Ten Reasons Why Most Yellow Page Ads Fail -And Yours Does Not Have to

Grant Directory users are ready to buy Yellow Pages have a major advantage over all other forms of advertising. It's used precisely when people have decided to buy. They open the directory to check out options and sources. The directory doesn't create their desire, but assists in finding the products and services they want. A typical telephone directory has 18,000 display ads - a recipe for sensory overload. Even within any category, readers encounter page after page of look-alikes, all jammed together. So it's easy for advertisers to get overlooked. Catching the reader's attention is tough - unless your ad differs from the others in ways that matter to readers. Find out how to get more mileage from your ad at http://www.yellowpagesage.com a smarter way to attract Yellow Page customers.

The ideal Yellow Page ad provides the answers readers want to find A great ad provides the connection between what buyers expect to learn before buying AND what your particular business offers. The more precisely a business understands its customers' frame of mind, the better it anticipates and answers their questions. It can provide specifics, instead of the general phrases appearing in every competitors' ads.

Avoid these common reasons why directory ads fail, so you get more mileage from your ad dollars. And a higher percentage of callers and sales.

Fails to provide the information directory users want Information trumps images and expensive extras, like color. Readers are looking for specific answers. Use your ad space delivering them. Words provide persuasion's heavy lifting. If your message applies equally to the other ads around yours, you haven't sharpened it enough. Keep honing the copy until it embodies why people prefer YOU.

Fades into background - doesn't get noticed While larger ads can be overlooked, smaller ads have to work harder for the same shot at being noticed. Overlooked ads cost just as much as chosen ones. The solution isn't about changing the size, but focusing the words to match what readers want to know. It comes down to saying something unique and relevant to them.

Treats the business name or logo like a benefit It isn't. That's probably the least relevant information, as far as directory users are concerned. Yellow Pages aren't the way to build name recognition. But if you've already developed name recognition in other ways, you have a major chance of getting called.

Inconvenient business location Half of all users scan for location before actually reading the ads' information. They only pay attention to businesses that are convenient (within driving distance) and easy to find. (That distance varies depending on the product or service.) So make sure your location is prominent and findable (maybe a map). Or compensate for an undesirable location with house calls or free delivery.

Expects more than an ad could possibly deliver This problem isn't about the ad, but the advertiser's frame of mind. There's too much hype and biased statistics about what the directory can deliver. New businesses, especially, have unrealistic expectations. The longer a business is in operation, the less impact their listing has upon drawing new business.

Treats the Yellow Pages like a stand-alone marketing method It works best for getting new customers, to capture the "undecideds." But relying on mostly new business is an inefficient way to operate. An enterprise also needs repeat customers and referrals to balance out the high financial and effort costs necessary to keep attracting new ones. Therefore, a business needs a variety of strategies to keep, as well as find, buyers.

Trusts ad size and placement to do the work Industry statistics show that larger ads and those toward the front of the category get more calls. But that over simplifies what makes people choose a particular ad. If an ad doesn't fit the reader's preferences or match what they're looking for, it will be passed by (whatever its size).

Looks like the rest Too bad if your ad doesn't capture the eye in the two seconds it passed by - then landed somewhere else. That's all the attention most ads get. Look-alike ads were probably done for free by directory employees. They follow standardized guidelines and templates without much variation. And they don't have a clue about what's special about your operation. That's not the best way to go.

Fails to track the calls so you know why people call No getting around it, if you don't keep track of customers you can't tell how they find you. Or what's working (or not). Logging the source of new business shows how much credit to give to the Yellow Pages (or other marketing efforts).

Callers can't get information they want That ad did its job fine. But the customer still got away because the call wasn't answered or desired information wasn't forthcoming. Fielding calls effectively is crucial because unsatisfied callers just call the next ad. Develop a strategy that covers all your bases An attention-grabbing Yellow Page ad doesn't just happen. The business needs to back it up with additional promotion to get more than their share of calls. But when the directory works together with other marketing effort, they all do better.

©2004, Lynella Grant

--Dr. Lynella Grant, an expert in visual communication. How printed materials send signals that strengthen or undo the words. Author, The Business Card Book & Yellow Page Smarts http://www.yellowpagesage.com Off the Page Press (719) 395-9450

---

Marketing Lessons From Apples iPod

Apple Computer just announced that their earnings from the last... Read More

Ready, Fire, Aim!

You probably read my headline and thought, wait a minute,... Read More

The 30 Incredible Ways To Sell Your Products Now and Sell More

How to sell more and sell quickly online for your... Read More

5 Ways to Market for Immediate Results

Sales are down, and I need more customers now! Sound... Read More

4 Sales Strategies with Your Trade Show Exhibition Booth

Trade show booths can act as an excellent source for... Read More

Does Your Marketing Plan Need Changing?

Change is good, right? Not always. But when is it... Read More

7 Great Ways to Market Yourself and Your Business to Help Increase Sales

Do you own a business and need ideas on how... Read More

Meaning and Marketing - The Hurricane

I step outside my back door and look at some... Read More

Notable News - Its Not About You!

You enjoy what you do. In fact, you love your... Read More

Collecting Customer Data The Easy Way

Market research is a critical component of any marketing strategy.... Read More

Website Marketing: 10 Uncommon Bonuses That Will Help Make Your Product Hotly In Demand

Giving away free bonuses is an important website marketing secret... Read More

Image is Key to Your Marketing Success

In virtually any business first impressions are lasting impressions. Most... Read More

3 Simple Selling Tactics

The following 3 simple selling tactics produce sales by responding... Read More

Getting Your Marketing Message Across with CD Business Cards

CD Business cards allows any type of business that dynamic... Read More

Marketing Without Ego

Our ego can get in the way of marketing our... Read More

Why You Buy, Part Two

More of the findings of the recent studies in behavioral... Read More

What Are People Buying Online?

Benefits, that's what!Whether you're selling in print or in person,... Read More

Four Super-Deadly Marketing Sins - And How To Fix Them

It seems nowadays every marketing guru and their brother-in-law has... Read More

Tips For Developing An Effective Questionnaire

Developing the questionnaire is undoubtedly the most important part of... Read More

Trade Shows Are Not a Waste!

According to the Center for Exhibition Industry Research (the trade... Read More

3 Strategies to Market Your Business Even When There?s No Money

Many small and home based businesses know they need to... Read More

Marketing And Patience

"Get your positioning and your programs implemented properly, and the... Read More

Postcard Direct Mail Marketing Works (Its Cheap, Quick, Affordable and More)

Used the right way and with the right audience, postcards... Read More

Ten Crucial Questions

Ten Crucial Questions for Your Business Future I'm... Read More

2 Little Words That Work Marketing Magic

In his classic best-seller, "How To Win Friends And Influence... Read More

10 Important Marketing Tips

Each of the following Ten Marketing Tips is based on... Read More

Target Market - 3 Big Reasons You Need To Know Yours

Rule Number One when writing marketing materials is "Know Your... Read More

Lack Of Business Isnt Always The Problem

When you're just starting out in business, it's a safe... Read More

Independent Professionals: What Stands Between You and Your Artist Statement?

What Stands Between You and Writing an Artist Statement or... Read More

Making Your Mark With The Millennials

Generation Y--The second-largest crop of young people in America's history,... Read More

Educating Your Customers

One of the biggest marketing mistakes businesses make today is... Read More

How to Earn the Right

"How to Earn the Right..."Marketing your professional services is a... Read More

4 Dynamic Marketing Tactics

Some of the simplest marketing tactics often produce the most... Read More