Being able to replace a compressor and fix a furnace is only part of what you do. The public expects at least that you are a competent professional. You may also have a few helpers and have established a nice sized business. You have a few choices to make along the way. Assuming you have some sort of business plan for the next several years, how are you going to achieve all your goals? Who will you turn to for advice? Your accountant, insurance agent, landlord, truck fleet dealer, or your parts supplier? Very doubtful. How about your Yellow Page rep?
That's not so hard to believe. After all, the best air conditioning guy in the world has to have customers. And most emergency consumers consult the Yellow Pages in cases of immediate needs. So, assuming that you have realized that a Yellow Page program is essential for your success, what do you have in mind? Who do you want to reach and how will you get there? Set aside a reasonable advertising budget that has room to grow as you do. Now, pick up the local directory and survey the YP heading. How many of your competitors are in the book and what are their ad sizes? What will it take to meet or beat them? Now you have an idea of size, it's time to get to the ad itself
What makes you unique? Don't say your price and experience. Everyone of them already says that somewhere. You have to come up with something that will get the readers attention and set you apart from the other guys. Hey, I didn't say that this would be easy. It's about time to seek out an expert, wouldn't you agree? No, I don't consider your average YP rep an expert. For one thing, how much experience do they have?
I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I've been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together the most effective YP ads. I would imagine that using someone like myself could be a good direction. Therefore, you could start by reading a good book on the subject, available below.
Jeffrey Hauser's latest book is, "Inside the Yellow Pages," which can be viewed at www.poweradbook.com He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site. |
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