Claude Whitacre - The Unfair Advantage Small Business Advertising Manual

How to use Newspaper, Direct Mail, Radio,Cable TV, Yellow Pages, And More
To Create Phenomenal Profits In Your Retail or ServiceBusiness.

By Claude Whitacre

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Smashwords Edition

Copyright 2013 by Claude Whitacre. Allrights reserved.

All rights reserved. No part of this book maybe reproduced in any form, in whole or in part, without the writtenconsent of the author.

Smashwords Edition, License Notes

This ebook is licensed for your personalenjoyment only. This ebook may not be re-sold or given away toother people. If you would like to share this book with anotherperson, please purchase an additional copy for each recipient. Ifyoure reading this book and did not purchase it, or it was notpurchased for your use only, then please return to Smashwords.com and purchaseyour own copy. Thank you for respecting the hard work of thisauthor.

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Contact information;
ClaudeWhitacre
To order copies in quantity call
1-800-799-9893 or FAX 1-330-262-2112

If Youre An Ad Rep, Read This!

In this book, youll see many criticisms ofadvertising reps. They are all deserved.

The world is full of advertising reps thatknow a little about selling advertising and nothing aboutadvertising itself. Wealthy advertising reps know a secret,they have become experts on easily creating profitable ads fortheir advertisers. Thats what this book is about.

If you read this book, and still think youare in the Selling Space business, you are wrong. People who sellspace only, have short job spans. Their life is an endlessroutine of cold calling, making one-time sales, and hearingcomplaints from your customers. Sound familiar?

You dont have to be like them. There is away out.

Imagine your advertisers looking forwardto your visit.

Imagine No More Cold Calling.

Imagine your price not even being anissue.

How Can This Be?

Simple. Help your advertiser write a profitproducing ad. A profitable ad is what the advertiserwants.

Once you get a profitable ad, you dont haveto recreate it every month. Just add an idea or two to improveresponse every few months, and their ad is ready. Your job willbecome almost effortless.

This book is a Crash Course on how to dojust that.

But Claude, I have had training. Iknow how advertising works. See? I said it first.

In this book youll see the myths that aretaught as advertising Gospel. Some of these myths are true forone media but not another. Some used to be true 50 years ago, butnot now. And a few are outright lies told to sell more advertising.These myths hold you back from being really effective at doing whatis most profitable to you; Showing your advertisershow to make more money.

But Claude, my advertisers want to writetheir own ads. I understand. I write my own ads too.

Give them a copy of this book. Let them seehow to create profitable advertising for their business.

Then you will both be on the same page. Youcan work together to generate profitable ads for your advertisers.You can show them how to easily keep track of their results toprove to themselves just how profitable your ads are. Youll getall the credit for their improved results.

But Claude, whos side are you on? Is thisbook for advertisers or advertising reps?

Both. Youre on the same side.You want to sell more advertising- Advertisers want their ads tomake more money. If they make money, theyll buy more ad space.Win-Win.

And selling is work. Cold calling iswork. Giving advice is just a conversation. Itseffortless.

If you sell an ad that generates three timesits cost in net profits, how hard is it going to be to sell themthe next ad? There will be no selling involved. Youll nolonger be looked at as a salesperson, but a welcomedadvisor.

If you show your advertisers how to generatea dollar in profit for every quarter they give you;

What kind of referrals will they give you,after they brag to their business owner friends about theirresults?

Your competitors wont stand a chance.Theyre still stuck in the selling ad space trap.

They are still telling the same myths andstories to sell their next ad. They are still giving the sameexcuses as to why the ad made no money for the advertiser. Youllhave an unfair advantage over your competitors. Wont thatbe fun?

Your advertisers care about your advertisingmedia in one way only. Does it generate a proven consistentprofit? How do I know? Im an advertiser. Im your customer.Listen closely......

A QuickNote.

I write like I talk. When you read the bookfrom beginning to end, you may notice that I seem to be repeating acouple of points. Thats because I am repeating them. Somereaders will skim the book to find their favorite subject. If apoint is relevant to two or more subjects, I repeat the point.

And Yes, I know the word Herd iscapitalized in many places. Youll see why soon enough.

Special Thanks

There are a few people I want to thank. Notfor help in this book, I did that myself. But for help throughoutmy life.

My Mother and Father have been there for me.Always.

Bob Durbin has set an example for me. He issimply the best man Ive ever known. I love the guy. He has been inretail sales for decades. I hope he enjoys this book.

Julius Toth, the best retail store owner Iveseen. A proven friend and Mentor. His selling prowess is mythic.Ive seen him take a screaming unreasonable customer and send themout the door with over $2,000 worth of vacuum cleaners, ceilingfans, and other high end products- just clutched in their greedylittle hands. In 1998 (I believe) he sold more air purifiers, at$599 each, than over 150,000 other dealers. He showed me how to runa retail store, and gave me the foundation for much of what youwill learn in this book.

My wife Cheryl has been married to me since1988. She has helped me in every way possible. The joke is; EitherI did something wonderful in a previous life to get her, or she didsomething terrible to get me. Anyway, every day I feellucky. She helps in the store, and does the bulk of thesmaller sales. Even when its the last thing she wants to dopersonally. I know it sounds trite to say your wife is your bestfriend, but she really is. She makes our marriage effortless.

WhoWill Profit From This Book?

Entrepreneurs. Self-employed business ownerswill get the most out of this book. If you work for a company thathas strict advertising budgets and guidelines, this book may not befor you.

Most of what is written here is contrary towhat most people believe about advertising. While I do giveSeminars to teach business owners how to profitably advertise, Idont give seminars to corporations, or groups of employees. Ifyour income goes up the better your business does, then this bookis for you.

If you sell advertising to smallbusiness owners, this book will show you how to becomeindispensable to them. Youll learn how to create advertising thatgenerates a profit for the advertiser.

Who isthis guy, and why should I listen to him?

I have been selling all my life. Not as aclerk or route salesman. I mean Door-to-Door in-home one callsales. For about 25 years I sold myself, and had a sales office. Istudied selling. By that I mean I read books, took courses, soughtout Mentors, and took copious notes.

Over the years Ive read over 1,000 sales andmarketing books. Most of them arent worth much. The best salesbooks are written by salesmen, not college professors. Ive readmaybe 20 that I would seriously recommend.

When I decided to open my retail store, Ilearned how from the best I could find- Julius Toth from Barberton,Ohio. I know he was the best for two reasons; Every competitorhated him, and his suppliers loved him. We became instantfriends.