Secretarial Services - 5 Tips for HOT Yellow Pages Ads

5 Tips for HOT Yellow Pages Ads
© 2004 BIG Mike McDaniel - All Rights Reserved

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. People use the Yellow Pages to look for a familiar name. If your other advertising works, then fining you in the Yellow Pages should be a snap.

Remember, once the book is published, you can't change your ad until the next publish date.

Here BIG Mike's 5 Tips to make your Yellow Pages Ad HOT.

1 - Sell the benefits
Put a headline on your ad pushing benefits. Explain how the benefits will help your prospect fulfill their needs.

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

3 - Ask for the order
Writing "Call us now at xxx xxxx" will get more responses than if you simply listed you phone number.

4 - Write like you talk
Inject your personality into everything you write. No-one wants to read boring and stuffy legal-ease. Use short sentences and words. Use simple language Use the word Œyou¹.

5 - Avoid Bragging
Don't boast "biggest and best". It turns people off, even if it is true. Being number one won't sell any product for you.

Remember, the Yellow Pages is generally a reference tool. People look for a name they recognize (or can't remember) or for a name given by a friend. Your ad should help them remember. The only other use of the Yellow Pages is to look for an emergency services. That's why you see lots of tow truck ads and no ads from Sears. Design your ad accordingly.

BIG Mike McDaniel is a former successful radio station owner and major market TV News anchor and nationally recognized Speaker, Author, and Small Business Consultant. Big Mike has authored four books and hundreds of articles and publishes a sales magazine. He has served as a Director of the International Idea Bank (a marketing think tank). He is the founder of the BIG Ideas Group, a marketing and management facilitator for small business growth through seminars, MasterMind Idea Exchanges, focus groups, distance learning, sales training and operational strategies.