[paul@ctcs]

Whilst browsing my Yellow pages I've noticed there are 6 adds on 9 pages all virtually identical apart from the cheesy photo. These adds are word for word the same and even in some cases on the same page as one another, In my opinion they look really bad and if i were a customer i would undoubtably call the CC with a more personal add.
 Is this a Joe Polish style add that i've heard mentioned on this forum before?

Paul

[cleanability]

Yep Paul thats the one. Been on course with Alltec trying to sell me the Joe Polish system. The Ads must have 1. picture 2. a guarantee 3. a freephone information line. 4. cram the ad with as much writing as possible and even make the name of the company almost impossible to find in the ad if you want.


                                           Chris

[John_Flynn]

And IT WORKS!!

[Karl Wildey]

Have run the same type ad for over 5 years, in yellow pages have not been ripped off once yet, (touch wood), but have had a lot of customers use me cos I give a guarantee.
Food for though.

[John_Flynn]

The Sceptics will not believe you Karl.

[scott.]

I agree with paul, im afraid..from a customer viewpoint and not a cc, I see them as tacky and a tad on the arrogant side...no offence intended guys...also, those full page ads would turn me off too.....They may work, however, I see nothing wrong with jumping on microsoft publisher an coming up with something original yourself...

[Dave_Lee]

Paul,
Ive had good success with the same JP ad over the last two years. No one is suggesting its the Bee's knee's and and couldnt be bettered. But JP stuff does work its a fact, and gets the most criticism from people who wont put their hand in their pocket to invest in their business in this way. Why they get so het up with people who do take the chance, is beyond me.
These ads along with a lot of the other JP stuff are tried and tested. One of the most unusual aspects discovered is that if an ad looks 'Pretty' it is unlikely to work. The YPs style ad, like you, most of us that use it, would agree that we dont really like the look of it -  but it works! Some have changed it to make it look better, but results have not been as good and after reverting to the same awful looking one, response has picked up again. Perhaps the reason that it is so successful is that it is different from the usual - Name, rank , number that almost everone else seems to follow - business owners like to see their company name up there as big as possible. However the JP phylosophy is that the message is more important than ego.
Dave.

[paul@ctcs]

Dave, I dont doubt it generates a responce but surely as in my areas YP having so many near identicle adds cant be good. would it not make sence to use the joe polish style so keeping the tried and tested aspect but to give it some individuality, giving it a better chance of catching the customers eye?
 If its so good we dont need to pay any Joe Polish salesman we can just copy one word for word from the YP!!

Paul

[pjulk]

after reverting to the same awful looking one, response has picked up again

Funny you should say that.
I had some really nice leaflets printed up once responce was awfull.
Then went back to the printer and told him they didn't work and he said cram as much as you can into your leaflets and don't worry if it does not look great as people think if you have a flashy design you will be expensive.
So had some printed up crammed full of info and it looked crap but they worked better than my nice looking leaflets.

Paul

I now use the crap leaflets all the time

[paul@ctcs]

Interesting theory!! I'm set to put an add in my local paper next week so i'll try out the crap add theory 

Paul

[Doug Holloway]

Paul,

I posted a few weeks ago about being surrounded by JP ads.

My advert is simple , honest ,no bull and it is helped by being surrounded by plenty of bull.

Cheers,

Doug

[adl]

i had a fancy advert that was designed by an advertising consultancy in Manchester, it works exeptionally well for us, i think it all depends what type of market you are trying to target, we get most of our woirk from commercial or high class customers, i was a bit sceptical at first but it works well, i do believe however that the advert that Dave Lee Works well also but i dont think it is targeted at commercial work to much and if im honest and i wanted to target a second vehicle at the local domestic market then i would put the joe polish advert in my YP as well as my big colour advert that i have.

From a customer point of view we all have looked through the yp for something in the past and how many of us have skipped through adverts without giving them a second glance, this is not that the adverts are bad, but more to the fact that are peception of what we are looking for varies from person to person, and what suits one does not suit another, the only way of targeting the entire population of customers is to put a wide variety of adverts in the yp as we know this is not viably possiible due to the cost of the yp then it is better to stay with what we know works for us with regards the yp, and to find other ways that brings in the extra customers.

regards Dave ADL

[Dave_Lee]

Doug,
Could be worse, your ad could be surrounded by Chem Dry ads, like the rest of us. 
Dave

[scott.]

chem dry!!...dont...ive been gettin an earfull from customers, about them lately.

[Ian Gourlay]

In honest I wish I had the courage of some of these advertisers.

Spend £2500 on Yellow Page advert. On Friday I believe Martin Riley said at Carpex that he is getting £1300 a month from his advert.

My point is he had the bottle.

On the subject od Advertising just been told by ServiceLink who sell advertising cards for Homebase that 2000 cards have been taken in two years.