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Analysis:

This company made a very "interesting" mistake.  They failed to add any design. 

What's interesting is that's not necessarily a bad thing -- for most companies.  As I've said, content is far more important than actual design.  It's the ad copy that proves most effective in getting the business. 
 

But this ad is for a DESIGN COMPANY!
 

If their ad isn't visually appealing, few customers would feel confident calling them.  So that's the first change I made when redesigning the ad.  Plus, I highlighted some of the clients they've designed for and showed actual examples of their work.  With big names including Burger King, and I.H.O.P they gain instant credibility.

And of course I chose a headline that really captured the wants of their clients.  The question they came up with was a good one.  For anyone looking for a sign designer in the Yellow Pages, the question, "What Makes a Great Sign?" will definitely grab attention.

One thing that I like about questions as headlines is that they really ENGAGE the reader.  They get them involved.  And when someone is involved - they keep reading.

But instead of jumping right into the bullets - I decided to answer the question with the benefit their clients are looking for.

What makes a good sign?  Well, I'll tell you.  Good signs GET NOTICED.  So does that headline and that's what makes it really work.

The old ad uses the remainder of the space for a list of features.  The problem is... they don't really say a heck of a lot.  Of course I want those things (legibility, nice colors, good materials) - but they're not reasons to choose Instant Sign Center over their competitors. 

In fact, my response to most of those bullets was, "you'd better have that!"

The old slogan below the bullets didn't say very much either - "We've been educating our customers for over 15 years and continue to do so."  My response is - I don't want to be educated.  Most businesses are busy enough.  They want to hire you to do a good job with the least amount of effort and time on their part.  They want an awesome sign, for a fair price -- FAST!
 

As you see, in the after ad, I go right from
the headline to a rock-solid guarantee...
 

Not only do we create signs that will be seen, we're so confident in our work that we guarantee everything!  From design to installation (and everything in between).

The guarantee provides the prospect with a very good reason to keep reading (and not move on to another ad).

Instead of listing the company's offerings in large font and bullet format (like most of the competitors are doing) I listed them in a paragraph that did more than just say "here's what we do." 

My paragraph does that and a whole lot more.  It says, "we do it all" and "our track record is a testament to our quality" *and* it reinforces the guarantee which builds trust again.

Plus, it adds what I refer to as... the ever-important... "human element." 

Translation?

People like to do business with people.  No one likes dealing with a company or a faceless organization.  When a prospect is in the Yellow Pages, they'll choose someone they feel comfortable with!

Show your clients that side of you (the personal side) and you'll reap the rewards.

Moving on...

Don't list every single product you offer
like your competitors will undoubtedly do!

That won't make the phone ring.
 

The better option is to address the benefits of doing business with you... what makes dealing with you less stressful, more value-filled, more pleasant, more lucrative, etc.  I asked my client "what's most important to the customers who call you" (what questions do your customers ask you when they call?) so that my ad content could "speak to" the hot-buttons of the decision maker!

They're interested in value, they want choice, and they don't want to wait forever to receive a finished product.  So those are the benefits we've highlighted.

Okay... so now we've grabbed attention, built trust, addressed the benefits of doing business with us over the competition, and now we must ask for the phone call.  The offer is 3-pronged which makes it especially effective.  Not only will your estimate be free, but we'll prove to you our expertise by offering you a consultation as well.  If after the consultation the client decides to give us a shot, we'll also give you a discount for just mentioning this ad. 

Since most ads have no offer whatsoever, these are some very compelling reasons to choose Instant Sign Center.  It removes resistance and skepticism, and provides little reason to keep looking at other ads.  And THAT'S the sign of a great Yellow Pages ad!
 

About the Author

Alan Saltz is a the foremost expert on effective Yellow Pages Advertising content. He teaches advertisers how to boost their response and return on investment using simple, but extremely powerful techniques. For unbiased Yellow Pages Advertising advice and "tricks" that any business owner can implement, visit: http://www.YellowPagesProfit.com.