Talking Urinals, Willy Sutton & Google Search

What do a 'talking urinal' deodorant, called Wizmark, and the famous bank robber Willy Sutton have in common?

Sutton is best remembered on this quip. On being asked why he robbed banks, Sutton is supposed to have replied "Because that is where the money is,".

To paraphrase Sutton, we have a talking urinal deodorant - "Beacause that is where the people are." In this case, the targeted demographic was men who frequent bars. And, as any beer drinker will tell you, there is one place in the bar all men are going to visit at least once. With a captive audience, the Wizmark has been used in numerous anti-drunk driving campaigns. Like Sutton going to the banks for money, Wizmark goes to the urinal for an audience.

Putting the message where people will see or hear it, is the focus of all advertising campaigns. In particularly, putting the message in front of the target audience, is paramount. The only thing that beats that, is having the target audience actively look for your advertising.

Getting your message where people are looking is the focus of online marketing. For the online marketer, the top of the Serach Engine Results Page (SERP), is the best place to be. Google's local search appears at, or near the top of the SERP for web and map searches. So why are so many businesses failing to use it?

All you need is a free Google account, a few minutes of your time and you are finished. The exact position of your business in the listing depends on the address the user is searching for. For example a search for 'florist seattle', yeilds a number of florists in the downtown area. While a search for florist SW Hinds St Seattle, places the two local florists at the top of the list.

Here is the kicker - you don't even need a web site. All you need to do to access this free service is to create your account. Google will contact you to confirm the registration and that is it.

The Internet is replacing the Yellow Pages as the number one method of finding goods and services. Yet, many small businesses, are failing to register with Google's local search. They are turning their backs on a target audience, that wants their product. This might be understandable if Google was charging for the service -- but it is free, easy to do and, did I mention - IT IS FREE.

Put your business where the people are - setup you Google Local Search.