Masonry Magazine March 1969 Page. 45
Let Your Fingers Do The Walking
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are it doesn't do much more than give your name and announce that you're a mason contractor, rather than getting to the gist of what your selling message should be-what your potential customers can gain by dealing with you.
Yes, your prospect's main concern is what you can do for him. Your ad must promise to fulfill his needs; it must answer his questions; and it must do so against a background of other ads, each clamoring for attention.
By and large, the prospect has already made up his mind to utilize mason contracting services when he turns to the Yellow Pages, but he may not have decided whose services he'll hire! Tell him what he wants to know in your ad and he'll be likely to come to you!
Where Do Your Ads Belong?
First, you have to make sure that the prospect sees your ad, for the Yellow Pages are divided into many headings, to make it easier for prospects find what they're seeking.
You may want to be represented with a display ad under the heading that most logically describes the main part of your business, such as Mason Contractors. But don't leave it at that, for many Yellow Pages users tend to think in literal terms, and may never turn to that heading. For instance, a householder seeking assistance with some fireplace repairs might look under Home Improvements, and fail to see your ad elsewhere.
Your budget might not stand a large ad under every heading that applies to your business, so, instead, you can take advantage of the other types of Yellow Pages advertising available. There are "business card" listings that run alphabetically, and are smaller than display ads, but with some of the same advantages. There are also regular listings, boldface listings and extra lines. Boldface listings give a bit of prominence, and extra lines allow you to include supplementary information. Keep in mind, though, that display ads are the first things prospects are likely to see.
What Should Be in Your Ads?
In display ads, you have the opportunity to give your prospects the reasons to deal exclusively with you. Here are some representative questions that will arise in their minds and must be answered-before they make that vital decision to use your services:
What's In It For Me. Every element in your ads-the headlines, copy and illustrations should tell the prospect how and why you can answer his needs, fulfill his desires. Speak to him in terms of his self-interest, and don't waste your time and his by meaningless boasting.
For instance, tell him that he can sit back and relax if he awards his job to you. Tell him that he'll get prompt service. In any case, be sure that your ads give him some reason why he'll be better off by dealing with you.
Who Are You? To persons who already know you, and who are looking for you specifically, your name may be the paramount factor. But to strangers, who've never done business with you before, and who haven't decided with whom they're going to deal, it won't mean much. So, don't make the common mistake of using your name as the headline of your ad. Instead, go after all of your prospects both new and old with a headline that will attract their interest because it promises them some benefit, or arouses their interest for some other compelling reason.
Are You Reliable? If they're strangers, they're not likely to have heard of your carefully-built reputation, so assure them of your reliability by using a phrase such as "Serving East Meadow Since 1949." If you're a member of MCAA, mention it, or better yet, run its emblem to capitalize on its prestige.
Carry insurance? Bonded? Licensed? If any of these are the case, be sure to include them in your ad, so prospects with doubts will be reassured. But, make sure you spell out who authorized you to do what.
Can You Help Me With...? They'll never know that you can help them with their special problems, or fill their usual needs either, if you don't come out and say so. Mention such services as brick work, stone work, fireplaces, block work, guniting, incinerators and so on. In other words, make your ad a quick catalog of the services you offer, but don't go overboard and crowd your ad to the point where it becomes eye-repelling.
Is Your Ad Attractive?
You wouldn't expect a customer to be favorably impressed by sloppy workmanship, so don't expect Yellow Pages users to be attracted by a badly put together ad, either. Your ads should be neat, clean and attractive, since they represent your firm and its services to people who haven't done business with you before. If your ad is unattractive, they'll get the idea that your business is conducted ineptly too, and that they can expect inferior services.
Keep your layout simple, and construct an orderly progression from attention-getting headline through body copy and signature. Illustrations, too, imply the quality of your operation, so choose them with care, and make sure they're well executed.
Since one of the main ideas of your ads is to indicate to the prospect how and why your operation is different from all others, it behooves you to make sure that your (Continued on page 46)
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