.) All the rest are just lying to make a sale. The thing is that customers can smell the desperation when you promise the lowest price. Your employees are rarely happy to hand over bargain deal. And the look on your face as you write out the discount slip. They'll never come back again.



So why DID you throw profits in trash with that policy right there with your Yellow Page ad design?

But on the other hand, why would you make offers that include valuable items or services that would seem to loose profits? Because if its done in the correct spirit and attitude - the results will pay you back. Just what is the value of a 10-time customer vs. a 1-time customer?

You don't need a calculator for that one. And if you contact, service, and court the customer, using up ½ of your profits, then the ratio drops to 5 over 1 instead of 10 over 1.

Or I can restate that.....be the lowest price in town and make 1$.

Or court your “Perfect Customer" with your advertising and spend money to get good ones that come back 10 times and you end up with 5 times the profits. So you spend all that extra time with promotions, giveaways, package deals, and extra services. And you end up making 5 times as much as your lazy competitor. Can you live with that?

Treat your customer average and they forget you in a marketing minute. Treat each one like they matter to you and get 5 times the income as your competitors. And when you do re-make your Yellow Page ad design make a conscious decision which customer you want walking in the front door.