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
Here are 15 ways to make their yellow pages more
1 - People looking in the Yellow Pages are ready
to buy right now. So the challenge is to make the
prospect see your ad first.
2 - Don't sell them your type of product or
service, but sell them on the benefits of your
3 - Sell them why they should call you and nobody
4 - You don't need thick borders or extra cost
color, the yellow pages people offer that to
everyone. Look how many are on every page.
5 - The key to a sizzling Yellow Pages ad is to
sell your services in print. It's about standing
out by offering the solution to their problem in a
way that your competitors can't match. The key is
6 - Put a headline on your ad that sells your
benefits and assures the prospect will read your
ad. 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 6 factors to consider"
The rest of your ad should expand on the benefits
you've presented in your headline and show
specific ways you'll help your prospect fulfill
7 - Finish by spelling out your instructions.
Writing "Call us now on xxx xxxx" you'll get more
responses than you would if you simply listed a
8 - Write like you talk Inject your personality
into everything you write. No-one wants to read
boring and stuffy legal-ease.
9 - Use short sentences and words. Use simple
10 - Use the word 'you'
11 - Avoid Bragging - Don't boast "biggest and
best". It turns people off, even if it is true.
12 - If you have a guarantee, spell it out. A
guarantee will make your credibility skyrocket
13 - Find a way to make the prospect an enticing
offer. Including an offer in your telephone
directory ad will dramatically boost responses. It
gives your prospect a reason to call you ahead of
14 - Remember that every business (with a business
telephone) will be in the yellow pages, free, in
15 - The only thing color has been proven to do in
Yellow Pages advertising is increase the price you
pay for the ad.
Remember, the Yellow Pages is generally a
reference tool. Design your ad accordingly
?2005 BIG Mike McDaniel All Rights Reserved
BIG Mike is a Professional Speaker and Small
Business Consultant with over 30 years experience,
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