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

Following are techniques that I tried, how they failed orcustomers, because I always did a little extra for the
succeeded, what works and what doesn't and why. Icustomers, I received really good word-of-mouth
show many different ways of advertising your newadvertising and referrals. Referrals are gold! When you
PC Repair Business, and what to avoid. I also showcan call or stop by and see someone about computer
several unique types of advertising that get goodproblems that you already know that are having (from
results, which you may have never heard of before,their friend or relative) and you can drop a name of
but they work! There is a lot here to read, but yousomeone they know who sent you, you are as good
won't regret learning everything that I have to showas IN THE DOOR! If your service was good for their
you. Don't make the same mistake I did, with trial andfriend, it will be good for them. And when you have the
error. Let me show you what works.name of their friend, it is like you are their friend as
Enjoy!NEWSPAPER ADSI knew quite a bit aboutwell.One way to get referrals from your customers is
graphic design (being a graphic designer for manybefore you are completely done with the job you are
years), so I would put an appetizing ad, no, in fact, adoing for them, and they can see a definite
COUPON, in the local newspaper. People are alwaysimprovement, give them a piece of paper and a pencil
looking for a discount. And EVERYONE has computerand ask them to write down 3 friends or relatives of
problems. So I should just get swamped with businesstheirs who could benefit just like they did. Most of the
just off this one ad. NOPE! I got one phone call fromtime they will be happy to give you the names, if you
my ad. I had placed the ad in the local newspaper (ourhave made them happy. If you do this at every job,
city's main newspaper) which went to 33,000 homes,your business will snowball! This is the best way to
and I had it come out on the biggest readership day:build a business: by doing a good job and having a
Sunday. The ad I placed was a professionally-designedgood reputation, with a network of people who sent
Computer Tune-up ad that I had done, giving them ayou to the next customers, stamped with their seal of
discount from the regular price of $69, to $49. Theyapproval. It doesn't get any better than that!YELLOW
were saving $20! It was an incredible deal! But I onlyPAGES ADSA Yellow Pages ad is a good thing, but
had one response. Why? What did I doyou don't need to spend the big bucks to get the
wrong?Unfortunately, I was forced to use a horrible,biggest, most colorful ad, with ALL of your possible
red border. It is HUGE! In order to get the deal I wasservices, mother's maiden name, the history of your
getting for this ad, my ad had to be put in with abusiness, etc. on it. You need something a little more
couple of other ads (not related to the computerthan the listing (just to stand out from the other guys a
business) and have an ice cream-looking couponlittle). Your ad should list your company name, address,
border around it.The ad had all of the elements of aphone, and some services. One thing that has helped
good coupon. It has a GREAT deal! You are savingme get business over my competition is that I offer
$20 off the regular price (this is the next best thing toFREE Computer Pickup. People either don't like to, or
FREE - a dollar value of savings). They have to actdon't know how to, unhook the web of tangled cables
now (call to action) because it is for a limited time andto their computer, for fear that they will never get
expires in two weeks. People are graphic in nature andthem hooked back up. I offer a FREE Computer
the picture of the computer and the words, "ComputerPickup, where I come by and work on their computer
Help!" in the screen will identify with people havingright there, or I unhook it for them and take it back to
computer problems. The headline is bold and heavy, itmy shop to work on it. And when I return, I don't just
stands out from the rest - so that you don't have adrop it off at the front door, I go in and hook it all back
paragraph of information that people won't read, and itup for them. This is not only a HUGE benefit of them
speaks directly to people having a slow computergoing with me over my competition (who is standing
(everyone has a slow computer). Then it goes on tobehind a pretty glass case, waiting for business to
explain the headline in more detail with a subhead. Plus,come through the door), but also shows that I really did
there is a GUARANTEE of a speed increase. Youfix their computer and it now works and works better.
