Marketing Limelight

Repetition + Right Message = Results

Customers turn to a Yellow Pages directory when they need a specific product or service. While Yellow Pages are the No. 1 medium to attract new storage customers, other advertising methods can also produce results. What works the best?

Persistence Pays Off

With any print advertising, persistence is the key to getting the phone to ring. In direct mail, for example, some say it works, while others say it doesn’t. The difference is frequency. Direct mail has to reach prospects when they have a need for the product. However, you never know when a prospect is going to need a storage unit. The only way to prove the value of direct mail to potential storage customers is to repeat the same campaign at least four times.

In fact, you’re always better off repeating the same type of advertising to the same mailing list four times than you would be trying four different campaigns once each time. Whether it’s a newspaper ad, e-mail blast or direct mail, be persistent before writing that campaign off as unproductive.

What and How

Another key to successful print advertising: What you say and how you say it is what makes your phone ring instead of the competitor’s. I asked Dennis Fromholzer, a well-respected advertising expert with CRM Associates, which conducts media research, for permission to share his list of ad-content discovery questions. These questions are very useful to hone great, succinct ad copy. Here are the major points, according to Fromholzer:

Headline

• Does it get the attention of the user?
• Is it something other than the name of the business (unless the business name conveys benefits or some competitive differentiator)?
• Does it focus on a benefit, or competitive differentiator?

Target Customers

• Does the ad define the target customers (residential vs. commercial or industrial, high end vs. low end, etc.)?
• Does it allow the user to “self-identify” as a customer sought out by the business?

Products and Services

• Does the ad cite specific products and services offered? In detail?
• If relevant, does it list specific brands?

Location

• Does the ad list the business’ location?
• Does the business have multiple locations?

Areas Served

• Does the ad specify areas of the region served by the business?
• Does it do so generally, or list specific regions, areas or neighborhoods?
• Does it have separate phone numbers for different areas?

Delivery

• Does the business deliver?
• If so, does it specify where it delivers rather than a general region?

Hours of Availability

• Does the ad say when the business can be reached?
• Does it specify a 24-hour contact line?
• Does it state who to call for emergency service?

Competitive Parity

• Does the business offer services/ products listed in competitors’ ads? Does the ad list those?

Financial details

• Does the business provide credit cards? Are they listed in the ad?
• Does the business provide financing or flexible payments?
• Does the business accept insurance? Does it work directly with the insurance company for the user?

Free Estimates and Consultations

• Does the business offer free estimates and consultations?
• Does the ad say it? In a visible, eye-catching way?

Competitive Differentiators

• Does the ad make it clear why the user should contact this business instead of another competitor?
• What sets this business apart?
• What do the business’s customers like most about this business? Why did they select this business?

Credibility

• How long has the business been around? Does the ad say it?
• Has the business won any awards? Does the ad list them?
• Does the business have certified staff? Identified in the ad?
• Does the business have any other distinguishing factors? Does the ad say so?

Keywords

• Does the ad use keywords, such as specialized, expertise, guarantee/warrantee, best value, superior, leading, complete, largest selection/inventory, serving, trust, customized, etc.?

Attitude

• Does the ad convey a customer-service attitude?
• Does it welcome the user’s business?
• Does it make the user feel “special” and “valued”?
• Does it tell users what’s in it for them?

Visualization of Benefits

• Does the ad make it easy for the user to picture the benefit, delivery of service or value offered?
• Does the ad make it easy to picture being a satisfied customer?

General

• Does the ad pre-sell the customer?
• Does it anticipate the user’s questions and answer them?
• Does the ad make it easy to get in touch with the business?
• Is the ad easy to read?

Sue Weinman, senior account executive, represents the Yellow Pages Division of Michaels/Wilder, an advertising agency that specializes in Yellow Pages, Internet and recruitment advertising. Based in Phoenix, the award-winning firm works with hundreds of self-storage owners and managers. For more information, call 800.423.6468; visit www.michaelswilder.com.

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