What About Ad Size?
Yellow Page publishers have taught their direct representatives to sell the biggest ad they can possibly get the advertiser to buy. The justification of this sales approach is “position.” The bigger the ad you buy, the closer to the front of the heading your ad will appear, and they are always reminding you that you have to stay ahead of competitors. However, in the storage heading, your competitors are not comprised of every advertiser on those pages. Your competitors are within your same three- to five-mile service radius. Those are the ones to consider competition.
Here is something the publisher sales reps will probably not tell you: Studies of this heading show that consumers will read an average of 5.2 ads prior to making a phone call. That is the express reason that content trumps position. The real reason to buy a larger size ad is for the space it allows you to attract and engage the customer so that you get the phone call, not the other 4.2 competitors.
Given these facts, you could conceivably be the 10th, 15th or even 20th advertiser and still get a call volume that results in an excellent return on investment. Buy the largest size you can afford and always remember, “content is king.”
Sue Weinman is vice president, Yellow Page Services, of Michaels Wilder Inc., an advertising agency specializing in Yellow Pages, Internet marketing and talent recruitment for the self-storage industry since 1989. For more information, visit www.michaelswilder.com.