Tradespeople Tell All: How to Make an Ad that Makes Them Buy

Manufacturers and distributors spend big on advertising, hoping to catch the eye of skilled tradespeople. But what actually works? A survey of 269 Trade Hounds users, conducted in collaboration with Siemens, reveals what truly grabs attention—and what falls flat.

Real Workers, Real Impact

When presented with two different ads, 71% of respondents said the ad featuring real workers and jobsite imagery caught their attention first. 69% said that ad made them more likely to buy the product.'

“Ads that look like my actual jobsite make me stop and pay attention,” said one respondent. “If I see Hi-Viz gear and real tools in use, I know it’s for me.”

One electrician commented, “I don’t want to see models posing with tools. Show me someone actually using it on the job.”

What Drives Agreement

Respondents rated several statements about advertising on a scale from 1 (strongly disagree) to 5 (strongly agree):

• Show Real Tradespeople: 83% agreed or strongly agreed that ads should feature real workers and job sites.
• Highlight Safety and Professionalism: 83% said safety gear and Hi-Viz clothing signal authenticity.
• Practical Information Matters: 81% want clear, straightforward information about durability and reliability.
• Reflect Diversity: 74% agreed that ads should represent the diversity of the workforce.

A survey participant wrote, “If you want my attention, make it look like my crew. Different ages, backgrounds, and everyone in proper gear.”

The Bottom Line for Manufacturers

The message is clear: tradespeople want ads that reflect their reality, respect their expertise, and provide practical information. 

“Manufacturers need to understand that we’re proud of what we do,” said another respondent. “Show us respect, and we’ll respect your brand.”

Implications

For manufacturers and distributors, these findings offer a roadmap for more effective advertising:

• Use real jobsite imagery and authentic scenarios.
• Make safety and professionalism visible.
• Focus on practical benefits and reliability.
• Represent the diversity of the trades.

As one tradesperson put it, “If your ad looks like my day-to-day, I’ll pay attention. If not, I’ll scroll right past.”

Authenticity Wins Attention

Tradespeople want to see themselves reflected in ads—real people, real gear, real job sites. Ads that feature real workers, especially those wearing hi-viz gear or proper PPE, are seen as more relevant and credible. Ads that connect with pride in the trade and showcase real job site scenarios are more likely to spark positive emotions. Tradespeople said seeing products in action, not just staged glamour shots, make them more likely to buy the product. Clear, straightforward information about products is preferred.

What Doesn’t Work

Ads that feel staged, generic, or disconnected from the realities of the trade are less likely to catch attention or inspire action. If manufacturers want their ads to stand out, they need to focus on authenticity, relevance, and respect. By listening to tradespeople and reflecting their real experiences, brands can build trust and drive engagement.