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Usually ships in 1 business days | | Only 5 left in stock, order soon! | | | | | | This advertising manual teaches you how to use any media to create powerful ads, that will drive eager buyers through your doors. An estimated 98% of all small business print ads don't generate enough sales volume to pay for the ad. It means that 98% of advertisers never make a profit on their ads, and 2% of the advertisers almost always do. The reasons are inside this book. You'll read about the myths that advertising reps use to sell ads (there is actually a section written to advertising reps). You'll see how to create a genuinely profitable ad. You'll see why image advertising is a waste of money, and how to make your advertising a real profit center instead of an expense. The author invests less than 2% of his gross sales back into advertising. You'll see why you don't have to spend a lot to make a lot. This compact manual is "Stuffed to the gills" with advertising ideas that the author is using right now to promote his retail store. The author is not an expert in the inner workings of radio, TV, or other media.....and he makes no such claims. What he is an expert on is making your advertising produce huge profits.... right now! What the author has done is test different advertising strategies, record the results, and what emerges are a set of strategies that can be used to generate phenomenal profits through advertising. If you own a small business, retail store, or service business...this tightly written manual will save you thousands of dollars in useless "Top Of Mind Awareness" and "Name Recognition" advertising. No more "Advertising to get your name out there". In just a few days, you will have the key to using proven advertising methods that work. You will get advertising advice, not from an advertising rep, not from an MBA working for an advertising agency...but from someone who has been advertising to build his own local small business. No academic theories here. Only tested, proven, result producing methods that are currently (in this economy !) generating profits from the ads..the very first time they run. Finally, a book on advertising for the small business owner...written by a small business owner..who actually uses what he teaches... | | | |
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| | Product Details | | Author: | Claude Whitacre | | Perfect Paperback: | 120 pages | | Publisher: | Unfair Advantage Retail | | Publication Date: | September 01, 2007 | | ISBN: | 1570877270 | | Package Length: | 8.3 inches | | Package Width: | 5.4 inches | | Package Height: | 0.5 inches | | Package Weight: | 0.5 pounds | | Average Customer Rating: |  based on 9 reviews |
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| | Customer Reviews | Average Customer Review: ( 9 customer reviews )
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Most Helpful Customer Reviews
4 of 4 found the following review helpful:
 They Laughed When I Sat Down To Write My Latest Ad. Oct 26, 2007
By Copier Cat
I have been told by Ad Reps that your ad needs to be seen 7-13 times before people will respond. I've also heard from Reps that the job of their ad is to get people to the door, and nothing more. I finally got tired of listening to all that noise, and decided I wanted to learn how to write and design ads that worked.
By ads that work, I mean ads that more than pay for themselves. Ads that generate a return on the investment. Until I ran across Claude and his book, I didn't know how my small business could advertise effectively.
Using techniques Claude teaches in "The Unfair Advantage", my latest ad became the first one I've ever been able to see pay off in spades. I spent $275 on a 9 inch ad in my local paper (17k circulation) ten days ago, and so far it has pulled in $3,297 in gross sales. What's better yet, every one of those buyers is a new customer. That's what I've been looking for, and Claude helps me create results instead of hopeless frustration.
Easy to read and understand, The Unfair Advantage makes it clear that anyone can get results from ads using the good common sense that Claude provides through years of study and trial and error. Because he is also a small independent business owner, he "gets it" from our point of view.
Claude shows you how to create an irresistible offer and combine it with a headline that "grabs you by the face". He shows examples of ads that have worked, and those that fell flat, and why.
Interestingly, there is a short section written to Ad Reps, and why they should want to learn how to help their clients create winning, profitable ads. If you are a small independent business owner, or sell advertising to small independents for a living, you should buy this book in a heartbeat. I now believe I can make my advertising and marketing efforts pay off, that these efforts will be the best investment of my time at work. And I have Claude to thank for opening my eyes to that opportunity.
3 of 3 found the following review helpful:
You will be a retail marketing genius once you read this book! Oct 22, 2007
By Jonathan D. Dunagan
"Evans Vacuum/Dunagan's Sewing and Vacuum"
This book is great and really easy to read. In no time at all you will learn how to create profitable ads. If it weren't for the knowledge bestowed on me by Claude Whitacre, my advertising dollars would be wasted. Before you buy another ad, read this book! My direct mail rep even read it and exclaimed how she "saw the light". Look for her review soon!
2 of 2 found the following review helpful:
A Small Business Really Can Make Money Sep 19, 2007
By Stanley R. Allman
"Stan Allman"
Claude Whitacre is brilliant! He shows you step-by-step how to construct a print ad that will make you money on the first run. There is no reason why a small business can't make money on all their advertising if they use the "little jewels" that Claude lays out in this book. It's a must for any small business owner!
1 of 1 found the following review helpful:
Your Survival Guide to Ad Reps Who Don't Know Any Better! Jan 23, 2010
By Gloria Steinman
"Obsessive Compulsive Book Reader"
If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!
After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"
But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get and response!
There are tried and true "rules" to advertising and Clause's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!
I highly recommend this book to any small business that operates on a local level.
The $20 bucks you'll spend on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book!
As for the review written earlier from the MBA giving this book only 1 star because it does not live up to HIS standards, I can only say this: Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business. As much as they try, they can not teach street smart advertising techniques that ACTUALLY work at a business school.
(personally if I find an advertising book written by an MBA, I wouldn't waste my time reading it, even if it was free!).
Claude Whitacre is My Hero!
1 of 1 found the following review helpful:
An Incredibly Valuable Book! Jan 19, 2010
By Mike McGroarty
The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.
See all 9 customer reviews on Amazon.com
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