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How To Make Your Yellow Page Ads Work


I hear it often, "advertising in the Yellow Pages directory doesn't work!" I smile knowingly and wait for a pause in the conversation, and this is what I say in response to their claims?

"It's not the medium - it's the message?and it's probable the market too!" Blank stares often accompany that opening statement. But they do work - and they work well? IF you know how to use them.

Think of This?

The Yellow Pages (YP) reaches approx 80% of North American adults in the average month, 60% in the average week, and 15% daily. And nearly 90% of these references result in contact with a purchase or an intent to purchase.

The YP is a reference medium - people are looking for 'something', usually a solution to an immediate problem. And one out of every two people looking in the YP directory have no provider in mind and are silently begging for a solution to their problem.

Ok, here's a quick summary - just in case you missed all that. The YP reaches almost everyone eventually, those who are actively looking in the YP directory have a problem and need a solution. And those looking likely have no supplier in mind? Is it just me or doesn't this sound like a gold mine waiting to be tapped? Given these useful tidbits, doesn't it make sense to figure out how to make your adverts more effective?

First of All...

Don't listen to the space sales rep - yup, I know. You're thinking these guys know their stuff. Well they sure how to sell space, but designing a profitable advert? Uh, no. In fact their design teams (did I mention they offer their services for FREE as part of the ad space you buy?) generally create adverts that look like everyone else's. Remember, you get what you pay for.

And you wonder why your previous attempts failed?

Here's The Secret...

If I told you how to place a winning advert in the YP every time, would you want to know? Of course you would. Here's the secret: simply design an assortment of YP ads and run them in your local weekly newspaper. Track the results and see which one works best - that's the one you use in the upcoming YP directory. Easy when you know how.

What Format to Use?

Here's another misconception. You don't actually have to have color, you don't actually have to buy a full page and you certainly don't have to apply the 'rules' that the YP rep might recommend. You do have to be the right size, the right color and in the right place - it's not simply a case of bigger, brighter, and more.

This might help you. Imagine the YP reader for a moment and you'll start to see what your advert should be like. Your potential customer is out there somewhere closely scanning the pages looking for a solution to their problem. What would you want to know if you were in their shoes?

You'd Want Information!

Absolutely, you'd want to know about how they're the right choice for you and that they understand your problem and that they can assure you of the service you require and oh look? there's a website with more information or a toll free recorded message with more information, or a free report with more information?

Are you seeing a pattern yet?

The last thing a reader cares about at this point is YOU. They're only interested in themselves. They have a problem and they want it gone. Make it easy for them to see why you're the best choice and you'll have them beating a steady path to your door.

Always Use A Headline?

Remember, the browser is looking for a solution so have a headline at the top of your advert that addressees their main concern. Here's a suggestion for a headline that will catch the eye of a YP seeker - "7 Ways To Choose The Right Repair Shop" or "5 Questions You Must Ask When Picking The Perfect Mechanic" Isn't that what they're trying to do? Won't your headline stop them dead in their tracks - of course it will.

In closing, there's a lot more to YP advertising than I can cover in a page, and display advertising (of which YP is one part) is a fascinating subject all on it's own.

AUTHOR BIO: James Burchill is a freelance marketing consultant and publisher. James helps people 'Sell more stuff, and make more money!' He also publishes informational and Internet products and his main website is http://www.JamesBurchill.com James' newest product shares his insights into the exciting world of freelancing on Elance at http://www.ElanceExposed.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. August / 05 / 2020

Podcast advertising to hit $1 billion in 2021 - Fox Business
Podcast advertising to hit $1 billion in 2021  Fox Business

Top 2 Advertising/Marketing Stocks To Buy In 2020 - Forbes
Top 2 Advertising/Marketing Stocks To Buy In 2020  Forbes

Choice-First Advertising Will Pave the Way to a Golden Age of Digital Advertising - ExchangeWire
Choice-First Advertising Will Pave the Way to a Golden Age of Digital Advertising  ExchangeWire

Biden unveils quarter-billion-dollar campaign advertising blitz - WHTC News
Biden unveils quarter-billion-dollar campaign advertising blitz  WHTC News

How voters view Donald Trump's political advertisement, “Break In” - YouGov US
How voters view Donald Trump's political advertisement, “Break In”  YouGov US

Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy - The Newark Advocate
Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy  The Newark Advocate

