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Shop Las Vegas
8613 Freeport Ln Zip 89117
Frank Picchione, GM
Call 363-3290 for details!
Custom advertising projects come in all sizes and shapes. Many will need
only a little more than a fancier Rolodex page that gives some additional details
in the right-hand box while others will want a 5-6 page summary of their offerings.
See also Advertising Budget Memo.
See also Media Budget Chart.
See also "How to determine your cost".
Please note that most of this material was written between 2003-04 and subject to change
without notice. "Rolodex" is now an "Anchor Page," things like that.
People come to me with their (advertising) business message on a scrap piece of paper
and expect miracles.
Sound familiar? I am sure that all of us, with our particular expertise,
can relate to this. We all work towards getting the trust of our customers
and sometimes it isn't easy.
It isn't easy to explain technical details to most folks because they do not have
training in this area and/or there is a tremendous amount of market hype out there
in television commercials and media reps that want you to feel insecure.
As a consultant for the past twenty-five years, I could never understand this
"rocket science" syndrome or incorporation of "the fear factor." So, let's
forget all this "mystique" crap and get right down to business.
I get paid by the project. That means, you tell me what you want to do,
I quote you a price, a "fixed price," and you either agree, or go somewhere else.
Okay? If I lose you, at any point, while you are reading this .. this lecture,
stop - pick up the phone and call me at (702) 363-3290. It isn't that you
"don't get it," but you don't get it, it's something "fell between the cracks" and
you may not recover from that piece of (lost) information ...
Basics No. 1
Business communication is an art. We need to communicate what our service
or product can provide our customers, ie, benefit(s). We are not going to
sell our service or product to anyone without communicating this fundamental
principal. The (old) "light bulb" turns on and we are that much closer
to closing the sale.
The Consultant, or .. the so-called "Expert" ...
You turn to someone like me for advice, to "run" with your business message
because you, quite frankly, couldn't care less about web publishing, html,
and what it takes to get the job done, you just know that you want the job done.
When I recognize this, level of interest in my area of expertise, I seize upon
the opportunity to "shine" and provide you with a honest effort to get your
advertisement done to your satisfaction.
The "Sit-down"
You were hoping that you could just leave some material with me, and expect some
sort of miracle, see "miracles" above. No. I wish I was a psychic
too, but I must have taken a "left" at the girl's gym when they offered that class.
I'm sure you've done a wonderful job in gathering the material for your advertising
campaign and it is so straight-forward that your 12 year old nephew, that you
originally brought this "project" to, didn't quite meet your expectations.
And, for those that think that scenerio is just a (tad) far fetched, could I give
names and projects that started just that way ... In fact, in my project
leader work, I can't tell you how many jobs I have had that were "3rd man in the door."
"3rd man," being not the first or second (attempt) at the project, but the
third .. candidate. Yep. Such is life. But, that's what keeps
me "tickin" and enjoy my work.
Speaking of work, some details I do not disclose until I have actually been awarded
your trust and the project. You may wonder why. I look at it as
"protecting you." In today's world of the internet, any half-baked idiot can
hang a "shingle" of "Consultant" and waste both your time and money. I prefer
to save both.
Now, we've discussed your (advertising) plans for a few minutes and I bring forth
a blank piece of paper to draw a storyboard based upon your material. This
serves two purposes : you get a (succint) idea of what you can expect from
the (web) publishing and you can understand that I understand your thoughts.
Technical stuff ...
I proceed to review your material with you, after having spent the last 15 minutes
discussing your material and prompting a storyboard. Now, we are "selecting
wallpaper, fonts, and cosmetic (technical) issues." We may even review some
material from similar practitioners via the web, to see just how your ideas
compare to others. But, please keep in mind - I always feel that no matter
how your (business) message compares to someone else's, to stick with it.
You may incorporate an idea or "leg" from someone else, but it should always
reflect you. After all, it is you that your customers get,
and not this other (fine) individual you may see on the web.
This may be a good time to make reference to another "paper" I have provided
for you and others getting started, please see
Tips on Website Publishing.
See Custom Work !
See also "What to expect in your price quote."
Just a few more things before we move on. Attached, is a
series of wallpapers and various fonts. Tools of the Trade, ie, wallpapers and fonts.
Thank you for the work, I will get back to you ...
We fill out some forms and legal requirements that are a standard part of my
own contractual issues, and you leave the material or a copy of same with me
so that I can proceed. No, it isn't going to take 15 minutes to
construct your business message. After all, we have been together (by now)
at least half an hour, right? I do give you an idea of how much time
I will need to produce a storyboard template based upon our discussion and
when you can see it. See it, online. That's right, you will be
able to see the progress of your project right from the comfort of your own
office or home computer via the internet.
Project Cost
You also left a deposit check with me for at least half the price, fixed price.
While you will be given the opportunity to "proof" online the progress of your
publishing, there are several things that may occur and one of them may have a direct
impact on the cost of your project. When it impacts the cost, adversely, ie,
increases the cost to you, you will be given an option to proceed with the change
or to decline (at that time.) No one likes surprises. My clients expect
me to live up to my part of the contract and I, of course, you.
Where are we?
This "proofing process," that I referred to above, is probably one of the best
and most efficient method that I have ever had the opportunity to incorporate in
my methods. You can guide the progress, at your own speed. As a
consultant and professional for several decades, there is nothing more deadly
than "doing too much work" without feedback and the inherent implication to
project cost. I don't mind making changes, but it is more desirable to
do them timely and with minimal impact on expectations.
The expression of "..putting off for tommorrow what you can get done today" is
an hallmark of my consulting practice. In some ways, I feel "forced" to
postpone some things because of a delay in proofing by a client. Yes -
it can be frustrating. I try not to mention such emotions, but to "grind'n
bare .. or, is that "bear" it" for the sake of transition.
Final approval of the work, in progress, means that I will now incorporate in
Shop Las Vegas dot-com for all the world to see. Until now, only you know
the names of the pages used in your project and only by pure accident would
someone else see same. Without further action, I will require payment,
in full, for outstanding balance on account. Your project is finished.
Changes ...
Generally speaking, by my project leadership and instruction and interaction
with you the past week, or month, there will not be any need for post-project
changes. If there are, it will normally be billed at the time of the
request, and again, at a fixed price. Utilizing the "fixed price" quote
in moderate to small projects is another hallmark of my personal practice.
Everyone enjoys knowing what it is going to cost, ie, no surprises.
I will usually turn down work on a project where I can not provide you
with such a price quote. After all, my reputation as a consultant
and independent businessman is a cornerstone to my success. I do not
like people to cheat me, and live by that same standard of doing right by
my clients.
I hope this has helped you get a better feel for the "unknown," as it applies
to my work for you. I look forward to hearing from you, real soon.
And, please don't forget to take a look at the
Custom Advertisers page
for more illustrations on what we can do with the Rolodex for you !
Warmest regards,
Frank Picchione
General Manager, Shop Las Vegas &
Phoenix Shopper
Telephone: (702) 363-3290 Cell: (702) 326-6753
Mailing Address: 8613 Freeport Ln, Las Vegas 89117-5566
Home-based Office (since 1981) ; now in Las Vegas since 2002
Desert Inn (DI) & Durango in The Lakes ...
About Us
About Frank & Data Processing Rare Birds since 1981
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