Contractor Update

If you’re still putting ads in the yellow pages directory every year, you’re spending a lot of money for that presence. Make sure your money is well spent. Your yellow pages ad must make people want to call you up, to request your services. As more people turn to the Internet to find a service pro, make sure you grab every homeowner still using their local phone book to find a contractor.

1 - Who You Are: What does your company do? If you're listed under "Electricians," it's reasonable to assume you're an electrician. But what do they always say? Don't assume (you know why.) State your company name and your profession in the ad. Tell us how we can contact you - phone numbers, email, and website addresses. Include your cell phone, if you think it-s important.

2 - Sell the Benefits: Nobody wants what you're selling, they only want the benefits of what you're selling. I'm looking at Plumber ads in my yellow pages. The majority list, "Copper Re-pipes, Sewer Repairs, Sprinklers, Water Heaters" and 12 other plumbing related jobs. The problem is - everyone else lists them too! One 2 page ad tells me how their guy is a "Professional Expert!" I would hope so… How will you benefit ME? Here’s a good one: "Free House Calls! 100% Money Back Guarantee on all House Calls! We Value Your Time (on the job within 60 minutes)! No Extra Charge for Weekends, Nights or Holidays!" It even says, "Se Hablo Espanol."

3 - Competitive Advantage: Benefits are great but what if your closest competitor touts the same benefits? List the benefits you have that others don’t have. If you don’t have different benefits, you need to get some. Open 24 hours? Lowest prices in town? 110% Guarantee? What's your competitive advantage?

4 - Grammar and Spelling: Make sure there are no errors. If your ad is grammatically incorrect, people will instantly assume two things: 1) you don't know any better or, 2) you don't care. Both will discourage calls.

5 - Have a "Call to Action": Don't be afraid to tell them to "Call now!" Let them know they can "Save Money" or "Save Time!" You can have them "Make an Appointment today." If you have a showroom, invite them to a "Live Demo." It could even be something as simple as "Get Started!"

6 - Don’t Go Overboard: Avoid excessive punctuation. Nothing screams desperate like multiple exclamation points!!! Or that they can save lots of $$$!!! Looks cheap, doesn't it?

7 - Don’t Get Cute: Avoid the urge to use symbols or abbreviations in your yellow pages ad. "Great Deal 4 U!" It looks like you had your teenage son text message the ad content to the directory.

8 - Cartoons: If you have a cartoon character or drawing to represent your company in the ad, make sure that character is part of your brand. Is the character on your trucks, on your website, on your business card? If not, it can be distracting. Make sure any items with your company logo match all the other items.

9 - Logo: Use your company logo in the ad, no matter how small or large. If you don't have a logo yet, get one and put it in your yellow pages ad. You’ll be stuck with it for a year, so make sure it's a good one (not something your brother-in-law drew on a cocktail napkin.) As part of your brand, put logo on everything associated with your business.

Make your money work for you. Make sure you are effectively marketing your services and your brand. If you don't, you're just throwing money out the window and hoping for the best.

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