Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?

Any idea? It's a question that more than a few Yellow Page advertisers ponder. If you are currently spending money every month to run an ad in your local directory, you don't want to wrestle with that question. You want to know that your investment is generating a consistent flow of new clients to your business. So what can you do to maximize returns and stop worrying?

First of all, know this-Yellow Pages Advertising has incredible potential. As a business owner, you have few other ways to reach prospects who are as targeted, and ready to buy as these. But naturally? your success depends on the quality of your ad. And when it comes to ad content, far too many advertisers are quite simply? lost.

"The red-hot commodity of the Information Age? Why that would be the Yellow Pages? It's like shooting fish in a barrel."
Fortune July, 2003

There are few places to turn. It makes for an unpleasant situation for the honest businessperson trying to harness the tremendous potential of such a perfectly targeted medium. And so, most advertisers rely on the Yellow Pages design department, who, as it turns out, develop most of the ads in their directory.

It's hard to differentiate your company if that's the case, don't you think?

That situation doesn't need to be one that you find yourself in. While many advertisers fail to develop an ad that draws a strong response, it's not especially difficult to do. In fact, the basic mistakes that "riddle" just about every subject heading provide a fantastic opportunity for the business owner that does his homework. If you're reading this article, you're doing your homework.

"How come we still have the Yellow Pages? They Work. You don't go to the Yellow Pages and look up pizza unless you're planning to order pizza."
Fortune July, 2003

What Yellow Page success boils down to is ad content. Not color. Not professional design. Sure, those things matter too; but they are nowhere near as important as the words you use to fill your ad. People turning to the Yellow Pages have already determined that they need you. They just need to know whether they should call company A, B, or C.

Their choice doesn't depend so much on color or design, as it depends on what you offer that your competitors don't" the policies you hold yourself to that give consumers faith in you and your business.

Here is a point you need to understand? Listing the brand names you carry and the "laundry list" of products or services you offer don't build credibility. They don't set you apart from your competitors who offer the same thing!

Plenty of other things do. And chances are you embrace those policies and those hassle, and risk removing, motivators already. You probably do quite a bit for your clients that make their lives easier, more lucrative, more pleasant, and so on. You probably have credibility boosters that you've never considered including.

And that is because you may not realize the power they have in motivating an eager prospect to act. Iron-clad guarantees? customer testimonials? rock-solid offers for new customers? a headline that goes well beyond your logo and company name; these are things that work wonders in a targeted, ready-to-buy medium such as the Yellow Pages.

Since so many of your competitors are focusing on their company name and their laundry list of products and services, the copy points above will differentiate you! They give you the credibility that your competition likely lacks, and they make a strong case for many a prospect to choose you with confidence. That's what the Yellow Pages are all about, right?!

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

---

Creativity and Getting Outside of the Box

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

What Is Most Important ? Copy Or Pic?

When, some little time ago now, I first descended upon... Read More

Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention.... Read More

Advertising In The Local Press

There are three main reasons why I would hesitate when... Read More

Humor in Advertising

Many of the most memorable ad campaigns around tend to... Read More

What Makes A Winning Online Ad?

Most people who have been involved with sales & marketing... Read More

What Makes Advertising Successful?

MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:... Read More

How to Breathe New Life into Your Advertising Campaign

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

What are Text Adverts?

Not everyone is aware of what are text adverts? Text... Read More

The Art Of Fear Free Advertising

Is fear of failure an issue when you commit valuable... Read More

If You?re Tired Of Adverts That Don?t Work And Letters That Don?t Sell, Then You Must Read This

Over the 32 years I've been involved in sales, marketing... Read More

Just What Are Consumers Thinking?

Research would indicate that consumers don't know what they're thinking.... Read More

Information To Include On Your Business Card

The logo and graphic elements that you include on your... Read More

Advertising For The Long Haul and Not the Short Term Gains

New Age Media Concepts issues its first article... Read More

10 Ways to Advertise Your Business For Free!

At some point many small business owners are left with... Read More

Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business

In the marketing world, radio has earned the reputation of... Read More

How to Get People to Read Your Ads Like CRAZY!

Rule One :- The HeadlineThe headline should summarize the whole... Read More

Adding Art to Business Spaces

Larger companies have learned that collecting art adds something special... Read More

How To Use Pictures To Immediately Start Increasing The Response Rates Of Your Marketing

There should only be one, over-riding reason why you're doing... Read More

Books, Bibles and Fast-Talkers

Every community has 'em. Fast talkers who roll into town... Read More

Successful Print Advertising Designs

Do you often see print advertisements outdoors, as much as... Read More

Cross Cultural Advertising

"Culture is a like dropping an Alka-seltzer into a glass... Read More

Information Gathering & Delivery May Never Be The Same!

Give Us The Bottom Line!If you are like most people,... Read More

How to Write Great Headlines

According to experts, just changing the headline of an ad... Read More

Advertising Copy: What?s Really Important?

You labor long and hard trying to create the perfect... Read More

Electronic Reader Board

Electronic reader boards are the most efficient way to convey... Read More

Trade Writing - For Cash!

Often considered as "plain Jane's" of the print world, trade... Read More

Avoid The Big Advertising Mistakes

Is your advertising copy getting the results you want? If... Read More

Dont Put All Your Eggs in The Same Basket

Solution: You can protect yourself by partnering with other lead... Read More

Creating a Winning Logo

Creating a logo to get you noticed.When you're branding a... Read More

4 Ways to Double the Power of Your Business Cards

Sure, everyone needs business cards. But why not make your... Read More

Persistant Advertising Will Do No Harm!

From my experience, I've been on many discussion groups and... Read More

Small Cards, Big Ideas: Alternative Uses for Business Cards

Aggressive business card marketing isn't about handing your business cards... Read More