S a n D i e g o B i z
M a r t
San Diego Business Directory
& City Guide - San Diego Internet Advertising & Promotion |
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Creating Web Advertising Text
for
Web Pages & Internet Classified Ads |
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INDEX |
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WHAT WORKS AND WHAT DOESN'T IN
TODAY'S ADVERTISING: Phone Books Vs. The Internet |
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| OK, so you are a business owner. You
have a phone or two. It's listed in the paper phone book white pages business listings for
free. Nice. If someone wants to call YOU, they can find your phone number. Maybe you are a
little more savvy, and realize that to get potential customers to find you when they don't
know who or where you are, you are going to have to take out an ad in the "Yellow
Pages." Expensive as that is, it is non-risky, and effective. At least it was... Now
which Yellow Pages do you advertise in? There are a ton of them. And here's the real
kicker. Less and less people are even using paper phone books. They are finding what they
are looking for on the Internet. So
now you are getting more savvy with your advertising. You are plastering your
business listing all over the Internet--anywhere you can list for free. Well, here's an
eye-opener. You are pretty much wasting your time. You are back in the "free phone
book white pages" situation. This is the Internet we are talking about. Internet
means information, and a business name, location, and phone number isn't the information a
web surfer is looking for.
CUSTOMERS WANT
TO KNOW WHAT YOU OFFER!
Instant gratification is the key.
They want to know right
then and there if you offer what they are looking for.
This is the Internet, and
If you aren't linked to at least
BASIC INFORMATION, you will be bypassed.
WHO GETS ALL
THE CUSTOMERS?
Businesses who advertise with a text
"block ad" on a popular
local directory, LINKED TO A WEB PAGE or WEBSITE. |
We can provide this service to
any San Diego business
for UNDER $6 A MONTH. |
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- Enhanced Listings
(a Text "block ad" in the category of your choice)
- Billboard
(Basic web page with block of text describing your business, and bulleted list of products
and/or services)
- Web Flyer (Basic
web page includes photo, larger block of text describing your business, and expanded
bulleted list/or another block of text)
- Web Brochure
(Expanded web page with 2 larger text blocks, expanded bulleted list or third text block,
one photo, with option to add second photo. Also has option for further customization.
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See below for information
& ideas on creating Web Pages & Advertising Text |
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CREATING YOUR WEB
PAGE ADVERTISING: Building Text Boxes
WEB FLYER - BILLBOARD - WEB BROCHURE |
A TEXT BOX is a
grouping of related text. This can be a paragraph or two about your business, or a list of
your services, or your address, hours of operation, and credit cards accepted. Each of
these "items" on your web page would be a "text box." Your web page is
comprised of several text boxes.
In General:List all services you perform, type of merchandise carried, name brands,
etc., using words that you feel would be searched for most often by the consumer.
The more descriptions, products, or brand names used in your TEXT BOX(es), the greater the
chance that a consumer will locate you while searching for their needs!
TIP: If you need help or ideas to be creative, or to be sure you have covered
all your services, review the telephone book yellow pages for other businesses in your
category and see what keywords or descriptions they are using in their ads. |
Advantages:
With a Web Page, you can now list all your
features, all your services, all your products, and all the name brands you couldn’t
afford to do in the phone book or in a newspaper ad. Fully promote your business to
consumers 24-hours a day, at an affordable price! Plus, you can easily change your
ad - it isn’t written in stone! Run Specials, add Coupons, Showcase Seasonal
Items! You can change your TEXT BOX(es) like you would a marquee!
Method:
When creating your text boxes, place any items
you feel you may want to change (update) often into it’s own text box, isolating it
from your other text. This would include specials, product items that you don’t
restock when sold, seasonal items or special or temporary services, etc. This
reduces the time spent in updating the box, and keeps your costs down. |
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Examples of Various Business Ads:
What you can do with your Web Page
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CONVENIENCE
STORE - DELI
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- List your Hottest Grocery items in a TEXT
BOX. That way your "neighborhood surfer" can check out exactly what you carry
& make a quick trip up to your store instead of running all the way over to the
supermarket for that can of green beans she forgot to pick up for dinner! (Will probably
pick up a few extra items while she is there--from YOU instead of the market!!)
- List all your DELI items or even a menu with prices that can
be printed out and passed around the office, or referred to at home. Do you
deliver? If so, be sure to post that information, along with the hours of delivery
and boundaries.
