![]() You don't need to dominate with size when you have a headline and a compelling offer. Make sure that it is big enough to stand out in the category. Make sure that all of your contact information-email, address, fax, store hours, location-you name it, are easy to find.ĭon't waste a fortune on your ad. These may all be nice things but they don't get at the heart of what your prospects want. Too many ads say things like quality work, in business over 29 years, family owned. Delivered to your door when it's convenient for you. Remember, this is a very competitive environment give them a reason to call you. "FREE Report - 5 Compelling Reasons Why YOU Should Call ABC Construction To Remodel YOUR Home " If you don't do this one thing in your ad, the calls you will get from your ad will all be price shoppers. Use your ad and your headline to offer a free report, offer a reason to call, or communicate how you are different from the rest. The point is to generate a lead with your ad not necessarily a sale Once you draw them in, they will find your name. Use that space at the top of the ad to stand out. People go the Yellow Pages because they don't know whom to call. "We Are So Positive That You Will Love What We, Do We Are Willing To Give You $500 To Tell Us We're Wrong."ĭon't use up the most valuable space in the ad to give your company name and logo. "Be Thrilled With Your Furnace Or We'll Pay You $500" Since the Yellow Pages offers your reader a host of choices for every category (essentially all of your competitors) you must stand out. You are trying to get someone to read your ad and understand how you are different from the 234 other businesses that do what you do listed right there on the same page. Here's how to make sure that your Yellow Pages investment pays off. As I stated before, when people reach for the Yellow Pages they are motivated and often ready to buy or find a business to visit. The Yellow Pages can be a great tool for most businesses. Go ahead, pull out the yellow pages and you'll see what I mean. You go look in the Yellow Pages and you see a big ad, with a border, with color and a big fat logo at the top and you copy it. Most end up being designed by the Yellow Page ad sales folks who basically tell you that you need a bigger ad, with a border, with color with, your name big and bold at the top.or It's no wonder I run across scores of business owners who complain they never get any results with their Yellow Pages Ads. What you will find are bunch of ads that might as well say, "We don't do anything different than anyone else, but here's our phone number so you can call and ask for a quote." I would challenge you to pick any category and flip to it. You see, most Yellow Pages ads are completely wasted. To end the debate right here I will state without hesitation that most businesses can benefit greatly from effective Yellow Page advertising, not in spite of the situation described above, but because of it. ![]() On the other hand, when they turn to your section, they are immediately greeted with the ads of most of your competitors right there along side your ad. Unlike someone thumbing through a magazine, most people who pick-up the Yellow Pages are looking to buy. ![]() On one hand, placing an ad in the local Yellow Pages makes complete sense. Yellow Page advertising is a unique animal. ![]()
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