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15 Tips for Better Yellow Page AdsYellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.9%) and business has at least one copy of "the book". Almost three out of five (58%) of all adults say they check the Yellow Pages for a phone number and/or address at least once per week, with 77% using the book monthly. While the Yellow Pages are an excellent reference tool, they fare less well when considered as an advertising medium. Here are 15 ways to make their yellow pages more effective. 1 - People looking in the Yellow Pages are ready to buy right now. So the challenge is to make the prospect see your ad first. 2 - Don't sell them your type of product or service, but sell them on the benefits of your business. 3 - Sell them why they should call you and nobody else. 4 - You don't need thick borders or extra cost color, the yellow pages people offer that to everyone. Look how many are on every page. 5 - The key to a sizzling Yellow Pages ad is to sell your services in print. It's about standing out by offering the solution to their problem in a way that your competitors can't match. The key is the headline. 6 - Put a headline on your ad that sells your benefits and assures the prospect will read your ad. If you have a hard hitting headline that projects a strong benefit and relates to the needs of your prospect, half the work is done. Some headlines that help you do that include: "How to xxxxx" "6 reasons why ..." "Before you xxxxx 6 factors to consider" The rest of your ad should expand on the benefits you've presented in your headline and show specific ways you'll help your prospect fulfill their needs. 7 - Finish by spelling out your instructions. Writing "Call us now on xxx xxxx" you'll get more responses than you would if you simply listed a phone number. 8 - Write like you talk Inject your personality into everything you write. No-one wants to read boring and stuffy legal-ease. 9 - Use short sentences and words. Use simple language 10 - Use the word 'you' 11 - Avoid Bragging - Don't boast "biggest and best". It turns people off, even if it is true. 12 - If you have a guarantee, spell it out. A guarantee will make your credibility skyrocket 13 - Find a way to make the prospect an enticing offer. Including an offer in your telephonedirectory ad will dramatically boost responses. It gives your prospect a reason to call you ahead of anyone else. 14 - Remember that every business (with a business telephone) will be in the yellow pages, free, in the listings. 15 - The only thing color has been proven to do in Yellow Pages advertising is increase the price you pay for the ad. Remember, the Yellow Pages is generally a reference tool. Design your ad accordingly. ©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com Subscribe to "BIG Mike's BIG Ideas" NewsletterMailTo:subscribe-956603364@ezinedirector.net
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Google News | | | | RELATED ARTICLES Marketing Lessons I Learned in Chicago this Week... I was in the fine city of Chicago this week to speak at a marketing conference. And I learned some interesting things:1 - Traffic in Chicago is much worse than the allegedly bad traffic in Atlanta where I live. The Truth in Advertising Most of us have seen at least a dozen different toothpaste commercials that claim, "Three out of four dentists recommend..." How To Write Really Good Ads All sales begin with some form of advertising. To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way. How To Create Instantly Compelling Ads Every Time Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell! EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospect's ears. 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Advertising For The Long Haul and Not the Short Term Gains New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. Create Your Own Business Cards, Part 2 This is the second part of creating your own business card. What Makes Advertising Successful? MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD: 1. PERSUASIVE SELLING COPY. What the Newspaper Ad Person Won't Tell You Newspapers are considered the PRIMARY advertising medium by 99.4% of all retailers. 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Any thoughtful marketing communication (and political communication is marketing communication) will be strongly influenced by this distinction, which affects not only the content, but also the presentation, and perhaps even the medium. Cinema Advertising is Big Business, So Mergers are a Natural Cinema advertising has always been an effective marketing tool for some advertisers, while for others they have yet to see the benefit of this unique form of media. When an advertiser hears the term "Cinema Advertising" automatically they think the slide that is shown on the big screen with the soothing music played in the background. Cross Cultural Advertising "Culture is a like dropping an Alka-seltzer into a glass - you don't see it, but somehow it does something, "Hans Magnus Enzensberger. Culture affects everything we do. Is Advertising Art? Oh Grand and Glorious Southern Guru, I am perplexed. What ails thee, my peabrained little grasshopper? My sleep has been short, my walls have been climbed, my hair has been pulled. Grab Your Share of Untold Amounts of Advertising Dollars If you advertise in any way, the following information could show you how to find and utilize untold advertising dollars you may not be aware of.In the mid 80's I was an account executive for a radio station located in Santa Rosa, California. How To Write More Powerful Brochures, Leaflets, And Catalogues Probably the most interesting thing about brochures and leaflets is that they're seldom read in what we've come to know as the right order - as you would read a book. Rather in the same way that many people read magazines in dentists' waiting rooms, they will flick through brochures and leaflets and stop to take a longer look at bits that grab their attention. | |||||||||||||||||||||
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