- List Categories of other items you carry, such as:
school supplies, pharmaceuticals/drugs, cosmetics, magazines, pet food, coffee &
donuts, liquor, beer, wine, etc. Be more specific on those items that are
very popular, or seasonal, such as cough syrup and cold medications during flu season!
- Place your Seasonal Items, and Specials (text that you may
want to change often) in a separate TEXT BOX.
- List services offered: money orders, faxing, copies made,
postage stamps, gasoline.
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And don’t forget to remind them:
"We are closer and faster than your supermarket!
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VIDEO
RENTALS
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- List the current month's new releases in a TEXT BOX and
update that list monthly!!!
- Add a graphic or two of the Hottest Releases.
- Then list your complete inventory in alphabetical order
below your new releases (or at least, a list of your Top Rentals).
- Add a few graphics here and there from the
"classics" to spice up your page.
- Run a special and add a coupon.
- If you really want to do it up big...add a small description
of the movies on the New Releases list.
- Keep your video listing current -- keep customers coming
back!!!
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What a service for your Neighborhood!!!
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SAMPLES OF LOW AND HIGH PROFILE
WEB AD ADVERTISING TEXT:
Low profile ad styles can be used for creating
Enhanced Listings, small Web Page Ads, and classified ads.
High profile ad styles can be used for
creating text boxes for Web Pages.
The keywords and phrases we have listed can be utilized alone, as in a list, or
incorporated into more descriptive sentences. Whichever style you choose, be sure to
get those important keywords/phrases in there. This is how you will be found! |
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DRY CLEANERS
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Low Profile Ad:
Quality Dry Cleaning - 1 Hr Same Day Service -
Located in the Johnson Village Shopping Center |
High Profile Ad:
Include the items below by incorporating them
within your text, or by creating a list, or a combination of both.
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- Plant on premises
- Laundry service
- 1 HR Same Day Service
- Wedding Gown Preservation
- Drapery Cleaning Specialists
- Drapery Fan Folding
- Down Pillows
- Rugs
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- Suede & Leather
- Fur Cleaning & Restoration
- Stain Removal Specialists
- Stuffed Animals
- Sweater Repair (darning & tatting)
- Expert 24 Hr Alterations Available
- Pick-up and Delivery Service
- Free Estimates
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| Located in the Johnson Village Shopping
Center |
TIP: Feature your
"Wedding Gown Preservation" service on your Web Page.
- Place the text in a separate TEXT BOX.
- Make sure "Wedding Gown Preservation" is listed as
one of your "keywords".
- Add a coupon.
- In the Spring, advertise your service in small ads
in newspapers and periodicals.
- Include your Web address in your ad.
- Refer your readers to your Web Page to view all
your information and grab your coupon!
This cuts down the size and cost of your
newspaper/magazine ad tremendously. |
Get ALL your Information out there to the Brides!
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CARD
& STATIONERY SHOP
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Low Profile Ad:
Cards, gifts, collectibles, gift-wrap, ribbon,
sculptures, and baskets for all occasions. |
High Profile Ad:
GREETING CARDS by Hallmark and American
Greetings.
COLLECTIBLES by: Lladro, Hummel, Lennox, Disney Classics, Dickens Classics, Precious
Moments, Thomas Kinkade, & Beanie Babies.
GIFTS: Dolls, teddy bears, ceramics, angels, wedding albums, posters, pewter, gift
baskets, T-shirts, and balloons.
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We deliver locally and ship nationwide.
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Tip: Set up one of your
textboxes as a "seasonal" textbox.
- Each holiday season place a "seasonal" ad in the
box.
- When the "season" changes, you need only change
that one textbox.
- In between holidays, run a "special" in the
textbox.
- Add a coupon
- Place small, inexpensive ads in your local
newspapers.
- Mention your "special and coupon" .
- Include your Web Address in your ad, directing the readers
to your Web Page for the coupon and more information!
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You can stretch your advertising budget a
long, long way using this method! |
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APPLIANCE
SERVICE COMPANY
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Low Profile Ad:
Expert repairs on most appliances.
