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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.

[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. April / 17 / 2021

Maryland To Delay Controversial Digital Advertising Tax As The Lawsuits Keep Coming - Forbes
Maryland To Delay Controversial Digital Advertising Tax As The Lawsuits Keep Coming  Forbes

Colorado governments work to bridge vaccine gaps through advertising - FOX 31 Denver
Colorado governments work to bridge vaccine gaps through advertising  FOX 31 Denver

Cassidy Advertising Promotes Olbrych to Social Media Manager - businessjournaldaily.com
Cassidy Advertising Promotes Olbrych to Social Media Manager  businessjournaldaily.com

Advertising Employees Are Facing Burnout and Some Are Quitting - Business Insider
Advertising Employees Are Facing Burnout and Some Are Quitting  Business Insider

Advertising Agency Employees Share Pandemic Burnout Stories - Business Insider
Advertising Agency Employees Share Pandemic Burnout Stories  Business Insider

Space Coast Advertising Federation to Host Two-Part Virtual Series On ADA Website Compliance - SpaceCoastDaily.com
Space Coast Advertising Federation to Host Two-Part Virtual Series On ADA Website Compliance  SpaceCoastDaily.com

Verizon Media launches Next-Gen Solutions, the future of ID-less advertising - Verizon Communications
Verizon Media launches Next-Gen Solutions, the future of ID-less advertising  Verizon Communications

Snap: A digital advertising revolution bolstered the 'camera company' - CNBC
Snap: A digital advertising revolution bolstered the 'camera company'  CNBC

Lumenad Launches Advertising Intelligence Software for Digital Marketers - PRNewswire
Lumenad Launches Advertising Intelligence Software for Digital Marketers  PRNewswire

The future of political advertising is connected TV - Axios
The future of political advertising is connected TV  Axios

Taboola Drives Advertising Success For More Than 100 Women-owned - MarTech Series
Taboola Drives Advertising Success For More Than 100 Women-owned  MarTech Series

Huawei opens ad partnership program to advertisers in Europe - GSMArena.com news - GSMArena.com
Huawei opens ad partnership program to advertisers in Europe - GSMArena.com news  GSMArena.com

How Brands Turned to In-Game Advertising During the Pandemic - Morning Brew
How Brands Turned to In-Game Advertising During the Pandemic  Morning Brew

The importance of clearly distinguishable #advertising on social media - Lexology
The importance of clearly distinguishable #advertising on social media  Lexology

Opinion: Don't ban 'surveillance' advertising. Fix it. - AdAge.com
Opinion: Don't ban 'surveillance' advertising. Fix it.  AdAge.com

Advertising agencies imagine the office of the future - Business Insider
Advertising agencies imagine the office of the future  Business Insider

Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging - S&P Global
Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

Honesty Is The Best Policy, Even In Advertising - AList
Honesty Is The Best Policy, Even In Advertising  AList

In-App Advertising Market 2021 – 2027 |Study With Google AdMob, BYYD Inc, Flurry, Tune, Amobee – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
In-App Advertising Market 2021 – 2027 |Study With Google AdMob, BYYD Inc, Flurry, Tune, Amobee – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts - PRNewswire
Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

Healthy Choices: The Power and Perils of Health and Wellness Claims in Advertising - JD Supra
Healthy Choices: The Power and Perils of Health and Wellness Claims in Advertising  JD Supra

Maryland Takes a Beat on Its New Digital Advertising Tax - JD Supra
Maryland Takes a Beat on Its New Digital Advertising Tax  JD Supra

Comcast, Verizon Sue Maryland Over New Digital Advertising Tax - Bloomberg Tax
Comcast, Verizon Sue Maryland Over New Digital Advertising Tax  Bloomberg Tax

Latest innovative report on Native advertising Market by 2026 with top key players like Adtile Technologies Inc., ADYOULIKE, Bidtellect Inc., EngageYa – The Courier - The Courier
Latest innovative report on Native advertising Market by 2026 with top key players like Adtile Technologies Inc., ADYOULIKE, Bidtellect Inc., EngageYa – The Courier  The Courier

Local Chinese regulators fine Alibaba-backed browser for false advertising - Reuters
Local Chinese regulators fine Alibaba-backed browser for false advertising  Reuters

Cinema advertising post-pandemic: what does the future hold for the silver screen? - The Drum
Cinema advertising post-pandemic: what does the future hold for the silver screen?  The Drum

They Had a Fun Pandemic. You Can Advertise with Them in Print. - Morning Brew
They Had a Fun Pandemic. You Can Advertise with Them in Print.  Morning Brew