Dallas-Fort Worth Advertising & Marketing Firms - Dallas Business Journal - New York Business Journal
Dallas-Fort Worth Advertising & Marketing Firms - Dallas Business Journal  New York Business Journal

ViacomCBS Sets Launch Of EyeQ, A Comprehensive Offering For Advertisers - Deadline
ViacomCBS Sets Launch Of EyeQ, A Comprehensive Offering For Advertisers  Deadline

Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence - Ad Law Access
Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence  Ad Law Access

How to change your Google advertising settings - The Verge
How to change your Google advertising settings  The Verge

Facebook has been barely impacted by big advertisers' boycott — here's why - TNW
Facebook has been barely impacted by big advertisers' boycott — here's why  TNW

Fox posts lower quarterly profit on decline in advertising revenue - Fox Business
Fox posts lower quarterly profit on decline in advertising revenue  Fox Business

Sam's Club Partners With Button and Rakuten Advertising - MarTech Series
Sam's Club Partners With Button and Rakuten Advertising  MarTech Series

Mediavine Integrates with Centro's Basis Programmatic Advertising Platform - PRNewswire
Mediavine Integrates with Centro's Basis Programmatic Advertising Platform  PRNewswire

National TV Advertising Fell 9% in June, Down 19% Since Pandemic - Variety
National TV Advertising Fell 9% in June, Down 19% Since Pandemic  Variety

Mega Poultry Producer in Hot Water Over Fowl Advertising: Faces Joint Lawsuit - VEGWORLD Magazine
Mega Poultry Producer in Hot Water Over Fowl Advertising: Faces Joint Lawsuit  VEGWORLD Magazine

Trump campaign restarts TV advertising with spots slamming Biden - POLITICO
Trump campaign restarts TV advertising with spots slamming Biden  POLITICO

California Wine Drinkers Lose BevMo False Advertising Suit - Bloomberg Law
California Wine Drinkers Lose BevMo False Advertising Suit  Bloomberg Law

Graffiti Use in Advertising or Goods: Copyright Questions - The National Law Review
Graffiti Use in Advertising or Goods: Copyright Questions  The National Law Review

COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio - Rome News-Tribune
COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio  Rome News-Tribune

After more than 1,000 firms boycotted Facebook, what's next for ads on social media? - CNBC
After more than 1,000 firms boycotted Facebook, what's next for ads on social media?  CNBC

FTC report highlights concerns with dealer advertising and add-on products - JD Supra
FTC report highlights concerns with dealer advertising and add-on products  JD Supra

If advertising works, there's no way it doesn't contribute to obesity - The Drum
If advertising works, there's no way it doesn't contribute to obesity  The Drum

UK advertisers pulled more than £1.1bn spend during Covid lockdown - The Guardian
UK advertisers pulled more than £1.1bn spend during Covid lockdown  The Guardian

UK Group Calls for Treating SUVs Like Cigarettes and Banning Advertising - Treehugger
UK Group Calls for Treating SUVs Like Cigarettes and Banning Advertising  Treehugger

Mowi USA and Mowi Ducktrap face lawsuit alleging deceptive marketing, advertising - SeafoodSource
Mowi USA and Mowi Ducktrap face lawsuit alleging deceptive marketing, advertising  SeafoodSource

Got Milk? returns to advertising with spots by Weber Shandwick - PR Week
Got Milk? returns to advertising with spots by Weber Shandwick  PR Week

Programmatic Display Advertising Platform Market Rising Growth With Keyplayer: FACEBOOK BUSINESS, ADWORDS, WORDSTREAM - Market Research Posts
Programmatic Display Advertising Platform Market Rising Growth With Keyplayer: FACEBOOK BUSINESS, ADWORDS, WORDSTREAM  Market Research Posts

COVID And Beyond, Don't Underestimate Mobile Video's Advertising Potential 08/04/2020 - MediaPost Communications
COVID And Beyond, Don't Underestimate Mobile Video's Advertising Potential 08/04/2020  MediaPost Communications

Brands continue to lean heavily on programmatic advertising, IAB says - Marketing Dive
Brands continue to lean heavily on programmatic advertising, IAB says  Marketing Dive

Apple and Microsoft just proved the power of advertising - ZDNet
Apple and Microsoft just proved the power of advertising  ZDNet