CAN'T go wrong with an ad like this, can you? Well, IIt is a reassurance factor and builds credibility.In a
did. I don't believe that the ad is evil and doesn't work. IYellow Pages Ad, you can get carried away by trying
believe that I had the ad where people don'tto do a long sales pitch, when, in fact, you can just list
look.Whenever you get ready to do any type ofa few important things you do, and tell them to visit
advertisement, you should test-market it, first. Whetheryour website for the full details. This gets them to your
it is an ad, a website (or page), direct marketing (suchwebsite and there you can give them the full scoop
as mailers, mailed brochures or ads), etc., you shouldand exactly how you can help them. Just don't spend
test it on different types of people to see how they$100 or $500 every month to tell a story that you can
will respond, and record their responses. In the case ofdo for free on a website.Here is my Yellow Pages
the ad, I should have passed this ad out to severalAd.I spend $50 per month on this ad:
people and got their responses of the ad. I should have(my logo)
then placed this ad on a page with several other similar-Computer Tune-Ups
ads and got responses from different people looking-Small Business Networking
at the entire page of ads, had them put down the-Wireless Networking
page, and asked them to tell me what stood out. Could-PC Troubleshooting & Repair
they remember any good deals? This would tell me if-Custom-Built Computers
my ad would stand out in a newspaper, among other-Computer Upgrades
similar ads.In my particular instance of only getting one-OnSite Support
response from my "great" ad, it was literally buried in-Microsoft-Certified Techs
with other ads that looked similar to mine. In fact, my-Website Design & Hosting
ad was not even on a page with other services, butColumbiaville, MI
"hidden" on a series of pages that had nothing at all to(810) 793-1093
do with what I was offering, or computers, or even aFREE Computer PickupBROCHURES & BUSINESS
story about a computer... nothing! People who wouldCARDSOf course, you definitely need something to
be looking for my type of service were not going toleave with potential and current customers. You
look where my ad was, and that is the lesson: PUTabsolutely MUST have a brochure and business card,
YOUR AD WHERE YOUR POTENTIALand NOT the peel-off or perforated card stock you
CUSTOMERS WILL LOOK, NOT WHERE YOU GETget from your local office supply store, and print them
A GOOD DEAL ON ADVERTISING ! and DO TESToff on your ink jet printer! Your brochures and business
MARKETING.After my ad came out, I gave my wifecards are sometimes the only thing that a potential
the newspaper and asked her to find my ad (testcustomer will see that represents your company. Now,
marketing after the advertising came out... too little, tooyou may work out of your home, but you don't want it
late). It took her TWO TIMES of going through theto look like you do. You want to appear as if you are
newspaper, page-by-page (and this is a small citya HUGE computer company, capable of handling any
newspaper) to find my ad (and she knew what to lookof their computer needs. A basement business card
for and what the ad looked like). So how are potentialjob doesn't say that. If you want to gain good credibility,
customers going to find my ad if they don't even knowspend a little money and get commercially-printed
that they need to look for it??? They won't!Think of itbrochures and business cards.You will want a good
like this... if you want to sell motorcycle parts, put yourimage design (designed by a professional) with raised
ad in a motorcycle magazine. You have to think likeink on the business cards and some kind of color (no
the customer. A customer wants motorcycle parts, soblack and white business cards or brochures). If you
where should they go? They start looking at placescan afford it, get matching business cards and
that sell motorcycles and accessories, groups that arebrochures, with the brochures on a white or ivory,
associated with motorcycles, magazines that cater togloss stock (like a 70# gloss text). You don't want it to
the motorcycle crowd, message boards and websiteslook like you photocopied the brochures. And it is
that are all about motorcycles. You may or may notproven that by adding some color to your marketing
go to the newspaper and look through every pagepieces, your responses are MUCH higher, than with
and see if someone is selling motorcycle parts. In fact,black and white.And by having matching business
it is probably safe to say that a person looking forcards and brochures (the same color stock and
motorcycle parts won't leaf through pages of articlesprinting), you show your potential customers that you
in a newspaper, looking for motorcycle parts. Theyhave it together and this isn't some basement
may look through the only place in the newspaper thatoperation (although it might be). Appearance and
they think might list places that sell motorcycle parts,perception is everything. And your marketing material
and that would be the business section of therepresents how you appear to your customers. Don't
newspaper and/or the classifieds. So, if you were inskip corners here; you will regret it and it will cost you
the business of selling motorcycle parts, you wouldmore money doing it the hard way. Trust me!If you
want to have an ad right where your potentialwould like to have the rest of this article, in the form of
customer expects to find an ad for motorcycle parts.a 15-page "Marketing Techniques... What Works and
Place the ad in those sections ONLY. Do not place itWhat Doesn't For a PC Repair Business", along with
where I did (in the middle of a bunch of articles)accounting forms for a PC Repair Business, a PC
because I got a good deal.So, in case your eyes justRepair Business Website FULL of Content,
rolled back in your head, here is the gist of what I justStep-by-Step How-to's and much, much more, visit for
said... when placing an ad for PC Repair in your localall of the details.I have worked in the IT field since 1989
newspaper, either place it in the Business Listing forand hold several Microsoft certifications. I am a
Services in your area, or place it in the propernetwork administrator and owner and operator of
classified sections, where people will look for your typeLapeer Tech Group, located in Columbiaville, Michigan
of service. Do a test: ask a few people you know(just outside of Lapeer). During these years, I have
where they would look in your local newspaper if theysupported both Macs and PCs, am an accomplished
needed PC Repair Help. Let's say that their computergraphic and web designer, and have had the
was running extremely slow and they needed helpopportunity to support 2nd and 3rd level enterprise
before they pulled out the rest of their hair, where innetworks for GM, EDS, Delphi and Delco.©
the newspaper would they look. Ask at least 10Copyright 2005 Lapeer Tech Group (810)
people. And whatever the majority is, that is where793-1093Visit our website at or email us at If you
you should place the ad (no matter how much itwould like to use this article for any publication, you
costs). If not, you are just wasting your money.may do so if you do NOT change any of the content,
Remember to always think like your customer.WORDand the tag lines remain intact.
OF MOUTH ADVERTISINGOnce I started getting