3 Things Every Yellow Pages Advertiser Needs to Know

Too many business owners and marketers know that Yellow Pages advertising has an incredible amount of potential? but they don't quite know how to take advantage of it.

Fortunately, it's a mystery that's solved pretty easily once an advertiser knows where to turn for advice. There are fundamental truths about Yellow Page advertising that so many businesses fail to recognize, but once they do, they stand to capitalize on a sizeable reward. That said? let's try to understand it a bit better, shall we?

1. Common Yellow Page advertising mistakes are simple to fix.

Very simple. You don't have to be a graphic designer or marketing expert to drastically improve your ad either-you just need to know your customers.

You see, most Yellow Page ads make the very same mistakes? year after year ?directory after directory ?category after category. Some of the ads I see from professional design firms are riddled with mistakes too.

Of course they may look nicer... but that won't cut it in the Yellow Pages! While a professionally designed ad can certainly help grab attention, there is no substitute for ad content (read: words) if your goal is to generate a phone call.

And when it comes to Yellow Pages advertising, that's all that really matters.

By learning what makes a good headline, good body copy, and how to develop a strong offer-your Yellow Pages ad will run circles around an ad that just "looks great," but makes the same mistakes most others are making.

An example? Using your name and logo as the headline...

It's disastrous and yet more advertisers do it than not. No one cares what you call yourself until they've decided to pick up the phone and actually call you.

Your company name does not win you business. So if your name and logo is at the top of your ad? if it's big and bold and takes up space? if it takes the place of an attention grabbing, hard-hitting headline? you've made a big mistake.

Next, here's fundamental truth number 2?

2. Most Yellow Page ads are developed by the directory publisher.

That's right-the directory itself develops most of the ads you see. That's a pretty unfortunate scenario if you think about it. What happens if they design your ad and 4 of your competitors' ads? Whose ad stands out? Who gets the best ad content and the most original headline?

That's not a risk you'll want to take.

When it comes to Yellow Pages advertising those that know how to set themselves apart from the pack fare well. Nice design might get you noticed, but good ad copy grabs attention like a magnet and doesn't let it go.

Don't just hand the reins to someone else and let them develop your ad for you. Learn what it takes to generate response and play a role in developing that winning ad for your business.

Your design department will be happy to design your ad free of charge, but make sure you play an active role in developing the content. Because no one knows what makes your customers "tick" like you do!

3. Yellow Pages Advertising is different from just about EVERY other medium you use.

You might want to re-read that. Yellow Pages advertising is different because people see your ad when they are ready to buy. This is huge! Almost every Yellow Page ad I see takes the approach: "This is who I am and this is what I offer."

Guess what-that's dead wrong!

All that matters in Yellow Pages Advertising are "the reasons someone should choose you over your competition." Telling them what you offer does no good. They know what you offer! They're looking at your ad because their tooth hurts and they turned to the "Dentist" category.

Focus on "why, with all of these options, they should choose you" and you'll be doing what so many advertisers before you have failed to include.

That is the information your prospects looked in the Yellow Pages to uncover. Give it to them. Give them a reason to pick up the phone and know you'll provide them with something different? something better.

Your prospects are a skeptical bunch. Make contacting you and giving your business a shot a risk-free, value-filled proposition for them. When done correctly this will give any usiness a tremendous edge over the competition.

Care to learn a little more?

About The Author

Alan Saltz, the author, teaches Yellow Pages Advertisers how to boost their response and return on investment, using simple, but extremely effective techniques. To learn more about how to improve your own Yellow Pages ad, visit: http://www.YellowPagesProfit.com.

alan@YellowPagesProfit.com

---

Non-profit Coupon Books and Coupon Mailers for Small Businesses

Many groups like the Chamber of Commerce, ASB at the... Read More

Advertising Agency In Boston: Tips and Tricks

The big news on Wall Street last year was the... Read More

Business Ideas: 5 Uncommon Ways To Generate More Online Business

Sometimes, it is not an obvious business idea that will... Read More

The Truth in Advertising

Most of us have seen at least a dozen different... Read More

Power Headlines for Promotion Success

Do you send email to your Online audience to let... Read More

Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency

This is the third article of a three-part series. I'm... Read More

Marketing Lessons I Learned in Chicago this Week...

I was in the fine city of Chicago this week... Read More

Lamination of Signs

I suspect that everyone has an idea of what lamination... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

Creativity and Getting Outside of the Box

Sitting in front of a blank piece of paper? Wondering... Read More

How to SAVE Yourself from Spending too Much Money on Advertising!

How much money have you spent in Advertising, Promotion &... Read More

Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business

If you own a small business you should consider ways... Read More

What the Newspaper Ad Person Won?t Tell You

Newspapers are considered the PRIMARY advertising medium by 99.4% of... Read More

Direct Mail Rules of Thumb

First and foremost - You should identify your target market.... Read More

The Not-So-Hidden Persuaders: The Power of The Media Upon Us All

In 1957, a perspicacious young journalist from Pennsylvania named Vance... Read More

Internet Advertising: How To Use The Golden Rule To Enrich Yourself.

What is the golden rule of internet advertising?Give, so you... Read More

Indoor LED Displays

To promote the audience, staff, customers and other people the... Read More

How to Breathe New Life into Your Advertising Campaign

If you haven't made many sales or perhaps none at... Read More

2005 Super Bowl Ads... Winners and Losers

Well, Super Bowl XXXIX is history. Too bad for the... Read More

Hiring an Amateur Could Mean a Potential Lawsuit for Your Business

These days, everyone's looking to save a buck. But if... Read More

Five Characteristics of Highly Successful Advertising

Have you ever spent a small fortune on advertising that... Read More

Present Your Product On A TV Show for FREE

Would you like to get your new or existing Internet... Read More

Which is Better Digital or Offset Printing?

As technology continues to improve, the quality of digital prints... Read More

Your Eye Catching Publicity Flyer

Your website is done, your business cards have been delivered,... Read More

How To Write Super-Effective Ads and Sales Letters!

"The more things change, the more they stay the same".... Read More

Predictions for 2010

2005 puts us at the mid-point of the first decade... Read More

Tips On Writing a Successful Ad

When knowledge is based on truth it is powerful!When it... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

How to Write Ads that Pull Orders

If your ads aren't paying off then you need this... Read More

Advertising - Does it Matter?

When advertising, you need to sell your opportunity, your products... Read More

The Benefits of Specific Advertising

The great Claude Hopkins (Author of Scientific Advertising) once said,... Read More

Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract

Advertisers that are beginning to focus on the young Hispanic... Read More

13 Facts About Newspaper Advertising

Advertising in the paper works for many people in business.... Read More