Advice needed for local paper ad

[realmaverick]

Hey guys,

I'm trying to design an advert for my best friend. Advertising and design for print aren't exactly my forte.

The ad is 6cm x 3cm and is to appear in the local paper "At your service" section.

This is what I have so far: http://www.electrician4hire.com/adsample.png

Method behind my madness: I am guessing the readers eyes are going to scan the page for the trade they're looking for and so I've made the word Electrician the most prominent part of the ad. Though we've had to sacrifice branding to do so. I used yellow/black as it's his company colours and they stand out among the other ads based on the past couple of months ads.

I included the main 2 features in the top right: Free callout and Free Estimate to hopefully attract people to call. I added local call rate to the numbers because offcom research states that some people think 0845 is premium. The NICEIC logo is nice and big as it will hopefully show the reader that he's a qualified tradesman and not a cowboy.

I don't know whether I've missed something or put too much in, so any advice would be hugely appreciated.

Thanks,

Paul

 

[Calibre Designs]

Sorry but you are not giving me any reason to call upon your services.
Why should I pick you in front of the others that are listed?
Also you are quoting an 0845 number when I can pick the other ones with 0800 free phone numbers.

Think....Headline. Why. So what. What's in it for me. These type of tests.

 

[realmaverick]

Hey CD, you may be right. I figured if I were designing a flyer, then a big bold statement like "I can make you thin" would be ideal or even in the yellow pages a big bold statement sounds ideal because the ad would be listed in the ELECTRICIAN section, therefore it wouldn't make sense to take up the space with that word but perhaps more a feature like "Free callout and estimate". But in this case I imagined the reader to be scanning the page filled with random trades for one word only, and that word would be the trade they're looking to use?

I was hoping the Free callout and Free estimate would be reason enough to call.

Fortunately for my friend the other Electricians all have local rate numbers, but a freephone number would be a nice touch I agree.

Can you give me an example of a headline you'd use, in place of the trade?

Thanks for the advice.

 

[Matt1959]

Sorry but you are not giving me any reason to call upon your services.
Why should I pick you in front of the others that are listed?
Also you are quoting an 0845 number when I can pick the other ones with 0800 free phone numbers.

Think....Headline. Why. So what. What's in it for me. These type of tests.

I'm not a marketeer and I know the advice above is always trotted out but I would have thought the OP was on the right track here. A reader of a freesheet etc turns the page and is faced with a wholepage full of small classified ads. If all the other ads are textual and looking much the same, the fact that his is bright yellow with lots of yellow free space is going to catch the eye of the reader as they scan the page. Yes perhaps the wording is not very persuasive but in principle the yellow is good idea and if someone is looking for an electrician, I don't see that whats on the ad is reason for them NOT to ring:|

 

[Simon-M]

I'm not a marketeer and I know the advice above is always trotted out but I would have thought the OP was on the right track here.

Are you saying this to help the OP or to cause offence to Calibre? The way you use the words suggests that you want to cause offence.

I am not a doctor but I know damn well it is not smart to smoke. The advice Kay gives here is from a marketing and design perspective and it is valid information.

All marketing material should have a call to action. A reason to call. Using an 0800 number instead of an 0845 number is also better. This is advice from a professional in the industry. It's not just trotted out it is given freely to help the OP.

I like the simplicity of the design and the colours work well for this trade. Kind of WARNING. Electricity is dangerous

Simon

 

[chalkie99]

I think that is pretty good

The primary attractor is the word "Electrician" which tells you what he does and it is well defined from the name and location which are other important pieces of information easily read.

It imparts all the important information in clear, digestible sections -

What he does
Who he is
Where he is

The logo emphasises that he does domestic work.

The information on the black panel gives reasons to use him and the methods of contact.

Excellent job I think.

 

[chalkie99]

Sorry but you are not giving me any reason to call upon your services.

OK , so I am in need of some electrical work.

Here is an ad in yellow and black which are high contrast attention grabbing colours so I notice it and the first thing which draws my eye is the word "electrician" - Excellent! That is what I am looking for. Ah yes!, This guy is in my area, he has a logo which shows that he is a member of a recognised trade association and he does do domestic work which is what I need.

I see he does free callouts and free estimates so what have I got to lose? I'll give him a call!

 

[Simon-M]

OK , so I am in need of some electrical work.

Here is an ad in yellow and black which are high contrast attention grabbing colours so I notice it and the first thing which draws my eye is the word "electrician" - Excellent! That is what I am looking for. Ah yes!, This guy is in my area, he has a logo which shows that he is a member of a recognised trade association and he does do domestic work which is what I need.

I see he does free callouts and free estimates so what have I got to lose? I'll give him a call!

The advert has likely changed since Calibre posted that

 

[HC-Martin]

Has he got a local geographical telephone number rather than an 0845 one?

