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3 Things Every Yellow Pages Advertiser Needs to Know


Too many business owners and marketers know that Yellow Pages advertising has an incredible amount of potential? but they don't quite know how to take advantage of it.

Fortunately, it's a mystery that's solved pretty easily once an advertiser knows where to turn for advice. There are fundamental truths about Yellow Page advertising that so many businesses fail to recognize, but once they do, they stand to capitalize on a sizeable reward. That said? let's try to understand it a bit better, shall we?

1. Common Yellow Page advertising mistakes are simple to fix.

Very simple. You don't have to be a graphic designer or marketing expert to drastically improve your ad either-you just need to know your customers.

You see, most Yellow Page ads make the very same mistakes? year after year ?directory after directory ?category after category. Some of the ads I see from professional design firms are riddled with mistakes too.

Of course they may look nicer... but that won't cut it in the Yellow Pages! While a professionally designed ad can certainly help grab attention, there is no substitute for ad content (read: words) if your goal is to generate a phone call.

And when it comes to Yellow Pages advertising, that's all that really matters.

By learning what makes a good headline, good body copy, and how to develop a strong offer-your Yellow Pages ad will run circles around an ad that just "looks great," but makes the same mistakes most others are making.

An example? Using your name and logo as the headline...

It's disastrous and yet more advertisers do it than not. No one cares what you call yourself until they've decided to pick up the phone and actually call you.

Your company name does not win you business. So if your name and logo is at the top of your ad? if it's big and bold and takes up space? if it takes the place of an attention grabbing, hard-hitting headline? you've made a big mistake.

Next, here's fundamental truth number 2?

2. Most Yellow Page ads are developed by the directory publisher.

That's right-the directory itself develops most of the ads you see. That's a pretty unfortunate scenario if you think about it. What happens if they design your ad and 4 of your competitors' ads? Whose ad stands out? Who gets the best ad content and the most original headline?

That's not a risk you'll want to take.

When it comes to Yellow Pages advertising those that know how to set themselves apart from the pack fare well. Nice design might get you noticed, but good ad copy grabs attention like a magnet and doesn't let it go.

Don't just hand the reins to someone else and let them develop your ad for you. Learn what it takes to generate response and play a role in developing that winning ad for your business.

Your design department will be happy to design your ad free of charge, but make sure you play an active role in developing the content. Because no one knows what makes your customers "tick" like you do!

3. Yellow Pages Advertising is different from just about EVERY other medium you use.

You might want to re-read that. Yellow Pages advertising is different because people see your ad when they are ready to buy. This is huge! Almost every Yellow Page ad I see takes the approach: "This is who I am and this is what I offer."

Guess what-that's dead wrong!

All that matters in Yellow Pages Advertising are "the reasons someone should choose you over your competition." Telling them what you offer does no good. They know what you offer! They're looking at your ad because their tooth hurts and they turned to the "Dentist" category.

Focus on "why, with all of these options, they should choose you" and you'll be doing what so many advertisers before you have failed to include.

That is the information your prospects looked in the Yellow Pages to uncover. Give it to them. Give them a reason to pick up the phone and know you'll provide them with something different? something better.

Your prospects are a skeptical bunch. Make contacting you and giving your business a shot a risk-free, value-filled proposition for them. When done correctly this will give any usiness a tremendous edge over the competition.

Care to learn a little more?

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. October / 23 / 2019

Quibi Sells Out $150M In Launch-Year Advertising Inventory - Deadline
Quibi Sells Out $150M In Launch-Year Advertising Inventory  Deadline

That's what advertising is now - Campaign US
That's what advertising is now  Campaign US

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Facebook advertising VP Rob Goldman announces his departure - CNBC
Facebook advertising VP Rob Goldman announces his departure  CNBC

What's The Next Growth Engine For Digital Advertising? - Radio & Television Business Report
What's The Next Growth Engine For Digital Advertising?  Radio & Television Business Report

Creative hot shop JohnxHannes is folding - AdAge.com
Creative hot shop JohnxHannes is folding  AdAge.com

Why Miller Lite is scorning social media to fight the new war in beer advertising - Fast Company
Why Miller Lite is scorning social media to fight the new war in beer advertising  Fast Company

Meredith Sells Money.com to Puerto Rican Advertising Company - Adweek
Meredith Sells Money.com to Puerto Rican Advertising Company  Adweek

Healthy Community, ADVERTISING: Advertorial — JONATHON M. SASSER: Metabolic syndrome - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — JONATHON M. SASSER: Metabolic syndrome  Coeur d'Alene Press

