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Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?


Any idea? It's a question that more than a few Yellow Page advertisers ponder. If you are currently spending money every month to run an ad in your local directory, you don't want to wrestle with that question. You want to know that your investment is generating a consistent flow of new clients to your business. So what can you do to maximize returns and stop worrying?

First of all, know this-Yellow Pages Advertising has incredible potential. As a business owner, you have few other ways to reach prospects who are as targeted, and ready to buy as these. But naturally? your success depends on the quality of your ad. And when it comes to ad content, far too many advertisers are quite simply? lost.

"The red-hot commodity of the Information Age? Why that would be the Yellow Pages? It's like shooting fish in a barrel."
Fortune July, 2003

There are few places to turn. It makes for an unpleasant situation for the honest businessperson trying to harness the tremendous potential of such a perfectly targeted medium. And so, most advertisers rely on the Yellow Pages design department, who, as it turns out, develop most of the ads in their directory.

It's hard to differentiate your company if that's the case, don't you think?

That situation doesn't need to be one that you find yourself in. While many advertisers fail to develop an ad that draws a strong response, it's not especially difficult to do. In fact, the basic mistakes that "riddle" just about every subject heading provide a fantastic opportunity for the business owner that does his homework. If you're reading this article, you're doing your homework.

"How come we still have the Yellow Pages? They Work. You don't go to the Yellow Pages and look up pizza unless you're planning to order pizza."
Fortune July, 2003

What Yellow Page success boils down to is ad content. Not color. Not professional design. Sure, those things matter too; but they are nowhere near as important as the words you use to fill your ad. People turning to the Yellow Pages have already determined that they need you. They just need to know whether they should call company A, B, or C.

Their choice doesn't depend so much on color or design, as it depends on what you offer that your competitors don't" the policies you hold yourself to that give consumers faith in you and your business.

Here is a point you need to understand? Listing the brand names you carry and the "laundry list" of products or services you offer don't build credibility. They don't set you apart from your competitors who offer the same thing!

Plenty of other things do. And chances are you embrace those policies and those hassle, and risk removing, motivators already. You probably do quite a bit for your clients that make their lives easier, more lucrative, more pleasant, and so on. You probably have credibility boosters that you've never considered including.

And that is because you may not realize the power they have in motivating an eager prospect to act. Iron-clad guarantees? customer testimonials? rock-solid offers for new customers? a headline that goes well beyond your logo and company name; these are things that work wonders in a targeted, ready-to-buy medium such as the Yellow Pages.

Since so many of your competitors are focusing on their company name and their laundry list of products and services, the copy points above will differentiate you! They give you the credibility that your competition likely lacks, and they make a strong case for many a prospect to choose you with confidence. That's what the Yellow Pages are all about, right?!

About The Author

Alan Saltz, the author, teaches Yellow Pages Advertisers how to boost their response and return on investment, using simple, but extremely effective techniques. To learn more about how to improve your own Yellow Pages ad, visit: http://www.YellowPagesProfit.com.

alan@YellowPagesProfit.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. May / 27 / 2020

Digital Demand Will Spur U.S. Advertising Gains in 2021, Predicts Analyst - Hollywood Reporter
Digital Demand Will Spur U.S. Advertising Gains in 2021, Predicts Analyst  Hollywood Reporter

Instacart launches self-serve advertising platform - Business Insider
Instacart launches self-serve advertising platform  Business Insider

The importance of advertising - Idaho State Journal
The importance of advertising  Idaho State Journal

The prevention of childhood obesity would require stricter advertising regulations - EurekAlert
The prevention of childhood obesity would require stricter advertising regulations  EurekAlert

Sports Television Advertising Business Expected To Be “Very Healthy”, “Active” in H2 '20 - Sports Illustrated
Sports Television Advertising Business Expected To Be “Very Healthy”, “Active” in H2 '20  Sports Illustrated

Columbia alumnus recognized for innovative advertising work 'on a national stage' - The Columbia Chronicle
Columbia alumnus recognized for innovative advertising work 'on a national stage'  The Columbia Chronicle

Alfi Inc., A Local Advertising Technology Firm to Donate Advertising Space for Struggling Businesses - Yahoo Finance
Alfi Inc., A Local Advertising Technology Firm to Donate Advertising Space for Struggling Businesses  Yahoo Finance

US TV Advertising To Drop 12% In 2020: Analyst 05/27/2020 - MediaPost Communications
US TV Advertising To Drop 12% In 2020: Analyst 05/27/2020  MediaPost Communications

Woof in Advertising: When the product is secondary - ohmidog! - ohmidog!
Woof in Advertising: When the product is secondary - ohmidog!  ohmidog!

