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Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?

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It's hard to differentiate your company if that's the case, don't you think?

That situation doesn't need to be one that you find yourself in. You don't go to the Yellow Pages and look up pizza unless you're planning to order pizza.'
Fortune July, 2003

What Yellow Page success boils down to is ad content. They just need to

Any idea? It’s a question that more than a few Yellow Page advertisers ponder. If you are currently spending money every month to run an ad in your local directory, you don’t want to wrestle with that question. You want to know that your investment is generating a consistent flow of new clients to your business. So what can you do to maximize returns and stop worrying?

First of all, know this—Yellow Pages has incredible potential. As a lookout owner, you have few other ways to reach prospects who are as targeted, and ready to buy as these. But naturally… your success depends on the quality of your ad. And when it comes to ad content, far too many advertisers are quite simply… lost.

There are few places to turn. It makes for an unpleasant situation for the honest businessperson trying to harness the tremendous potential of such a perfectly targeted medium. And so, most advertisers rely on the Yellow Pages design department, who, as it turns out, develop most of the ads in their directory.

It’s hard to differentiate your detail if that’s the case, don’t you think?

That situation doesn’t need to be one that you find yourself in. While many advertisers fail to develop an ad that draws a strong response, it’s not especially difficult to do. In fact, the monolithic mistakes that “riddle” just as respects every subject heading provide a fantastic opportunity for the stage business owner that does his homework. If you’re reading this article, you’re doing your homework.

What Yellow Page success boils down to is ad content. Not color. Not professional design. Sure, those things matter too; but they are nowhere near as important as the words you use to fill your ad. People turning to the Yellow Pages have by this time determined that they need you. They just need to know whether they should call throng A, B, or C.

Their in good taste doesn’t depend so much on color or design, as it depends on what you offer that your competitors don’t” the policies you hold yourself to that give consumers faith in you and your business.

Here is a point you need to understand… Listing the sort names you hold up and the “laundry list” of products or services you offer don’t multiply credibility. They don’t set you alien from your competitors who offer the same thing!

Plenty of other things do. And probability are you embrace those policies and those hassle, and risk removing, motivators already. You probably do quite a bit for your clients that make their lives easier, more lucrative, more pleasant, and so on. You probably have credibility boosters that you’ve never considered including.

And that is insomuch as you may not realize the power they have in motivating an eager prospect to act. Iron-clad guarantees… customer testimonials… rock-solid offers for new customers… a headline that goes well on the side your logo and establishment name; these are things that work wonders in a targeted, ready-to-buy medium such as the Yellow Pages.

Since so many of your competitors are focusing on their gathering name and their laundry list of products and services, the copy points on the peak will differentiate you! They give you the credibility that your competition likely lacks, and they make a strong case for many a prospect to covet you with confidence. That’s what the Yellow Pages are all about, right?!

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