I remember it like it was yesterday.
The Summer of 1982.
It was a big deal, cause that’s the year we got MTV.
No longer was I isolated from the rest of the world.
That Summer I saw Blondie, Rod Stewart, The Who, Pat Benatar…this list goes on.
Not to be outdone, a few years earlier the Solid Gold Dancers came on the scene.
But only on Saturday nights.
We had to wait seven days to get that kind of action, and we only saw it once a week.
Come the Summer of ‘82 and MTV blasted music –with video– all day long.
Every day.
Not that we were allowed to watch it at our leisure.
But it was there.
And as a Sophomore in high school, I felt like I was finally able to relate to the cool kids.
Before MTV, I was living a Lord of the Flies type existence. Out in no man’s land, with only stories of a better life.
Now that MTV was available, via cable TV….
Well…I felt like “The Jerk,” Naven R. Johnson, the first time he saw his name in the phone book.
I was somebody now.
As the music I loved was not only condoned by the mainstream. But accepted into nearly every household in America.
Take that, Mom and Dad.
But then…
Fast forward twenty years, and I was doing everything in my power to shield MY children from what MTV and its counterparts had become.
Yes, the world and I have changed considerably.
Times seemed much simpler when I was young.
But were they really?
Here’s what I mean.
The other day I was walking through an antique store and stopped at a stack of comic books.
I picked up one dated June 1993 and thumbed through it.
What stuck out was an ad for a video game called “Flashback, The Quest For Identity.”
The headline touted that it was, “The First CD-ROM Game in a Cartridge.”
“The action screams along at 24 frames-per-second.”
Holy smokes! Is that faster than Pong?
Anyway, it wasn’t the outdated technology in the ad that got my attention, it was the fact that there was no Call To Action.
Sure, the software company’s name was visible. But there was no physical address, phone number, or website.
To be fair, the comic book was published in 1993 and only a handful of businesses were on the web at the time.
And, none of them thought of the internet as a valuable business building resource.
Which means, back then, if I wanted to buy “Flashback,” the video game, I would need to first learn what local businesses carried it.
If any.
To do so, I would be required to let my fingers do the walking through the Yellow Pages. And dial…who knows how many numbers? Asking retailer after retailer if they had the game.
And, if there was indeed a local business who carried it, I would then be required to drive to their location, (or ask my Mom for a ride)…and inquire inside.
Hoping they hadn’t run out since I’d called.
How cumbersome, compared to today.
Now, if I want to buy something online, not only are there numerous Calls To Action, with myriad outlets to make a purchase online and off, but if I happen to forget about an item…no worries…the internet will remind me.
The item will follow me around like a lost puppy, reminding me that I once gave it attention.
The truth is, when it comes to getting what you’re looking for, it’s much simpler to do nowadays.
Especially when it comes to finding a local service business.
Just think about owning a towing business in the early ‘90s compared to today.
Back then, YOU HAD TO BE in the Yellow Pages.
If not…you didn’t exist!
Because that’s where everyone looked when they wanted a legitimate, established business.
And, no, having a listing in the Yellow Pages was not free.
Our first ad was 1/8th of a page and cost $195 dollars…every month.
That’s about $450 per month in today’s dollars. And that was for the smallest display listing you could get.
If you wanted a half page back then, well…you’re talking $1200 monthly.
The problem, of course, was that in the early ‘90s nobody had cell phones.
So, even if you happened to carry a phone book around with you in your car, you couldn’t call for help until you found a phone booth.
Mighty inconvenient, wouldn’t you say?
Of course, nowadays we live in a much simpler world.
All you need to do is pick up your smartphone and ask Siri for a tow truck.
And, as the owner of a towing business, all you’re required to do is ensure your business is online when folks need you.
Seems simple enough right?
Well, the problem of course, is that…just like the time before the internet, there’s lots of competition for the best spots.
And, just like the Yellow Pages back then, today, those Top Spots on Page One ain’t cheap.
But before you go shelling out your hard-earned money to ad agencies with no understanding of the needs of our industry, I suggest you schedule a call with me.
When you do, we’ll have a friendly conversation and go over what you’re currently doing. We’ll see if you’re wasting money or maybe just missing opportunities.
And if I think I can help you, I’ll let you know.
If not, if you happen to be taking full advantage of the opportunities that exist, well, at least you’ll know you’re on the right track.
You can schedule a call here.
Don Archer
P.O. Box 104432
Jefferson City, MO 65110
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