In the Yellow Pages Industry we have an acronym that we constantly refer to when putting together an ad. It's the R.A.S.C.I.L. Factors.
- Reliability - Years of Exp. ; Firm Size; Insurance Coverage
- Authorized Sales & Service -Brand Names; Sales; Service
- Special Features - 24 Hr. Service; Time Payments; Pick-up & Delivery
- Completeness of Service - Free Estimates;Variety of Services; Special Equipment
- Illustration Logo or Emblem - Firm Photo; Descriptive Art; Owner or Employees
- Locations & Areas Served - Phone Numbers; Business Hours; Parking
When a client tells me an ad didn't work in the past, I always ask if they still have it on file. Sometimes just one glance will tell you why. Like the fellow whose friend did up an ad for him for free. The headline was "Call me Last..." File that under be careful what you ask for...
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