24 HOURS EMERGENCY SERVICE - 7 DAYS A WEEK. Call for appointment. |
High Profile Ad:
EXPERT SERVICE & REPAIRS ON:
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Admiral
Amana
Caloric
Coldspot
Frigidaire
Gaffers & Sattler
GE |
Hotpoint
Gibson
In Sink-Erator
Jenn-Aire
Kelvinator
Kenmore
Kitchenair |
Litton
Magic Chef
Maytag
Norge
Tappan
Waste King
Whirlpool. |
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24 HOURS EMERGENCY SERVICE
Fast courteous service OPEN 7 DAYS A WEEK
Call for appointment!
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Tip: By
listing all the brand names that you service, when a consumer comes to the directory and
types in the make of their appliance, you’ll come up! |
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BEAUTY
SALON
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Low Profile Ad:
Full Service Salon with Aesthetician - 20
years of service.
Hair, Skin and Nail products available. |
High Profile Ad:
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Full
Service Salon with Aesthetician - 20 years of excellent service |
HAIR CARE PRODUCTS:
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- Paul Mitchell
- Aveda
- Joico
- Nioxin
- KMS
- Nexxus
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- Clairol
- Sebastian
- Tri
- Matrix
- Rusk
- Redken
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- Abba
- Wella
- L’Oreal
- Zotos
- Aurelle
- Tigi
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SKIN CARE - NAIL PRODUCTS & OTHER:
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- Dermalogica
- Murad
- Pharmagel
- Opi
- Orly
- Essie
- Jessica
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- Develop 10
- European Touch
- Make up brushes
- Sponges
- Wax accessories
- Acrylic Supplies
- Fungus Killers
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AND MORE! |
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CARPET
CLEANING
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Low Profile Ad:
Carpet Cleaning with Chem-Dry - Upholstery Cleaning -
Drapery Cleaning - Flood Expert. More Services Available
High Profile Ad:
Carpet Cleaning with Chem-Dry: Upholstery
Cleaning - Drapery Cleaning - Competitive Rates!
24 HOUR Emergency Service - Same day, evening & weekend services
by appointment.
CHEM-DRY ADVANTAGES: No steam - no shampoo - deep cleans - no sticky residue - dries in
1-2 hours, not 1-2 days - Same day service
WATER/FLOOD DAMAGE: Immediate response - Mildew / Odor Control - Turbo Fans for Quick
Drying - Insurance Work - Re-Installation
MORE SERVICES: Carpet repairs & restretching - deodorizing - red stain removal - pet
odor removal - spot dye - leather & vinyl cleaning
Still More Services...? You can list them too! |
Tip: When
you own a business with so many services available, it is difficult or impossible to
mention all services that you would like to list in print media, and still have
an affordable ad. This is a perfect example of one of the prime uses for your Web
Page.
- Take out a medium or small ad in one or
several newspapers and periodicals.
- List a few of your most important services.
- Add a coupon, or run a special on one of your
services.
- Add Web Address in Bold print on your ad, and direct the
readers to your Web Page where they can read about your services in detail and clip your
coupon!
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By lowering your advertising expense in this
manner, you can afford to run the ad more often, or in additional
newspapers/circulars. |
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FLORIST
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Low Profile Ad:
All Occasion Florist - Flowers, plants, gardens, silks,
dried wreaths, baskets & more. Daily Delivery -Worldwide Service |
High Profile Ad:
ALL OCCASION FLORIST:
Hospitals - Funerals - Weddings - Parties - Birthdays - Anniversaries - Conventions -
Newborn Celebrations - Showers - Valentines - Mother’s Day - Special Events and more. |
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WE PROVIDE:
Fresh cut flowers, custom designs, plants, professional arrangements, ceramics, baskets,
balloons, silk flowers, fruit baskets, stuffed animals, gift cards. Commercial Accounts
available. Daily Deliveries. Worldwide FTD service.Arrangement photos & consultants available. Weddings are our specialty!
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TIP:
- Update and feature holiday arrangements on your Web
Page in a separate TEXT BOX!
- Run small ads in the newspaper using your Web Address to
attract new customers.
- Promote your site to your current customers,
informing them to check your site for specials, coupons and holiday decorating
information.
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COMPUTER
STORES or
GENERAL MERCHANDISE STORES
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There are several approaches you can take
here.
- Create a mini-catalog of your most sought after items, with
photos, descriptions and prices of each. An excellent gateway page for a multi-product
website, or e-commerce site.
- Or...Simply do a text listing of as many items as you can
fit on your site, with short descriptions of each and prices if desired. Add a photo
of your store or building, yourself, or a couple of representative products.
