I am trying to figure out what to put in a yellow page ad.
What do you guys put in your ad?
I am getting 2 lines.
What words "sell" in an ad?

Hi Mike -

If you have a copy of Steve Taylor's "Making Your Birthday Business Go Ballistic!" (inexpensive book), he has some excellent suggestions for you. If you have this, you might want to go back and have another look.

Another tip - think customer benefits. What are they looking for? What words will draw them to call you?

- Donald

Use Both Lines and Place one bolded line Mr. Luckey "Magic at it's Best!" 888-555-1234

Here is one I Designed:
http://www.magic-magic.com/images/YellowPageAdv.gif

Below are my notes on this topic:
Yellow Pages, the Big Yellow Book, SuperPages, and any other name referring to the phone book, is one form of advertisment. Some companies and corporations do very well through the phone book. Auto Repair Shops, Construction Companies, etc., and individuals who can profit from a service that everyone NEEDS more than once in their life. Business is very competitive and exposure is critical for their survival. These individuals do well in the Yellow pages.

As a matter of fact there is a science on how one goes about "Positioning" themselves amoung their competitors. Color ads draw more than balck and white, pictures make a difference, the size of the ad, the placement on the page or locatin in the section makes a difference, the headline, the amount of written text, a coupon, a discount, a guarantee, certification, licenced, etc. all make a difference to the consumer looking and reading that advertisement.

A Yellow Page advertisement also gives the company and individual a sense of professionalism. The premise goes, if one can afford to advertise in the Yellow Pages, then they are ligimate and not part timers. This is important to Magician who want to be full-time working professionals.

There is truth in the fact the bigger the ad, the more likely you are going to get called. Also a company which lists first AAAA Xzader Auto will get called more than Willy Auto Service because most people, once they find the headline, look at the ad, will call the first person and go down a list rather than going backwards alphabetically. Consumers will also price shop, calling several persons until they reach one which meets their spending budget.

There is also subconscience beliefs related to the Yellow Pages, the bigger the ad, the more it will cost the consumer. Decisions are made by the consumer based on their financial status. This is also of concern for the magician.

What is difference with a magician, as opposed to an automoble repair ad? Everybody doesn't need a magician, but because of the sheer number of cars, a consumer will need to repair his auto. Magicians are NOT in demand, and that is the determining fact which decisons related to yellow pages should be made.

Business Phone Line Expense
The phone company requires you to have a business line in your house or place of business to advertise in the yellow pages. A business line comes with an esculating monthly expense. Depending on the plan, you could be limited to the number of incoming and outgoing phone calls as well as time limits per call. Like cell phone, when you reach that limit specified in the selected plan, additional costs will occur.

Yellow Page Block Ads
Obviously, an ad is charged by the line, by the inch, by the size and by the boldness, as well as many other enhancements. Take a look at the ads in the all the yellow page directories where you want to be listed. The two areas worthy of placing an ad is under the heading "Entertainers" and "Magicians". Keep in mind that you will want to be listed in numerous books in your area, so the cost becomes a multiplication factor.

A single line with a Bold heading is the very least one should do. It will stand above the others visually.

800 Number
An 800 number can increase call outside the local calling area, and it is another monthy charge and per minute charge. It is about $5.00 a month and 20 cents a minute. Not bad for a potential client.

See: http://www.magic-magic.com/images/YellowPageAd.gif

As a guide, your monthly cost for the ad should not exceed half the cost of one show. In other words, you must do six shows a year just to pay for the yellow page advertisement.

Investment vs Ad Pulling Power
When the decision is made to use the Yellow Pages as a means of advertisement keep in mind the yellow pages is not the most powerful means of advertisement. Direct Mail may pull more clients than a Yellow page ad. Your advertising cost should be used wisely and most efficiently.

Magic as a Fundraiser
This area requires a little more thought. Since a fundraiser Magic/Illusion show commands more money, the advertising cost can go up proportionately and the need to advertise in the "Fundraising" section is additional costs.

Keep in mind the following points when considering Yellow Pages:

• The need to show clients full-time professionalism
  
• The need to stand above other and be visual
  
• The need to keep Yellow Page costs to a Minimum
  
• Over-Kill in the Yellow Pages is a costly mistake for Magicians
  
• Cost vs Income producing.
  

Track all calls from the Yellow Pages, and evaluate the results. There are four weekends a month and it will take at least one Birthday Party Show per month to pay for the monthly charge for a Yellow Page ad. Also it will take one show a month to pay for the Parent's Magazine add. that's 24 Birthday Parties out of 52 weekends a year. One must do more than two a weekend to make this type of advertisement cost effective.

Note: Above Yellow Page ad is an example of choices and what they mean to the viewer.

Ask Den and get a book!
Thank you as always Den, you are a big help.
Wwhen will the DVD of your show be out?

As Donald mentioned above. You need your add to concentrate on the Benefits you give even more importantly over the features you are offering. Tell the prospect how your show can directly benefit them and meet their needs for their own event. Then give them a simple call to action if you have the room to do so.

Kyle