Yellow Pages Advertising Done Right!

Yellow Pages Advertising Done Right!

In the previous article, I went over Yellow Pages advertising that sucks, but today I will be showing you two companies that are great examples of Yellow Pages advertising done right. I had a hard time finding these two, but they were light years beyond the rest of their peers in their effective use of advertising money.

The first company I chose is AirMcCall. While there are a lot of things they could have done to make their ad more effective, the company did do a better job of differentiating itself from its competition – that’s why I made it the runner up for best Yellow Pages advertising.

Runner Up: AirMcCall

This company does a fairly decent job of listing the reasons why you should do business with it. The reasons are listed under “Why do business with us?” and it certainly caught my attention.

An especially attractive offer is the “FREE second opinion” where they state that they will attempt to beat any competitor’s price by 10%. Besides that, they also have the “100% satisfaction guarantee” which means AirMcCall is willing to go that extra step in order to make sure you’re completely happy with its services. Unlike some of the other repair shops featured in my previous article, AirMcCall also offers “FREE estimates” which means you can shop around without having to pay the dreaded “service fee” after they come out to look at your unit.

Another appealing aspect of their offer is they are quick. A technician can come to inspect your AC within 24 hours. After making some calls to a few different companies, several of them told me they wouldn’t be able to send anyone out for at least 2 days, so AirMcCall’s ability to come out within 24 hours is pretty unique.

Best Yellow Pages Advertising: Chase Air

I tried to find other Yellow pages ads from other air conditioning repair companies that were as good as the Chase Air ad below, but I couldn’t. This company did an outstanding job with it’s Yellow Pages marketing!

The headline immediately grabs your attention. Chase Air LLC promises that its “technician will show up on time” and will “fix your system right” the first time. They back up their claim by stating that if they don’t deliver, the repairs will be free of charge – this is a fantastic sales conversion technique! Offering to do the repairs for free is a big claim that is extremely appealing! I don’t know the exact specifics of the claim, but from an advertising perspective it is not that important because any person who sees that headline will be immediately hooked. The offer is just too good to pass up.

Below the headline are two images. One is of a professional technician (who is the owner of the company) and a company van that looks like it can handle just about any problem you have. It certainly inspired confidence when I saw it because it LOOKS professional. It’s not just another guy in a beat up truck that looks like it barely made it to your door! This car looks like it has all the parts he’ll need. How many times have you called a repair guy who’s told you, “I don’t have the part with me, I have to call it in”? This image of this huge automobile makes me believe that this repairman will have EVERYTHING he needs for the job. Even if he doesn’t, it will be too late because I will have already made the call to THIS repair company. And I certainly won’t hold it against him, because I’m used to other  repairmen NOT having the part. Let’s move on.

Underneath the images there is a sub-header with a list of points informing the reader of the most common problems people have when dealing with repairmen. Anyone who’s called a home repairman is familiar with at least one of the problems on that list. The problems Chase Air brings up are painful reminders to the reader of how much of a hassle it can be to deal with repair companies of any type. This Yellow Pages ad gets the reader emotional and wanting to avoid those annoying problems. Luckily Chase Air offers specific solutions to the problems. They list concrete ways they are different from their competitors. They position themselves as the best solution to the most common problems people face when dealing with repairmen.

Chase Air does not list how long they’ve been in business or the models they service. They don’t compete using price. Instead they appeal to people’s emotions – which is powerful advertising at its best! A perfect example of Yellow Pages advertising done right.

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