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Marketing Techniques: What Works & What Doesn't for a PC Repair Business

Following are techniques that I tried,think like your customer.WORD OF MOUTH
how they failed or succeeded, what worksADVERTISINGOnce I started getting
and what doesn't and why. I show manycustomers, because I always did a little
different ways of advertising your newextra for the customers, I received
PC Repair Business, and what to avoid. Ireally good word-of-mouth advertising
also show several unique types ofand referrals. Referrals are gold! When
advertising that get good results, whichyou can call or stop by and see someone
you may have never heard of before, butabout computer problems that you already
they work! There is a lot here to read,know that are having (from their friend
but you won't regret learning everythingor relative) and you can drop a name of
that I have to show you. Don't make thesomeone they know who sent you, you are
same mistake I did, with trial andas good as IN THE DOOR! If your service
error. Let me show you what works.was good for their friend, it will be
Enjoy!NEWSPAPER ADSI knew quite a bitgood for them. And when you have the
about graphic design (being a graphicname of their friend, it is like you are
designer for many years), so I would puttheir friend as well.One way to get
an appetizing ad, no, in fact, a COUPON,referrals from your customers is before
in the local newspaper. People areyou are completely done with the job you
always looking for a discount. Andare doing for them, and they can see a
EVERYONE has computer problems. So Idefinite improvement, give them a piece
should just get swamped with businessof paper and a pencil and ask them to
just off this one ad. NOPE! I got onewrite down 3 friends or relatives of
phone call from my ad. I had placed thetheirs who could benefit just like they
ad in the local newspaper (our city'sdid. Most of the time they will be happy
main newspaper) which went to 33,000to give you the names, if you have made
homes, and I had it come out on thethem happy. If you do this at every job,
biggest readership day: Sunday. The ad Iyour business will snowball! This is the
placed was a professionally-designedbest way to build a business: by doing a
Computer Tune-up ad that I had done,good job and having a good reputation,
giving them a discount from the regularwith a network of people who sent you to
price of $69, to $49. They were savingthe next customers, stamped with their
$20! It was an incredible deal! But Iseal of approval. It doesn't get any
only had one response. Why? What did Ibetter than that!YELLOW PAGES ADSA
do wrong?Unfortunately, I was forced toYellow Pages ad is a good thing, but you
use a horrible, red border. It is HUGE!don't need to spend the big bucks to get
In order to get the deal I was gettingthe biggest, most colorful ad, with ALL
for this ad, my ad had to be put in withof your possible services, mother's
a couple of other ads (not related tomaiden name, the history of your
the computer business) and have an icebusiness, etc. on it. You need something
cream-looking coupon border arounda little more than the listing (just to
it.The ad had all of the elements of astand out from the other guys a little).
good coupon. It has a GREAT deal! YouYour ad should list your company name,
are saving $20 off the regular priceaddress, phone, and some services. One
(this is the next best thing to FREE - athing that has helped me get business
dollar value of savings). They have toover my competition is that I offer FREE
act now (call to action) because it isComputer Pickup. People either don't
for a limited time and expires in twolike to, or don't know how to, unhook
weeks. People are graphic in nature andthe web of tangled cables to their
the picture of the computer and thecomputer, for fear that they will never
words, "Computer Help!" in the screenget them hooked back up. I offer a FREE
will identify with people havingComputer Pickup, where I come by and
computer problems. The headline is boldwork on their computer right there, or I
and heavy, it stands out from the rest -unhook it for them and take it back to
so that you don't have a paragraph ofmy shop to work on it. And when I
information that people won't read, andreturn, I don't just drop it off at the
it speaks directly to people having afront door, I go in and hook it all back
slow computer (everyone has a slowup for them. This is not only a HUGE
computer). Then it goes on to explainbenefit of them going with me over my
the headline in more detail with acompetition (who is standing behind a
subhead. Plus, there is a GUARANTEE of apretty glass case, waiting for business
speed increase. You CAN'T go wrong withto come through the door), but also
an ad like this, can you? Well, I did. Ishows that I really did fix their
don't believe that the ad is evil andcomputer and it now works and works
doesn't work. I believe that I had thebetter. It is a reassurance factor and
ad where people don't look.Whenever youbuilds credibility.In a Yellow Pages Ad,
get ready to do any type ofyou can get carried away by trying to do
advertisement, you should test-marketa long sales pitch, when, in fact, you
it, first. Whether it is an ad, acan just list a few important things you
website (or page), direct marketingdo, and tell them to visit your website
(such as mailers, mailed brochures orfor the full details. This gets them to
ads), etc., you should test it onyour website and there you can give them
different types of people to see howthe full scoop and exactly how you can
they will respond, and record theirhelp them. Just don't spend $100 or $500
responses. In the case of the ad, Ievery month to tell a story that you can
should have passed this ad out todo for free on a website.Here is my
several people and got their responsesYellow Pages Ad.I spend $50 per month on
of the ad. I should have then placedthis ad:
this ad on a page with several other(my logo)
similar ads and got responses from-Computer Tune-Ups
different people looking at the entire-Small Business Networking
