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15 Tips for Better Ads in the Yellow Pages

Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.9%) and business has at least one copy of "the book." Almost three out of five (58%) of all adults say they check the Yellow Pages for a phone number and/or address at least once per week, with 77% using the book monthly. While the Yellow Pages are an excellent reference tool, they fare less well when considered as an advertising medium.

Here are 15 ways to make their yellow pages more effective.

1 - People looking in the Yellow Pages are ready to buy right now. So the challenge is to make the prospect see your ad first.

2 - Don¹t sell them your type of product or service, but sell them on the benefits of your business.

3 - Sell them why they should call you and nobody else.

4 - You don¹t need thick borders or extra cost color, the yellow pages people offer that to everyone. Look how many are on every page.

5 - The key to a sizzling Yellow Pages ad is to sell your services in print. It's about standing out by offering the solution to their problem in a way that your competitors can¹t match. The key is the headline.

6 - Put a headline on your ad that sells your benefits and assures the prospect will read your ad. If you have a hard hitting headline that projects a strong benefit and relates to the needs of your prospect, half the work is done. Some headlines that help you do that include:

"How to xxxxx"
"6 reasons why ..."
"Before you xxxxx here are 6 vital factors to consider"

The rest of your ad should expand on the benefits you've presented in your headline and show specific ways you¹ll help your prospect fulfill their needs.

7 - Finish by spelling out your instructions. Writing "Call us now on xxx xxxx" you¹ll get more responses than you would if you simply listed a phone number.

8 - Write like you talk Inject your personality into everything you write. No-one wants to read boring and stuffy legal-ease.

9 - Use short sentences and words. Use simple language.

10 - Use the word "you."

11 - Avoid Bragging - Don¹t boast "biggest and the best." It turns people off, even if it is true.

12 - If you have a guarantee, spell it out. A guarantee will make your credibility skyrocket

13 - Find a way to make the prospect an enticing offer. Including an offer in your telephone directory ad will dramatically boost responses. It gives your prospect a reason to call you ahead of anyone else.

14 - Remember that every business (with a business telephone) will be in the yellow pages, free, in the listings.

15 - The only thing color has been proven to do in Yellow Pages advertising is increase the price you pay for the ad.

Remember, the Yellow Pages is generally a reference tool. Design your ad accordingly.

You can reach BIG Mike at McD@BIGMikeOnline.com. Major Market TV News Anchor and Successful Radio Station Owner is a Business Consultant who works full time to help people in business with sales, advertising and promotion ideas that REALLY work!

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