5 Tips for Hot 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 are an excellent reference
tool, they fare less well when considered as an
advertising medium. People use the Yellow Pages to
look for a familiar name. If your other
advertising works, then fining you in the Yellow
Pages should be a snap. Remember, once the book is published, you can't
change your ad until the next publish date. Here BIG Mike's 5 Tips to make your Yellow Pages
Ad HOT. 1 - Sell the benefits Put a headline on your ad pushing benefits.
Explain how the benefits will help your prospect
fulfill their needs. 2 - Forget extra cost color The only thing color has been proven to do in
Yellow Pages advertising is increase the price you
pay for the ad. 3 - Ask for the order Writing "Call us now at xxx xxxx" will get more
responses than if you simply listed you phone
number. 4 - Write like you talk Inject your personality into everything you write.
No-one wants to read boring and stuffy legal-ease.
Use short sentences and words. Use simple language
Use the word 'you'. 5 - Avoid Bragging Don't boast "biggest and best". It turns people
off, even if it is true. Being number one won't
sell any product for you. Remember, the Yellow Pages is generally a
reference tool. People look for a name they
recognize (or can't remember) or for a name given
by a friend. Your ad should help them remember.
The only other use of the Yellow Pages is to look
for an emergency services. That's why you see lots
of tow truck ads and no ads from Sears. Design
your ad accordingly For more about advertising, get my article
"Do Your Radio Ads Work?"
MailTo:RadioAds@BigIdeasGroup.com ©2005 BIG Mike McDaniel All Rights Reserved
Mike@BIGIdeasGroup.com
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
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