Sparklight® Advertising Pledges $7 Million in Matching Ad Credit Initiative offers small businesses cable airtime to aid in economic recovery - coppercountrynews
Sparklight® Advertising Pledges $7 Million in Matching Ad Credit Initiative offers small businesses cable airtime to aid in economic recovery  coppercountrynews

Advertising During Uncertain Times: 11 Research Projects Tell the Same Story - WAAY
Advertising During Uncertain Times: 11 Research Projects Tell the Same Story  WAAY

6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - ResearchAndMarkets.com - Yahoo Finance
6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - ResearchAndMarkets.com  Yahoo Finance

Media Corruption? Car Safety Recalls Reported Less When Manufacturers Advertise More - SciTechDaily
Media Corruption? Car Safety Recalls Reported Less When Manufacturers Advertise More  SciTechDaily

Advertisers Seek to Revise Deal Terms With Streamer Quibi - The Wall Street Journal
Advertisers Seek to Revise Deal Terms With Streamer Quibi  The Wall Street Journal

How Big Brands Are Navigating Pandemic-Related Advertising - Spectrum News 1
How Big Brands Are Navigating Pandemic-Related Advertising  Spectrum News 1

Coronavirus: Advertising tycoon Martin Sorrell predicts 'permanent' digital shift - Yahoo News
Coronavirus: Advertising tycoon Martin Sorrell predicts 'permanent' digital shift  Yahoo News

Adams Outdoor Advertising inks debt financing from Carlyle - PE Hub
Adams Outdoor Advertising inks debt financing from Carlyle  PE Hub

A Guide To Evaluating And Advertising COVID-19 Products - Law360
A Guide To Evaluating And Advertising COVID-19 Products  Law360

OUTFRONT STUDIOS Dominates At The Out Of Home Advertising Association's OBIE Awards - PRNewswire
OUTFRONT STUDIOS Dominates At The Out Of Home Advertising Association's OBIE Awards  PRNewswire

Your Morning Matters: An advertising legend - MahoningMatters.com - MahoningMatters.com
Your Morning Matters: An advertising legend - MahoningMatters.com  MahoningMatters.com

Big advertisers already seek new terms with Quibi - MarketWatch
Big advertisers already seek new terms with Quibi  MarketWatch

Kellogg's drops advertising from Joe Wicks' YouTube channel after Pringles blunder - FoodNavigator.com
Kellogg's drops advertising from Joe Wicks' YouTube channel after Pringles blunder  FoodNavigator.com

How TV Advertisers Can Prepare For The 2020 Election Cycle - AdExchanger
How TV Advertisers Can Prepare For The 2020 Election Cycle  AdExchanger

Proposed bill would ban microtargeting of political advertisements - Ars Technica
Proposed bill would ban microtargeting of political advertisements  Ars Technica

Cornelius advertising firm recognized by magazine as Best Workplaces 2020 - Statesville Record & Landmark
Cornelius advertising firm recognized by magazine as Best Workplaces 2020  Statesville Record & Landmark

Democrat announces advertising department changes | Free - Sedalia Democrat
Democrat announces advertising department changes | Free  Sedalia Democrat

An Hour of Advertising with... Tom Goodwin - The Drum
An Hour of Advertising with... Tom Goodwin  The Drum

Advertising will sound very different post-Covid-19 - Campaign US
Advertising will sound very different post-Covid-19  Campaign US

The Pitch: Advertising and marketing news for 5.26.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.26.20  RichmondBizSense

Thought Leaders Weigh In On The Post Pandemic Advertising And Media Landscape - Forbes
Thought Leaders Weigh In On The Post Pandemic Advertising And Media Landscape  Forbes

Amid the COVID-19 crisis and the looming economic recession, the Outdoor Advertising market worldwide will grow by a projected US$11.1 Billion, during the analysis period - GlobeNewswire
Amid the COVID-19 crisis and the looming economic recession, the Outdoor Advertising market worldwide will grow by a projected US$11.1 Billion, during the analysis period  GlobeNewswire