If people are looking for someone local, seeing 0845 will immediately put them off - I know it does me!

 

[simonr]

How about a strapline...? "Electrical problems - we make light work".

Sorry, I'll get my hat...

 

[YourStressManager]

I agree with SimonR. An attention grabbing headline works well. Something that promotes action by a prospective client and makes them think the service offered is in someway different.

 

[Calibre Designs]

Maybe I am missing something but I think the artwork has changed since I last viewed it. Don't get me wrong, the colours do work well together.

For argument sake, I have just opened the yellow pages and can immediately see half a dozen, if not more, offer FREE local call outs. FREE estimates are to be expected imo so nothing special with that.

I am not a copywriter so not the best person to write a headline. Ask yourself...

What makes you stand out?
Have you highlighted the benefits for using you?
Are you talking to your potential customers through the ad?
Whats your irresistible offer?


Lets face it, we are bombarded by advertising, flyers, leaflets etc. everyday. Make sure that your advert doesn't get flipped over or end up in the bin.

Basic steps outlined...

Grab attention (ad design looks just about good enough for this)
Once you have got their attention then get them interested.
Convert that interest to action.

Hope this helps.

 

[Deleted member 35011]

I'd agree re. the phone number. Since you're probably targeting your local area anyway, a local area code (at local rate) would be much better than an 0845. It's just my opinion, but for local services, I wouldn't expect an 0800 - it can go the other way and make it look as if you're in a bigger franchise (=expensive sometimes).

 

[Call Tracker]

0845 is local rate - also its often set up as a trackable number so helps with response etc.

 

[Encompass]

I quite like the ad, but I do agree that there could be improvements.

Firstly if you are a local business and want to been seen in that light, you should use a geographic number. If someone is looking for a local business and they have a choice of calling either an 0845, 0800 or local number, they would most probably choose the local geographic number, as there is a slight stigma attached to 0845 and 0800 seem like large expensive companies. However, you will never really know this unless you test it.

The majority of local companies that use our services use geographic numbers.

You may also consider adding an approved by ???, if you have been approved by anyone.

 

[Deleted member 35011]

True, re. the numbers Media Monitor but I (and many others) prefer a local number as customers because they're usually included in discount call plans often unlike 0845s etc, hence cheaper in real terms.

 

I agree with Kay.

The ad does nothing to separate you from anyone else...worse still it does not even say what you do! - emergencies? domestic? repairs? new installations? commercial? - neither does it say when anyone can ring - or give any means to check you out.

The most IMPORTANT thing about local paper ads...is to give them an action to take right NOW...whether OR NOT they want your services - that qualifies them as YOUR kind of customer.

Bad ads are giant business cards that say

this is who I am
this is what I do
please call me.

Good ads contain some or all of.

-A device to get people to look at the ad. A big "tick" or handwriting helps with this

-A massive promise headline to get people to even read on.

-The compelling reasons to deal with you

-Proof of value and proof of credibility

-An irresistible offer.

- Lots of customer benefits

-A risk reversal guarantee.

-An action to take right now - preferably that even people who dont want to buy right now can take.

-The reason why it must be now.

- And Something to give the service a buzz - that people will say to friends..."did you see that guy offering xxxxxx in the papers?.


As to the ad.

There is a lot of waste of space in that ad...eg "free estimates" - who ever heard of anyone paying for it!. So the only benefit is "free call out" which is a start.


Even a mod like

24HR DOMESTIC ELECTRICIAN
No work too small or too big
See why our customers love us!
www.mysite.com

Helps the customer decide....and lets them check you out before calling...
But even that is weak!!




As for a promise and offer or a local paper
Maybe you could try this??

Pet Home Project?
Urgent work needs doing?
Win an ELECTRICIAN
FREE for a day!!

Sign up to join the competition
at www. yoursite.com

Give the competition credibility by putting a picture
and testimonial from LAST months winner.

The point is you then have emails..or addresses, and you
can go back to all of them (other than the winner) and offer
them a special deal...they clearly have a project, or why
would they have entered

That database gives your ad LASTING value....and your income will in the end be proportional to the list size, not to how much you advertie!!


The worst kind of ads just say

this is who I am
this is what I do
please call me.

And the proposed ad is just that

 

[Matt1959]

Are you saying this to help the OP or to cause offence to Calibre? The way you use the words suggests that you want to cause offence.

1. I have the utmost respect for Calibre having corresponded with him.

2. I would have used them for some design work if i wasn't sorted already.

3. Why are you so prickly in your responses to people and always think the worst of them?

4. The ads yellow ad will stand out a mile. I posted in case the OP ditched that concept as I think its effective even on its own - anyway, I hoped my post would help open up the discussion as the OP gave me some useful info last night by PM and I wanted to give this thread a push.

