Is Your Yellow Pages Ad Putting Cash in Your Pocke

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

by: Alan Saltz

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 Advertising has incredible potential. As a business 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.

ขThe redhot commodity of the Information Age? Why that would be the Yellow Pages… It’s like shooting fish in a barrel.ข

Fortune July, 2003

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 company 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 basic mistakes that ขriddleข just about every subject heading provide a fantastic opportunity for the business owner that does his homework. If you’re reading this article, you’re doing your homework.

ขHow come we still have the Yellow Pages? They Work. You don’t go to the Yellow Pages and look up pizza unless you’re planning to order pizza.ข

Fortune July, 2003

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 already determined that they need you. They just need to know whether they should call company A, B, or C.

Their choice doesn’t depend so much on color or design, as it depends on what you offer that your competitors don’tข 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 brand names you carry and the ขlaundry listข of products or services you offer don’t build credibility. They don’t set you apart from your competitors who offer the same thing!

Plenty of other things do. And chances 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 because you may not realize the power they have in motivating an eager prospect to act. Ironclad guarantees… customer testimonials… rocksolid offers for new customers… a headline that goes well beyond your logo and company name; these are things that work wonders in a targeted, readytobuy medium such as the Yellow Pages.

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

About The Author

Alan Saltz, the author, teaches Yellow Pages Advertisers how to boost their response and return on investment, using simple, but extremely effective techniques. To learn more about how to improve your own Yellow Pages ad, visit: http://www.YellowPagesProfit.com.

[email protected]

This article was posted on November 22, 2004

by Alan Saltz

3 Things Every Yellow Pages Advertiser Needs to Kn

3 Things Every Yellow Pages Advertiser Needs to Know

by: Alan Saltz

Too many business owners and marketers know that Yellow Pages advertising has an incredible amount of potential… but they don’t quite know how to take advantage of it.

Fortunately, it’s a mystery that’s solved pretty easily once an advertiser knows where to turn for advice. There are fundamental truths about Yellow Page advertising that so many businesses fail to recognize, but once they do, they stand to capitalize on a sizeable reward. That said… let’s try to understand it a bit better, shall we?

1. Common Yellow Page advertising mistakes are simple to fix.

Very simple. You don’t have to be a graphic designer or marketing expert to drastically improve your ad either—you just need to know your customers.

You see, most Yellow Page ads make the very same mistakes… year after year …directory after directory …category after category. Some of the ads I see from professional design firms are riddled with mistakes too.

Of course they may look nicer… but that won’t cut it in the Yellow Pages! While a professionally designed ad can certainly help grab attention, there is no substitute for ad content (read: words) if your goal is to generate a phone call.

And when it comes to Yellow Pages advertising, thatกs all that really matters.

By learning what makes a good headline, good body copy, and how to develop a strong offer—your Yellow Pages ad will run circles around an ad that just ขlooks great,ข but makes the same mistakes most others are making.

An example? Using your name and logo as the headline…

It’s disastrous and yet more advertisers do it than not. No one cares what you call yourself until theyกve decided to pick up the phone and actually call you.

Your company name does not win you business. So if your name and logo is at the top of your ad… if it’s big and bold and takes up space… if it takes the place of an attention grabbing, hardhitting headline… you’ve made a big mistake.

Next, here’s fundamental truth number 2…

2. Most Yellow Page ads are developed by the directory publisher.

That’s right—the directory itself develops most of the ads you see. That’s a pretty unfortunate scenario if you think about it. What happens if they design your ad and 4 of your competitors’ ads? Whose ad stands out? Who gets the best ad content and the most original headline?

That’s not a risk you’ll want to take.

When it comes to Yellow Pages advertising those that know how to set themselves apart from the pack fare well. Nice design might get you noticed, but good ad copy grabs attention like a magnet and doesn’t let it go.

Don’t just hand the reins to someone else and let them develop your ad for you. Learn what it takes to generate response and play a role in developing that winning ad for your business.

Your design department will be happy to design your ad free of charge, but make sure you play an active role in developing the content. Because no one knows what makes your customers ขtickข like you do!

3. Yellow Pages Advertising is different from just about EVERY other medium you use.

You might want to reread that. Yellow Pages advertising is different because people see your ad when they are ready to buy. This is huge! Almost every Yellow Page ad I see takes the approach: ขThis is who I am and this is what I offer.ข

Guess what—that’s dead wrong!

All that matters in Yellow Pages Advertising are ขthe reasons someone should choose you over your competition.ข Telling them what you offer does no good. They know what you offer! They’re looking at your ad because their tooth hurts and they turned to the ขDentistข category.

Focus on ขwhy, with all of these options, they should choose youข and you’ll be doing what so many advertisers before you have failed to include.

That is the information your prospects looked in the Yellow Pages to uncover. Give it to them. Give them a reason to pick up the phone and know you’ll provide them with something different… something better.

Your prospects are a skeptical bunch. Make contacting you and giving your business a shot a riskfree, valuefilled proposition for them. When done correctly this will give any usiness a tremendous edge over the competition.

Care to learn a little more?

About The Author

Alan Saltz, the author, teaches Yellow Pages Advertisers how to boost their response and return on investment, using simple, but extremely effective techniques. To learn more about how to improve your own Yellow Pages ad, visit: http://www.YellowPagesProfit.com.

[email protected]

This article was posted on November 22, 2004

by Alan Saltz

Yellow Page Advertisers: Your Calls are Going to D

Yellow Page Advertisers: Your Calls are Going to Decrease Hereกs the Remedy

by: Dr. Lynella Grant

Response rates to Yellow Page advertising are declining

Thereกs no getting around it, traditional Yellow Pages are in trouble. Fewer people use them every year. Even the best pulling ad in the section isn’t getting the number of callers or sales it used to. At the same time, the monthly cost to maintain your samesize directory ad keeps going up.

