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Advertising Resource Center |
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15 Tips for Better Yellow Page Ads
Yellow Pages advertising is one of the mostpopular forms of advertising in the country today.Almost every home in America (96.9%) and businesshas at least one copy of "the book". Almost three out of five (58%) of all adults saythey check the Yellow Pages for a phone numberand/or address at least once per week, with 77%using the book monthly. While the Yellow Pages are an excellent referencetool, they fare less well when considered as anadvertising medium. Here are 15 ways to make their yellow pages moreeffective. 1 - People looking in the Yellow Pages are readyto buy right now. So the challenge is to make theprospect see your ad first. 2 - Don't sell them your type of product orservice, but sell them on the benefits of yourbusiness. 3 - Sell them why they should call you and nobodyelse. 4 - You don't need thick borders or extra costcolor, the yellow pages people offer that toeveryone. Look how many are on every page. 5 - The key to a sizzling Yellow Pages ad is tosell your services in print. It's about standingout by offering the solution to their problem in away that your competitors can't match. The key isthe headline. 6 - Put a headline on your ad that sells yourbenefits and assures the prospect will read yourad. If you have a hard hitting headline thatprojects a strong benefit and relates to the needsof your prospect, half the work is done. Someheadlines 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 benefitsyou've presented in your headline and showspecific ways you'll help your prospect fulfilltheir needs. 7 - Finish by spelling out your instructions.Writing "Call us now on xxx xxxx" you'll get moreresponses than you would if you simply listed aphone number. 8 - Write like you talk Inject your personalityinto everything you write. No-one wants to readboring and stuffy legal-ease. 9 - Use short sentences and words. Use simplelanguage 10 - Use the word 'you' 11 - Avoid Bragging - Don't boast "biggest andbest". It turns people off, even if it is true. 12 - If you have a guarantee, spell it out. Aguarantee will make your credibility skyrocket 13 - Find a way to make the prospect an enticingoffer. Including an offer in your telephonedirectory ad will dramatically boost responses. Itgives your prospect a reason to call you ahead ofanyone else. 14 - Remember that every business (with a businesstelephone) will be in the yellow pages, free, inthe listings. 15 - The only thing color has been proven to do inYellow Pages advertising is increase the price youpay for the ad. Remember, the Yellow Pages is generally areference tool. Design your ad accordingly ©2005 BIG Mike McDaniel All Rights ReservedMike@BIGIdeasGroup.comBIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,http://BIGIdeasGroup.com Subscribe to "BIG Mike's BIG Ideas" NewsletterMailTo:subscribe-956603364@ezinedirector.net
MORE RESOURCES: Student debt snares parents, putting retirement at risk Sept. 1 (Bloomberg) -- Funding your child's college education is on many parents' mind. With college tuition costs rising each year, there's reason for concern. So, before starting a savings plan, make sure to do your homework and pick the investment option that's right for your family. Mitt Romney’s statement that the “very poor” don’t concern him comes as the portion of Americans living in deep poverty is the highest in 35 years Vigorous debate on the value of state backing Chinese Premier Wen Jiabao raised the prospect of contributing to the euro-area’s bailout programs, telling Chancellor Angela Merkel that China may be prepared to assist in resolving its debt crisis. Goldman Sachs Group Inc., the fifth- biggest U.S. bank by assets, gave Chairman and Chief Executive Officer Lloyd Blankfein a $7 million restricted-stock bonus for 2011, a decrease from $12.6 million a year earlier. Reserve Bank of India Deputy Governor Subir Gokarn said the monetary authority will cut borrowing costs once it’s confident inflation will keep slowing. Royal Bank of Scotland Group Plc, which accused a fired Singapore trader of manipulating London interbank offered rates, had condoned such behavior and sought scapegoats in an internal probe, the former employee said. Japan Inc. is suffering and the supply chain is bearing the cost. Feb. 3 (Bloomberg) -- Douglas Creutz, analyst at Cowen & Co., and Paul Kedrosky, author of the Infectious Greed Blog and a Bloomberg contributing editor, talk about the relationship between Zynga Inc. and Facebook Inc. They speak with Cory Johnson on Bloomberg Television's "Bloomberg West." (Source: Bloomberg) Advertising campaigns aren't only being designed for TV anymore, the Super Bowl has gone high-tech The day's top ten most important stocks include Estee Lauder, Research in Motion and Zynga Feb. 3 (Bloomberg) -- Steen Jakobsen, chief economist at Saxo Bank A/S, discusses the outlook for Europe's sovereign debt crisis and the U.S. economy. He speaks with Susan Li on Bloomberg Television's "Asia Edge." (Source: Bloomberg) The social network may be valued at $100 billion, or 100 times profit Buyout funds see profits in turning foreclosed homes into rentals |
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