My experience begins with a degree in advertising, running my own advertising agency, followed by 25 years as an advertising consultant for the Yellow Pages. During those 35 years, I think I learned a thing or two or three about what makes a successful ad campaign. I even wrote a book about my experiences with directories and how to make yellow pages ads more effective while saving money. But enough about me, this is about you and what you need to do to attract that consumer.
From the title, you’ve already deduced that it starts with the headline. Whether it’s a newspaper, magazine or yellow page ad, the headline is like the ignition of the car. Without one or at least one that works well, nothing happens. The car may stutter or groan, but the end result is a waste of time, both for you and the reader. I was always amazed at what my client suggested for the headlines in his YP ads. Can you guess what they ordered?
Most felt that it should only contain his name. In most cases, they thought that was enough. Now if your name was “Jones Plumbing, where we fix all your pipes and drains for one low price with 20 years of experience and have a full money back guarantee” you wouldn’t agree. Many just wanted his name, like “Harvey’s Appliance Repair” across the top. Now what does that really tell us? For starters, the ad was already under “Appliance Repair” in the phone book. And why would I want to give my business to someone just because his name was Harvey? Even if it was “Smith Toyota Auto Sales,” does that alone convince you to go there to buy your next Corolla when there are five other Toyota dealerships? I do not think so.
The headline is an opportunity to challenge the reader and offer a standout or beneficial story. You can ask a question, prompt a response, or provide valuable information. Rather than describe all the possibilities, let me list a few examples:
- “You really don’t need insurance, ask us why” (is for your survivors, family members, etc.)
- “The 7 things you should do before calling a locksmith”
- “Are you risking your life by NOT seeing your dentist every year?”
- “Don’t fix your brakes until you read this”
- “We don’t go into business to make money” (to help people)
- “Take This Window Wash Test Before You Call Someone”
- “An ordinary pest control service does more harm than help” (using harsh chemicals, etc.)
- “Not all pet food is created equal. Ask us why.”
- “What painting contractors don’t want you to know”
- “Why we’re the most expensive dealer in town and that’s the good news!
- “Learn the secret to better carpet cleaning”
- “The only thing you need to know about your real estate agent”
- “Why we no longer sell burglar alarms” (we sell security, peace of mind, etc.)
So what happened to all the trade names? They can be anywhere else in the ad you choose. The main purpose of the headline is to get the reader to continue with the heart of the ad. Would these headlines intrigue you? Are they better than name and phone number alone? You can use them as a springboard by connecting your own type of business, and then explaining in the subtext what is really going on. Wouldn’t you like to know how you are risking your life by NOT visiting your dentist? It’s because improper flossing can lead to a stroke if the bacteria ends up in the bloodstream.