Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

“The Reason Lowe’s Is A Retail Giant, And What You Can Learn From Ed” PDF Print E-mail

“The Reason Lowe’s Is A Retail Giant, And What You Can Learn From Ed”

Yes, I shop at Lowe’s. So shoot me.

Anyway, there is a checkout guy named Ed. I remember his name because he remembers mine. “Hello, Mr. Whitacre. It’s good to see you again. What are we getting today?”

I want to adopt Ed. He’s about 40 years old, and I suspect that he’s very slightly autistic. How he memorized my name is anyone’s guess. But it sure makes me look forward to getting in Ed’s line.

One evening, we were having a severe thunderstorm. Cheryl & I were in Lowe’s. The guy in front of me must have dropped his wallet, because I found it at my feet. It was full of money. The driver’s license was in there too. I handed it to Ed, and told him that someone dropped it. He saw the picture & said “That’s the guy that was in front of you” and Ed ran after the guy in the parking lot in a full blown thunderstorm.

Ed came back looking like a wet rat.

He shook my hand & said “Mr. Whitacre, it’s a pleasure to meet an honest man. You saved that man a lot of worry”. This is coming from the hero of the moment. All I did was give him the wallet. We bonded. Where do you think I’ll go when I need a new hammer? Wherever Ed works.

 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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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 a response!

There are tried and true "rules" to advertising and Claude'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 (at Amazon.com) 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! 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.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 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.

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