‘Next Steps’ for Advertising Rule Coming: SEC Official - ThinkAdvisor
‘Next Steps’ for Advertising Rule Coming: SEC Official  ThinkAdvisor

Using a trademark in a domain for comparative advertising - Domain Name Wire
Using a trademark in a domain for comparative advertising  Domain Name Wire

More Than 1,000 Companies Boycotted Facebook. Did It Work? - The New York Times
More Than 1,000 Companies Boycotted Facebook. Did It Work?  The New York Times

Global Outdoor Advertising Machines Operating Market Demand To Witness a Significant Expansion Post Covid-19 by 2025 - JCDecaux, Burkhart Advertising, Clear Channel Outdoor, CBS, Stroer Media, Lamar Advertising etc. - Market Research Posts
Global Outdoor Advertising Machines Operating Market Demand To Witness a Significant Expansion Post Covid-19 by 2025 - JCDecaux, Burkhart Advertising, Clear Channel Outdoor, CBS, Stroer Media, Lamar Advertising etc.  Market Research Posts

New Global Deal Between Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania - European Gaming Industry News
New Global Deal Between Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania  European Gaming Industry News

AMC Networks Beats Street, Stock Pops As Q2 Profit Dips On Charges & Ad Sales Softer On COVID-19 - Deadline
AMC Networks Beats Street, Stock Pops As Q2 Profit Dips On Charges & Ad Sales Softer On COVID-19  Deadline

Microsoft-TikTok Deal Could Resurrect Tech Giant's Digital Advertising Efforts - Cheddar
Microsoft-TikTok Deal Could Resurrect Tech Giant's Digital Advertising Efforts  Cheddar

Google’s Advertising Haul Comes Up Short for First Time - The Wall Street Journal
Google’s Advertising Haul Comes Up Short for First Time  The Wall Street Journal

Pacvue Releases Report On Amazon's Q2 Advertising Growth During COVID-19 - PR Web
Pacvue Releases Report On Amazon's Q2 Advertising Growth During COVID-19  PR Web

Pinterest shares close up 36% on user growth and advertising in Q2 - CNBC
Pinterest shares close up 36% on user growth and advertising in Q2  CNBC

Advertising Market 2020 Global Analysis, Trends, Forecast up to 2026 By Top Players Omnicom Group, WPP, Dentsu Inc., PublicisGroupe, IPG - Market Research Posts
Advertising Market 2020 Global Analysis, Trends, Forecast up to 2026 By Top Players Omnicom Group, WPP, Dentsu Inc., PublicisGroupe, IPG  Market Research Posts

Trump Might Allow TikTok Acquisition (With Conditions); Adobe Spurns Political Advertising - AdExchanger
Trump Might Allow TikTok Acquisition (With Conditions); Adobe Spurns Political Advertising  AdExchanger

AIM organizes The 2nd HK Digital Advertising Start-ups X Publishing Promotion Support Scheme Awards Presentation Ceremony and Winners' Sharing Se - ACROFAN USA
AIM organizes The 2nd HK Digital Advertising Start-ups X Publishing Promotion Support Scheme Awards Presentation Ceremony and Winners' Sharing Se  ACROFAN USA

‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry - The New York Times
‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry  The New York Times

Microsoft Moves to Buy TikTok, Deepfake Identification Software, Facebook Advertising Growth Unchanged - BroadbandBreakfast.com
Microsoft Moves to Buy TikTok, Deepfake Identification Software, Facebook Advertising Growth Unchanged  BroadbandBreakfast.com

How much TikTok is paying for key roles as it goes on a hiring spree - Business Insider - Business Insider
How much TikTok is paying for key roles as it goes on a hiring spree - Business Insider  Business Insider

Outdoor Advertising Report 2020, Competitive Landscape, Trends, Opportunities and Top Manufacturers - Fairway Outdoor Advertising, EPAMEDIA, Lamar Advertising Company, Outfront Media Inc, Adam Outdoor Advertising, etc - Market Research Posts
Outdoor Advertising Report 2020, Competitive Landscape, Trends, Opportunities and Top Manufacturers - Fairway Outdoor Advertising, EPAMEDIA, Lamar Advertising Company, Outfront Media Inc, Adam Outdoor Advertising, etc  Market Research Posts

