Advertising Advice
|
Advertising Advice | |
|
|
| • Site Map • Site Home Related Sites >Traffic-Reach - Unlimited Quality Traffic - On Demand • SmartAuctioning.com • Forward Productions SitesMap • Join Our Links Directory! | ||||||||||||||||||||||||||
 |
How To Make Your Yellow Page Ads WorkI hear it often, "Advertising in the Yellow Pages directory doesn't work!" I smile knowingly and wait for a pause in the conversation, and this is what I say inresponse to their claims: "It's not the medium - it's the message - and it's probable the market too!" Blank stares often accompany that opening statement. But they do work - and they work well -- IF you know how to use them. Think of This? The Yellow Pages (YP) reaches approx 80% of North American adults in the average month, 60% in the average week, and 15% daily. And nearly 90% of these references result in contact with a purchase or an intent to purchase. The YP is a reference medium - people are looking for 'something', usually a solution to an immediate problem. And one out of every two people looking in the YP directory have no provider in mind and are silently begging for a solution to their problem. Ok, here's a quick summary - just in case you missed all that. The YP reaches almost everyone eventually, those who are actively looking in the YP directory have a problem and need a solution. And those looking likely have no supplier in mind? Is it just me or doesn't this sound like a gold mine waiting to be tapped? Given these useful tidbits, doesn't it make sense to figure out how to make your adverts more effective? First of All... Don't listen to the space sales rep - yup, I know. You're thinking these guys know their stuff. Well they sure how to sell space, but designing a profitable advert? Uh, no. In fact their design teams (did I mention they offer their services for FREE as part of the ad space you buy? ) generally create adverts that look like everyone else's. Remember, you get what you pay for. And you wonder why your previous attempts failed? Here's The Secret... If I told you how to place a winning advert in the YP every time, would you want to know? Of course you would. Here's the secret: simply design an assortment of YP ads and run them in your local weekly newspaper. Track the results and see which one works best - that's the one you use in the upcoming YP directory. Easy when you know how. What Format to Use? Here's another misconception. You don't actually have to have colour, you don't actually have to buy a full page and you certainly don't have to apply the 'rules' that the YP rep might recommend. You do have to be the right size, the right colour and in the right place - it's not simply a case of bigger, brighter, and more. This might help you. Imagine the YP reader for a moment and you'll start to see what your advert should be like. Your potential customer is out there somewhere closely scanning the pages looking for a solution to their problem. What would you want to know if you were in their shoes? You'd Want Information! Absolutely, you'd want to know about how they're the right choice for you and that they understand your problem and that they can assure you of the service you require and oh look? there's a website with more information or a toll free recorded message with more information, or a free report with more information? Are you seeing a pattern yet? The last thing a reader cares about at this point is YOU. They're only interested in themselves. They have a problem and they want it gone. Make it easy for them to see why you're the best choice and you'll have them beating a steady path to your door. Always Use A Headline? Remember, the browser is looking for a solution so have a headline at the top of your advert that addressees their main concern. Here's a suggestion for a headline that will catch the eye of a YP seeker - "7 Ways To Choose The Right Repair Shop" or "5 Questions You Must Ask When Picking The Perfect Mechanic" Isn't that what they're trying to do? Won't your headline stop them dead in their tracks - of course it will. In closing, there's a lot more to YP advertising than I can cover in a page, and display advertising (of which YP is one part) is a fascinating subject all on it's own. AUTHOR BIO: James Burchill is a freelance marketing consultant and publisher. James helps people 'Sell more stuff, and make more money!' He also publishes informational and Internet products and his main website is http://www.JamesBurchill.com James' newest product shares his insights into the exciting world of freelancing on Elance at http://www.ElanceExposed.com
Help keep Advertising Advice available by donating any amount.