Smarty Social Media Receives The Startup Weekly's 2021 Marketing & Advertising Companies to Watch Award - PRNewswire
Smarty Social Media Receives The Startup Weekly's 2021 Marketing & Advertising Companies to Watch Award  PRNewswire

Jun Group Launches Self-Service Advertising Platform for SMBs - GlobeNewswire
Jun Group Launches Self-Service Advertising Platform for SMBs  GlobeNewswire

Will Sports TV Advertising Return to Pre-Pandemic Form? - Hollywood Reporter
Will Sports TV Advertising Return to Pre-Pandemic Form?  Hollywood Reporter

Your Ad Here: TheBurg captures 10 awards in annual advertising contest - The Burg News
Your Ad Here: TheBurg captures 10 awards in annual advertising contest  The Burg News

Report: Human smugglers increasingly use Facebook to advertise services on the US-Mexico border - CNN
Report: Human smugglers increasingly use Facebook to advertise services on the US-Mexico border  CNN

Cars On Search Is Reframing The Way Auto Dealerships Are Doing Advertising - EIN News
Cars On Search Is Reframing The Way Auto Dealerships Are Doing Advertising  EIN News

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

FDIC Seeks Views on Bank Advertising - Banking Exchange
FDIC Seeks Views on Bank Advertising  Banking Exchange

Magnolia Medical Launches New "Diverted" Multi-Media Advertising Campaign to Educate Healthcare Providers on Benefits of Steripath® - PRNewswire
Magnolia Medical Launches New "Diverted" Multi-Media Advertising Campaign to Educate Healthcare Providers on Benefits of Steripath®  PRNewswire

HR.com's HR Research Institute Announces 'Employer Branding and Recruitment Advertising' Advisory Board for 2021 to Advise HR Research and Complimentary Virtual Events - PR Web
HR.com's HR Research Institute Announces 'Employer Branding and Recruitment Advertising' Advisory Board for 2021 to Advise HR Research and Complimentary Virtual Events  PR Web

Programmatic Advertising Company MOLOCO Releases New Report - MarTech Series
Programmatic Advertising Company MOLOCO Releases New Report  MarTech Series

Advertising lessons and nudges to defeat COVID - ETBrandEquity.com
Advertising lessons and nudges to defeat COVID  ETBrandEquity.com

Cowen raises targets on digital advertising leaders headed into earnings - Seeking Alpha
Cowen raises targets on digital advertising leaders headed into earnings  Seeking Alpha

Aaron Branch Insights: Social Media Advertising Trends You Can't Ignore In 2021 - Haute Living
Aaron Branch Insights: Social Media Advertising Trends You Can't Ignore In 2021  Haute Living

Bengaluru Railway Division to open up advertising on mirrors in trains - The New Indian Express
Bengaluru Railway Division to open up advertising on mirrors in trains  The New Indian Express

Media and Advertising Community to Host "Advancing Diversity Week" September 20-23 - PRNewswire
Media and Advertising Community to Host "Advancing Diversity Week" September 20-23  PRNewswire

Charter Must Pay $19M to Windstream for False Advertising - TV Technology
Charter Must Pay $19M to Windstream for False Advertising  TV Technology

As Data-Driven TV Takes Off, SpotX's New Tool Refines Audiences For Advertisers - AdExchanger
As Data-Driven TV Takes Off, SpotX's New Tool Refines Audiences For Advertisers  AdExchanger

Ericsson Emodo Acquires Axonix, Doubling-Down on Mission to Improve Mobile Advertising Globally - AiThority
Ericsson Emodo Acquires Axonix, Doubling-Down on Mission to Improve Mobile Advertising Globally  AiThority

New wooden satellite is part advertising, part student project - Ars Technica
New wooden satellite is part advertising, part student project  Ars Technica

The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork - AdExchanger
The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork  AdExchanger

Planning Your Advertising Approach with COVID-19 in Mind - Special Events
Planning Your Advertising Approach with COVID-19 in Mind  Special Events

Few Older Americans Trust Social Media Advertising 04/14/2021 - MediaPost Communications
Few Older Americans Trust Social Media Advertising 04/14/2021  MediaPost Communications

iHeart Shares Jump On Analyst's Bullish Advertising Outlook 04/14/2021 - MediaPost Communications
iHeart Shares Jump On Analyst's Bullish Advertising Outlook 04/14/2021  MediaPost Communications

Digital Advertising Company AdsWizz Surpasses 1 Billion Downloads - Martechcube
Digital Advertising Company AdsWizz Surpasses 1 Billion Downloads  Martechcube

