Help & How-To

Advertising & PR
What are some good advertising techniques to use when moving to a new community?
I was forced to move my business of 26 years because of eminent domain. What are some good advertising techniques when moving to a new community? We have a family-owned automotive repair shop and pre-owned car dealership. How do I gain the trust of the local community? We were famous in our previous location for our honesty. How do I project that image again in another location?

Asked by Neilamaral09
Posted: Thursday, October 18, 2007  |  Found in Advertising & PR


More answers by Roy Williams
Answer by Roy Williams
The story you relayed in your detailed question to me was actually the beginning of a pretty good ad. You could deliver it via radio, flyers under windshield wipers, direct mail postcards, newspaper ads -- whatever: "Eminent Domain is what the city calls it when they say they need to build a highway through your business. So after fixing cars in a place for 26 years, the city said I had to find a new place. I chose here because I like the community and I plan to spend the rest of my life here. I'm an auto mechanic. A good one. The one you've been looking for. Come and see our new place at __________. I'll pour you some coffee and fix your car. We're going to be good friends." The technique is straightforward, perfect for an honest guy like yourself. Bill Bernbach said it best: "I've got a great gimmick. Let's tell the truth." Good luck in your new location.
Roy Williams is the founder and president of international ad agency Wizard of Ads. He's also the author of numerous books on improving advertising efforts, including The Wizard of Ads and Secret Formulas of the Wizard of Ads.


Recent Articles & Resources
We've gathered content from some of the best resources on the web. Find tips to help you run a successful business with this collection of videos, articles, expert blogs, and more.
Marketing and promotion
Nancy Meyers talks about how leveraging new mediums and taking innovative approaches are often necessary to the successful marketing and promotion of

Building and maximizing your network
Use this worksheet to identify the people you want to connect with, where and how to find them and how to make sure you’re spending your valuable

Assessing customer profitability
It’s a standard business adage that it is easier (and less expensive) to sell to a current customer than to acquire a new one. Determining which of

Pitching your business
Whether you are making a sales presentation, seeking financing, networking at an event, or even just chatting with a neighbor, you need to have your

Marketing your business on search engines
To get the results you want from your search engine programs, it helps to learn about how search engines work. Once you’re comfortable with search
Have a burning question? Ask now!