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.

[email protected]

In The News:


The Motivational Triggers That Make People Buy

In order to sell more products and service, you need... Read More

Hit Them With Benefits

More about advertising from BIG Mike McDanielIt makes no difference... Read More

Advertising Inserts

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

Get Free Radio Advertisement

Here's a neat trick to get lots of radio advertisement... Read More

Cable Ads 5 Bucks!

Cable has grown from 13 houses connected together in 1948... Read More

Make Your Business Cards Work

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

Media, the Internet, Yellow Pages, and Your Business

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

Ten Ways To Sell Advertising Space Fast

1. Give your customers a discount when they spend over... Read More

Marketing Tips - Advertising

Typical methods of advertising-newspapers, radio and television are effective if... Read More

How Can All the Radio Stations Be #1?

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

Advertising Your Holistic Business

The most basic answer is the same answer as to... Read More

Magnetic Business Cards: Make Your Marketing Message Stick

What is it about magnets that draw people to leave... Read More

Media Savvy - How To Lead, Persuade And Influence

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

7 Unique Ways To Get FREE Advertising

1. Give Testimonials When you purchase a product or service... Read More

Why Your Ads Aren?t Working

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

Indoor LED Displays

To promote the audience, staff, customers and other people the... Read More

The Benefits of Specific Advertising

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

How to Make a Fortune from Unique Resistance-free Advertising

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

Push vs Pull Advertising

Push vs. Pull Advertising - Understand the Consequences for your... Read More

The Only Bad Advertising Is No Advertising - Or Is It?

Depending on whom you ask, you will get told many... Read More

Localized Advertising ? Door-to-Door Ad Distribution on the Fly!

Have you ever had to distribute door-hanger advertisements for your... Read More

Fax Broadcast Services Get Your Message to Millions

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

The Key To Marketing New Ideas!

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

More Cheap Tricks for Promoting Your Business

In a recent article, I shared five of my top... Read More

The Not-So-Hidden Persuaders: The Power of The Media Upon Us All

In 1957, a perspicacious young journalist from Pennsylvania named Vance... Read More