- Or...List product categories, possibly adding pictures and
descriptions of a couple of items, or add a coupon or a "special" on a single
item with photo & description. Keep your "special" in a separate textbox,
and easily change it when the special is over to a new special or new item.
- Then...Promote your business with small, inexpensive ads,
directing the reader to your Web Page for coupons, specials, more information, etc., by
adding your Web Address in BOLD in your ad.
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MOBILE BUSINESSES
Swap Meet Vendors, Conventioneers, Travelling Salespersons,
Corner Vendors and Kiosks
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- Create a catalog listing of your products or services, so
potential customers can find you by product name or type or service.
- Let your customers know your itinerary...where you will be
appearing next, so they can go there and buy from you.
- Have an inexpensive combination brochure & "home
base" Web Page to refer new customers to when you are "on the road" by
passing out business cards or flyers with your Web Address on them.
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HEALTH
& NUTRITION STORES
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- Choose a category of products, or your most
popular products and create a catalog with descriptions, prices and photos.
- List your specials in another TEXT BOX which you may update
whenever necessary.
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GIFT
SHOPS & COLLECTORS GALLERIES
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- List your most popular gift items.
- List the collectibles you have in stock in a separate TEXT
BOX which you may update. Collector plates, limited edition lithos, Beanie Babies by their
names.
- List your Holiday items and Christmas toys in a separate
TEXT BOX that you can easily update after the holidays. If you have the most
sought after Christmas items, make sure you include them!! Get those keywords
on your site and cash in!
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PLASTIC
SURGEONS - ATTORNEYS - CHIROPRACTORS
and other Professionals
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Include "FREE INITIAL CONSULTATION" in your
TEXT BOX if you offer it, and add your areas of expertise, credentials, years in business,
along with any other information you want to impart. Include a photo. Be sure
to add your Web Address to your business cards, literature, and Yellow Pages ad. |
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ANY
BUSINESS
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List your specials
and/or seasonal products or services in separate TEXT BOXES, which may be updated when
needed. (This is separate from your standard items and descriptive textboxes that
won't change often).
We suggest you read over the tips and hints for the other businesses above, even if you
don't fit the category. The methods are still basic to any business and will give
you some good info.
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ADDING
GRAPHICS AND PHOTOS TO YOUR WEB PAGE
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The old adage, "a picture is worth a thousand
words" couldn’t be more true, especially in advertising. Graphics/photos are a
must in presenting a product, in generating interest or excitement in your product or
service, or in promoting confidence in your business. |
Ideas for graphics
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Of course, a good clear picture of your
product(s) is mandatory! Photos of the
owner of the business, a group picture of the "work crew," or separate
photos of work being done by each member of your "crew" personalizes your
business and creates a "comfort" zone for the viewer. Friendly, warm,
smiling photos will do the trick.
A photo of your establishment is excellent, if it
is visually appealing. This conveys a sense of stability to the consumer, and is an
especially important message to get across when you're not dealing with your customer face
to face.
Humorous graphics can be used in their proper
place instead of photos, or along with photos to convey certain messages.
Company headers and logos are a must if you have
them.
Splash Ads can be created for just about anything
you want to draw attention to, or if you are running a special. Very effective.
Animation graphics: An attention-getter when
properly done, makes a point, and is not over-used. Slide show presentations are
excellent. An animated text marquee is a nice touch, also. We can create many
special effects for you.
(Note: available only on Custom Web Brochures or Multi-page webs). |
Choosing Photos for your Web Page
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Photos submitted for scanning and placement on your Web Page need to be sharp and
well-defined. Soft and fuzzy won't do! Photos that are over-exposed or too
dark don’t come out well. If the only photo you have available has problems and
you can't get another, we may be able to clean it up, but there is an extra charge if the
photo has to be manipulated or retouched after scanning. You may use either color or
black & white. Of course color is preferable, but black & white can be
colorized to match your site, or special effects, edges, framing, etc., can be added
to enhance it. |
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We hope this has helped you and inspired you to get a start
on creating your Billboard, Web Flyer, or Web
Brochure!
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Top Advertising Rates
Tips & Tools Index Building Web Ad Pages Marketing Tips Business
Links
The same advertising packages are available for
non-San Diego
U.S. Businesses on Cyberside
2000
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