Old or new? Strategic or tactical? Your COVID-19 advertising questions answered - Warc
Old or new? Strategic or tactical? Your COVID-19 advertising questions answered  Warc

Why advertising's limited legion need your – and Rishi Sunak's – support - The Drum
Why advertising's limited legion need your – and Rishi Sunak's – support  The Drum

Trump campaign plans $1 million advertising attack after Biden's black voters comment - CNN
Trump campaign plans $1 million advertising attack after Biden's black voters comment  CNN

Is It Time for Tesla to Start Advertising? - CryptoCoinsNews
Is It Time for Tesla to Start Advertising?  CryptoCoinsNews

Reddit Launches 12-Week Advertising School On r/Advertising - We are Social Media
Reddit Launches 12-Week Advertising School On r/Advertising  We are Social Media

David Droga in Conversation With Inc. Register Now for This Exclusive Live Webinar - Inc.
David Droga in Conversation With Inc. Register Now for This Exclusive Live Webinar  Inc.

Governor Wolf Targeted in Third Grade-Level Aerial Advertising at the Jersey Shore - Philadelphia magazine
Governor Wolf Targeted in Third Grade-Level Aerial Advertising at the Jersey Shore  Philadelphia magazine

Internet Earnings: E-Commerce and Games Win Big, Advertising Platforms Suffer - Caixin Global
Internet Earnings: E-Commerce and Games Win Big, Advertising Platforms Suffer  Caixin Global

Grand Theft Auto 6 Launch Window Possibly Outed by Take-Two Advertising Plans - Wccftech
Grand Theft Auto 6 Launch Window Possibly Outed by Take-Two Advertising Plans  Wccftech

Video advertising rethought: From ‘click-to-skip’ to ‘click-to-watch’ - Best Media Info
Video advertising rethought: From ‘click-to-skip’ to ‘click-to-watch’  Best Media Info

CitizenNet, Condé Nast's Social Advertising Agency, Honored With Four Stevie Award Wins In The 2020 American Business Awards - MarTech Series
CitizenNet, Condé Nast's Social Advertising Agency, Honored With Four Stevie Award Wins In The 2020 American Business Awards  MarTech Series

Advertising agencies and the law: Determining the relationship between agency and client (part 1) - Lexology
Advertising agencies and the law: Determining the relationship between agency and client (part 1)  Lexology

League of Legends expands in-game advertising with Arena Banners - Daily Esports
League of Legends expands in-game advertising with Arena Banners  Daily Esports

Global Interactive Advertising Market : Industry Analysis and Forecast... - Azizsalon News
Global Interactive Advertising Market : Industry Analysis and Forecast...  Azizsalon News

The Atlantic Lays Off 68, Citing ‘a Bracing Decline in Advertising’ - The New York Times
The Atlantic Lays Off 68, Citing ‘a Bracing Decline in Advertising’  The New York Times

CBS Courts Advertisers Virtually, With a Zinger From Stephen Colbert - The New York Times
CBS Courts Advertisers Virtually, With a Zinger From Stephen Colbert  The New York Times

Inflight Advertising Market : Huge Demand And Future Scope For Revenue By... - Azizsalon News
Inflight Advertising Market : Huge Demand And Future Scope For Revenue By...  Azizsalon News

Apple's 'Bounce' AirPods Ad Wins 'Best of Advertising' Award - MacRumors
Apple's 'Bounce' AirPods Ad Wins 'Best of Advertising' Award  MacRumors

Exclusive: New York Times phasing out all 3rd-party advertising data - Axios
Exclusive: New York Times phasing out all 3rd-party advertising data  Axios

Why direct response advertising is winning this year - CMO
Why direct response advertising is winning this year  CMO

President Donald Trump has spent $21m on advertising - nearly three times his rival Joe Biden - Daily Mail
President Donald Trump has spent $21m on advertising - nearly three times his rival Joe Biden  Daily Mail

Italy's 2020 advertising market to shrink at double-digit rate -Nielsen - Reuters
Italy's 2020 advertising market to shrink at double-digit rate -Nielsen  Reuters

