Tuesday, May 15, 2007
Yellow Pages Ad Secrets
As a way to show people how I can increase the effectiveness of their marketing communications, I sometimes do "audits" of Yellow Pages and other ads. You can audit your own Yellow Pages ad using the following guidelines:
8 Little-Known but Absolutely Crucial Yellow Pages (YP) Advertising Concepts You MUST Know About or Your Ad is Doomed to Dismal Failure!
1. Customer Motivation
One of the advantages of YP advertising is, when most people use the Yellow Pages to find a product or service it's because they are READY TO BUY NOW.
Success Secret:
You MUST give people a compelling reason to buy now from YOU!
2. Non-Exclusivity
Unlike most other forms of advertising, YP ads are non-exclusive, meaning that other businesses in your category will be there competing for customers side-by-side with you.
Success Secret:
You MUST be different if you want to stand out!
3. Semi-Level Playing Field
Unlike other forms of advertising, YP ads are somewhat standardized and anyone with the money can buy a full-page ad. But that's the limit - a full page (or multiple full-pages).
Success Secret:
You MUST optimize every nook and cranny of your ad!
4. Advance Planning is the Key
Because your ad will be in the book for a full year and cannot be changed, you must put some serious thought into your YP ad presentation. Your YP ad should be an integrated part of your marketing mix, not something you do on a whim.
Success Secret:
Under NO circumstances should you:
• Wait until the last minute
• Run the same ad as last year
• Let the Yellow Pages company design your ad
5. Size DOES Matter
Depending on your budget and what your competition is doing, you should buy as much ad space as you can afford. That could mean buying multiple ads.
Success Secret:
Buy enough ad space to tell your prospects why they should contact you. No more. No less.
6. Know Your Objective
You must decide on the "Most Desired Action" you want your ad readers to take. This could be to call you, visit you, or visit your Web site. DO NOT run ANY kind of ad just to "get your name out there." You can't afford to do this.
Success Secret:
You MUST know and communicate a "Most Desired Action" in your ad!
7. User Expectations
People who read the Yellow Pages know they'll usually have several options to choose from when looking for a specific product or service. Human behavior has shown that people often pick two or three alternatives to call or visit.
Success Secret:
Your ad MUST communicate a meaningful difference between you and the other "finalists."
8. You MUST achieve #1 and #7 or your YP ad will fail to get you the results you want. They are THAT important!
Yellow Pages advertising—like ALL your marketing communications—MUST offer an obvious benefit and a meaningful difference, or it will do poorly most of the time.
Call me, Nick Nichols, at 702-227-5877 and I'll create a Yellow Pages ad that will get people to contact you.
"NOT hiring Nick Nichols will cost you a LOT more than hiring him!"
(0) comments
8 Little-Known but Absolutely Crucial Yellow Pages (YP) Advertising Concepts You MUST Know About or Your Ad is Doomed to Dismal Failure!
1. Customer Motivation
One of the advantages of YP advertising is, when most people use the Yellow Pages to find a product or service it's because they are READY TO BUY NOW.
Success Secret:
You MUST give people a compelling reason to buy now from YOU!
2. Non-Exclusivity
Unlike most other forms of advertising, YP ads are non-exclusive, meaning that other businesses in your category will be there competing for customers side-by-side with you.
Success Secret:
You MUST be different if you want to stand out!
3. Semi-Level Playing Field
Unlike other forms of advertising, YP ads are somewhat standardized and anyone with the money can buy a full-page ad. But that's the limit - a full page (or multiple full-pages).
Success Secret:
You MUST optimize every nook and cranny of your ad!
4. Advance Planning is the Key
Because your ad will be in the book for a full year and cannot be changed, you must put some serious thought into your YP ad presentation. Your YP ad should be an integrated part of your marketing mix, not something you do on a whim.
Success Secret:
Under NO circumstances should you:
• Wait until the last minute
• Run the same ad as last year
• Let the Yellow Pages company design your ad
5. Size DOES Matter
Depending on your budget and what your competition is doing, you should buy as much ad space as you can afford. That could mean buying multiple ads.
Success Secret:
Buy enough ad space to tell your prospects why they should contact you. No more. No less.
6. Know Your Objective
You must decide on the "Most Desired Action" you want your ad readers to take. This could be to call you, visit you, or visit your Web site. DO NOT run ANY kind of ad just to "get your name out there." You can't afford to do this.
Success Secret:
You MUST know and communicate a "Most Desired Action" in your ad!
7. User Expectations
People who read the Yellow Pages know they'll usually have several options to choose from when looking for a specific product or service. Human behavior has shown that people often pick two or three alternatives to call or visit.
Success Secret:
Your ad MUST communicate a meaningful difference between you and the other "finalists."
8. You MUST achieve #1 and #7 or your YP ad will fail to get you the results you want. They are THAT important!
Yellow Pages advertising—like ALL your marketing communications—MUST offer an obvious benefit and a meaningful difference, or it will do poorly most of the time.
Call me, Nick Nichols, at 702-227-5877 and I'll create a Yellow Pages ad that will get people to contact you.
"NOT hiring Nick Nichols will cost you a LOT more than hiring him!"
(0) comments
