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Finally! a Yellow Page Ad Done Right!
In my article How To Get Endless Leads From Your Yellow Page Ads I talked about some of the major issues with Yellow Page ad formats and how to correct them. I still felt unsatisfied with that article because I could not find a good example to provide you in my Yellow Pages book.
Well, I went looking online for an example and I finally found one! I know it is not Real Estate related, but that is ok! You have to use your magic and what you have learned, and will learn on my site to create a powerful ad of your own.
Frankly, any ad that follows what I described will out perform the regular ads in the paper. So lets look at this wonderful ad!
Lets analyze this ad together because it is an excellent example! First, the headline.
7 Ways To End Your Comfort Problems in Just One Call
If your A/C or Heater went out, chances are you are not comfortable don’t you think? This headline will pull you in to read what are these 7 ways. Its job is to get the customer to read the 7 reasons.
How can you adopt this headline for your Real Estate Business? how about:
7 Ways To End You House Selling Problems in Just One Call
Or
7 Ways To Sell Your House in X Days Guaranteed in Just One Call
Both of these headlines would work for Agents and Investors. The headline’s job is to convince the reader to read the rest of the ad.
The second part is the content of the ad. Whoever wrote that ad (competent copywriter I bet) knew the trigger points of the customer.
1. They can call now, no need to wait till the morning, after lunch, or whatever. We are available 24/7!
2. Although I don’t like the "we are professional" terminology because everyone uses it and I feel it lost its meaning, the ad fixed that problem by going on and building credibility by using the fear factor some people may have. surely you don’t want anyone to come and mess with your system… you want someone with experience. If the ad stopped at "we are professional" it would have been meaningless.
3. 10 Years Warranty right? yes, but look HOW the ad has stated it. It SOLD the reader on the warranty. I would not be surprised if they charged extra for the warranty (they should) because the ad sold it already and whoever calls will want it.
4. 24/7 and same day service within hours. Why spend the next X hours calling someone else if you found one who will do it right away?
5. No price haggling, you won’t be taken by a contractor who will quote you based on your house shape or how nice of a car you drive. Notice how they never said cheapest, or best price. They said upfront price… take it or leave it type of deal, but with all these services, would you really rather wait days to find better price?
6. If you call us, you will can save money on the long run… building value…
7. Last point is more of a call to action… motivating the customer to call right away and not waste time with other ads. It could have been stronger, but with everything else that was said, it works.
If you are sweating or shivering, you open the Yellow Pages and see this ad among many ads with picture of a service truck or A/C unit, which one would you call? This ad did NOT have the name of the company in large prints, added huge logo to fill in the ad, or splashed its number all over the page screaming pick me! pick me! without providing a reason. Take 5 minutes and go through your Yellow Pages book and compare them.
