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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. November / 20 / 2019

Digital advertising is not the dot com bubble, improper attribution is - Marketing Land
Digital advertising is not the dot com bubble, improper attribution is  Marketing Land

Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet - Forbes
Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet  Forbes

Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency - Forbes
Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency  Forbes

In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR - Front Office Sports
In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR  Front Office Sports

Online advertising in Germany - Lexology
Online advertising in Germany  Lexology

Disrupt: Navigating Facebook Advertising | 2019-11-20 - FenderBender
Disrupt: Navigating Facebook Advertising | 2019-11-20  FenderBender

The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising. - Slate
The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising.  Slate

TripAdvisor Launches its First Self-Serve Advertising Platform - PRNewswire
TripAdvisor Launches its First Self-Serve Advertising Platform  PRNewswire

Online advertising in Poland - Lexology
Online advertising in Poland  Lexology

Social media platforms spark debate over political advertising policies - Boise State University The Arbiter Online
Social media platforms spark debate over political advertising policies  Boise State University The Arbiter Online

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Facebook launches new safety tools for advertisers as criticism continues over false political ads - CNBC
Facebook launches new safety tools for advertisers as criticism continues over false political ads  CNBC

Why Amazon success requires a holistic approach to SEO and advertising - DigitalCommerce360
Why Amazon success requires a holistic approach to SEO and advertising  DigitalCommerce360

Online advertising in China - Lexology
Online advertising in China  Lexology

Google Stadia’s Advertising Couldn’t Be a More Appropriate Car Crash - CCN.com
Google Stadia’s Advertising Couldn’t Be a More Appropriate Car Crash  CCN.com

Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true - USA TODAY
Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true  USA TODAY

Online advertising in Italy - Lexology
Online advertising in Italy  Lexology

California sues Juul over misleading advertising, sales to youth - Mountain View Voice
California sues Juul over misleading advertising, sales to youth  Mountain View Voice

Online advertising in Russia - Lexology
Online advertising in Russia  Lexology

Online advertising in India - Lexology
Online advertising in India  Lexology

The Ad Screens on Ride-Hail Cars Collect Data, Too - CityLab
The Ad Screens on Ride-Hail Cars Collect Data, Too  CityLab

NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019 - MediaPost Communications
NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019  MediaPost Communications

Online advertising in Malta - Lexology
Online advertising in Malta  Lexology

SpendEdge Forecasts a Spend Growth of over USD 190 Billion for the Advertising Production Services Market - Business Wire
SpendEdge Forecasts a Spend Growth of over USD 190 Billion for the Advertising Production Services Market  Business Wire

As Streaming Wars Heat Up, Advertisers Invest in CTV, Premium Publisher Inventory and 30-second Ad Lengths - Yahoo Finance
As Streaming Wars Heat Up, Advertisers Invest in CTV, Premium Publisher Inventory and 30-second Ad Lengths  Yahoo Finance

Digital Remedy Launches New Flip OTT Advertising Platform - MarTech Advisor
Digital Remedy Launches New Flip OTT Advertising Platform  MarTech Advisor

ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: What is Gua Sha? - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: What is Gua Sha?  Coeur d'Alene Press

Milwaukee advertising exec Bill Eisner dies - Milwaukee Business Journal
Milwaukee advertising exec Bill Eisner dies  Milwaukee Business Journal

Walmart's ad push, WPP's in-housing gamble, IgnitionOne faces accusations - Business Insider
Walmart's ad push, WPP's in-housing gamble, IgnitionOne faces accusations  Business Insider

“Twitter Ban” – No More Political Advertisements - The Suffolk Journal
“Twitter Ban” – No More Political Advertisements  The Suffolk Journal

Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters - PRNewswire
Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters  PRNewswire

Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass - Marketing Land
Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass  Marketing Land

SEC: Investment Act Adviser Advertisement & Compensating Solicitors - The National Law Review
SEC: Investment Act Adviser Advertisement & Compensating Solicitors  The National Law Review

On Branding and Advertising | News For The Workers Comp Industry - WorkersCompensation.com
On Branding and Advertising | News For The Workers Comp Industry  WorkersCompensation.com

SEC Proposes to Modernize the Advertising Rule for Investment Advisers - Lexology
SEC Proposes to Modernize the Advertising Rule for Investment Advisers  Lexology

Online advertising in Australia - Lexology
Online advertising in Australia  Lexology

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Online advertising in Croatia - Lexology
Online advertising in Croatia  Lexology

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

Hassan Cobb Advertising Piece, Newly Uncovered Items Headline LOTG Auction - Sports Collectors Daily
Hassan Cobb Advertising Piece, Newly Uncovered Items Headline LOTG Auction  Sports Collectors Daily

Online advertising in Switzerland - Lexology
Online advertising in Switzerland  Lexology

Juul Is Sued by New York Attorney General for Advertising to Underage Users - TheStreet.com
Juul Is Sued by New York Attorney General for Advertising to Underage Users  TheStreet.com

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

California sues Juul over advertising, teen vaping sales - Chicago Tribune
California sues Juul over advertising, teen vaping sales  Chicago Tribune

