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Self-Storage Yellow Pages: Message Trumps Size

Sue Weinman Comments
Continued from page 2

Does the ad highlight competitive advantages as well as specify products and services?

Your display ad should feature the following components:

  • The headline
  • Up to two more featured competitive advantages (these would refer to copy points in a starburst or box, for example)
  • Graphic (if space allows)
  • Map
  • A list of additional competitive advantages
  • A phone number in a large font so it’s easy to read
  • Graphics of accepted credit cards

Relative to competitive advantages, here is how to go about making that decision: Make a list of your top eight to 10 competitive advantages. Rank them in order of importance to your customers. The most important one is your headline; two and three are your featured copy points. After that, list the rest in order, beginning with the one you rank as number four.

The larger the ad, the more space you will have to list products and services. These could include:

  • Truck rental
  • Boat/RV and vehicle storage
  • Boxes/packing and moving supplies
  • Wine storage
  • Conference room rental
  • Packages and deliveries
  • Mailbox rentals

Resist the temptation to crowd everything into one ad. Clean space makes it easy to read, and viewers will spend more time reading all the features and benefits. Remember, you only have a few seconds to capture their attention. Give your prospects good reason to stay fixed on your ad. That’s one of the factors that will drive phone calls.

Does the ad make it clear why the customer should call you rather than a competitor?

Your prospective customer goes to the Yellow Pages for only one reason: They have a need to fill and a decision to make. Part of the decision-making process involves getting answers to their questions. As previously stated, the first question is, “Where are you located?” Once they determine that your location is within their geographic radius, the next questions may focus on security, pricing, access hours, online services, temperature control and ancillary services.

If the competitors don’t have one or some of these services, then you will likely have the advantage of getting the call. However, in most cases, you will be competing on some, if not all of the products and services. The key, then, is to say it better and clearer than your competitor in clean, easy-to-read space.

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