Yellow Pages Advertising ... 13 Ways to Spice Up Your Results

Each year businesses around the world spend a small fortune on
Yellow Pages advertising. It's perhaps one of the largest single
investments you'll make in advertising all year so it makes sense to
ensure your ad packs the biggest punch and gives you the very best
return on your advertising dollar.

Doing this is simple if you know the right formula.

Unlike with press advertising, people looking in the Yellow Pages are
ready to buy right now. While on the surface of things that’s great
news, the challenge is that you need to ensure that your prospect sees
your ad first and acts upon it ... amongst the sea of competitor’s ads.

So you don’t need to sell them on the idea of needing your type of
product or service, all you need to sell them on the benefits of your
particular business.

Sell them on the reason why they should call you and nobody else.

Getting your ad noticed first ISN’T about being creative by using
thick borders and attractive graphics. You see, many people mistakenly
believe that if they include huge logos and thick borders their ad will
get noticed first.

There’s two challenges with that:

First, if everyone has the same idea of using a thick border and big
bold graphics, your ad won’t in fact, stand out.

Second, even if your ad does get noticed first, it doesn’t necessarily
mean your prospect will read the ad and act on it.

The key to writing a sizzling Yellow Pages ad is to sell your services
in print.

It's about standing out from every one of your competitors by offering
your readers the solution to their problems in a way that your
competitors can’t match. And projecting that "uniqueness" in your
headline.

If you like, your Yellow Pages ad is your silent salesperson. It needs
to attract attention, create interest and desire and incite action.

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The nuts and bolts
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Earlier we talked about uniqueness. Before you put pen to paper writing
your ad, take a few minutes to consider what your prospects really want
to achieve by doing business with you.

Write a list. Next to each point then list how your product or service
helps them achieve their goals. Then next to these points, prove your
claims.

Why is it unique?

How (specifically) do you deliver these results?

Is it the 43 point checklist?

Is it a unique secret formula?

Is it a money back guarantee? These points now form the basis of your ad.

The most important part of your Yellow Pages ad is your headline. 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"

Once you’ve got a strong headline, it’s then time to work on your body
copy. Your body copy should expand on the benefits you've mentioned in
your headline and show specific ways you'll help your prospect fulfil
their needs.

Your ad then finishes off by telling your reader what to do. You MUST
spell out your instructions. "Call us NOW on 939 9897 for a copy of
our FREE report titled 'How to Write Powerful Ads'."

It has been proven that by writing 'Call us now on xxx xxxx' you'll get
more responses than you would if you simply listed a phone number.

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13 ways to spice up your Yellow Pages Ad
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1) Write as you speak

Inject your personality into everything you write. You’ll be amazed
by the response. No-one wants to read boring and stuffy legal-ease. It
makes them switch off.

Friendly communication builds a warm and lasting relationship with your
prospect. People like dealing with people they like and won’t deal with
people they don’t like so make them like you.

2) Tell your reader what’s in it for them.

Your readers are selfish. They really don't care who you are. They just
want to know how you will improve their lifestyle.

Describe the features of what you’re selling as benefits. Some benefits
could be that they’ll save money, they’ll save time, they’ll be envied
by their friends... the list goes on.

Paint a picture of how your product or service will transform their
lives. Spell it out.

3) Be as specific as you can

Include proven results and/or statistics. This adds credibility to
your claims. If you talk about dollars or time frames, don’t use
rounded off numbers. Specifics are more believable. eg. 98
(believe it or not) is more powerful than 100).

4) Use short sentences and words

5) Long sentences and words bore. Short ones have impact.

6) Use simple language

Your readers may or may not have the same educational background as
you do. A 'Rhodes' scholar will read simple language but someone who
has a poor education won't read complex language. Scan your ad and
replace every complex word with a simple one.

7) `Use the word ‘you’

You’ll be amazed at the difference this simple word makes. Your
reader needs to directly relate to what you’re saying to want to buy
from you. Using the word ‘you’ involves them and interests them in
your product or service. Minimise on the words 'we', 'us', 'they' &
'I' and change your sentences around to use the words 'you' & 'your'.

8) The more you tell the more you sell

There is no right or wrong length of body copy. Your copy needs
to be long enough to include every selling point you have. Every word
should serve to enhance your selling message or your reader will get
bored. Powerfully written long copy ads have been known to increase
responses by up to 600%.

9) Avoid Brag & Boast

Don't tell your reader how you're the biggest and the best. It turns
people off. They simply won't be interested. Tell them how your
product will fulfil their needs.

10) Shout out your guarantee

If you have a guarantee spell it out. Your phone will ring twice
as hot. A guarantee will make your credibility skyrocket and allay
any fears your reader has of dealing with you. It will show your
reader that you're willing to stand behind the quality of your
service 100%.

11) Include testimonials

A testimonial from one of your best clients will also boost your
credibility and your results.

12) Mention price

If you're in a price focused industry and your business revolves
around being cheaper than your competition, and you know your prices
will stay the same for 12 months, mentioning a price will
significantly improve the effectiveness of your ad.

13) Make your reader an enticing offer

Including an offer in your telephone directory ad will dramatically
boost your responses. It gives your prospect a reason to call you
ahead of anyone else.

If you can think of an offer that you can run for a full year, that's
fantastic. If not, offer a FREE report or a FREE consultation.

Offering a FREE report filled with useful information relating to
your product or service will have a great impact. The hard cost of
producing a report will be nothing compared to the added responses
you'll receive. The report can be simple but it should be offer
valuable tips that relate to the product or service you offer.