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•3 Things You Need to Know Before You Call An Optometrist!
That’s attention grabbing, compelling, and nearly impossible to NOT read further.
•“I Was So Surprised by How Gentle and Pleasant The Care Is At Optimal Optics. Everything is Explained So I Feel 100% Comfortable With My Care.”
An honest testimonial from a satisfied client is FAR more credible than your ad saying “We’re Gentle” or anything of sort. And again, your readers will be compelled to read more.
2. Most Yellow Page ads are developed by directory publisher.
That's right - directory itself develops most of ads you see. What happens if they design your ad and 4 of your competitors' ads? Can you expect your Yellow Page ad to receive more time and attention than another? Can you expect it to be any better, or stand out more?
When it comes to Yellow Pages advertising, those that know how to set themselves apart from pack fare well. Differentiation is name of game. Good design might look professional, but it never stops a prospect in his tracks.
Good ad copy on other hand, grabs attention like a magnet and doesn't let it go.
Don't just hand 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.
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.
A newspaper ad? That's a distraction. People are reading to get news. TV spots? Again, commercials disrupt intended activity.
The Yellow Pages is virtually only place people turn to read ads!
And yet, almost every Yellow Pages ad I see takes approach: "This is who I am and this is what I offer." The ad content is little more than a company name and logo, and what I refer to as a “laundry list” of products or services offered.
Guess what? This is a huge mistake!
They know what you offer. They're looking at your ad because their eye hurts and they know a professional should take a look at it. Focus on "why, with all of these options, they should choose you!"
Your prospects are a skeptical bunch. Make contacting you and giving your business “a shot,” a risk-free, value-filled, proposition for them. Tell them about policies you hold yourself to that will make their lives easier. Tell them what you do (or how you do something) that your competitors do not – or - that they forget to mention in their ad.
Done correctly, this will give any business a tremendous edge over competition. Care to learn a little more?
----------- Alan Saltz is the foremost expert on effective Yellow Pages Advertising content. He teaches advertisers how to boost their response and return on investment using simple, but extremely powerful techniques. For unbiased Yellow Pages Advertising advice and "tricks" that any business owner can implement, visit: http://www.YellowPagesProfit.com.
© 2005 Alan Saltz, All Rights Reserved