Do customers still use PRINT Yellow Page directories, or has everything gone digital? Well, physicians, auto repair shops, attorneys, dentists, plumbers, insurance agencies, veterinarians and florists… Just these 8 (out of 300) categories alone were referenced nearly 3 BILLION times in 2005. Now consider that “online Yellow Pages” were referenced a measly 1.8 billion times for ALL BUSINESS CATEGORIES, and you can see that print Yellow Page directories are still one of the very best ways to reach valuable local prospects at the very time they’re in need of your product or service.
In fact, certain companies live and die by the Yellow Pages. Businesses like Restaurants, Attorneys, Dentists, Plumbers, Insurance Agents, Veterinarians, Florists and Beauty Salons are among the top 20 most referenced headings published by the Yellow Pages Association. To find out how important the Yellow Pages might be to your business, get a copy of the Top 300 Headings published by the Yellow Pages Association (call 800-726-7006 for a free copy). You’ll be able to see exactly how your business category stacks up in terms of reader usage. For businesses in the Top 50, the question isn’t “should I be in the Yellow Pages?” but rather “how do I maximize my return on investment”?
So, how do you generate the best response from your Yellow Pages ad?
Your ad’s success in the Yellow Pages depends largely on just two main factors…the LOOK and CONTENT of your ad. At the end of the day, these two factors will determine your Yellow Pages advertising ROI. Other factors such as directory selection, colors, ad size and headings (often over-emphasized by advertising sales reps) are far less important and relatively easy to address. Your greater challenge will be in developing a Yellow Page ad that visually leaps off the page and then persuades prospects that YOU are the very best business to call. How do you do that?
As a professional Yellow Pages ad designer with a history of generating outstanding customer response and ROI for my clients, I’ve written a series of articles offering in-depth analysis and advice on each element of successful Yellow Page ads. For convenience, I’ve summarized my main points here, and provided a link to these articles in my signature block.
Fundamentals of Yellow Pages advertising – rake in the phone calls by:
1. Laser-targeting only your most important prospects.
2. Using a large, compelling headline and unexpected images that work together to attract the eye of your prospect and set your business apart in a meaningful way.
3. Writing compelling copy that speaks to the emotional needs and desires of your target audience.
4. Using a powerful call-to-action near your phone number to close the deal (get the call).
A successful Yellow Page ad will have the power to visually stop readers in their tracks, draw them into the copy and persuade them with electric words that address their specific needs, concerns and fears. When you tap into their emotions, your prospects will feel comfortable and safe. And, they will respond to your Yellow Page ad before any other advertisement in your heading.
Your prime local prospects are ready to call you and give you their business! Does your ad leave no doubt in their minds that you are the very best business to call? If not, let me know, I’d be happy to assist.
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