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15 Tips for Better Yellow Page Ads


Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.9%) and business has at least one copy of "the book".

Almost three out of five (58%) of all adults say they check the Yellow Pages for a phone number and/or address at least once per week, with 77% using the book monthly.

While the Yellow Pages are an excellent reference tool, they fare less well when considered as an advertising medium.

Here are 15 ways to make their yellow pages more effective.

1 - People looking in the Yellow Pages are ready to buy right now. So the challenge is to make the prospect see your ad first.

2 - Don't sell them your type of product or service, but sell them on the benefits of your business.

3 - Sell them why they should call you and nobody else.

4 - You don't need thick borders or extra cost color, the yellow pages people offer that to everyone. Look how many are on every page.

5 - The key to a sizzling Yellow Pages ad is to sell your services in print. It's about standing out by offering the solution to their problem in a way that your competitors can't match. The key is the headline.

6 - Put a headline on your ad that sells your benefits and assures the prospect will read your ad. If you have a hard hitting headline that projects a strong benefit and relates to the needs of your prospect, half the work is done. Some headlines that help you do that include:

"How to xxxxx"

"6 reasons why ..."

"Before you xxxxx 6 factors to consider"

The rest of your ad should expand on the benefits you've presented in your headline and show specific ways you'll help your prospect fulfill their needs.

7 - Finish by spelling out your instructions. Writing "Call us now on xxx xxxx" you'll get more responses than you would if you simply listed a phone number.

8 - Write like you talk Inject your personality into everything you write. No-one wants to read boring and stuffy legal-ease.

9 - Use short sentences and words. Use simple language

10 - Use the word 'you'

11 - Avoid Bragging - Don't boast "biggest and best". It turns people off, even if it is true.

12 - If you have a guarantee, spell it out. A guarantee will make your credibility skyrocket

13 - Find a way to make the prospect an enticing offer. Including an offer in your telephone directory ad will dramatically boost responses. It gives your prospect a reason to call you ahead of anyone else.

14 - Remember that every business (with a business telephone) will be in the yellow pages, free, in the listings.

15 - The only thing color has been proven to do in Yellow Pages advertising is increase the price you pay for the ad.

Remember, the Yellow Pages is generally a reference tool. Design your ad accordingly

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net


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

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

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Times Square Advertisers Asked Not to Run Hindu Temple Ad  The New York Times

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

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

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

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How to change your Google advertising settings  The Verge

MobiusTrend: The Rising of Holographic AR+AI Advertising - GlobeNewswire
MobiusTrend: The Rising of Holographic AR+AI Advertising  GlobeNewswire

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

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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

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

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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

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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

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

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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

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

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

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

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

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

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

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

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

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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

‘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

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Paid advertisement controversy rattles Korean YouTube industry  The Korea Herald

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How to change Google advertising preferences  MobiGyaan

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Google Announces New Digital Advertising Privacy Tools  Digital Information World

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

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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

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

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

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

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

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Header Bidding: Now a Top Priority for Programmatic Advertisers  Benzinga

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

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

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People of Color Drive Culture. They Will Save Advertising  Adweek

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Adweek Radio: Inside the Summer Camp for Advertising Pros  Adweek

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

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TV Advertising Shows Signs of Rebound, Finds SMI  TV Technology

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Kroger boosts media presence with new advertising partnerships  Supermarket News

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

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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

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

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Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

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

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Facebook Advertisers Boycott, Demand Changes  Voice of America

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

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

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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

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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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