The subject is Marketing, Celtic. We'd all do well to do a lot of reading, or consulting on it. It's not very much like electrical work. A large part of it is "having your name out there", or "name recognition". It's about having a presence in the marketplace so people think of you when they need an electrician. We want our advertising to pull in calls, but it's not just about getting calls. From what I've read you can expect to pay $50-$100 per call with advertising.
Part of our job is to turn those few calls into "customers for life". It might mean getting a lady's phone number, finding that laundry equiptment online, and calling her back. Then when she needs an electrician she'll remember the great service you gave her, or tell her friends.
It's especially important to hang onto those good customers we already have. They don't cost anything in advertising, and may help us with referrals.