Yellow Pages Ads -- Keep It Simple

[Raccoon]

My yellow pages ad printed in the main phone book 2 weeks ago, and I'm already getting swamped with calls. I cannot emphasize enough how important it is to get listed!

The YP sales person was trying to talk me into a full-page ad, or top-banner ad, for ungodly amounts of money. I settled on a simple 4 line in-column ad with red outline border, at just under $200/yr, and it's the first thing that catches people's eye when they open to "Locks & Locksmiths". All the other busy picture-rich ads just get glazed over like so-many webpage banners, and I get the calls now!

Simple, Plain Text ads are powerful when people are in distress. They don't have time to admire pretty pretty pictures.

[Varjeal]

Good points all. Also, for the price shoppers, a big flashy ad means $$$$.

A simple, neat and direct ad catches the shopper's attention quickly. If you have an ad like that, try to get it near or inbetween a couple of big flashy ones.

[CVScam]

The yellow pages is always a good idea and they all try to talk you into huge adds with color pictures. I dont have a lock smithing bussiness but I have a small car dealership and I had the best response with just BOLD type or the red. Make sure the person doing the advertisment has all the information correct, I know it seems dumb but I can't even count the number of times I have had advertisments messed up by someone writing down the wrong phone number or wrong address. Most locksmiths I deal with give out printed keychains to their customers.

[Raccoon]

I'm afraid giving out key chains will be a daily reminder never to lock their keys in their car again. I want the customer to forget they ever called me! And on a more serious note, if you start giving away free stuff, they may think you're charging too much since you can afford such niceties.

Btw, my last customer told me $35 was a bargain and I should charge more-- "but wait until after I pay you." heh. I suspect I'll be hearing from her soon.

[Varjeal]

I've taken to substituting business cards with pens. I've personally found people are more likely to hold onto a pen. I've seen my pens turning up in restaraunts, malls, and shops downtown and people still using them. Only once have I seen someone holding onto a business card when I showed up to do some work.

Often times I'll clip the business card to the pen. The pens are simple, two color, inexpensive, but good quality.

I do agree though, that handing over a pile of "free stuff" isn't a real good idea.

[Indecision]

Varjeal, I think you've got something there. You're right, people do hold onto pens, and I'm not at all surprised that you've been finding them everywhere you go

I might start carrying a few with me. Use them to sign credit card reciepts and "accidentally" leave them behind

[Raccoon]

My last customer kept my nice Department of Homeland Security pen. Wasn't a cheapo pen either. I should print my own pens now. Good idea Varjeal.