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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 [email protected] 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:[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. February / 25 / 2021

Facebook's New Campaign Defends Targeted Advertising Business - Bloomberg
  1. Facebook's New Campaign Defends Targeted Advertising Business  Bloomberg
  2. Facebook Ad Campaign Promotes Personalized Advertising - WSJ  The Wall Street Journal
  3. Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC
  4. Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger
  5. Facebook's New PR Campaign Promotes Personalized Advertising Ahead of Apple's App Tracking Transparency Launch  MacRumors
  6. View Full Coverage on Google News

MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace - Yahoo Finance
MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace  Yahoo Finance

Amazon Advertising Experts Introduce Free Consultation Call for Amazon Sellers - PRNewswire
Amazon Advertising Experts Introduce Free Consultation Call for Amazon Sellers  PRNewswire

Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent - GlobeNewswire
Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent  GlobeNewswire

Profiles in Black Creativity: Advertising Greats Face Off in Craig Brimm’s Game - Adweek
Profiles in Black Creativity: Advertising Greats Face Off in Craig Brimm’s Game  Adweek

J. Scott Franks, charismatic advertising executive, dies at 68 - The Philadelphia Inquirer
J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce - Forbes
Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce  Forbes

Maryland’s Digital Advertising Tax: A Contentious Start, and an Uncertain Future - Retail & Consumer Products Law Observer
Maryland’s Digital Advertising Tax: A Contentious Start, and an Uncertain Future  Retail & Consumer Products Law Observer

Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind - MarTech Series
Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind  MarTech Series

Calling T-Shaped Creatives: Let's Lift Up Advertising's Drab Into Drag - Adweek
Calling T-Shaped Creatives: Let's Lift Up Advertising's Drab Into Drag  Adweek

NBCUniversal Teams With Charter In Major Expansion Of Addressable Ad Footprint - Deadline
NBCUniversal Teams With Charter In Major Expansion Of Addressable Ad Footprint  Deadline

JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising - Business Insider
JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising  Business Insider

Facebook versus News: Advertising is the real problem - The Conversation AU
Facebook versus News: Advertising is the real problem  The Conversation AU

Is digital advertising really paying its due? - Campaign US
Is digital advertising really paying its due?  Campaign US

COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021 - MediaPost Communications
COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021  MediaPost Communications

Advertising on Social Media Regulation: Comments from an FTC Official - JD Supra
Advertising on Social Media Regulation: Comments from an FTC Official  JD Supra

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

The 20 advertising jingles that stick the best - AZ Big Media
The 20 advertising jingles that stick the best  AZ Big Media

Jordyn Reese promoted to Global Head of Advertising at ONErpm - Music Business Worldwide
Jordyn Reese promoted to Global Head of Advertising at ONErpm  Music Business Worldwide

The 6th Wave of Advertising Technology: Privacy - AdExchanger
The 6th Wave of Advertising Technology: Privacy  AdExchanger

Measurement Is Key Challenge for Advanced TV Advertising: Merkle's Andy Fisher – Beet.TV - BeetTV
Measurement Is Key Challenge for Advanced TV Advertising: Merkle's Andy Fisher – Beet.TV  BeetTV

Dayton man with AIDS accused of assault after advertising free sex - Dayton 24/7 Now
Dayton man with AIDS accused of assault after advertising free sex  Dayton 24/7 Now

Healio launches programmatic advertising platform - PR Week
Healio launches programmatic advertising platform  PR Week

How brands and publishers can partner on data strategies in the privacy-first digital world - AdAge.com
How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE) - Variety
Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE)  Variety

Fluent Expected to Ride the Digital Advertising Wave This Year - Yahoo Finance
Fluent Expected to Ride the Digital Advertising Wave This Year  Yahoo Finance

REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT - Press of Atlantic City
REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT  Press of Atlantic City

Verizon, AT&T bicker over 'best network' advertising claims - Light Reading
Verizon, AT&T bicker over 'best network' advertising claims  Light Reading

VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million - The Wall Street Journal
VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million  The Wall Street Journal

Advertising Platform Unruly Launches Full-Service Digital Creative Studio for Brands and Agencies - ExchangeWire
Advertising Platform Unruly Launches Full-Service Digital Creative Studio for Brands and Agencies  ExchangeWire

InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World - MarTech Series
InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World  MarTech Series

Out-of-home Advertising Market Demand and Growth Analysis 2015 to 2026 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Out-of-home Advertising Market Demand and Growth Analysis 2015 to 2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Cigarette advertising could bring in big dollars, but crosses a line. - Monterey County Weekly
Cigarette advertising could bring in big dollars, but crosses a line.  Monterey County Weekly

ALM's ThinkAdvisor Introduces New Reader Experience With Design And Advertising Innovations - PRNewswire
ALM's ThinkAdvisor Introduces New Reader Experience With Design And Advertising Innovations  PRNewswire

Podcast Companies Are Betting on Advertising Technology to Boost Business, but Some Remain Hesitant - Morning Consult
Podcast Companies Are Betting on Advertising Technology to Boost Business, but Some Remain Hesitant  Morning Consult

Nonprofits Using More Direct Mail Advertising During Pandemic - KTVN
Nonprofits Using More Direct Mail Advertising During Pandemic  KTVN

Framingham Police Advertising For Lateral Transfers - framinghamsource.com
Framingham Police Advertising For Lateral Transfers  framinghamsource.com

Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference - Yahoo Finance
Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference  Yahoo Finance

In-App Advertising Market to Witness Comprehensive Growth By 2024 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
In-App Advertising Market to Witness Comprehensive Growth By 2024 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Bharti Airtel launches advertising business – Digital TV Europe - Digital TV Europe
Bharti Airtel launches advertising business – Digital TV Europe  Digital TV Europe

Televisionation: ARF's Scott McDonald and Paul Donato on the Future of Advertising | InteractiveTV Today - InteractiveTV Today [itvt]
Televisionation: ARF's Scott McDonald and Paul Donato on the Future of Advertising | InteractiveTV Today  InteractiveTV Today [itvt]

The state of advertising in a post-Covid world | shots - Shots
The state of advertising in a post-Covid world | shots  Shots

This Mentorship Program Wants to Help Women of Color Succeed in Advertising - Adweek
This Mentorship Program Wants to Help Women of Color Succeed in Advertising  Adweek

You won’t find many digital billboards in Lexington. Lawsuit tries to change that. - Lexington Herald Leader
You won’t find many digital billboards in Lexington. Lawsuit tries to change that.  Lexington Herald Leader

We're Hiring! Advertising Sales Account Executive Full and Part-Time - St. Louis Jewish Light
We're Hiring! Advertising Sales Account Executive Full and Part-Time  St. Louis Jewish Light

Post-Cookie Marketing: Why Personalized Advertising Doesn’t Need to Be One-to-One - MarTech Series
Post-Cookie Marketing: Why Personalized Advertising Doesn’t Need to Be One-to-One  MarTech Series

Digital Billboard Advertising Market Challenges and Opportunities by Covid-19 Impact Analysis and Future Investments by 2026 | Sony, LG Electronics, Toshiba, Panasonic, Daktronics, Electronic Displays – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Billboard Advertising Market Challenges and Opportunities by Covid-19 Impact Analysis and Future Investments by 2026 | Sony, LG Electronics, Toshiba, Panasonic, Daktronics, Electronic Displays – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

EDPS opinion puts targeted advertising in crosshairs | Article - Compliance Week
EDPS opinion puts targeted advertising in crosshairs | Article  Compliance Week

Audience Platform and AdAmp Deliver One-Stop Solution to Bring Television Advertising to Small and Mid-sized Businesses - MarTech Series
Audience Platform and AdAmp Deliver One-Stop Solution to Bring Television Advertising to Small and Mid-sized Businesses  MarTech Series

