| |
| |
|
Advertising Information |
|
|
|
How To Make Your Yellow Page Ads Work
I hear it often, "advertising in the Yellow Pages directory doesn't work!" I smile knowingly and wait for a pause in the conversation, and this is what I say in response to their claims? "It's not the medium - it's the message?and it's probable the market too!" Blank stares often accompany that opening statement. But they do work - and they work well? IF you know how to use them. Think of This? The Yellow Pages (YP) reaches approx 80% of North American adults in the average month, 60% in the average week, and 15% daily. And nearly 90% of these references result in contact with a purchase or an intent to purchase. The YP is a reference medium - people are looking for 'something', usually a solution to an immediate problem. And one out of every two people looking in the YP directory have no provider in mind and are silently begging for a solution to their problem. Ok, here's a quick summary - just in case you missed all that. The YP reaches almost everyone eventually, those who are actively looking in the YP directory have a problem and need a solution. And those looking likely have no supplier in mind? Is it just me or doesn't this sound like a gold mine waiting to be tapped? Given these useful tidbits, doesn't it make sense to figure out how to make your adverts more effective? First of All... Don't listen to the space sales rep - yup, I know. You're thinking these guys know their stuff. Well they sure how to sell space, but designing a profitable advert? Uh, no. In fact their design teams (did I mention they offer their services for FREE as part of the ad space you buy?) generally create adverts that look like everyone else's. Remember, you get what you pay for. And you wonder why your previous attempts failed? Here's The Secret... If I told you how to place a winning advert in the YP every time, would you want to know? Of course you would. Here's the secret: simply design an assortment of YP ads and run them in your local weekly newspaper. Track the results and see which one works best - that's the one you use in the upcoming YP directory. Easy when you know how. What Format to Use? Here's another misconception. You don't actually have to have colour, you don't actually have to buy a full page and you certainly don't have to apply the 'rules' that the YP rep might recommend. You do have to be the right size, the right colour and in the right place - it's not simply a case of bigger, brighter, and more. This might help you. Imagine the YP reader for a moment and you'll start to see what your advert should be like. Your potential customer is out there somewhere closely scanning the pages looking for a solution to their problem. What would you want to know if you were in their shoes? You'd Want Information! Absolutely, you'd want to know about how they're the right choice for you and that they understand your problem and that they can assure you of the service you require and oh look? there's a website with more information or a toll free recorded message with more information, or a free report with more information? Are you seeing a pattern yet? The last thing a reader cares about at this point is YOU. They're only interested in themselves. They have a problem and they want it gone. Make it easy for them to see why you're the best choice and you'll have them beating a steady path to your door. Always Use A Headline? Remember, the browser is looking for a solution so have a headline at the top of your advert that addressees their main concern. Here's a suggestion for a headline that will catch the eye of a YP seeker - "7 Ways To Choose The Right Repair Shop" or "5 Questions You Must Ask When Picking The Perfect Mechanic" Isn't that what they're trying to do? Won't your headline stop them dead in their tracks - of course it will. In closing, there's a lot more to YP advertising than I can cover in a page, and display advertising (of which YP is one part) is a fascinating subject all on it's own. AUTHOR BIO: James Burchill is a freelance marketing consultant and publisher. James helps people 'Sell more stuff, and make more money!' He also publishes informational and Internet products and his main website is http://www.JamesBurchill.com James' newest product shares his insights into the exciting world of freelancing on Elance at http://www.ElanceExposed.com
MORE RESOURCES:
Barrett Richards Advertising is Pleased to Announce the Addition ... - PR-CANADA.net (press release)
Advertising - Google News |
|
|
|
RELATED ARTICLES
