When we started Tri Megatech, we were counting on the Yellow Book to generate a lot of our initial business. We dumped over $2,000 into it for the year, hoping to see a large ROI. While we definitely made our money back on our investment, it wasn’t nearly as much business as we had hoped for. I originally made the ad for the book, and here’s what it looked like:
The time has come now when we had to renew our contract to advertise, so I began doing some research on how we can improve our results…we needed to generate more phone calls. I found a few important key factors that can hopefully dramatically improve an ads effectiveness:
- The size of the ad is not everything
- Color is normally a good way to make you pay more, but doesn’t necessarily make your ad more effective
- A good headline is important to catch a readers attention
- Good graphics that are compelling are important to catch a readers attention
- Differentiate from your competitors
There is a ton of other things that can make a good ad, but just looking at these key things we can already see some major mistakes that we initially made in our first run. Our logo is huge. Who cares? It’s not even compelling. Nobody cares what the name of your company is, people are looking for somebody that can provide a service for them. There is no headline for anybody to read, or anything like graphics to compel them in. By now they’ve already called another competitor.
With my newfound knowledge, I decided to redesign our ads. We decided to do two, one targeting home users, and another targeting networking aka businesses. Here’s what I did for home users:
In this new ad we see some drastic differences from our previous copy. For one, look at the difference in the logo size. It’s much tinier, and hidden in the corner. We have a compelling headline and graphic to catch a readers attention and get them looking at the list of services we provide. Hopefully one matches their needs, and they give us a call. I added credit card logos, as people love to charge things. It also better legitimizes our company.
For our ad that targets businesses we were given an opportunity for one color. We wanted to use this to our benefit in order to help us stand out as much as possible. We just need to lure the reader in, and get them to call. Getting them to call us is 90% of the battle of generating new business:
We obviously used red as our one color, and we used it to emphasize two key elements of the ad; the headline and what we’re giving away for FREE. People love free. Readers are already looking in the “Computer-Networking” category, we want to make sure we targeted that reader. While we do a lot more than networking, we knew that’s more than likely what a potential client was looking for, and what we could use to lure them in. We also made sure the first three services we list have to do with networking. Hopefully we get a client for networking, but end up doing a lot more business with them over time. Business clients is really where its at. They spend more money, and they are more concerned about getting things done then every penny that’s being spent.
Do you guys think that these ads are more effective? It will be some time before they go out to print, but I will definitely report back and let you all know whether or not we’re getting more calls. Constructive feedback is also always welcome.