1O tips for effective ads

By David Edwards United Publishers Corporation

HERE'S only one way to spell Based on the research, the report lumber, but there may be 20 lists l0 ways advertisers can biing places in a city to buy lumber and consumers in: hardware all listed in Yellow Pages directories, some as huge in size and scope as an unabridged dictionary. How can you stand out among your competitors and take advantage of this vital link to customers yet remain cost effective? specializations, location, or other information that would entice the consumer.

The only answer would seem to be full-page ads, with bright-red borders, flags, banners and giant letters proclaiming "We're The Best Building Materials Store In Town!" Yet, according to Consumer Review Systems, an independent research organization not affiliated with any Yellow Pages publishers, the local company with the sedate l/8th-page ad in black may well draw more business.

(1) Use Local Directories. When possible, advertise in local directories or by geography. More than 50% of all potential customers look for services or professionals by location.

(2) Know your competition. An advertiser should know how other retailers advertise to create the most effective ad.

(3) Proper size. Properly size the advertisement to make sure the advertisement is large enough to catch the eye of the consumer, but not overly large. Consumers distrust an overly large ad in relation to competitors.

Consumer Review Systems, an (4) Establish credibility. years of independent research group, fou.nd experience or training reinforces the in a survey that consumers reading consumers' view ofin advertiser's Yellow Pages want to know two credibilitv. things: Why they should purchase from one company instead of (5) Good content. An advertiseanother; and information that facili- ment is useless without listing hours tates their making the purchase. of operation, services provided.

(6) Say it all. Make sure the ad is large enough to include all information the consumer would want to know.

(7) Stress location. Not just the address, but the nearest major crossstreets, landmark references, anything that will be recognizable for every person reading the ad.

(8) Mention freebies. Guarantees, free estimates, instant credit, in-house payment plans are all inducements in a consumer's decision.

(9) Get it right. Once the information is printed, it must be current for at least one year. Any errors will reduce business.

(10) Forget red ink. Using a second color such as red ink actually decreases the chance of an ad being read, or has less readership than a larger ad purchased with the same amount.

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