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:

Observer earns press, advertising awards  The Fayetteville Observer

Giorgio Armani: A Persuasive Campaign

Lets examine the use of Giorgio Armani Company's advertisements for... Read More

Unlock The Power Of Online Groups

Yahoo Groups: I see countless marketers on shoestring budges turn... Read More

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... Read More

The Shrinking Ad Dollar

CPR CPA CTR... what does it all mean? What it... Read More

Turn Your Ad Copy into a Goldmine!

Today, more than ever, it is crucial that your ad... Read More

Top Design and Marketing Tips from a Branding Expert

This month, we wanted to share some general tips relating... Read More

How to Know if Direct Mail Will Work for Your Business

Here's a great lesson that applies to direct mail. Ready?... Read More

Secrets of Getting Free Advertising

The opportunities for getting free advertising for your product or... Read More

Make Your Business Cards Work

What's the cheapest, most under-used marketing tool you have?The answer's... Read More

The First UK Man To Become a Human Billboard an Interview

Advertising on humans using tattoos is rapidly kind of freak... Read More

If You Want To Get More Customers, Heres 10 Powerful Stories To Improve Your Ads

Remember, as a child lying in bed and listening to... Read More

Non-profit Coupon Books and Coupon Mailers for Small Businesses

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

Media, the Internet, Yellow Pages, and Your Business

If you are reading this article, chances are you could... Read More

What Colors Make Your Services Most Attractive?

This information is based on the principles of Laws of... Read More

The Principle Of Advertising Online

Advertising online is very similar to advertising in any environment.... Read More

Whats The Frequency?

The more things change, some say, the more things stay... Read More

7 Tips for Better Ads

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

Free Publicity With Dogs, Cats, and Rats

Here's a fascinating idea.. Having noticed that there always seemed... Read More

Why I Like The Ads I Hate!

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

Advertising That Annoys: The Real Story

Critics conclude that entertaining or "creative" commercials sell better than... Read More

How Well Do Postcards Work?

The humble little postcard has been getting a... 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

Business Plan Appeal ? Five Rules For Writing Attention Grabbing Headlines

The success of a business plan stands or falls on... 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

3 Simple But Powerful Off-Line Advertising Strategies

There are several ways to advertise and get the word... Read More