Online advertising in Norway - Lexology
Online advertising in Norway  Lexology

SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers - JD Supra
SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers  JD Supra

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Could Mirriad Advertising plc's (LON:MIRI) Investor Composition Influence The Stock Price? - Yahoo Finance
Could Mirriad Advertising plc's (LON:MIRI) Investor Composition Influence The Stock Price?  Yahoo Finance

Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising - MediaVillage
Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising  MediaVillage

Socially conscious advertising works, but not for the reasons you think - Campaign US
Socially conscious advertising works, but not for the reasons you think  Campaign US

German doctors call for complete ban on smoking advertising - The Local Germany
German doctors call for complete ban on smoking advertising  The Local Germany

Netflix pulls Spectator advertising after social media backlash - Scram News
Netflix pulls Spectator advertising after social media backlash  Scram News

Amobee Partners with LiveRamp’s IdentityLink to Enhance Targeting and Measurement for Advertisers - Yahoo Finance
Amobee Partners with LiveRamp’s IdentityLink to Enhance Targeting and Measurement for Advertisers  Yahoo Finance

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

A Director of Political Advertising Is Elected by Hearst - Radio & Television Business Report
A Director of Political Advertising Is Elected by Hearst  Radio & Television Business Report

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

ADVERTISING: Advertorial — JONATHAN M. SASSER: Take care of your prostrate and it will take care of you - Coeur d'Alene Press
ADVERTISING: Advertorial — JONATHAN M. SASSER: Take care of your prostrate and it will take care of you  Coeur d'Alene Press

Five Ways 5G Will Change Digital Advertising - MarTech Series
Five Ways 5G Will Change Digital Advertising  MarTech Series

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

Barnstable County Fair wins advertising awards - News - Cape Cod Times
Barnstable County Fair wins advertising awards - News  Cape Cod Times

Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content - Wall Street Journal
Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content  Wall Street Journal

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

Prince Andrew BBC fallout: BT joins Advertising Week and KPMG in severing ties with duke - The Drum
Prince Andrew BBC fallout: BT joins Advertising Week and KPMG in severing ties with duke  The Drum

To help ward off Amazon, CPG advertisers are seeking data relationships with retailers - Digiday
To help ward off Amazon, CPG advertisers are seeking data relationships with retailers  Digiday

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

LEGAL ADVERTISING - The Lincoln County News
LEGAL ADVERTISING  The Lincoln County News

How Publishers Are Missing $13B in Video Advertising Revenue - Tubular Insights
How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

SEC Proposes Amendments To Advertising And Solicitor Rules - JD Supra
SEC Proposes Amendments To Advertising And Solicitor Rules  JD Supra

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Banner Ads Bother. Pop-Ups Annoy. Streaming Wars Aim to Revive Them - Variety
Banner Ads Bother. Pop-Ups Annoy. Streaming Wars Aim to Revive Them  Variety

SEC To Overhaul Investment Adviser Advertising Rule - Lexology
SEC To Overhaul Investment Adviser Advertising Rule  Lexology

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Chronic pain triggers to avoid - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Chronic pain triggers to avoid  Coeur d'Alene Press

Deadline nears for advertising and speciality retail tenders at Queen Alia International Airport - The Moodie Davitt Report - The Moodie Davitt Report
Deadline nears for advertising and speciality retail tenders at Queen Alia International Airport - The Moodie Davitt Report  The Moodie Davitt Report

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Spain: News on the online gambling advertising Code of Conduct - Lexology
Spain: News on the online gambling advertising Code of Conduct  Lexology

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

Rapid TV News - Flip claims first ROAS tracking for OTT digital TV advertising - Rapid TV News
Rapid TV News - Flip claims first ROAS tracking for OTT digital TV advertising  Rapid TV News

Microsoft Advertising Editor Has Been Redesigned - Search Engine Roundtable
Microsoft Advertising Editor Has Been Redesigned  Search Engine Roundtable

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

Does It Make Sense To Buy Pressman Advertising Limited (NSE:PRESSMN) For Its Yield? - Simply Wall St
Does It Make Sense To Buy Pressman Advertising Limited (NSE:PRESSMN) For Its Yield?  Simply Wall St

Digital publishers want to grow non-advertising income as display revenue tanks - CampaignLive
Digital publishers want to grow non-advertising income as display revenue tanks  CampaignLive

Bringing Purpose To Advertising - Forbes
Bringing Purpose To Advertising  Forbes

On a new wicket: Why Indian brands are advertising in foreign leagues - Business Standard
On a new wicket: Why Indian brands are advertising in foreign leagues  Business Standard

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider
Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

WHITE PAPER: The increasing importance of clinical trial marketing advertising in patient recruitment - PMLiVE
WHITE PAPER: The increasing importance of clinical trial marketing advertising in patient recruitment  PMLiVE

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

Publishers look to new revenue sources amid squeeze on digital advertising - City A.M.
Publishers look to new revenue sources amid squeeze on digital advertising  City A.M.

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

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