By Alan Saltz
Most business owners know that Yellow Pages advertising has an incredible amount of potential, but they don’t quite know how to take advantage of it. But there are three basic truths of Yellow Page advertising that can help you take advantage of this powerful marketing tool.
1. The vast majority of Yellow Page advertising mistakes are simple to fix. Most Yellow Page ads make the very same mistakes, year after year. You do not have to be a graphic designer or marketing expert to drastically improve your ad either; you just need to know your customers.
The key to a successful ad is good copy. Slick-looking, professionally designed ads are great, but they are ineffective without the right content. A simple ad with a good headline, good body copy, and a strong offer will run circles around an ad that just “looks great.” Learn How to Tell If Your Ad Campaign Is Working.
The most common mistake is using your name and logo as the headline. Your company name does not win you business. Your customers don’t care what you call yourself until they’ve decided to pick up the phone and actually call you. So if your name and logo are taking the place of an attention-grabbing, hard-hitting headline, you’ve made a big mistake.
2. Most Yellow Page ads are developed by the directory publisher. That’s right: the directory itself develops most of the ads you see. Do you trust them to create a unique ad that will stand out from those of you competitors?
When it comes to Yellow Pages advertising, those that know how to set themselves apart will succeed. Don’t just hand the reins to someone else and let them develop your ad for you. Learn what it takes to generate response and play a role in developing that winning ad for your business. Besides, who knows better than you how to talk to your customers? Don’t forget to List Your Business in Online Yellow Pages.
3. Yellow Pages advertising is different from just about every other advertising medium. People see your ad when they are ready to buy. Because of that, all that matters in Yellow Pages advertising is differentiating yourself from your competition. Telling readers what you offer does no good. They know what you offer. They are looking at your ad because their tooth hurts and they turned to the “Dentist” category.
Focus on why, with all of these options, they should choose you. That is the information your prospects looked in the Yellow Pages to find. Give it to them. Your prospects are a skeptical bunch. Give them a reason to pick up the phone and know you’ll provide them with something different — something better. If you can convey this in you Yellow Pages ad, you will have a tremendous edge over your competition.
Alan Saltz graduated with honors from Wharton and is the president of Guaranteed Marketing. He designs and critiques ads for business owners all over the world. He also reveals the secrets of high response Yellow Pages advertising through his Web site, YellowPagesProfit.com.