Media Earnings Predict The Future Of Advertising - Forbes
Media Earnings Predict The Future Of Advertising  Forbes

Big brands are telling TV networks they might not be buying as many ads as planned - Marketplace
Big brands are telling TV networks they might not be buying as many ads as planned  Marketplace

Exxon Sued Again for 'Misleading' Advertising - DeSmog
Exxon Sued Again for 'Misleading' Advertising  DeSmog

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

For-profit colleges drastically outspend competing institutions on advertising - Brookings Institution
For-profit colleges drastically outspend competing institutions on advertising  Brookings Institution

How Advertisers Scrambled To Ditch Ads And Shift Messaging During The Coronavirus Pandemic - WBUR
How Advertisers Scrambled To Ditch Ads And Shift Messaging During The Coronavirus Pandemic  WBUR

Advertisers shift to mobile private marketplaces | WARC - Warc
Advertisers shift to mobile private marketplaces | WARC  Warc

Digital Display Advertising Market Analysis & Technological Innovation by Leading Key Players - Cole of Duty
Digital Display Advertising Market Analysis & Technological Innovation by Leading Key Players  Cole of Duty

News Outlets Want More Advertisers to Act Like Burger King - The New York Times
News Outlets Want More Advertisers to Act Like Burger King  The New York Times

Facebook signals online advertising to take a big hit - DigitalCommerce360
Facebook signals online advertising to take a big hit  DigitalCommerce360

IDF launches investigation into Noa Kirel's recent advertisement - The Jerusalem Post
IDF launches investigation into Noa Kirel's recent advertisement  The Jerusalem Post

Minicast: Why Facebook Shops could be the next big ecommerce and advertising disruptor - Which-50
Minicast: Why Facebook Shops could be the next big ecommerce and advertising disruptor  Which-50

How advertisers are using TikTok during the recession - Digiday
How advertisers are using TikTok during the recession  Digiday

Tech This Week | Advertising a tax on the poor, pandemic going to exacerbate it - Deccan Chronicle
Tech This Week | Advertising a tax on the poor, pandemic going to exacerbate it  Deccan Chronicle

Centraide launches advertising campaign to recognize the essential work of the community sector - Canada NewsWire
Centraide launches advertising campaign to recognize the essential work of the community sector  Canada NewsWire

Instacart Launches Self-Serve Ad Platform, Offers Alternative To Google, Amazon 05/27/2020 - MediaPost Communications
Instacart Launches Self-Serve Ad Platform, Offers Alternative To Google, Amazon 05/27/2020  MediaPost Communications

Nordija integrates Yospace dynamic advertising insertion with FokusOn platform - Telecompaper
Nordija integrates Yospace dynamic advertising insertion with FokusOn platform  Telecompaper

Speel Verantwoord Endorses EGBA's Pan-European Advertising Code - European Gaming Industry News
Speel Verantwoord Endorses EGBA's Pan-European Advertising Code  European Gaming Industry News

Context, Creative Execution Key to Advertising During Pandemic - TV Technology
Context, Creative Execution Key to Advertising During Pandemic  TV Technology

Cloud Advertising Market Research Report 2020 Elaborate Analysis With Growth Forecast To 2026 - Cole of Duty
Cloud Advertising Market Research Report 2020 Elaborate Analysis With Growth Forecast To 2026  Cole of Duty

Advertisers signal glimmers of optimism, start spending again - Search Engine Land
Advertisers signal glimmers of optimism, start spending again  Search Engine Land

Research on Online Display Advertising Platforms Market (impact of COVID-19) with Top Players: FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE, DATAXU, Yahoo Gemini, and Other - 3rd Watch News
Research on Online Display Advertising Platforms Market (impact of COVID-19) with Top Players: FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE, DATAXU, Yahoo Gemini, and Other  3rd Watch News

Mobile Advertising Software Market: Future Innovation Ways That, Growth & Profit Analysis, Forecast By 2026 - Cole of Duty
Mobile Advertising Software Market: Future Innovation Ways That, Growth & Profit Analysis, Forecast By 2026  Cole of Duty

Cloud Advertising Market Trends, and Demand Growth 2020-2026| Google Inc., Microsoft Corporation, IBM Corporation, Amazon Web Services - Cole of Duty
Cloud Advertising Market Trends, and Demand Growth 2020-2026| Google Inc., Microsoft Corporation, IBM Corporation, Amazon Web Services  Cole of Duty

