I just bought an ad in a Southwestern Bell book that covers mostly suburban areas around NASA and a few small towns where the average income per household is among the highest in the area. There are lots of nice new homes around and competition is low. The ad is small, 1/3 page wide and 2 inches long.
I decided not to give hours of operation. I didn't mention anything about the subject. I'm wanting to slow down. I dont want to work late nites and even though I will most likely work every day most of the time, I want to take a day off every now and then. The other locksmiths I know either dont run that far from town or they are too busy with their own ads, so I decided not to give my lines to them when I wanted a break.
I also did not advertise 'automotive', just 'commercial' and 'residential'. The area is too wide spread and I'll be working alone. I dont want people calling while I'm busy asking if I can make a key to their car or open it quickly. Most late nite calls are for this type of work also. I think I'll be able to keep busy during the day without the hastle involved in automotive work even though that is where alot of the money is.
I also did not advertise forms of payment. I haven't signed the ad 'proof' yet. I dont know if this is really needed in an ad with limited space where you are trying to make the type as big as possible. I take credit cards but I just figure people will call and ask me that anyway like they always do even though the ad I work under now plainly states I take them.
Also I installed the following 'hook' in small red type:
Standard Lock Cylinder Rekey $*.** Each Plus Trip Charge. Two Keys Included. Lost Key Extra.
I didn't say 'High Security Extra' or ' Not High Security' because alot of folks around here dont know what 'high security' means so I just said 'standard' instead.
The phone number is on top under the company name in the biggest bold red type they would allow, 18 point. All the other type is 12 and 10 point.
What do you think about my way of doing it? Should I include 'credit cards accepted', or install a disclaimer about the 'high security' rekey costing more or are the words 'standard cylinder rekey' good enough? Should I say the hours of operation or just leave that open?
Thanks in advance