Tips 1-4 for Maximizing Your Window Cleaning Yellow Page Ad

October 19th, 2007 Posted in Window Cleaning Tips

Tip #1 – You Must Use a Headline

This is basic. The same principles I teach in all other types of adverstising apply to yellow page headlines. There are two typical “headlines” advertisers in the yellow pages use. They are either the company name or the main service that they provide.

Now, putting your company name or your name is a complete waste of money. When someone opens the yellow pages they are not looking for a particular company name (they would search the white pages for that or at least alphabetical order in the free listings).

The second most abused headline is the service (usually in all-caps and set in reverse).

Using the service (such as “Window Cleaning”) has some merit, but not much. That’s why I suggest using the strongest benefit or advantage as the headline — this will serve you much, much better.

You can use a simple headline, like:

“7 Reasons Why More Property Managers & Homeowners Choose
For ”

Then you go on and number all the benefits your company has to offer. These could be things like being showing up on time, award winning company, crews speak English, etc.

Or, your headline can incorporate the WARNING approach:

“WARNING: Don’t Call Any Window Cleaning Contractor Until You Read This!”

And then the ad copy could give the benefits of calling your 24-hour customer awareness hot line.

Also, you can even incorporate both of these headlines in your ad by making the top of your ad something like the “7 Reasons Why” then after your phone number and address you have another small ad with the “Warning” approach. This works great!

Tip#2 – Use The Biggest Size You Can Afford

In yellow pages ads you can appear as big as you want. Everybody is limited to a maximum of a full page (sometimes a 2-page spread). So, if you want to, you can look just as big as the biggest and most successful company in your area.

Plus, another advantage to using a larger size ad is most yellow page directories have the biggest ads placed first. The closer you are to the front the better for your results. Fact is, when investing in a larger size (let’s say a 2x bigger ad) it is not uncommon to get a 3x or 4x increase in response (not a 2x increase).

However, this only works if your ad is full of benefits and selling points! Which brings us to tip #3:

Tip#3 – Fill Your Ad With Benefits And Selling Points

Talk about what your prospective client will get when making a decision to use your company. Include reasons why your company is unique and what advantages they’ll get.

Put testimonials from satisfied clients (this is a VERY effective yellow pages sales tool). You should strive to make your ad look more like editorial matter than an ad.

Use these editorial techniques:

Using a drop capital letter
Insert a date line
Captions underneath photos – Don’t forget the use of good photos. Good photographs are much more effective than line drawings or pictures.

You can include a head shot of yourself (let the photographer know you’re using the photos for yellow pages).

Also when making your ad look more like an editorial don’t forget to use the same graphics elements that make for easy readership.

DON’T USE ALL CAPS except for short words like “FREE”
Use a serif type face like Times Roman not sans serif.
Don’t waste your money leaving plenty of “white space” — use every centimeter of space to include exciting benefit-laden copy.

Tip#4 – Always, ALWAYS Include An Offer

This one is frequently neglected. You need to include some offer for prospectS to take the next step. Unless you make an offer they likely won’t do anything.

Either a free service for those people ready to take the next step or a free report for other patients that are a little more nervous and unsure.

You can use your free report as bait to have them call either your office or your voice mail number. Don’t forget to make the call to action. Lead prospects to the action you want:

“For a copy of this informative report, call today 1-800-xxx-xxxx, for a free recorded message, 24 hours”

Did you enjoy reading this article or were these tips helpful to you? Please leave your comments below.