Cross-Platform And Mobile Advertising MARKET Research Report- Opportunities & Challenges With Completely Different Segments, Forecast- 2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Cross-Platform And Mobile Advertising MARKET Research Report- Opportunities & Challenges With Completely Different Segments, Forecast- 2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

New Research Finds That 72% of US Digital Advertisers Believe CTV Reaches Audiences More Effectively Than Linear TV - GlobeNewswire
New Research Finds That 72% of US Digital Advertisers Believe CTV Reaches Audiences More Effectively Than Linear TV  GlobeNewswire

AcuityAds Provides Q1 2021 Update on the Adoption of its Advertising Automation Platform, illumin - Yahoo Finance
AcuityAds Provides Q1 2021 Update on the Adoption of its Advertising Automation Platform, illumin  Yahoo Finance

DOJ sues chiropractor for COVID-19 advertising claims - Natural Products INSIDER
DOJ sues chiropractor for COVID-19 advertising claims  Natural Products INSIDER

Tiffany & Co. to Shake Up Advertising Strategy Under LVMH - Yahoo Lifestyle
Tiffany & Co. to Shake Up Advertising Strategy Under LVMH  Yahoo Lifestyle

Paradise Advertising & Marketing's expansion spotlights post-pandemic growth strategies - Tampa Bay Business Journal - Tampa Bay Business Journal
Paradise Advertising & Marketing's expansion spotlights post-pandemic growth strategies - Tampa Bay Business Journal  Tampa Bay Business Journal

Disney and advertising giants pledge to strip targeted ads from children's apps - TechRadar
Disney and advertising giants pledge to strip targeted ads from children's apps  TechRadar

The NBA's return-to-work plan - Business Insider
The NBA's return-to-work plan  Business Insider

Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking... - MacRumors
Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking...  MacRumors

FreeWheel Releases Next Generation, Cross-Platform Addressable Technology to Unify Linear TV and Digital Video Advertising - Business Wire
FreeWheel Releases Next Generation, Cross-Platform Addressable Technology to Unify Linear TV and Digital Video Advertising  Business Wire

Global Marketing and Advertising Agency Software Market 2021 Competition Landscape – Monday, FreshBooks, AdPlugg, Wrike – The Courier - The Courier
Global Marketing and Advertising Agency Software Market 2021 Competition Landscape – Monday, FreshBooks, AdPlugg, Wrike – The Courier  The Courier

Programmatic Technology Upgrades Job Advertising - SHRM
Programmatic Technology Upgrades Job Advertising  SHRM

In-Vehicle Advertising to Fall Flat - Commerce Is The New Revenue Stream For Car Makers - PRNewswire
In-Vehicle Advertising to Fall Flat - Commerce Is The New Revenue Stream For Car Makers  PRNewswire

Tahar Rahim Stars in His First Louis Vuitton Advertising Campaign - WWD
Tahar Rahim Stars in His First Louis Vuitton Advertising Campaign  WWD

Social Advertising Software Growing Trends in Global Regional Analysis, Growth, Share, Types, Applications, Development Status and Forecast till 2028 – The Courier - The Courier
Social Advertising Software Growing Trends in Global Regional Analysis, Growth, Share, Types, Applications, Development Status and Forecast till 2028 – The Courier  The Courier

Kids' Advertising Game-Changer: App Data-Collection Settlements Finalized 04/14/2021 - MediaPost Communications
Kids' Advertising Game-Changer: App Data-Collection Settlements Finalized 04/14/2021  MediaPost Communications

Learn more about digital art and advertising at Caddo Career & Technology Center - ArkLaTexHomepage
Learn more about digital art and advertising at Caddo Career & Technology Center  ArkLaTexHomepage

Katten Wins Record $19 Million+ Award for Client Windstream In False Advertising Case Arising Out Of Windstream's Chapter 11 - PRNewswire
Katten Wins Record $19 Million+ Award for Client Windstream In False Advertising Case Arising Out Of Windstream's Chapter 11  PRNewswire

How Artists and Advertisers Leverage Eye Gaze - Psychology Today
How Artists and Advertisers Leverage Eye Gaze  Psychology Today

All Online Advertising Rules Are Broken -- And That's OK 04/14/2021 - MediaPost Communications
All Online Advertising Rules Are Broken -- And That's OK 04/14/2021  MediaPost Communications

