![]() |
|
![]() |
|
![]() |
|
![]() |
I hear it often, "advertising in the Yellow Pages directory doesn't work!" I smile knowingly and wait for a pause in the conversation, and this is what I say in response to their claims?
"It's not the medium ? it's the message?and it's probable the market too!" Blank stares often accompany that opening statement. But they do work ? and they work well? IF you know how to use them.
Think of This?
The Yellow Pages (YP) reaches approx 80% of North American adults in the average month, 60% in the average week, and 15% daily. And nearly 90% of these references result in contact with a purchase or an intent to purchase.
The YP is a reference medium ? people are looking for 'something', usually a solution to an immediate problem. And one out of every two people looking in the YP directory have no provider in mind and are silently begging for a solution to their problem.
Ok, here's a quick summary ? just in case you missed all that. The YP reaches almost everyone eventually, those who are actively looking in the YP directory have a problem and need a solution. And those looking likely have no supplier in mind? Is it just me or doesn't this sound like a gold mine waiting to be tapped? Given these useful tidbits, doesn't it make sense to figure out how to make your adverts more effective?
First of All...
Don't listen to the space sales rep ? yup, I know. You're thinking these guys know their stuff. Well they sure how to sell space, but designing a profitable advert? Uh, no. In fact their design teams (did I mention they offer their services for FREE as part of the ad space you buy?) generally create adverts that look like everyone else's. Remember, you get what you pay for.
And you wonder why your previous attempts failed?
Here's The Secret...
If I told you how to place a winning advert in the YP every time, would you want to know? Of course you would. Here's the secret: simply design an assortment of YP ads and run them in your local weekly newspaper. Track the results and see which one works best - that's the one you use in the upcoming YP directory. Easy when you know how.
What Format to Use?
Here's another misconception. You don't actually have to have colour, you don't actually have to buy a full page and you certainly don't have to apply the 'rules' that the YP rep might recommend. You do have to be the right size, the right colour and in the right place ? it's not simply a case of bigger, brighter, and more.
This might help you. Imagine the YP reader for a moment and you'll start to see what your advert should be like. Your potential customer is out there somewhere closely scanning the pages looking for a solution to their problem. What would you want to know if you were in their shoes?
You'd Want Information!
Absolutely, you'd want to know about how they're the right choice for you and that they understand your problem and that they can assure you of the service you require and oh look? there's a website with more information or a toll free recorded message with more information, or a free report with more information?
Are you seeing a pattern yet?
The last thing a reader cares about at this point is YOU. They're only interested in themselves. They have a problem and they want it gone. Make it easy for them to see why you're the best choice and you'll have them beating a steady path to your door.
Always Use A Headline?
Remember, the browser is looking for a solution so have a headline at the top of your advert that addressees their main concern. Here's a suggestion for a headline that will catch the eye of a YP seeker ? "7 Ways To Choose The Right Repair Shop" or "5 Questions You Must Ask When Picking The Perfect Mechanic" Isn't that what they're trying to do? Won't your headline stop them dead in their tracks ? of course it will.
In closing, there's a lot more to YP advertising than I can cover in a page, and display advertising (of which YP is one part) is a fascinating subject all on it's own.
AUTHOR BIO: James Burchill is a freelance marketing consultant and publisher. James helps people 'Sell more stuff, and make more money!' He also publishes informational and Internet products and his main website is http://www.JamesBurchill.com James' newest product shares his insights into the exciting world of freelancing on Elance at http://www.ElanceExposed.com
Ezine Articles - they're everywhere!And little wonder. They're one of... Read More
Want to create print ads that get results? Below are... Read More
Do you often see print advertisements outdoors, as much as... Read More
When you spend money on an advertisement you want to... Read More
Have you ever seen an ad on television that was... Read More
In the world of advertising there are many forms of... Read More
The logo and graphic elements that you include on your... Read More
First and foremost - You should identify your target market.... Read More
Over the 32 years I've been involved in sales, marketing... Read More
In the sign industry we commonly refer to the material... Read More
Pay close attention and make it work the best for... Read More
If you knew these 10 high impact insider's hidden psychological... Read More
If you've been searching around for business cards that will... Read More
Cable has grown from 13 houses connected together in 1948... Read More
Did you know generating positive media coverage is four times... Read More
Do you remember how proud you were the first time... Read More
Mail order is a very complicated business. Every phase must... Read More
Here's some easy ways to create signage that will attract,... Read More
My father called me to complain, again. He's 82 and... Read More
This tactic of the game was hard for me to... Read More
So you've decided to run a print ad in your... Read More
Believe it or not, there are plenty of opportunities out... Read More
2005 puts us at the mid-point of the first decade... Read More
I recently completed a Marketing Makeover for an Ad that... Read More
Many people online are not using one of the best... Read More
Media Planning for SmartiesYou say you're ready to advertise. How... Read More
Banner advertising is an effective way of getting your advertising... Read More
When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More
So you've decided to run a print ad in your... Read More
Traditional brochures typically tell the story of your company, i.e.... Read More
This information is based on the principles of Laws of... Read More
What's the cheapest, most under-used marketing tool you have?The answer's... Read More
Graphical LED Displays utilize high-resolution graphics and video to transmit... Read More
Stand Out in Ways that Matter to Directory Users A... Read More
Organized your pencils and pens lately? Sorted your clothes into... Read More
In this lesson, we will create a business card, using... Read More
To many ad agencies, radio is considered advertising's ugly stepchild.... Read More
The Pundits say the economy is slowly, but surely, recovering.... Read More
Most small businesses do not have a high powered advertising... Read More
The opportunities for getting free advertising for your product or... Read More
It was two days before our shoot. I was in... Read More
A joint venture is when two or more businesses join... Read More
So you spent good money on an ad, put it... Read More
Do you know how to design and deploy a marketing... Read More
Many of the most memorable ad campaigns around tend to... Read More
One of the main problems people find with marketing, is... Read More
Lets examine the use of Giorgio Armani Company's advertisements for... Read More
Most brochures that businesses put out today end up doing... Read More
I just read some advertising suggestions on an Internet marketing... Read More
The success of a business plan stands or falls on... Read More
Advertising Advertising |