I’m sure you’ll agree that in years gone by, the Yellow Pages was a far more substantial beast than the poor thing that gets left on our doorstops these days. Despite it’s now diminished stature; we can still learn many things from it (and not just who has stock of a certain book on fly-fishing) 😉
Say for instance that we were to open it on a page listing the vast array of plumbers available. Clearly the majority of them are getting some custom from their ad, so you, I and the rest of the Great British public are obviously not all ringing the same one.
Therefore, you must agree, there must be something about a certain ‘ad’ that makes it more appealing to some people than of any of the others … and the fact that not everybody chooses the same ‘ad’ means that what appeals to some people definitely does not appeal to others.
From this, you could draw the conclusion that any one of these plumbers could attract either a different or greater clientele simply by changing the look of their ‘ad’ … and of course this principle also works online too … let me recount an example from here at ‘HQ’…
One of the grand Minion experiments from last year involved creating an unofficial Facebook fan page for some chap called Jon Bon Jovi, who, as you may know started out his musical career in a rather loud and hairy manner, but these days is a touch more sensibly coiffured and very much the housewife’s choice.
They originally ran an ‘ad’ for people to join this fan page with a recent photo of him, which worked really well until, as with all these things, all the people who were likely to respond had responded, and everybody else got used to seeing it, and started ‘filtering’ it out.
So, they ran the ‘ad’ again, keeping the text exactly the same as before, targeting exactly the same people as before (who, remember, had now stopped responding to the advert) … in fact the only thing they did change was to replace the picture of Mr Jovi with one from his wild and hairy days … and it again attracted a huge response, every bit as big as when we ran the ‘ad’ the first time.
Now, you can get those kind of results from simply changing a picture, but you can also achieve something similar by changing the way the ‘ad’ looks … either by altering the formatting, or the layout … in fact anything that changes the overall ‘feel’ of it.
I’m sure you will agree that the longest and most difficult part of any project is usually the writing of the ‘copy’ … whether it be for ‘ads’ or for full-blown sales sites, so I know you would certainly welcome any idea that means you can get at least twice as much longevity out of that advert it may have taken you forever to write, or paid somebody a fortune to write for you..
Until Next Time,
Publisher, Tim’s Business Lowe Down