Advertising has never been more complicated for the local business owner—here's how to fix it.
Local marketing expert Shane Nichols shares how entrepreneurs have been duped into advertising like their national competitors: through image and brand advertising. Unfortunately, effective branding takes gobs of money, requires a long-time horizon to reap the results, and is difficult to track. In this book, Nichols shares seven habits local business owners can adopt that will enable them to compete with their better-financed big-box or e-commerce competition.
This book covers:
• How the COVID-19 pandemic exposed common marketing mistakes made by local business owners, and how to easily fix them.
• Simple methods for calculating your local advertising's return on investment, helping you easily size up future investment opportunities.
• How to appeal to buyers in every stage of the buying cycle, allowing you to keep your pipeline full of qualified customers.
• How to recognize and get rid of accumulated marketing spend that produces no measurable ROI, and the courage to free yourself from these commitments.
• How to maximize every in-bound call and appointment, and turn every sale into a fountain of referrals and profits.
• How to adapt and sell to later generations, such as Millennials and Generation Z.
• How to develop a unique selling point and distinguish yourself from local and national competitors, with a more personal direct approach to your customers.
• How to spend less on advertising, but still seem like a big player.
About the Author: Shane Nichols
Shane Nichols has spent his entire career in sales, marketing, and advertising. He began in newspapers at The Indianapolis Star and went on to sell for magazine publisher Time Inc. Nichols then started his radio career at Indianapolis radio station WFBQ-FM, one of the country's most profitable radio stations and home to the nationally syndicated Bob and Tom Show. After radio, he shifted to television, working for both CBS- and NBC-affiliated TV stations. He was later recruited by Ivie and Associates, where he developed broadcast and digital media strategy for national retailers including the Safeway and Albertsons grocery chains.
His writing has appeared in Inside Indiana Business, and The Indianapolis Business Journal published his first book, The Intelligent Advertiser: The Definitive Guide to Finding Value in Broadcast Media, in 2018.