Business yellow pages are still a great place to advertise your business. If you think about it, when you go to the yellow pages, you're looking to shop. You're already in the buying mood, looking for the best place to make your purchase. I suppose one of the problems with advertisers in the business yellow pages is that they list their business like they would in the white pages of the phone book.
In the white pages, people know your name, but are looking for your number or address, while in the business yellow pages, people don't know who you are, and are looking for a product or services.
Here are some tips to help you create an effective business yellow pages ad that brings you quality customers.
Research the Business Yellow Pages Market
Turn to your advertising section of the Business Yellow pages. Look at what other businesses have to offer. Make a list of everything they all have in common.
Now make a list of the benefits that catch your attention.
And finally, make a third list of the things you feel are missing from all the ads in this section of the yellow pages.
Can you identify something that's missing in the industry and fill the gap from the data in the third list?
Can you provide better benefits from data in the second list?
Do you have all the important benefits from the first list?
Understanding the Customer:
People searching the business yellow pages are already in a buying mood. It's not your job to sell the reader on using your product; they are ready and looking to buy. Your job is to sell the reader on why they should buy from you, rather than the other businesses listed on the page.
(Side note: By the time your ad goes to print, you won't know exactly what businesses will be advertising, but you can expect at least some of the ones that are listed from the pervious year's business yellow pages book)
Create a Headline That Sells
Create a compelling, benefit style headline. Your Business Yellow Pages Headline should be your number one benefit. For example if you sell used cars. You don't want a headline like quality used cars Or Jack's Used Cars; you want a headline like: We will Beat Any Advertised Price on Your Next Used Car or Your Car Is Free! Can you see how this headline will make people looking to buy a used car, call you rather than the other dealers listed on the page? Naturally you need to keep your promise. You don't want to print something you can't deliver, or mislead the customer.
List Your Top Benefits:
Make a bullet style list of your top 5-10 benefits, and even though you should have a lot of benefits in your business, identifying them is sometimes difficult.
For example, when advertising in the yellow pages, your location could be a benefit. Lots of parking could be a benefit, open late hours, free delivery is other benefit. You have to dig deep in your business to identify benefits, but once you get going then you might find it hard to stop.
Read Out Loud:
Read your business yellow pages ad out loud. Does it make sense? Does it excite you? Would it make you call the number, if you were a potential customer? If not, keep adjusting it until you feel good about your ad.
Make Your Ad Stand Out
You want to attract attention to your business yellow pages ad. Including graphics and a border helps attract attention. You want the reader's eye to be attracted to your ad and at the same time, you want your business yellow pages ad to look professional.
Many graphics, fonts, and over use of borders will draw attention to your business yellow pages ad, BUT it will also make it look CHEAP. A cheap ad reflects a cheap operation. You may want to have a professional design your ad.
Make It Easy To Contact You
If you do business nation wide and you can afford to have a 1-800 number then that might be something to look into. Be sure to include your web site or an email.
Take Your Time to Design You Business Yellow Pages Ad
Unlike the web, if you make a mistake with your business yellow pages ad, you have a big problem. Your ad is in the book and in the hands of thousands of people for at least a year, and you CAN'T change it. So be sure to double check everything and get some feedback from customers, friends, and suppliers. Suppliers can give you great ideas on your ad because they see your business from a different point of view than you do.
Business yellow pages advertising is still an effective way to advertise your business. I don't see it going away anytime soon.
That's The Way I See It!
Acey Gaspard
A Touch of Business.com
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