page of ads, had them put down the page,-Wireless Networking
and asked them to tell me what stood-PC Troubleshooting & Repair
out. Could they remember any good deals?-Custom-Built Computers
This would tell me if my ad would stand-Computer Upgrades
out in a newspaper, among other similar-OnSite Support
ads.In my particular instance of only-Microsoft-Certified Techs
getting one response from my "great" ad,-Website Design & Hosting
it was literally buried in with otherColumbiaville, MI
ads that looked similar to mine. In(810) 793-1093
fact, my ad was not even on a page withFREE Computer PickupBROCHURES &
other services, but "hidden" on a seriesBUSINESS CARDSOf course, you definitely
of pages that had nothing at all to doneed something to leave with potential
with what I was offering, or computers,and current customers. You absolutely
or even a story about a computer...MUST have a brochure and business card,
nothing! People who would be looking forand NOT the peel-off or perforated card
my type of service were not going tostock you get from your local office
look where my ad was, and that is thesupply store, and print them off on your
lesson: PUT YOUR AD WHERE YOUR POTENTIALink jet printer! Your brochures and
CUSTOMERS WILL LOOK, NOT WHERE YOU GET Abusiness cards are sometimes the only
GOOD DEAL ON ADVERTISING ! and DO TESTthing that a potential customer will see
MARKETING.After my ad came out, I gavethat represents your company. Now, you
my wife the newspaper and asked her tomay work out of your home, but you don't
find my ad (test marketing after thewant it to look like you do. You want to
advertising came out... too little, tooappear as if you are a HUGE computer
late). It took her TWO TIMES of goingcompany, capable of handling any of
through the newspaper, page-by-page (andtheir computer needs. A basement
this is a small city newspaper) to findbusiness card job doesn't say that. If
my ad (and she knew what to look for andyou want to gain good credibility, spend
what the ad looked like). So how area little money and get
potential customers going to find my adcommercially-printed brochures and
if they don't even know that they needbusiness cards.You will want a good
to look for it??? They won't!Think of itimage design (designed by a
like this... if you want to sellprofessional) with raised ink on the
motorcycle parts, put your ad in abusiness cards and some kind of color
motorcycle magazine. You have to think(no black and white business cards or
like the customer. A customer wantsbrochures). If you can afford it, get
motorcycle parts, so where should theymatching business cards and brochures,
go? They start looking at places thatwith the brochures on a white or ivory,
sell motorcycles and accessories, groupsgloss stock (like a 70# gloss text). You
that are associated with motorcycles,don't want it to look like you
magazines that cater to the motorcyclephotocopied the brochures. And it is
crowd, message boards and websites thatproven that by adding some color to your
are all about motorcycles. You may ormarketing pieces, your responses are
may not go to the newspaper and lookMUCH higher, than with black and
through every page and see if someone iswhite.And by having matching business
selling motorcycle parts. In fact, it iscards and brochures (the same color
probably safe to say that a personstock and printing), you show your
looking for motorcycle parts won't leafpotential customers that you have it
through pages of articles in atogether and this isn't some basement
newspaper, looking for motorcycle parts.operation (although it might be).
They may look through the only place inAppearance and perception is everything.
the newspaper that they think might listAnd your marketing material represents
places that sell motorcycle parts, andhow you appear to your customers. Don't
that would be the business section ofskip corners here; you will regret it
the newspaper and/or the classifieds.and it will cost you more money doing it
So, if you were in the business ofthe hard way. Trust me!If you would like
selling motorcycle parts, you would wantto have the rest of this article, in the
to have an ad right where your potentialform of a 15-page "Marketing
customer expects to find an ad forTechniques... What Works and What
motorcycle parts. Place the ad in thoseDoesn't For a PC Repair Business", along
sections ONLY. Do not place it where Iwith accounting forms for a PC Repair
did (in the middle of a bunch ofBusiness, a PC Repair Business Website
articles) because I got a good deal.So,FULL of Content, Step-by-Step How-to's
in case your eyes just rolled back inand much, much more, visit for all of
your head, here is the gist of what Ithe details.I have worked in the IT
just said... when placing an ad for PCfield since 1989 and hold several
Repair in your local newspaper, eitherMicrosoft certifications. I am a network
place it in the Business Listing foradministrator and owner and operator of
Services in your area, or place it inLapeer Tech Group, located in
the proper classified sections, whereColumbiaville, Michigan (just outside of
people will look for your type ofLapeer). During these years, I have
service. Do a test: ask a few people yousupported both Macs and PCs, am an
know where they would look in your localaccomplished graphic and web designer,
newspaper if they needed PC Repair Help.and have had the opportunity to support
Let's say that their computer was2nd and 3rd level enterprise networks
running extremely slow and they neededfor GM, EDS, Delphi and Delco.©
help before they pulled out the rest ofCopyright 2005 Lapeer Tech Group (810)
their hair, where in the newspaper would793-1093Visit our website at or email
they look. Ask at least 10 people. Andus at If you would like to use this
whatever the majority is, that is wherearticle for any publication, you may do
you should place the ad (no matter howso if you do NOT change any of the
much it costs). If not, you are justcontent, and the tag lines remain
wasting your money. Remember to alwaysintact.



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