View Full Version : Phonebook ad

12-24-2002, 10:28 AM
This is our new ad going in a local phone book...just wanted to get some opinions on improving it...don't hold back...fire away

Fantasy Lawns
12-24-2002, 10:34 AM
I'd have to say "Sweet" .... Real Nice ....Looks $$$ but Really Stands Out

12-24-2002, 11:08 AM
Just looking, its nice. But if you are wanting to focus mostly on irrigation, why not put that before the word landscape? This way it says "We focus on irrigation and sprinkler systems, but also do landscape"......which includes the list you have below. Or drop landscape all together from that title line and add it into the list of "other things we do" box?

All just my thoughts.

What kind of money for your listing?

12-24-2002, 11:44 AM
OK.... "Editorial, or that which looks like editorial, will get up to 500% more readership than that which looks like an advertisement!"

What you have designed I believe is very good from a traditional marketing standpoint... an advertising agency or the phone book people will love it... why? Because it will get you some new business, but not a lion's share.... You see, the phone book people want all their ads to look similar so each ad gets enough new business to justify the cost and keep the customer coming back for more.... (ad agencies also get paid by placing ads over and over, thus telliing you that you need to sell your name.) But you are selling a "problem solving" service...

A good advertisement will...

Get their attention....
Show people an advantage...
Prove it...
Persuade them to grasp the advantage...
Then ask for action...

Instead of an ad that looked very similar to the other ads in the book, you turned the page and saw a big bold headline with editorial under it that looked like a public service announcment like...

!!! WARNING !!!

Don't call a landscape contactor before you read this...

Now you have their attention and your copy will be read... The biggest part of advertising (up to 90%) is getting their attention because it doesn't matter how good your ad is if it never gets read.... Yes, I know this probably sounds radical, and the phone book guys will tell you this kind of advertising doesn't work ( you know why, lol), but this type of advertising has been proven by the best copywriters and advertisers in history... Check out Victor O. Schwab or Robert Collier....

Oh yeah, when you write an editorial advertisement or flyer, alway be sure to write it in the 3rd person voice.... as if someone else was writing about you and your business... this makes it much more believable....

Good Luck, Clay

12-24-2002, 12:15 PM
Humm...sounds like Clay knows what he's talking about!

12-24-2002, 12:30 PM
Ya, that sounds like a good idea, doesn't it? I may try it myself.
I had to come back and edit, forgot to say, Great ad, Proturf!

bubble boy
12-24-2002, 12:48 PM
should the copy read "...look like a fairway"?

i think the ad is quite eye catching.

12-24-2002, 12:53 PM
Originally posted by bubble boy
should the copy read "...look like a fairway"?

i think the ad is quite eye catching.

I think it says Fenway...as in Fenway park. Wish I could incorporate that here, but our fields are still astroturf.

12-25-2002, 07:09 PM
Very appealing, but I agree to what CrazyGator said, if you want to emphasize on irrigation, I would personally put landscape after irrigation. As you can see, I like to keep the business at about 60% Lawn, 40% Irrigation.

Just my 2 cents

12-25-2002, 08:53 PM
If I was paying for it I would have the picture the full size of the add, decrease the name of your business. List your services, but maybe in less words and like others said, list in order your your preferences.

Good luck