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About Country Light Candles > 3 Things Every Yellow Pages Advertiser Needs to Know.


11 Jan 2009








3 Things Every Yellow Pages Advertiser

Needs to Know.


By Alan Saltz

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Most business owners and marketers know that Yellow Pages advertising has an incredible amount of potential... but they don’t know how to take advantage of it.


Fortunately, it's a mystery that's solved pretty easily once an advertiser knows where to turn for advice. There are fundamental truths about Yellow Page advertising that so many businesses fail to recognize, but once they do they find themselves "on top of" a medium with an incredible amount of business generating power.


It's a medium, that handled correctly, will generate new business month after month like clockwork. That said... let's try to understand it a bit better, shall we?


1. Common Yellow Page advertising mistakes are simple to fix.



Very simple. You don't have to be a graphic designer or marketing expert to drastically improve your ad either - you just need to know your customers.



You see, most Yellow Page ads make the very same mistakes... year after year... directory after directory... category after category. Some of the ads I see from professional design firms are riddled with the same mistakes too... the ad only looks nicer.



That won't cut it in the Yellow Pages.



While a professionally designed ad can certainly help grab attention, there is no substitute for ad content (read: words) if your goal is to generate a phone call. And when it comes to Yellow Pages advertising, that's all that really matters.



By learning what makes a good headline, good body copy, and how to develop a strong offer your Yellow Pages ad will run circles around an ad that just "looks great," but makes the same mistakes most others are making.



An example? Using your name and logo as the headline. It's disastrous and yet more advertisers do it than not. No one cares what you call yourself until they've decided to pick up the phone and actually call you. Your company name does not win you business.



So if your name and logo is at the top of your ad... it it's big and bold and takes up space... if it takes the place of an attention grabbing, hard-hitting headline... you've made a big mistake.



Of course, like most common mistakes, it's a pretty easy mistake to fix. (No design skills necessary, right?) You just need to know what makes a good headline. That's beyond the scope of this article, but you'll find a website at the end that will pick up where this leaves off.



First, here's fundamental truth number 2...



2. Most Yellow Page ads are developed by the directory publisher.



That's right - the directory itself develops most of the ads you see. What happens if they design your ad and 4 of your competitors' ads? Can you expect your Yellow Page ad to receive more time and attention than another? Can you expect it to be any better or stand out more?



When it comes to Yellow Pages advertising, those that know how to set themselves apart from the pack fare well. Nice design might get you noticed, but it often doesn't earn the phone call.



Good ad copy, on the other hand, grabs attention like a magnet and doesn't let it go.



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.



Because no one knows what makes your customers "tick" like you do. A graphic designer knows graphic design, not plumbing, dentistry, appliance sales, or whatever it is that you do.



3. Yellow Pages Advertising is different from just about EVERY other medium you use.



You might want to re-read that.



Yellow Pages advertising is different because people see your ad when they are ready to buy.



A newspaper ad? That's a distraction. People are reading to get the news.



This is a huge difference! Almost every Yellow Page ad I see takes the approach: "This is who I am and this is what I offer."



Guess what - that's dead wrong!



All that matters in Yellow Page advertising are "the reasons someone should choose you over your competition." Telling them what you offer, the brands you carry, and your business name does little good. They know what you offer. They're 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!"



Your prospects are a skeptical bunch. Make contacting you and giving your business a shot a risk-free, value-filled, proposition for them - when done correctly this will give any business a tremendous edge over the competition.



Care to learn a little more?



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Alan Saltz, the author, teaches Yellow Pages Advertisers how to boost their response and return on investment, using simple, but extremely effective techniques. His website offers unbiased Yellow Pages Advertising advice and tricks that anyone can implement.



For more information visit:



http://www.YellowPagesProfit.com



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Alan Saltz



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