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Author: Mike McDaniel Article source: http://advertising-worldwide.blogspot.com/. Used with author's permission.
Here is some common sense advice for those
"unchangeable for a whole year" Yellow Pages 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 can be excellent reference
tool, they are not a red hot advertising vehicle.
Here are 10 ways to use the Yellow Pages
1 - As in all advertising, hit them with the
benefits. Since people who look in the Yellow
Pages are ready to buy right now, sell them on the
benefits of your business or service.
2 - 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.
3 - 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. 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.
4 - Spell out your "Close" in simple terms.
Because they are in there looking for a solution,
tell them to "Call us now on xxx xxxx" you'll get
more responses than you would if you simply listed
a phone number.
5 - Advertise like you talk. Inject your
personality into everything you write. No-one
wants to read boring and stuffy legal-ease.
6 - Despite what many think, you do NOT have to
include a comma and "Inc." after your business
name when advertising. You don't see ads that say
"Buick, Inc."
7 - The only thing color has been proven to do in
Yellow Pages advertising is increase the price you
pay for the ad.
8 - Avoid Bragging - Don't boast "biggest and
best". It turns people off, even if it is true.
9 - If you have a guarantee, spell it out. A
guarantee will make your credibility skyrocket
10 - Remember that every business (with a business
telephone) will be in the yellow pages, free, in
the listings.The Yellow Pages are generally a
reference tool. Design your ad accordingly
For more about Yellow Pages, get my article
"15 Tips for Better Yellow Pages Ads"
MailTo:15TipsYP@BigIdeasGroup.com ©2005 BIG Mike McDaniel, All Rights Reserved
BIG Mike is a Business Consultant and Professional
Speaker. His BIG Ideas Group helps business grow
with promotions, special reports, mastermind
groups and seminars. http://BigIdeasGroup.com
Subscribe to "BIG Ideas" Newsletter
MailTo:SignUp@BigIdeasGroup.com
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