Meredith Sells Personal-Finance Site Money to Digital Advertising Firm - Variety
Meredith Sells Personal-Finance Site Money to Digital Advertising Firm  Variety

Healthy Community, ADVERTISING: Advertorial — WENDY CUNNINGHAM: Acupuncture for kids - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — WENDY CUNNINGHAM: Acupuncture for kids  Coeur d'Alene Press

Daily Forecast: Connected TV Advertising Driven by YouTube, Hulu and Roku - eMarketer
Daily Forecast: Connected TV Advertising Driven by YouTube, Hulu and Roku  eMarketer

California: Entertainment, Media and Advertising Impacted by AB5 - The National Law Review
California: Entertainment, Media and Advertising Impacted by AB5  The National Law Review

Facebook IQ: Generation Z Wants to See More Diversity in Advertising - Adweek
Facebook IQ: Generation Z Wants to See More Diversity in Advertising  Adweek

Former Martin Agency exec Joe Alexander sues Martin and IPG for $50 million - AdAge.com
Former Martin Agency exec Joe Alexander sues Martin and IPG for $50 million  AdAge.com

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Alternatives to treating anxiety and depression - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Alternatives to treating anxiety and depression  Coeur d'Alene Press

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Digital Signage Enhances Advertising for Bluewater Promotions Inc. - Yahoo Finance
Digital Signage Enhances Advertising for Bluewater Promotions Inc.  Yahoo Finance

Read More Viral post exposes fake-data problem in China's KOL advertising On 17 October, a - Music Ally
Read More Viral post exposes fake-data problem in China's KOL advertising On 17 October, a  Music Ally

Colling Media Study Reveals Effectiveness of Advertising on Online Dating Apps - Yahoo Finance
Colling Media Study Reveals Effectiveness of Advertising on Online Dating Apps  Yahoo Finance

A new book documents Avedon’s advertising legacy - Wallpaper*
A new book documents Avedon’s advertising legacy  Wallpaper*

Brand Safety Alert: How Toxic is Today's Programmatic Digital Advertising Environment to Brands, Advertisers, and Publishers? - Yahoo Finance
Brand Safety Alert: How Toxic is Today's Programmatic Digital Advertising Environment to Brands, Advertisers, and Publishers?  Yahoo Finance

False Advertising Claims in the U.S. – Even “Corny” Disputes Are No Laughing Matter - JD Supra
False Advertising Claims in the U.S. – Even “Corny” Disputes Are No Laughing Matter  JD Supra

Daily Forecast: Facebook Is Still King of Social Video Advertising - eMarketer
Daily Forecast: Facebook Is Still King of Social Video Advertising  eMarketer

Supponor To Provide Virtual Advertising Tech at FC Barcelona's LaLiga Home Games - Sports Video Group
Supponor To Provide Virtual Advertising Tech at FC Barcelona's LaLiga Home Games  Sports Video Group

Facebook Bans Ads That Promote Voter Suppression – But Political Advertising Is Here To Stay - AdExchanger
Facebook Bans Ads That Promote Voter Suppression – But Political Advertising Is Here To Stay  AdExchanger

Why Australia needs a ban on taxpayer-funded political advertising before elections - The Guardian
Why Australia needs a ban on taxpayer-funded political advertising before elections  The Guardian

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

The Future of OTT: Fraud Detection, Addressable Advertising And Real-Time Audience Enrichment - TVRev
The Future of OTT: Fraud Detection, Addressable Advertising And Real-Time Audience Enrichment  TVRev

Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss - Business Insider
Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss  Business Insider

New Results Find that Hispanics Feel Underrepresented in Beauty Advertising - Beauty Packaging Magazine
New Results Find that Hispanics Feel Underrepresented in Beauty Advertising  Beauty Packaging Magazine

N.J. couple sues Taco Bell for ‘deceptive advertising’ after they were charged an extra $2.18 - WJW FOX 8 News Cleveland
N.J. couple sues Taco Bell for ‘deceptive advertising’ after they were charged an extra $2.18  WJW FOX 8 News Cleveland

Minneapolis-St.Paul Metro Transit Extends Exclusive Advertising Contract with Intersection through 2022 - Digital Signage Connection
Minneapolis-St.Paul Metro Transit Extends Exclusive Advertising Contract with Intersection through 2022  Digital Signage Connection

ELA Advertising Earns Great Place to Work-Certified™ 2019 Designation - Yahoo Finance
ELA Advertising Earns Great Place to Work-Certified™ 2019 Designation  Yahoo Finance

Category: Samsung Ads Leadership Forum at Advertising Week 2019 - BeetTV
Category: Samsung Ads Leadership Forum at Advertising Week 2019  BeetTV

