I constantly hear from small business owners that their Yellow Pages advertising does not work. That they are wasting their money.
Nothing could be further from the truth. When people search the Yellow Pages…they are ready to buy. This is unlike most advertising when you’re attempting to interrupt people going about their normal daily routines. This time they are actively looking for some business like yours.
Where most people go wrong when they advertise in the Yellow Pages is that they make a mistake of ‘Me-Too’ advertising… they copy what all their competitors are doing. Unfortunately, most of them are doing completely wrong.
How often do you see a yellow pages advert with the business name and their logo taking up all the prime real estate at the top of the advert. People don’t care about you, your name or your logo.
People [where advertising is concerned] are only interested in what you can do for them:
- How can you improve their lives?
- How can you make their lives easier?
- What can you do faster? Better?
Yellow Pages ads have only one goal… to get the people reading the ad to take action now.
In Order to achieve this you must:
- Get their attention
- differentiate yourself from your competitors
- make them an offer
Here’s the key to effective Yellow Pages advertising
1. Research
- see what your competitors are doing
- the ad size and colour
- the categories they pick
- what catches your eye?
- speak to family and friends for what they look for and how they search
2. Yellow Pages ad Design
- Must be bigger than your competitors
- use colour if they are not and vice versa
- use a border
- good quality pictures
- relevant pictures with a caption
3. Have a headline
- make it big and bold
- must grab attention
- have a big benefit [ what your product or service will do for them]
- a big price
- a special offer
4. Benefits
- not Features
- how you’ll make their life better
- use bullet points to save space
5. Make them an offer
- give them a reason to act now
- discount
- special offer
- bonuses
- free gift
- free quote when they telephone
- free special report
6. Have a guarantee
- guarantee price
- or guarantee performance
- guarantee speed of delivery
- guarantee quality
- or guarantee all four!
7. Have a call to action
- get them to call a special number for a free quote
- go to your website for a special offer
- bring in a coupon to your store today
- post a coupon in the mail
8. Contact information
- 24-hour voice mail
- telephone hotline for free quote or consultation
- website address
- map directions to your store
- physical address
- e-mail address
9. Test
- test 3 potential new yellow pages ads in your local paper
- see which pulls the best results
- use it to advertise in the yellow pages
10. Extras
- tell them you take credit cards[ you do don't you!]
- tell them they can contact your voicemail and website 24 hours a day
When you follow these steps you will notice any profound difference in your results. You’ll stand out from your competitors. Your offer and guarantee will make people take action.
Most importantly you will attract more new customers and profit with your yellow pages advertising.
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