5. I used classifid ads ALOT over 25 years ago with my service type biz and had great success by making the ad stand out - lots of white space, huge text etc.

 

[Simon-M]

1. I have the utmost respect for Calibre having corresponded with him.

2. I would have used them for some design work if i wasn't sorted already.

3. Why are you so prickly in your responses to people and always think the worst of them?

4. The ads yellow ad will stand out a mile. I posted in case the OP ditched that concept as I think its effective even on its own - anyway, I hoped my post would help open up the discussion as the OP gave me some useful info last night by PM and I wanted to give this thread a push.

5. I used classifid ads ALOT over 25 years ago with my service type biz and had great success by making the ad stand out - lots of white space, huge text etc.

'

When you quote Calibre and say "I'm not a marketeer and I know the advice above is always trotted out but I would have thought the OP was on the right track here. " you made me question why you would word it like that.

The derogatory way you have said this "above advice always trotted out" leads me and I am sure other forum users to think you belittle and cast aside the advice almost in a "you only say it to get business" kind of way. Whether that's true or not is niether hear nor there. It's just the way you word it that makes it come over like that.

What did you mean by it if I have the wrong end of the stick? I have been wrong before and will surely be wrong again. I can't think of any reason to use this term in a positive way.

Simon

 

1. I have the utmost respect for Calibre having corresponded with him.

2. I would have used them for some design work if i wasn't sorted already.

3. Why are you so prickly in your responses to people and always think the worst of them?

4. The ads yellow ad will stand out a mile. I posted in case the OP ditched that concept as I think its effective even on its own - anyway, I hoped my post would help open up the discussion as the OP gave me some useful info last night by PM and I wanted to give this thread a push.

5. I used classifid ads ALOT over 25 years ago with my service type biz and had great success by making the ad stand out - lots of white space, huge text etc.

I agree that many small ads dont have enough thought put in to how to gett people even to look, and they make all of the text too small.

Big text , bright colour can help. "irregular" that breaks up the pattern.can help even more. A big hand drawn tick or ring or underline certainly helps.

And here is another one ...use a graphic distortion to make the ad look as though it is being seen in a curved mirror. You dont need much to get people to see the ad first - your eye is drawn to deviations from any pattern

IN the end though...the COMPELLING offer to a targetted audience and an action that QUALIFIES prospects - is better than any gimmick, once you have got them to read - eg win an electrician for a day - sign up here.




As for Kay...I have respect for Kay from having used calibre services!!

 

[Successful Selling]

I use to sell advertising space for a local newspaper.

The key thing I would like to say is; What are all the other advertisers on this page doing?

If every other advert is yellow, yours won't stand out. If all the other adverts have 0845 numbers, this won't make a difference, if non of them have, it might!

The best feedback I ever got from someone who advertised in the paper was from a plumber. He told me he didn't care what his advert looked like, as long as it stood out from the others - I designed him an advert with a pink background. The plumber emailed me back a few months later to say although he can't enter his local pub without everyone making comical remarks or wolf whistling, he got more response from that than any other ever.

All I'm saying is; do your research. Look at the page, may be even ring up a few of the numbers on the other adverts. Learn what works and what doesn't. Then make you decision.

 

[chalkie99]

The ad does nothing to separate you from anyone else...worse still it does not even say what you do! - emergencies? domestic? repairs? new installations? commercial?

Yes it does. "Electrician" is the primary attractor which draws the eye an seperates it from the other trades advertised. The trade logo shows that he does domestic work.

The worst kind of ads just say

this is who I am
this is what I do
please call me.

And the proposed ad is just that

Disagree - The ad is just 6cm x 3cm - that is a lot less than a business card. The idea should be to attract attention by giving exactly the points above and encouraging the reader to want to know more.

There is simply not enough room to put lots of information as the print will be so small as to be unreadable.

With regards to all the comments about the geographical phoone number - read the OP again. The design is for a friend, the designer has to work with what he is given, it is not for him to change the number, however preferable a geographical number might be.

 

Disagree - ........The idea should be to attract attention by giving exactly the points above and encouraging the reader to want to know more.

Chalkie....I just explained the ideas that work with small ads!!
Your "idea" is the reason that many ads fail.

You have to give people a reason to act. Or they dont.

"Win a FREE ELECTRICIAN"

Is more powerful than "thurrock electrician" because it includes a reason to act.

And also list building is a VITAL concept even for trades...I have seen humble businesses like carpet cleaning explode because of list building from a competition - and the point is you get people to respond who were not ready to use you , and so you give the ad lasting value.

If I want a rapid call out electrician, I will go to the one who says "emergency" or "24hr"

What I said about wasted space was spot on "free estimates" is the same useless twoddle repeated from ad to ad... who ever paid for an estimate?.....so it is NOT seen as a benefit by customers and so is a nother waste of words. ...also the worlds "local" and "thurrock" clearly waste a valuable word. One other or both are not needed.