Impact of COVID-19: Big Data Pharmaceutical Advertising Market - openPR
Impact of COVID-19: Big Data Pharmaceutical Advertising Market  openPR

Facebook, Google and Snap have found their knight in shining armor as ad spending craters - CNBC
Facebook, Google and Snap have found their knight in shining armor as ad spending craters  CNBC

Mobile Advertising System Market 2020: Potential Growth, Challenges, and Know the Companies List Could Potentially Benefit or Loose out From the Impact of COVID-19 | Key Players: DoubleClick, Marin Software, MediaMath, Sizmek, AdRoll, etc. | InForGrowth - 3rd Watch News
Mobile Advertising System Market 2020: Potential Growth, Challenges, and Know the Companies List Could Potentially Benefit or Loose out From the Impact of COVID-19 | Key Players: DoubleClick, Marin Software, MediaMath, Sizmek, AdRoll, etc. | InForGrowth  3rd Watch News

Opportunity for In-Flight Advertising as Third-Party Cookies Are Phased Out, Inadvia Says - APEX Media
Opportunity for In-Flight Advertising as Third-Party Cookies Are Phased Out, Inadvia Says  APEX Media

COVID-19 Impact on the Global Advertising Industry: Advertising Campaigns Tailored to Fit Tighter Budgets - GlobeNewswire
COVID-19 Impact on the Global Advertising Industry: Advertising Campaigns Tailored to Fit Tighter Budgets  GlobeNewswire

What We Learned About the State of Display Advertising from April Earnings Calls - eMarketer
What We Learned About the State of Display Advertising from April Earnings Calls  eMarketer

Dear Abby: My husband’s bad habit endangers our family — and he thinks it’s funny - The Mercury News
Dear Abby: My husband’s bad habit endangers our family — and he thinks it’s funny  The Mercury News

Ad business cut 36400 jobs in April - AdAge.com
Ad business cut 36400 jobs in April  AdAge.com

Fewer advertisers means more bad ads from ad exchanges - Digiday
Fewer advertisers means more bad ads from ad exchanges  Digiday

The OOH Billboard Will Become Prime Advertising Real Estate as States Reopen - Adweek
The OOH Billboard Will Become Prime Advertising Real Estate as States Reopen  Adweek

Digiday Research: 40% of advertisers won’t advertise near coronavirus-related content - Digiday
Digiday Research: 40% of advertisers won’t advertise near coronavirus-related content  Digiday

How the world’s biggest advertisers are spending (or not) - Digiday
How the world’s biggest advertisers are spending (or not)  Digiday

Digital Advertising Trends in 2020 [Infographic] - Business 2 Community
Digital Advertising Trends in 2020 [Infographic]  Business 2 Community

From PepsiCo to GM, Big Advertisers Set to Cancel Commitments to TV Networks - The Wall Street Journal
From PepsiCo to GM, Big Advertisers Set to Cancel Commitments to TV Networks  The Wall Street Journal

Performance Marketing Gets A Lift As Advertisers Look For Guarantees 05/13/2020 - MediaPost Communications
Performance Marketing Gets A Lift As Advertisers Look For Guarantees 05/13/2020  MediaPost Communications

How to Add Digital Advertising Into Your Marketing Mix - Advertising Specialty Institute
How to Add Digital Advertising Into Your Marketing Mix  Advertising Specialty Institute

How Advertisers Should Adjust Strategies for the At-Home Audience - Adweek
How Advertisers Should Adjust Strategies for the At-Home Audience  Adweek

Footage of Minot featured in national advertisement - KX NEWS
Footage of Minot featured in national advertisement  KX NEWS

Tyson Foods takes out full-page ad: 'The food supply chain is breaking' | TheHill - The Hill
Tyson Foods takes out full-page ad: 'The food supply chain is breaking' | TheHill  The Hill

Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares - The Washington Post
Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

Advertisers are trying to adapt to COVID-19 - Marketplace
Advertisers are trying to adapt to COVID-19  Marketplace

The Advertising Industry Must Act Now To Help Combat The Coronavirus - Forbes
The Advertising Industry Must Act Now To Help Combat The Coronavirus  Forbes

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

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