13 masterpieces of social advertising in the Russian Empire (PICS) - Russia Beyond
13 masterpieces of social advertising in the Russian Empire (PICS)  Russia Beyond

TikTok, Pandora Advertising Found on Pirate TV Platform TeaTV - Digital Music News
TikTok, Pandora Advertising Found on Pirate TV Platform TeaTV  Digital Music News

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Spoiled Milk: A Cautionary Tale Of Advertising And Labeling For The Animal Products Industry  JD Supra

5 Movies That Altered Advertising and Marketing - Adweek
5 Movies That Altered Advertising and Marketing  Adweek

PAC finds effective, inexpensive advertising options through social media - KXLY Spokane
PAC finds effective, inexpensive advertising options through social media  KXLY Spokane

Adaptive Ad Systems Inc. Expands Advertising Reach at Colleges and Universities in Time for the Beginning of the 2020 Election Campaign - Business Wire
Adaptive Ad Systems Inc. Expands Advertising Reach at Colleges and Universities in Time for the Beginning of the 2020 Election Campaign  Business Wire

A Redesigned Microsoft Advertising - Search Engine Roundtable
A Redesigned Microsoft Advertising  Search Engine Roundtable

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ADVERTISING: Advertorial — GEORGE BALLING: Wine gadgets that work!  Coeur d'Alene Press

Queens lawmakers applaud new advertising campaign and website that educates tenants on new rights - QNS.com
Queens lawmakers applaud new advertising campaign and website that educates tenants on new rights  QNS.com

AT&T's Xandr purchases TV advertising company clypd: source - Reuters
AT&T's Xandr purchases TV advertising company clypd: source  Reuters

Duopoly To Account For 68.5% Of UK Digital Advertising In 2019 10/23/2019 - MediaPost Communications
Duopoly To Account For 68.5% Of UK Digital Advertising In 2019 10/23/2019  MediaPost Communications

Snapchat’s targeting direct-response advertisers with new dynamic ads product - Digiday
Snapchat’s targeting direct-response advertisers with new dynamic ads product  Digiday

How to make your brand worth talking about - AdAge.com
How to make your brand worth talking about  AdAge.com

Taxpayers funded $174m in government advertising last financial year - The Guardian
Taxpayers funded $174m in government advertising last financial year  The Guardian

Advertising Week 2019: It All Starts With Brand Trust - Forbes
Advertising Week 2019: It All Starts With Brand Trust  Forbes

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

Amazon's Starting to Pull Away From Competitors in Search Advertising - Motley Fool
Amazon's Starting to Pull Away From Competitors in Search Advertising  Motley Fool

Facebook opens search ads to all advertisers - Search Engine Land
Facebook opens search ads to all advertisers  Search Engine Land

Taco Bell being sued for 'false and misleading' advertising - Fox Business
Taco Bell being sued for 'false and misleading' advertising  Fox Business

Amazon nibbles away at Google's search advertising dollars - AdAge.com
Amazon nibbles away at Google's search advertising dollars  AdAge.com

Advertising sector watchdog ASCI upholds complaints against 229 misleading advertisements for violating... - Firstpost
Advertising sector watchdog ASCI upholds complaints against 229 misleading advertisements for violating...  Firstpost

GOP Senator Links Medical Marijuana Claims To Tobacco Industry Advertisements - Marijuana Moment
GOP Senator Links Medical Marijuana Claims To Tobacco Industry Advertisements  Marijuana Moment

Facebook advertising VP steps down - AdNews
Facebook advertising VP steps down  AdNews

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What Is Display Advertising? Definition, Targeting Process, Types, Networks, Examples, and a Management Checklist  MarTech Advisor

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An 'Always-On' TV Attribution Advertising Partnership Arrives  Radio & Television Business Report

Facebook's Vice President of Advertising Rob Goldman Steps Down - Branding in Asia Magazine
Facebook's Vice President of Advertising Rob Goldman Steps Down  Branding in Asia Magazine

Some Advertisers See Loopholes In California Privacy Law 10/23/2019 - MediaPost Communications
Some Advertisers See Loopholes In California Privacy Law 10/23/2019  MediaPost Communications

YouTube is letting politicians reserve advertising space for 2020 election - The Verge
YouTube is letting politicians reserve advertising space for 2020 election  The Verge

Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up - Inc.
Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up  Inc.