MORE RESOURCES:
Google News | | | | RELATED ARTICLES Prove It! - Give Your Marketing and Advertising More Credibility Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can? Tone it down. Testimonials Convert Prospects Into Buyers Big businesses get instant credibility with their well-known company name or brand name. But small companies have to create their own credibility. Improve Your Promotional Flyers And Improve Sales Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to. How To Write Kick-Ass, Profit Pulling Adverts For Your Business? Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'.. Push vs Pull Advertising Push vs. Pull Advertising - Understand the Consequences for your Product or Service - You will save yourself a considerable amount of time and money if you first determine your product's (or service's) suitability for "pull" and "push" advertising. Understanding The Basics Of Advertising I get the L. A. Get Better Results from Your Advertising with a Disruptor When you spend money on an advertisement you want to get the best return possible. To do that you need to get people to STOP and LOOK at your ad. How To Track Your Advertising Like A Hawk Tired of pouring endless money into advertising? Do you wonder which ads are "REALLY" working for the business you manage? Would you like a bullet-proof system for capturing the results from your advertising and marketing? Below are three concepts that will enable you to track your advertising and marketing like a hawk! Really, it's that simple!Developing a tracking system: As a business owner/executive/manager, you need an efficient way to record and evaluate the results from your advertising and marketing programs. To get started, you will need a "prospect card" which includes a list of ALL the places you advertise and market your company. The Forgotten Advertising Tip I'm sure while you have seen many tips on advertising, many that talk about testing and tracking your ads, I'm sure that this one important tip is rarely mentioned: Running more than one ad at a time isn't the greatest idea.While it seems like a good idea to spend your monthly advertising budget all at once at the first of the month, is it really gaining you the best exposure? Even if you are running ads on various websites and networks, there is a pretty good chance many of those that see your ad on one site are going to see them on another. Heard A Good Radio Ad Lately? Neither Have We To many ad agencies, radio is considered advertising's ugly stepchild. It's not sexy like television and is treated as a necessary evil with little effort put into it. How to Use the 3 Most Common Direct Marketing Measurements to Increase Your Profits! John Wanamaker, a 19th century entrepreneur, once famously made the statement, "I know that half of my advertising is wasted, I just don't know which half." Fortunately for today's marketers, there are scientific ways to determine which half is wasted, and which half is not, through the use of common direct marketing measurements. Direct Mail Catalogs & Brochures: Write Captions That Sell Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That's when you have their attention. How Do People Know You're in Business? One of the most important things to do now that you've started a business is to TELL THE WORLD! But HOW? It can be very expensive and time consuming if not done properly. Here're some inexpensive publicity and marketing ideas to help you get recognition for your new venture. The First UK Man To Become a Human Billboard an Interview Advertising on humans using tattoos is rapidly kind of freak niche that is definitely growing. It all started about two years ago (to the best of my knowledge) when a guy ran an ad on eBay offer his forehead as a billboard. How To Make Your Advertising Work! Many believe that when it comes to advertising, it's a necessary evil. At least that's how some businesses approach it. Advertising Through Moms Moms have a very powerful influence on what their families eat, drink, wear, do, and buy. Moms are not only the driving force behind their families, but also the economy. How To Write Ads That Get Response Your print ads should do more than just get noticed. Their job is to bring you business, and if all they do is lay around and attract attention, they're no different from the lazy employee who does nothing all day but look busy. Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards Sorry, I Don't Seem to Have a Business Card With Me.. Electronic Display Signs Electronic display signs are used nowadays in great extent to display important information instantly all over the world, which uses LED technology, which stands for light- emitting diodes. These are widely used in the worlds of commerce, government and even non-profit organizations. Direct Mail = Your Money, From Printer to Mailbox to Trash! I did a quick, very unscientific survey of 25 of my friends. I asked them to put the mail that they do not open or read in a specific trash bag. | |||||||||||||||||||||
| Site Map • Site Home Related Sites >Traffic-Reach - Unlimited Quality Traffic - On Demand • SmartAuctioning.com • Forward Productions SitesMap • Join Our Links Directory! |
|
|
| © 2006 Forward Productions |