IAB Internet Advertising Revenue Report for 2020 Shows 12.2% Increase in Digital Advertising, Despite COVID-19 Economic Impacts - PRNewswire
IAB Internet Advertising Revenue Report for 2020 Shows 12.2% Increase in Digital Advertising, Despite COVID-19 Economic Impacts  PRNewswire

eMarketer Podcast: Audio advertising, the IAB Podcast Upfronts, moderating podcasts, and podcasts for kids - eMarketer
eMarketer Podcast: Audio advertising, the IAB Podcast Upfronts, moderating podcasts, and podcasts for kids  eMarketer

Plankenhorn, Keystone Advertising merge | News, Sports, Jobs - Williamsport Sun-Gazette
Plankenhorn, Keystone Advertising merge | News, Sports, Jobs  Williamsport Sun-Gazette

Team Fortress 2 bots now advertising paid-for "bot immunity" services - Eurogamer.net
Team Fortress 2 bots now advertising paid-for "bot immunity" services  Eurogamer.net

Fewer advertisers but more subscribers to the Nordic news media during the pandemic - EurekAlert
Fewer advertisers but more subscribers to the Nordic news media during the pandemic  EurekAlert

Online Display Advertising Services Market Share, Trends, Growth, Sales, Demand, Revenue, Size, Forecast and COVID-19 Impacts to 2014-2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Online Display Advertising Services Market Share, Trends, Growth, Sales, Demand, Revenue, Size, Forecast and COVID-19 Impacts to 2014-2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Beijing market regulator fines 360 search engine company for false advertising - Nasdaq
Beijing market regulator fines 360 search engine company for false advertising  Nasdaq

What Search Marketers Need to Know About Instacart Advertising - Search Engine Journal
What Search Marketers Need to Know About Instacart Advertising  Search Engine Journal

Augmented Reality For Advertising Market 2021 Latest Trends, Advancement and Growth Outlook – BBDO, McCANN, PTC, Google, Metaio – The Courier - The Courier
Augmented Reality For Advertising Market 2021 Latest Trends, Advancement and Growth Outlook – BBDO, McCANN, PTC, Google, Metaio – The Courier  The Courier

Outlook on the Digital OOH Advertising Global Market to 2026 - by Format Type, Application, End-user and Region - ResearchAndMarkets.com - Business Wire
Outlook on the Digital OOH Advertising Global Market to 2026 - by Format Type, Application, End-user and Region - ResearchAndMarkets.com  Business Wire

Dearborn Heights seeking businesses to advertise for its newsletter - The Arab American News
Dearborn Heights seeking businesses to advertise for its newsletter  The Arab American News

Search Engine Advertising Services Market Size, Status and Business Outlook 2021-2025 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Search Engine Advertising Services Market Size, Status and Business Outlook 2021-2025 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Smart Advertising Market Size, Status and Growth Opportunities 2021-2025 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Smart Advertising Market Size, Status and Growth Opportunities 2021-2025 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Latest Insights On Global Social Advertising Tools Market 2021| Hootsuite Inc., AdRoll.com, Facebook – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Latest Insights On Global Social Advertising Tools Market 2021| Hootsuite Inc., AdRoll.com, Facebook – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know - Search Engine Journal
Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

Advertising Going Back For The Future: The Upside Of A Post-IDFA World - AdExchanger
Advertising Going Back For The Future: The Upside Of A Post-IDFA World  AdExchanger

General Motors Vows to Send More Advertising Dollars to Black-Owned Media Companies - The Wall Street Journal
General Motors Vows to Send More Advertising Dollars to Black-Owned Media Companies  The Wall Street Journal

How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon - The Wall Street Journal
How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon  The Wall Street Journal

Tuesday Sector Laggards: Advertising, Apparel Stores - Nasdaq
Tuesday Sector Laggards: Advertising, Apparel Stores  Nasdaq

Microsoft Advertising's New Rollout & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Rollout & More Digital Marketing News  Search Engine Journal

With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions - The Wall Street Journal
With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions  The Wall Street Journal

This Group Wants to ‘Ban Surveillance Advertising’ - WIRED
This Group Wants to ‘Ban Surveillance Advertising’  WIRED

Yahoo’s latest redesign could help the website reignite advertisers’ interest - Digiday
Yahoo’s latest redesign could help the website reignite advertisers’ interest  Digiday

Rise and Decline of Adobe's Advertising Business 2021 - Business Insider
Rise and Decline of Adobe's Advertising Business 2021  Business Insider

These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights - The New York Times
These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

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"It's A Bad Idea To Advertise Our Existence" - Michio Kaku On Making Contact With Extraterrestrials  Yahoo Entertainment

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

The New Realities of Advertising During COVID-19 - Total Retail
The New Realities of Advertising During COVID-19  Total Retail

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