Barcelona strike Supponor virtual advertising deal - SportsPro Media
Barcelona strike Supponor virtual advertising deal  SportsPro Media

Trump dominates in digital, while Joe Biden twiddles his thumbs advertising on TV - legal Insurrection
Trump dominates in digital, while Joe Biden twiddles his thumbs advertising on TV  legal Insurrection

How advertising rates vary by category on Amazon - Marketing Land
How advertising rates vary by category on Amazon  Marketing Land

RealityMine adds social advertising tool - Research Live
RealityMine adds social advertising tool  Research Live

Rethinking and Predicting the Future of TV Advertising - Adweek
Rethinking and Predicting the Future of TV Advertising  Adweek

Imperial Capital Downgrades Lamar Advertising (LAMR) to In-Line on Fair Valuation - StreetInsider.com
Imperial Capital Downgrades Lamar Advertising (LAMR) to In-Line on Fair Valuation  StreetInsider.com

Meet the Women Running LA’s Top Advertising Agencies - Adweek
Meet the Women Running LA’s Top Advertising Agencies  Adweek

Facebook changes political advertising rules ahead of expected UK general election - Sky News
Facebook changes political advertising rules ahead of expected UK general election  Sky News

House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents - CNBC
House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents  CNBC

Honest Ads Act Is False Advertising - The Wall Street Journal
Honest Ads Act Is False Advertising  The Wall Street Journal

The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products - Business Insider
The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products  Business Insider

From the Archives: Squash advertising - Los Angeles Times
From the Archives: Squash advertising  Los Angeles Times

Google, Apple, Amazon, and Microsoft's earbud advertising explained - Fast Company
Google, Apple, Amazon, and Microsoft's earbud advertising explained  Fast Company

Coverage of Trump's Doral Resort Fiasco Was Worth at Least $1 million in Free Advertising - LA Magazine
Coverage of Trump's Doral Resort Fiasco Was Worth at Least $1 million in Free Advertising  LA Magazine

Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas - FOX 10 News Phoenix
Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas  FOX 10 News Phoenix

Alliances are Advertising Week's big trend - Axios
Alliances are Advertising Week's big trend  Axios

DPP develops IMF for advertising | News - IBC365
DPP develops IMF for advertising | News  IBC365

Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube - CNBC
Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

Amazon held its first big ad conference last week, luring about 400 people to Seattle - CNBC
Amazon held its first big ad conference last week, luring about 400 people to Seattle  CNBC

Juul halts advertising in United States, replaces CEO - The Verge
Juul halts advertising in United States, replaces CEO  The Verge

China’s advertising industry waits to hear the winners of the Effie marketing awards - Euronews
China’s advertising industry waits to hear the winners of the Effie marketing awards  Euronews

Facebook agrees to pay advertisers $40 million over inflated video stats - AdAge.com
Facebook agrees to pay advertisers $40 million over inflated video stats  AdAge.com

Highest-ranking woman in Pittsburgh advertising is stepping down - Pittsburgh Business Times
Highest-ranking woman in Pittsburgh advertising is stepping down  Pittsburgh Business Times

Amazon’s advertising arm is getting so big it held a major conference for brands - GeekWire
Amazon’s advertising arm is getting so big it held a major conference for brands  GeekWire

What HBO's 'Succession' can teach us about advertising - AdAge.com
What HBO's 'Succession' can teach us about advertising  AdAge.com

STATEWIDE ADVERTISING - Ad from 2019-10-23 | Office Services - Rapid City Journal
STATEWIDE ADVERTISING - Ad from 2019-10-23 | Office Services  Rapid City Journal

Cannabis Tech Startup Fyllo Announces New Funding As Advertising Execs Join The Board - Forbes
Cannabis Tech Startup Fyllo Announces New Funding As Advertising Execs Join The Board  Forbes

Hyundai Card launches advertising team with Innocean - The Korea Herald
Hyundai Card launches advertising team with Innocean  The Korea Herald

Social Chain's Lumaland merger heralded as 'an advertising gamechanger' - The Drum
Social Chain's Lumaland merger heralded as 'an advertising gamechanger'  The Drum

Brexit date downplayed in government advertising shift - BBC News
Brexit date downplayed in government advertising shift  BBC News

TikTok explains its ban on political advertising - TechCrunch
TikTok explains its ban on political advertising  TechCrunch

Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising - EFF
Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising  EFF

House subcommittee asks e-cigarette companies to stop advertising - CNBC
House subcommittee asks e-cigarette companies to stop advertising  CNBC

New connected TV study debunks 3 common myths about political advertising - AdAge.com
New connected TV study debunks 3 common myths about political advertising  AdAge.com

Trump threatens to sue CNN for ‘falsely advertising as news organisation’ - South China Morning Post
Trump threatens to sue CNN for ‘falsely advertising as news organisation’  South China Morning Post

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