Paid advertisement controversy rattles Korean YouTube industry - The Korea Herald
Paid advertisement controversy rattles Korean YouTube industry  The Korea Herald

YouTube Creators Turn To Subscriptions As Advertising Revenue Implodes - Moguldom
YouTube Creators Turn To Subscriptions As Advertising Revenue Implodes  Moguldom

Digital Display Advertising Market with Covid-19 Pandemic Analysis, Growth Rate, New Trend Analysis & Forecast To 2024 | Key Players: SocialHi5, ReportGarden, Digital Business Development Ltd - Market Research Posts
Digital Display Advertising Market with Covid-19 Pandemic Analysis, Growth Rate, New Trend Analysis & Forecast To 2024 | Key Players: SocialHi5, ReportGarden, Digital Business Development Ltd  Market Research Posts

ADVERTISEMENT FOR BID | Legal Announcements - Daily Record-News
ADVERTISEMENT FOR BID | Legal Announcements  Daily Record-News

Advertisement for Bids | Legal Announcements | oanow.com - Opelika Auburn News
Advertisement for Bids | Legal Announcements | oanow.com  Opelika Auburn News

How to change Google advertising preferences - MobiGyaan
How to change Google advertising preferences  MobiGyaan

Antiques and Collecting: The art of advertising - Agri News
Antiques and Collecting: The art of advertising  Agri News

Google Announces New Digital Advertising Privacy Tools - Digital Information World
Google Announces New Digital Advertising Privacy Tools  Digital Information World

United States Advertising Market share forecast to witness considerable growth from 2020 to 2028 | By Top Leading Vendors - WPP, Omnicom Group, Dentsu Inc., PublicisGroupe - Market Research Posts
United States Advertising Market share forecast to witness considerable growth from 2020 to 2028 | By Top Leading Vendors - WPP, Omnicom Group, Dentsu Inc., PublicisGroupe  Market Research Posts

Vegan food company provokes with M*** F*** advertising campaign - The Guardian
Vegan food company provokes with M*** F*** advertising campaign  The Guardian

Covid-19: How brands are getting more bang for their advertising buck - Marketing Week
Covid-19: How brands are getting more bang for their advertising buck  Marketing Week

Impact of COVID-19 Pandemic on ERP Software for Advertising Agencies Market Trends, Size, Competitive Analysis and Forecast to 2024 - Market Research Posts
Impact of COVID-19 Pandemic on ERP Software for Advertising Agencies Market Trends, Size, Competitive Analysis and Forecast to 2024  Market Research Posts

Meredith Teams With Kroger To Provide Inventory, Targeting, Data To CPG Advertisers 08/04/2020 - MediaPost Communications
Meredith Teams With Kroger To Provide Inventory, Targeting, Data To CPG Advertisers 08/04/2020  MediaPost Communications

Twitter prepares to pay up to $250 million for using security data for advertising - CyberScoop
Twitter prepares to pay up to $250 million for using security data for advertising  CyberScoop

Corra Group Prepares for a Surge in Background Checks as Advertising and Entertainment Groups Return to Production - Benzinga
Corra Group Prepares for a Surge in Background Checks as Advertising and Entertainment Groups Return to Production  Benzinga

Digital Out of Home Advertising Is Having A Coming Out Party, Will Candidates Turn Up? - Campaigns & Elections
Digital Out of Home Advertising Is Having A Coming Out Party, Will Candidates Turn Up?  Campaigns & Elections

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Inflight Advertising Market Size 2020 COVID-19 Impact, Industry Analysis, Key Players, Growth Prospects, Revenue, Production, New Development, Business Share, Global Trends and Forecast To 2024  Market Research Posts

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IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

Arjun Pulijal advertised to Elderly Vice Head Of State of Advertising And Marketing at Capitol Records - D1SoftballNews.com
Arjun Pulijal advertised to Elderly Vice Head Of State of Advertising And Marketing at Capitol Records  D1SoftballNews.com

How to achieve brand safety in digital advertising - SmartBrief
How to achieve brand safety in digital advertising  SmartBrief

How the world’s biggest advertisers are spending (or not) as the pandemic grinds on - Digiday
How the world’s biggest advertisers are spending (or not) as the pandemic grinds on  Digiday

Lawmakers Push FTC to Investigate Online Advertisers Tracking and Selling of Consumers' Data - Nextgov
Lawmakers Push FTC to Investigate Online Advertisers Tracking and Selling of Consumers' Data  Nextgov

Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads - PRNewswire
Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads  PRNewswire

Native Advertising Software Market Will Be Massively Influenced By Macroeconomic Factors 2020-2026 | StackAdapt, Nativo, Sharethrough, TripleLift. - Market Research Posts
Native Advertising Software Market Will Be Massively Influenced By Macroeconomic Factors 2020-2026 | StackAdapt, Nativo, Sharethrough, TripleLift.  Market Research Posts

As Major League Baseball begins to play ball again, advertisers clamor for ad time - CNN
As Major League Baseball begins to play ball again, advertisers clamor for ad time  CNN

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Streaming advertising’s tipping point: Viewership has shifted and ad dollars are expected to follow - Digiday
Streaming advertising’s tipping point: Viewership has shifted and ad dollars are expected to follow  Digiday

Header Bidding: Now a Top Priority for Programmatic Advertisers - Benzinga
Header Bidding: Now a Top Priority for Programmatic Advertisers  Benzinga

Advertising in India in a Pandemic - JURIST - Commentary - Legal News & Commentary - JURIST
Advertising in India in a Pandemic - JURIST - Commentary - Legal News & Commentary  JURIST

Google Bans "Coronavirus Beatdown" Drum Instrumental Single by Eddie Edwards from Advertising on Google - EIN News
Google Bans "Coronavirus Beatdown" Drum Instrumental Single by Eddie Edwards from Advertising on Google  EIN News

Legal Advertisements: Wednesday, July 5, 2020 | Legal Advertisements - Imperial Valley Press
Legal Advertisements: Wednesday, July 5, 2020 | Legal Advertisements  Imperial Valley Press

Disney Slashed Ad Spending on Facebook Amid Growing Boycott - The Wall Street Journal
Disney Slashed Ad Spending on Facebook Amid Growing Boycott  The Wall Street Journal

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

People of Color Drive Culture. They Will Save Advertising – Adweek - Adweek
People of Color Drive Culture. They Will Save Advertising – Adweek  Adweek

Adweek Radio: Inside the Summer Camp for Advertising Pros - Adweek
Adweek Radio: Inside the Summer Camp for Advertising Pros  Adweek

CCPA Roll-Out Causes Havoc for Facebook Advertisers - Search Engine Journal
CCPA Roll-Out Causes Havoc for Facebook Advertisers  Search Engine Journal

TV Advertising Shows Signs of Rebound, Finds SMI - TV Technology
TV Advertising Shows Signs of Rebound, Finds SMI  TV Technology

Kroger boosts media presence with new advertising partnerships - Supermarket News
Kroger boosts media presence with new advertising partnerships  Supermarket News

Digital Video Ad Spend Keeps UK Advertising Afloat amid COVID-19 - eMarketer
Digital Video Ad Spend Keeps UK Advertising Afloat amid COVID-19  eMarketer

What do digital commerce advertising management platforms offer? - MarTech Today
What do digital commerce advertising management platforms offer?  MarTech Today

About Ad Age Leading National Advertisers 2020 - AdAge.com
About Ad Age Leading National Advertisers 2020  AdAge.com

Facebook Fails to Appease Organizers of Ad Boycott - The New York Times
Facebook Fails to Appease Organizers of Ad Boycott  The New York Times

Advertising Plugin for WordPress Threatens Full Site Takeovers - Threatpost
Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

Advertisement: American Advertisement | Review - Pitchfork
Advertisement: American Advertisement | Review  Pitchfork

Facebook Advertisers Boycott, Demand Changes - Voice of America
Facebook Advertisers Boycott, Demand Changes  Voice of America

Opinion: Users, advertisers and society need a better Facebook. Here's how we fix it - AdAge.com
Opinion: Users, advertisers and society need a better Facebook. Here's how we fix it  AdAge.com

Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’ - The Wall Street Journal
Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’  The Wall Street Journal

As Trump Pushes Into Portland, His Campaign Ads Turn Darker - The New York Times
As Trump Pushes Into Portland, His Campaign Ads Turn Darker  The New York Times

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

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

The Natural: Elon Musk’s Non-Traditional Approach To Tesla Advertising - Forbes
The Natural: Elon Musk’s Non-Traditional Approach To Tesla Advertising  Forbes

Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut - NPR
Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut  NPR

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