Simply tinkering with ad size (or options like color) can’t compensate for the adverse developments. Declining usage impacts each directory category differently. Some (like contractors and lawyers) are declining more steeply than others. Emergency service providers (tow trucks, plumbers) are holding their own. While categories like cell phones and lawn furniture are growing rapidly, with increased consumer demand.

Advertising only in the Yellow Pages is no longer a safe bet

Over half of all customers go to the Internet first to find product information and sources even if they intend to spend their money locally

People increasingly trust the Internet as a source of information about major purchases (and has overtaken the newspaper for used car sales)

Internet Yellow Pages (IYP) are kept up to date (unlike print directories) and can be searched from anywhere their usage is growing 25% a year

Local Search lets search engines (like Google) include small, local businesses in their search results (even without them having a website) over 25% of all search queries request Local Search results

A large percentage of young adults or business buyers never consult the Yellow Page directory at all and they control an expanding chunk of dollars spent

Rethink the role Yellow Page advertising plays for your enterprise

Take a serious look at how much you rely on the Yellow Page directory to bring new business. Are most or all of your promotional dollars spent there? Do your expectations match the number and kinds of customers your ad actually brings you?

Your strategy needs to take consider all the ways you attract new customers. Recognize changed customer preferences and buying habits for your specific type of operation. The issue isn’t whether or not to advertise in the Yellow Pages. If youกve been there you should continue. But switch some of those dollars into marketing methods that connect with buyers who won’t look for you there.

Follow these steps, with them all sending a clear, consistent message

Get listed in Internet Yellow Pages (IYP); there are many of them; some are free

Make sure your website provides the information search engines require for Local Search. Learn how to do that at www.yellowpagesage.com/localsearch.html

Beef up your website with the information customers look for (or join a portal of local businesses)

Submit articles about your enterprise online; find extensive assistance at http://www.promotewitharticles.com

Keep track of whatกs delivering new business. Commit to asking every new customer and caller how they found you. Thatกs the only way to know which method is winning; or where to shift emphasis and money for the next year.

Pursue ways to increase business from your existing customers

The value of Yellow Page advertising is mainly to attract new customers. People who know you already are more likely to find your number in the business white (alphabetical) listings. Start working harder to strengthen those relationships so they stay loyal. Efforts spent to serve them better (or to get referrals from them) does more for profits than constantly chasing new customers can.

Get started well BEFORE the directory deadline

Some day soon itกs time to renew your directory listing for another year. Let this be the year that youกve figured out your strategy well in advance. Make you new strategy a frontburner, squeekywheel priority. Yellow Page Smarts, http://www.yellowpagesage.com/smarts.html explains how to make your Yellow Page ad and Internet marketing support each together effectively.

If your next directory deadline hasn’t come yet, thereกs still time to change your ad for next year (like add your website address address a study found 60% of directory users only call Yellow Page ads with a website!). If you’re already committed, spend the next year getting the rest of your strategy in place. Your timely efforts can compensate for the decline in Yellow Page advertisingกs effectiveness. And you won’t be caught off guard.

© 2004, Lynella Grant

About The Author

Dr. Lynella Grant Author, Yellow Page Smarts, Make more money from your Directory ad in tandem with your Web site. Get a YP ad critique. 7193959450 mailto:[email protected]

Free YP resources at http://www.yellowpagesage.com

[email protected]

This article was posted on December 03, 2004

by Dr. Lynella Grant

Switchboard.com: The King Of Great Local Search

Switchboard.com: The King Of Great Local Search

by: Dean Phillips

Forget about local search with Google, Yahoo! or MSN. They don’t have a clue. When it comes to great local search, Switchboard.com is king!

And no matter how hard Google, Yahoo! and MSN try, when it comes to local search, theyกll never even be in the same league as Switchboard, because Switchboard.com gets it. Local search is what Switchboard does better than any other search engine or directory on the planetperiod!

You won’t believe how easy it is to get incredibly relevant results for virtually anything you can think ofand I do mean anything!

Before writing this article, I played around with Switchboard for hours, trying to trip it up. No matter what I typed into the search box, Switchboard found it. I typed in กice cream parlor,ก no problem. กOld books,ก no problem. กPost officeก, no problem. กItalian restaurants,ก no problem. กStuffed animals,ก no problem. กSoft pretzels,ก no problem.

And it not only gave me amazingly relevant local results every time, it gave me the businesses web site, directions on how to get there, and what other businesses were nearby.

Plus, you can search town directories, by category, classifieds, address and distancethereกs even a trip planner!

Switchboard is a pioneer in the online yellow pages industry. After launching in February 1996, Switchboard introduced the Internetกs first interactive yellow pages display ads, serving more than 20,000 ads covering 2,000 categories. These ads were the first to capture the look and feel of traditional yellow pages print ads in an online environment.

Switchboard provides a fast and easy way for people and businesses to find each other on the Web. Each day, millions of consumers find the businesses they need through Switchboardfrom a local florist, to a nearby car dealership, to the restaurants closest to a planned travel or vacation destination. At the same time, Switchboard gives merchants an easy way to connect with consumers who are ‘ready to buyกhelping them establish and grow their presence on the Web.

So, if youกve had it with the pitiful local search results provided by Google, Yahoo!, MSN and other amateur wannabeกs, I highly recommend you step up to the กking!ก

About The Author

Dean Phillips is an Internet marketing expert, writer, publisher and entrepreneur. Questions? Comments? Dean can be reached at mailto: [email protected].

Visit his website at: http://www.letsmakemoney.net

This article was posted on October 27, 2004

by Dean Phillips