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Phonebook ad

Discussion in 'Business Operations' started by PR0 TURF, Dec 24, 2002.

  1. PR0 TURF

    PR0 TURF LawnSite Bronze Member
    Posts: 1,089

    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

  2. Fantasy Lawns

    Fantasy Lawns LawnSite Bronze Member
    Posts: 1,913

    I'd have to say "Sweet" .... Real Nice ....Looks $$$ but Really Stands Out
  3. crazygator

    crazygator LawnSite Bronze Member
    Posts: 1,048

    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?
  4. Clay

    Clay LawnSite Member
    Posts: 236

    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
  5. rodfather

    rodfather LawnSite Fanatic
    Posts: 9,501

    Humm...sounds like Clay knows what he's talking about!
  6. crawdad

    crawdad LawnSite Bronze Member
    Posts: 1,939

    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!
  7. bubble boy

    bubble boy LawnSite Bronze Member
    Posts: 1,020

    should the copy read "...look like a fairway"?

    i think the ad is quite eye catching.
  8. Scraper

    Scraper LawnSite Bronze Member
    Posts: 1,656

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

    rvsuper Senior Member
    Posts: 930

    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
  10. walker-talker

    walker-talker LawnSite Platinum Member
    from Midwest
    Posts: 4,771

    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

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