Change, or Reinforce? Do you know about the distinction - and it's a useful one - between communication that tries to reinforce and communication that tries to get change?If you follow politics you'll already be familiar with this idea: Incumbents send messages that reinforce existing voter behavior, while challengers call for changes.Any thoughtful marketing communication (and political communication is marketing communication) will be strongly influenced by this distinction, which affects not only the content, but also the presentation, and perhaps even the medium. Hiring an Amateur Could Mean a Potential Lawsuit for Your Business These days, everyone's looking to save a buck. But if you plan to cut corners by using a fledgling copywriter or marketer, expect to put the money you just saved towards a really good lawyer. Cross Cultural Advertising "Culture is a like dropping an Alka-seltzer into a glass - you don't see it, but somehow it does something," Hans Magnus Enzensberger.Culture affects everything we do. Harness the Power of Direct Marketing - More Small Business Power Tools One of the most powerful tools available to small businesses is direct mail. By this I don't mean electronic, Internet-based mail, but the old-fashioned kind that requires a stamp and a trip to the post office. Why Your Ads Aren't Working The president of a manufacturing company recently asked me, "Why isn't my advertising working?" Have you ever been asked this question? Have you ever asked it yourself?Like most marketing communications questions there are no simple answers. After all, communication is a high level activity. Secrets of Getting Free Advertising The opportunities for getting free advertising for your product or services are limited only by your own imagination and energies. There are so many proven ways of promoting your own objectives without cost that it literally boggles the mind just to think of listing them. Print Advertising: Knowing What To Put In Your Ads So you've decided to run a print ad in your local newspaper. The paper may have even told you they could produce the artwork for you if you just tell them what should be in the ad. Creativity and Getting Outside of the Box Sitting in front of a blank piece of paper? Wondering where in the world to start? I have a suggestion. Turn the page upside down. Prove It! - Give Your Marketing and Advertising More Credibility Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?Tone it down. What Does the Back of Your Business Card Say? Business cards with nothing on the back are wasted opportunities to sell.Use the back of your card to expand and reaffirm your selling sentence (which should be prominent on the front of your card). 6 Must-Have Elements of a Powerful Brochure Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool. Advertising Primer for Fast Learners Advertising, when done well is a very effective way to increase your customer base and ultimately grow your bottom line.Many businesses have no idea how to advertise; they do a little bit here and a little bit there and end up saying that advertising doesn't work. The SKINNY on Radio Advertising From meager beginnings in 1920, radio has grown with us to be a major player in advertising. The radio industry says they get about 8 percent of all advertising bucks. Should Your Small Business Hire an Advertising Agency? So, you own a small business, sales are down and you've come to the conclusion you need to start advertising. Questions: Where do I advertise, how much do I spend and do I need the help of an advertising agency?The answer to this question is really very simple. Advertising Through Moms Moms have a very powerful influence on what their families eat, drink, wear, do, and buy. Moms are not only the driving force behind their families, but also the economy. Business Ideas: 5 Uncommon Ways To Generate More Online Business Sometimes, it is not an obvious business idea that will make you more money.It may be what is not so obvious, which most people never think of that may make you money. Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency This is the third article of a three-part series. I'm illustrating the marketing challenges of PrescottWeddings. Avoid The Big Advertising Mistakes Is your advertising copy getting the results you want? If not, look at your current marketing to see if you're making one of the major copywriting mistakes:Selling features instead of benefits. Telling your customer that your "fabulous new ALF-400 comes complete with AeroScan and BandControl technologies!" doesn't actually tell them anything. Choosing a Print Mail Dealer "Print & Mail is a type of service that is popular among small mail order operators. It is an inexpensive way to get your ad material printed and mailed to people. Top Design and Marketing Tips from a Branding Expert This month, we wanted to share some general tips relating to your graphic design that we've come up with over the past year:Always include an address on your business card, even if you are operating a small business out of your home - it greatly increases your credibility and makes you look much more established! If you're concerned about privacy, a Post Office box is a great way to go. When signing up for a Post Office box, consider using a "Mailboxes" store instead of the Post Office - you'll get a street address instead of the typical "P.
|
| home | site map |
| © 2007 |