The psychology of advertising says, people DO NOT want to approach you to "know more" unless they know you have the solution to their problem

So just saying who you are and what you do is not enough...
(unless you are the ONLY electrician in the world, which is hardly likely!)

 

Sorry... In trying to explain the fallacy in chalkies thinking.. I should make clear something which is critical but has not been stated out loud.


If this is the ONLY electrician ad in the paper, chances are it is because nobody makes money out of advertising that trade in that paper ....ie you have to question the value of advertising there!!

ie if you are the ONLY ad it probably is not a good place to advertise

If people make money from advertising that trade , then there will normally be other ads!!! - so four equal ads will get 1/4 of the calls each...

So your job is to get a bigger percentage of the pie...and to do that you need the better offer , more benefit and call to action!!
and to build a list

ie if there are multiple ads...ELECTRICIAN in big yellow aint good enouygh.

Not sure I would want to be seen as the "pink" candidate........but I do take successful-sellings point

 

[Encompass]

True, re. the numbers Media Monitor but I (and many others) prefer a local number as customers because they're usually included in discount call plans often unlike 0845s etc, hence cheaper in real terms.

You don’t need an 0845 numbers to track/monitor phone call responses from an advert, we allow our clients to use any UK number type, including geographic, non-geographic, free phone and premium rate numbers.

So if you want to track your media response, you are not limited to 0845 numbers at all.

 

[directmarketingadvice]

I think you have to think about who the prospect is and what's going through his head at that time.

I can't see a newspaper ad being much good for the "emergency callout" crowd.

If someone needs an electrician in a hurry, is he likely to say "I've got to get an electrican, pass me the newspaper, there might be an ad in there"? Or, would he go to the Yellow Pages instead?

Alternatively, is he going to say "I need an electrician in a hurry, but first I'll read the paper..." or will he find an electrician and then read the paper?

(and, it'll be too late... unless the first electrician just doesn't turn up)

So, under what circumstances will this ad lead to the electrician getting work?

And, to what degree is the copy of the ad aligned with that process?

Steve

 

[Matt1959]

my experience of getting trade work from small ads tells me that the type of customers you get are usually elderly and low income. Year ago, it was worth doing for me but nowadays the cost of newspaper ads is prohibitive and the money spent could be used far better getting better quality enquiries elsewhere.

Admagic, I don't see a trained sparky, plumber etc gains much cred by running competitions in order to get work. I can see the thinking behind it but to me it comes across as a bit gimmicky. Maybe for a carpet cleaner but for a time served electrician? In fact, if I had to chose a sparky from 4 ads, I'd run a mile from the competition one 1) because to me it looks unproffesional 2) I can't be bothered to partake in "someones" competition - I just want a quote from a pro at a fair price and I havnt much time to spend on this. Just my opinion though....

 

[realmaverick]

I'd love to put an offer as the headline. But I am afraid that with an ad of this size, it will get lost and the ads that make it clear they're ELECTRICIANS will win every time. BTW the ad on the site, is probably 3 x the size of the actual ad. In the paper 6cm x 3cm is tiny and so to have a headline the text will be really small and I worry it will get lost.

I wish I had more room and I'd indeed use different practices, I feel this is the best compromise based on space available. It is also a billion times better than the other Electrician ads in the local paper, not that mine is perfect, just theirs are dreadful. There are about 6 - 8 other Electricians, most of which have been in the paper several weeks running, which is encouraging.

Thanks so much to everybody who's taken the time to give such detailed feedback. You've all helped massively. I maybe more confused than I was at the start, but that probably means I'm learning new stuff

 

[realmaverick]

Just a thought, he did 5 episodes of 60 minute makeover and got an awesome testimonial from them, they also allowed him to use their logo and advertise the fact he was on the show.

I toyed with the idea of adding "As seen on ITV 60 minute makeover" but I thought it maybe a waste of space. Any thoughts?

 

[realmaverick]

Another update: I just spoke with my friend about the 0845 issue, part of the problem with switching to a local geo number is all old customers have business cards with the 0845 number, which is diverted to his mobile. I think he'll have to have both numbers running for a while, plus the business cards have his mobile and URL so they're likely to try another form of contact as he is bloody good and builds great relationships with people.

Maybe for now, he could put his home number on the ad and have BT divert it to his mobile.

 

[wordsinart]

I'd say, well designed and targetted.

Ignore the professional critcs mate - good job

 

[realmaverick]

Thanks guys, I've made some final mods and I'm quite happy with it.

Thanks for all the advice.

Paul

 

[karlito]

I think its pretty good.

Ive just done my own website PlumbingAndDrains.co.uk

Would be grateful if anyone had any thoughts.
Thanks