The 33 Ruthless Rules of Local Advertising (Paperback)

by Michael Corbett (Author), Dave Stilli (Author)

Editorial Reviews

Product Description

This book was created for the 90 percent of small business owners who reportedly are dissatisfied with the results they get from local advertising. If followed, these rules, among them don’t ask your customer what brought them in, demand absolute accountability, and sell something more profitable than a low price, will broaden the customer base and enhance the bottom line. Specific growth objectives for advertising expenditures and the development of a system of absolute advertising accountability make this book distinctive. Business owners will learn to use advertising money wisely for maximum profitability.

About the Author

Michael Corbett has 35 years of experience working with small businesses, both as an owner, local advertiser and as an advertising agency owner. He lives in Jupiter, Florida.

Product Details

• Paperback: 199 pages
• Publisher: SummitView Publishing, Inc.; 2nd edition (January 1, 1999)
• Language: English
• ISBN-10: 096673839X
• ISBN-13: 978-0966738391
• Product Dimensions: 8.5 x 5.4 x 0.5 inches
• Shipping Weight: 9.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars See all reviews (22 customer reviews)
• Amazon.com Sales Rank: #150,898 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

38 of 39 people found the following review helpful:

5.0 out of 5 stars Probably The Best Book Ever Written On Local Advertising, January 26, 2000

By	Marty Mehan, PA (Riverside, California) - See all my reviews

If you had to choose only one book on advertising, take it from me, this one is it.

I think this book should be on the shelf and in the hands of every business owner who uses local media. There isn't anything close to this information from anything I've read. It's more than common sense, it's crucial sense.

If you pair this with the copy ideas of Roy Williams (The Wizard of Ads) you'll have the most important references available today for advertisers. Not since "Positioning" has there been a more powerful look at how to make advertising work; what to do, what to avoid doing.

I have made many mistakes common to most advertisers and I now understand why Michael Corbett says over 90% of local advertisers are not happy with their results. If I only had this information 20 years ago I'd have saved myself countless wasted dollars. If you have anything to do with advertising, selling it, buying it, teaching it, and you don't have this book....you have an impotent advertising arsenal.

19 of 19 people found the following review helpful:

5.0 out of 5 stars Read This Book Before Your Competition Does!, November 19, 2003

By	D. DeBruler "writer4life" (Fayetteville, NC United States) - See all my reviews (REAL NAME)

This book is almost too good to share. If you're a business owner, you won't want to talk about it at those Chamber of Commerce meetings - or anywhere else your competitors are hanging out!

I write local advertising copy everyday, and what Michael Corbett provides as answers in "33 Ruthless Rules...", are the questions every media sales representative should be asking potential clients. In turn, if local business managers put these 33 Rules into practice, they'll know what what want, when they want it, and how to get it from their local advertising plan. In less than 200 easy-to-read pages, you'll discover all you need to gain and strengthen your grip on any local market.

This book should be required reading for Marketing Students, Media Sales Reps, and definitely for local business owners and managers.

13 of 13 people found the following review helpful:

5.0 out of 5 stars Excellent Handbook for local Advertisers, June 10, 2000

By	Don Bowler (Fredericksburg, Virginia USA) - See all my reviews

This book is an excellent resource for any business owner. The authors give you a step by step approach to advertising, including how to choose the right medium and what information should be included in your ads. Also, they give you solid advice on the elements you need in your total marketing plan. If you follow the advice in this book your business will be a success.