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

---

Which is Better Digital or Offset Printing?

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

Direct Mail Rules of Thumb

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

Double the Effectiveness of Your Company Brochure

Let's face it - most brochures go straight into the... Read More

Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale

How many times has this happened to you?A friend recommends... Read More

How To Write More Powerful Brochures, Leaflets, And Catalogues

Probably the most interesting thing about brochures and leaflets is... Read More

What Makes A Winning Online Ad?

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

Become a Storyteller Not an Advertiser and Watch Your Traffic Increase

When you read the newspaper, do you read advertisements as... Read More

Marketing Tips For Small Business ? Advertising That Works, Part I

Have you ever seen an ad on television that was... Read More

Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page

Stand Out in Ways that Matter to Directory Users A... Read More

Take Advantage of Your Foes

Let's take an example that is easy to check: I... Read More

Advertising Inserts

One of the best and easiest ways to advertise without... Read More

Using The Popularity of Celebrities and Currrent Events to Promote Your Business

In this article, we want to explore the idea of... Read More

The Power of...

You certainly must know that Many Big Marketers consider COPYWRITING... Read More

Media Savvy ? Media Skills For Rural Women

The ability to lead, persuade and influence are integral skills... Read More

Fax Broadcast Services Get Your Message to Millions

If your company is one of those innovative businesses that... Read More

Placemat Ad Advertising

Starting a placemat ad business can create more business for... Read More

Tips for Using Paid Advertising

Quite a few business out there can't survive without some... Read More

How to Make a Fortune from Unique Resistance-free Advertising

One of the most powerful offers you can use in... Read More

10 Tips For Writing A Profit Producing Ad

1. You can get ad copy ideas by studying similar... Read More

Electronic Score Boards

Wide range of electronic Key venues around the globe has... Read More

Electronic Display Signs

Electronic display signs are used nowadays in great extent to... Read More

Change, or Reinforce?

Do you know about the distinction - and it's a... Read More

See How to Advertise and Gain More Money to Blast Another Project

We have a Great News that we think that may... Read More

Go Ahead Im Listening

In today's fast paced environment, interaction with family and friends... Read More

The Secrets To Successful Radio Advertising

Ask some businesses about radio advertising and they'll tell you... Read More

Why Your Ads Aren?t Working

The president of a manufacturing company recently asked me, "Why... Read More

16 Methods for Getting Free Advertising

1. Place copies of your circular on bulletin... Read More

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

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

The Art Of Fear Free Advertising

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

Advertising - Does it Matter?

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

What Does Your Business Card Say?

Business cards are the most underutilized and misunderstood marketing tool... Read More

8 Low Cost Ways To Advertise, Promote and Market Your Business

We all are looking for ways to market our businesses... 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