Jack Giarraputo launches creative advertising agency Slice Collective - Devdiscourse
Jack Giarraputo launches creative advertising agency Slice Collective  Devdiscourse

Industry players react to ASCI guidelines for influencer advertising - YourStory
Industry players react to ASCI guidelines for influencer advertising  YourStory

Digital vs. Linear Advertising: Bridging Two Worlds Together - Radio & Television Business Report
Digital vs. Linear Advertising: Bridging Two Worlds Together  Radio & Television Business Report

5 Stocks to Tap Solid Rebound in Digital Advertising Spend - Nasdaq
5 Stocks to Tap Solid Rebound in Digital Advertising Spend  Nasdaq

2021 Amazon Advertising Guide for Sellers - Jungle Scout
2021 Amazon Advertising Guide for Sellers  Jungle Scout

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

How Comcast's investing arm Comcast Ventures unraveled - Business Insider
How Comcast's investing arm Comcast Ventures unraveled  Business Insider

How Shelley Stewart Subverted the System to Become an Advertising Success - Adweek
How Shelley Stewart Subverted the System to Become an Advertising Success  Adweek

Gazing Into the Foggy Future of Alcohol Advertising on TikTok - VinePair
Gazing Into the Foggy Future of Alcohol Advertising on TikTok  VinePair

MOBE Presents Female Executives In Advertising Week Series To Kick Off Women's History Month - EIN News
MOBE Presents Female Executives In Advertising Week Series To Kick Off Women's History Month  EIN News

Czech Republic approves new rules for advertising medical devices - Lexology
Czech Republic approves new rules for advertising medical devices  Lexology

Advertising Market to Show Outstanding Growth by 2025 | Profiling Global Players- Omnicom Group, WPP, Dentsu Inc., PublicisGroupe etc – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Market to Show Outstanding Growth by 2025 | Profiling Global Players- Omnicom Group, WPP, Dentsu Inc., PublicisGroupe etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Maryland Passed A Tax On Digital Advertising. What Happens Next? - AdExchanger
Maryland Passed A Tax On Digital Advertising. What Happens Next?  AdExchanger

Global Out-of-home Advertising Market 2021 Progress Insight, Prominent Players & Statistics Forecast to 2026 | JCDecaux, Clear Channel Outdoor, Focus Media, Lamar Advertising – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Out-of-home Advertising Market 2021 Progress Insight, Prominent Players & Statistics Forecast to 2026 | JCDecaux, Clear Channel Outdoor, Focus Media, Lamar Advertising – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

2020 was a ‘wake-up call’ for TV advertising, says The Trade Desk CEO - CNBC
2020 was a ‘wake-up call’ for TV advertising, says The Trade Desk CEO  CNBC

Global Online Display Advertising Market Insights and Forecast 2021-2026 by Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra, Marin Software, and more | Affluence - The Bisouv Network
Global Online Display Advertising Market Insights and Forecast 2021-2026 by Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra, Marin Software, and more | Affluence  The Bisouv Network

Billboards honor African-American firsts throughout February - Atlanta Journal Constitution
Billboards honor African-American firsts throughout February  Atlanta Journal Constitution

Spotify heralds “new era” for podcast advertising with Spotify Audience Network - RouteNote
Spotify heralds “new era” for podcast advertising with Spotify Audience Network  RouteNote

Orlando Theme Parks Want State Law Exemption To Allow Beer Advertising and Promotions Inside the Parks - Pirates and Princesses
Orlando Theme Parks Want State Law Exemption To Allow Beer Advertising and Promotions Inside the Parks  Pirates and Princesses

Google to Resume Acceptance of Political Advertising - Lexology
Google to Resume Acceptance of Political Advertising  Lexology

Coronavirus advertising campaign launched to reinforce ‘stay at home’ message - Yahoo Lifestyle UK
Coronavirus advertising campaign launched to reinforce ‘stay at home’ message  Yahoo Lifestyle UK

