Now I'm going to start by admitting that I'm not a big fan of Yellow Page advertising. I think its too pricey for many businesses just starting out and with the popularity of online directories, it's not the most effective use of the marketing budget for many businesses. But.. I do know many people do still use the yellow pages and if you plan on marketing your small business via yellow pages, then you want to ensure that your advertisement is as effective as possible.
Most yellow page ads that I see look the same and say the same thing. So how does the user pick the best choice? Usually it's because of the bigger ad or the first one on the list.
With just a few changes to your yellow page ad, you can easily out pull all the other ads on the page. Why, because you're ad won't look just like all the others listed on the page.
1.Your company name isn't a headline!
You need to use an eye catching headline, not your company name or logo at the top of the ad. Everyone else is using their logo or company name as the first thing in their ads. No one cares what the company name is. They want you to solve their problem. Start by asking a question in your headline.
“Did you know that termites can cost valley home owners $1000s every year?”
If I'm looking for a pest control company to get rid of termites, you've got my attention right away.
2.What makes you different? What extra's to your customers get that most companies don't offer? What's your guarantee? State it clearly and bold. Stand out form the rest of the ads on the page.
3.Offer a free report or consumer awareness guide. Educate them on what to look out for in scams in your industry and why they should use you instead of some Fly-By-Night that is using inferior product that will ultimately cost the customer more money in the long run. Be creative, and specific.
4.Include a CLEAR Call To Action
Send them to your website to claim their free report. Make your phone number big and bold. How ever you want them to contact you, make it clear and TELL them what to do. “Pick up the phone right and call right now for your free estimate” or “Visit our website to claim your free consumer awareness guide”. Be specific.
Just making these small changes to your yellow page ads, you can turn your “less than effective advertising expense” in to a lead source that pays for itself month after month and leaves your competition confused as to why their larger ad isn't getting all the calls they used to.
I would like to invite you to claim your FREE Quickstart Guide “Step By Step: Writing Ads That Actually Work!” when you subcribe to learn more about the book Maximum Profits Marketing. Stop struggling to figure out what works and what doesn’t in marketing with this recipe book of marketing ideas. You can claim your free Quickstart Guide at http://www.MaximumProfitsBook.com
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