50% of Yellow Page Directory Users are Looking for Just OneThing

50% of Yellow Page Directory Users are Looking for Just One
Thing
Dr. Lynella Grant

Directory Users Seek Information about Location First
People who open the Yellow Pages already have a desire to
buy. That sets it apart from all other advertising media.
For a brief time, the eager-to-buy directory user checks the
competition, to see what each of them offers. They scan for
solutions that satisfy their needs. Readers hope to find ads
that leap out from the rest, and will simplify their choice.

So they ignore any ad that doesn’t match what they’re
looking for. And the piece of information that fully half of
them look for first is the location of the business. Buyers
want to know how easy it is for them to get there.
Businesses that are too far away are eliminated. So their
ads aren’t even read.

Convenience is the preliminary deciding factor. As readers
scan through the heading, they mentally delete: too far...,
too far..., don’t know where that is (so no)....

After Sorting by Location, Then they Read the Ads
The selected ads are then studied in more detail. Not until
that point, does the information in the ad actually get read
or considered. Aside from location, when directory users are
in the "information gathering phase," they’re looking for
many different kinds of answers, like hours, payment
methods, and brands offered (which differ according to
heading). They’re being educated by what they read in the
ads. They gain a clearer idea about their options and who
provides it (you being just one).

Directory users don’t want to drag that step out. So it’s up
to your ad to jump to the front of their brain with a clear
indication that you offer exactly what they’re looking for.
Look-alike ads just make readers work harder to uncover what
they want to find.

There’s no need to overcomplicate the matter. The test of a
good Yellow Page ad is its ability to generate calls. You
don’t have to be a graphic designer or a marketing whiz to
prepare an effective ad. You just have to know your
customers well enough to know how they think and what they
want. You need to be able to signal to them that you’ve got
what they’re looking for.

The Ad Sells the Call or Next Step
Some ads prompt directory readers to pick up the phone and
call one or more of the listed businesses. Callers often
continue down their short (close) list until they can find
enough of a reason to pick one.

Yellow Page industry studies show the average number of
calls a user makes is 5.3. An advertiser doesn’t have to be
the first choice, as long as it’s among the few chosen for a
call or visit. At that point, the business owner’s ability
to field questions or "sell" is more influential than the
published directory information. After the potential buyer
closes the directory, its work is done. They’ve move on -
one step closer to a purchase.

Location Defines Who Your Competition Is
The Small Business Administration states that distance is a
major factor as to who comes to buy from you. The average
independent store draws the majority of its customers from
not more than a quarter of a mile away. The average chain
store draws most of customers from less than three-quarters
of a mile away. For the average shopping center, that figure
is four miles. Service business have different distances.

Many kinds of business really only need to worry about
competitors within their immediate area. You don’t have to
beat out every other business in the heading. Compare your
ad to those competitors within four miles, and make sure
your ad is more prominent or enticing than theirs.

Some of the biggest, high-powered ads ahead of yours simply
won’t be called because they’re inconvenient. You need to
know where your customers come from, and how far they’re
willing to travel for you. Here’s where knowing their
specific mindset and priorities pays off. Ask them; take a
survey.

You don’t need a big ad if you are the only game in town, or
in a very small heading. Directory users can’t help but see
you. Buyers are likely to call everyone who looks
appropriate, if there are only a few. So you’ll get called
anyway - as long as you’re listed.

Unless a business has the biggest and best ad, most of the
money spent for display ads is wasted. That sad truth
applies to most of the business headings. Cut through the
prevailing misinformation, and learn what makes a Yellow
Page ad effective at Yellow Page Sage -
http://www.yellowpagesage.com.

Location Matters on the Internet, Too
Already, 25% of online searchers are looking for information
about business location. And that percentage is increasing.
Most customers prefer to spend their money close to home -
it’s more convenient. But rather than consult the printed
Yellow Page directory, they search online. Searchers add
additional terms like zip code, city, and region to narrow
their search. This strategy is called "local search." It’s a
boon for connecting buyers and local businesses. Because
location really does matter to buyers.