15 Tips for Better Yellow Page Ads

Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.9%) and business has at least one copy of "the book".

Almost three out of five (58%) of all adults say they check the Yellow Pages for a phone number and/or address at least once per week, with 77% using the book monthly.

While the Yellow Pages are an excellent reference tool, they fare less well when considered as an advertising medium.

Here are 15 ways to make their yellow pages more effective.

1 - People looking in the Yellow Pages are ready to buy right now. So the challenge is to make the prospect see your ad first.

2 - Don't sell them your type of product or service, but sell them on the benefits of your business.

3 - Sell them why they should call you and nobody else.

4 - You don't need thick borders or extra cost color, the yellow pages people offer that to everyone. Look how many are on every page.

5 - The key to a sizzling Yellow Pages ad is to sell your services in print. It's about standing out by offering the solution to their problem in a way that your competitors can't match. The key is the headline.

6 - Put a headline on your ad that sells your benefits and assures the prospect will read your ad. If you have a hard hitting headline that projects a strong benefit and relates to the needs of your prospect, half the work is done. Some headlines that help you do that include:

"How to xxxxx"

"6 reasons why ..."

"Before you xxxxx 6 factors to consider"

The rest of your ad should expand on the benefits you've presented in your headline and show specific ways you'll help your prospect fulfill their needs.

7 - Finish by spelling out your instructions. Writing "Call us now on xxx xxxx" you'll get more responses than you would if you simply listed a phone number.

8 - Write like you talk Inject your personality into everything you write. No-one wants to read boring and stuffy legal-ease.

9 - Use short sentences and words. Use simple language

10 - Use the word 'you'

11 - Avoid Bragging - Don't boast "biggest and best". It turns people off, even if it is true.

12 - If you have a guarantee, spell it out. A guarantee will make your credibility skyrocket

13 - Find a way to make the prospect an enticing offer. Including an offer in your telephone directory ad will dramatically boost responses. It gives your prospect a reason to call you ahead of anyone else.

14 - Remember that every business (with a business telephone) will be in the yellow pages, free, in the listings.

15 - The only thing color has been proven to do in Yellow Pages advertising is increase the price you pay for the ad.

Remember, the Yellow Pages is generally a reference tool. Design your ad accordingly

©2005 BIG Mike McDaniel All Rights Reserved [email protected] BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:[email protected]

In The News:

Who's Advertising for Job Candidates?  Radio & Television Business Report

The Truth in Advertising

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

Why I Like The Ads I Hate!

It's been said that the antidote to liking/loving is not... Read More

Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your Name Squeeze Page

Many people online are not using one of the best... Read More

7 Tips for Better Ads

The content of advertising is basically the same no matter... Read More

Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet... Read More

Direct Mail Rules of Thumb

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

The Benefits of Specific Advertising

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

Take Advantage of Your Foes

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

When Advertising Wears Out

One of the challenges facing marketers is determining the most... Read More

Design Your Own Newspaper Ads

Many people in business lay-out (design) their own ads. That... Read More

How To Write Ads That Get Response

Your print ads should do more than just get noticed.... Read More

Avoid The Big Advertising Mistakes

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

16 Ways to Make Your Business Cards Unforgettable

Every time you hear someone say "May I have one... Read More

Why People Fail in Mail Order

Mail order is a very complicated business. Every phase must... Read More

100 Excellent Words and 70 Action Getting Phrases for Ad Writing

100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain.... Read More

Organizing Business Cards for Effective Contact Management

Now that you've had colorful new business cards printed, and... Read More

How Can All the Radio Stations Be #1?

Are you confused by all the information you receive from... Read More

What Is Most Important ? Copy Or Pic?

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

The Key To Marketing New Ideas!

Imagine tossing a pebble into a crystal clear pond on... Read More

The Secrets To Successful Radio Advertising

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

Using Ad Agencies and Designers

Advertising and promoting your business is expensive, so it's important... Read More

Just What Are Consumers Thinking?

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

The Graphic Problem

Digital printing has revolutionized the sign industry. Current printers can... Read More

Create Your Dynamic Elevator Speech

So, what's an elevator speech, and how do you get... Read More

Should You Advertise on TV?

When people discover my background in advertising, the questions flow.... Read More