I hear it often, advertising in the Yellow Pages directory doesnt work! I smile knowingly and wait for a pause in the conversation, and this is what I say in response to their claims Its not the medium its the messageand its 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, heres 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 doesnt this sound like a gold mine waiting to be tapped? Given these useful tidbits, doesnt it make sense to figure out how to make your adverts more effective? First of All... Dont listen to the space sales rep yup, I know. Youre 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 elses. Remember, you get what you pay for. And you wonder why your previous attempts failed Heres 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. Heres 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 - thats the one you use in the upcoming YP directory. Easy when you know how. What Format to Use? Heres another misconception. You dont actually have to have colour, you dont actually have to buy a full page and you certainly dont 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 its not simply a case of bigger, brighter, and more. This might help you. Imagine the YP reader for a moment and youll 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? Youd Want Information! Absolutely, youd want to know about how theyre 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 theres 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. Theyre only interested in themselves. They have a problem and they want it gone. Make it easy for them to see why youre the best choice and youll 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. Heres 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 Isnt that what theyre trying to do? Wont your headline stop them dead in their tracks of course it will. In closing, theres 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 its own. |