What advertising's biggest industry events will look like in 2021 - AdAge.com
What advertising's biggest industry events will look like in 2021  AdAge.com

How Amazon's next CEO could change advertising - Business Insider
How Amazon's next CEO could change advertising  Business Insider

Snap Has Historic Day as Self-Serve Ads Drive Bullish Guidance - TradeStation Market Insights
Snap Has Historic Day as Self-Serve Ads Drive Bullish Guidance  TradeStation Market Insights

15 big advertisers that are looking for new agencies right now - Business Insider
15 big advertisers that are looking for new agencies right now  Business Insider

Insurance Advertising Market 2027 SWOT Analysis, by Key Players: UnitedHealth Group, State Farm Mutual, Allstate Corporation, Liberty Mutual, MetLife, GEICO, Admiral Group, The Progressive Corporation, Berkshire Hathaway, Nationwide Mutua, American Family Mutual, Farmers Insurance Group, Hastings Insurance - The Bisouv Network
Insurance Advertising Market 2027 SWOT Analysis, by Key Players: UnitedHealth Group, State Farm Mutual, Allstate Corporation, Liberty Mutual, MetLife, GEICO, Admiral Group, The Progressive Corporation, Berkshire Hathaway, Nationwide Mutua, American Family Mutual, Farmers Insurance Group, Hastings Insurance  The Bisouv Network

Medical Advertising Hall of Fame updates mission to drive industry DE&I - News - MM&M - Medical Marketing and Media - Medical Marketing and Media
Medical Advertising Hall of Fame updates mission to drive industry DE&I - News - MM&M - Medical Marketing and Media  Medical Marketing and Media

Alexandria School Board approves advertising for bids on two facility additions to replace leased spaces - Voice Of Alexandria
Alexandria School Board approves advertising for bids on two facility additions to replace leased spaces  Voice Of Alexandria

Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021 - Tax Foundation
Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021  Tax Foundation

Targeting Big Tech, Maryland becomes first state to tax digital advertising - CNN
Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

What Is Industrial Advertising (With Examples) - ThomasNet News
What Is Industrial Advertising (With Examples)  ThomasNet News

Alphabet revenue up 23% as core advertising business shows strong growth - CNBC
Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows - AdAge.com
Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost? - Bloomberg
Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

Polish media suspend reporting to protest planned tax on advertising - POLITICO.eu
Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

Fox revenue rises, boosted by political advertising - Fox Business
Fox revenue rises, boosted by political advertising  Fox Business

Here are the biggest Super Bowl advertisers of the last 11 years - CNBC
Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

Podcasts Give Advertisers a Unique, Direct Line to Consumers - Adweek
Podcasts Give Advertisers a Unique, Direct Line to Consumers  Adweek

Super Bowl 2021: Why brands like Coke, Budweiser and Pepsi are benching their stars from in-game commercials this year - MarketWatch
Super Bowl 2021: Why brands like Coke, Budweiser and Pepsi are benching their stars from in-game commercials this year  MarketWatch

10 Super Bowl spots from advertisers that don’t exist anymore - CNBC
10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

AbbVie, Novo Nordisk lead pharma TV advertisers into big-spending January - FiercePharma
AbbVie, Novo Nordisk lead pharma TV advertisers into big-spending January  FiercePharma

Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads - The New York Times
Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

Google's next big Chrome update will rewrite the rules of the web - Wired.co.uk
Google's next big Chrome update will rewrite the rules of the web  Wired.co.uk

Benched: Major Advertisers Sit Out Super Bowl - NBC Chicago
Benched: Major Advertisers Sit Out Super Bowl  NBC Chicago

‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos - Digiday
‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

LinkedIn Launches 6 Free Advertising Courses - Search Engine Journal
LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Is Amazon About To Take Over Online Advertising? - Forbes
Is Amazon About To Take Over Online Advertising?  Forbes

Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021 - Forbes
Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

Podcast Advertising Is About Quality Over Quantity - Built In
Podcast Advertising Is About Quality Over Quantity  Built In

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