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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:

Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. March / 21 / 2018

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Should social media stars face tougher advertising rules? - BBC News - BBC News

BBC News

Should social media stars face tougher advertising rules? - BBC News
BBC News
Social media stars could face tougher rules on advertising in posts, the regulator has said. The Advertising Standards Authority said online ads, such as those on Instragram, should be "obviously recognisable" but that some users with big followings ...

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What Advertising Clients Want Now - PDN Online

PDN Online

What Advertising Clients Want Now
PDN Online
“People aren't hiring you to create great pictures, but to get results,” advertising photographer John Keatley told PDN. In today's rapidly changing advertising market, the photographers who have the advantage in landing jobs are able to demonstrate an ...

What Big Tech's Ban Might Mean for Cryptocurrency Advertising - Bitcoin Magazine

Bitcoin Magazine

What Big Tech's Ban Might Mean for Cryptocurrency Advertising
Bitcoin Magazine
Following Facebook's lead, Google has announced it will ban all cryptocurrency advertising on its platforms by June 2018. This restriction applies to all Google-owned platforms including YouTube and any websites where Google sells digital ad space. On ...
Twitter to prohibit range of cryptocurrency adsSky News

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Facebook's Data Predicament Isn't Likely to Affect Advertising on Instagram - Adweek


Facebook's Data Predicament Isn't Likely to Affect Advertising on Instagram
Katy Lucey, team lead of paid social at digital marketing agency Elite SEM, said that at least for now, advertising won't be affected on either Facebook or Instagram. “Facebook and Instagram are basically one and the same from an advertising ...
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Senate approves $6.8 million to expand WEDC advertising ... -

Senate approves $6.8 million to expand WEDC advertising ...
Senate Minority Leader Jennifer Shilling, D-La Crosse, called the effort to attract millennials to the state a "waste."

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Nearly 2000 antique and vintage advertising tins, mugs, coffee cans, beer steins and more to be auctioned March 31 - Glendale Star

Glendale Star

Nearly 2000 antique and vintage advertising tins, mugs, coffee cans, beer steins and more to be auctioned March 31
Glendale Star
The collection includes rare country store mercantile advertising items from small towns and cities nationwide as well as vintage advertising toy trucks. Some of the scarce items include a Kaw chief pepper tin with paper label packed for Theo. Poehler ...

BlackBerry wants you to do its advertising by joining its fan league - Digital Trends

Digital Trends

BlackBerry wants you to do its advertising by joining its fan league
Digital Trends
BlackBerry has launched a new BlackBerry Smartphone Fan League. Because what better way to show your support for your mobile phone than by joining its fan club?

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Beer lover sues Pabst Brewing Co., says he was 'deceived' by false advertising - Fox News

Fox News

Beer lover sues Pabst Brewing Co., says he was 'deceived' by false advertising
Fox News
Brendan Peacock, of Sacramento, says the Olympia Brewing Company (which is owned by Pabst) falsely implies that the water comes from a spring in Washington. ( The Olympia Brewing Company frequently boasts about “the water” it uses to ...

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TMG's TRUTH Launches World's First Blockchain-enabled Advertising Campaign - PR Newswire (press release)

Proactive Investors UK

TMG's TRUTH Launches World's First Blockchain-enabled Advertising Campaign
PR Newswire (press release)
It clearly demonstrates how blockchain enables advertisers to know exactly what elements of their campaign ran and when, with 100% transparency across the media supply chain. The world's first blockchain-enabled advertising campaign was for an ...
The Marketing Group's TRUTH unit in first successful advertising campaign deployment using blockchain technologyProactive Investors UK

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How Change Blindness Diminishes Advertising Effectiveness - AdExchanger

How Change Blindness Diminishes Advertising Effectiveness
So, what's this got to do with advertising? Everything. Imagine you're a marketer at a Fortune 500 retailer running high-performance remarketing campaigns to promote previously viewed products alongside AI-powered product recommendations. And what if ...

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