Get Maximum Impact With Your Yellow Pages Ad!Written by Steve Yankee
The Yellow Pages are a terrific medium because of one simple reason: they are a directive medium, as opposed to a creative medium, such as a newspaper ad or tv spot. In other words, people use them when they’re ready to buy. Which means you can(and should)load up your ad with everything you want to say about your capabilities and services --and people will read literally EVERY word. Because for most part, they've already decided to buy, and your Yellow Pages ad is your best possible opportunity to get them to call you so you can CLOSE sale! What should go into your ad -the RASCIL factors... People are influenced in their Yellow Pages calling (and buying) decisions by several factors: -Reliability -Authorization -Security -Completeness of Service -Illustrations -Location Let's take each point, one at a time, starting with RELIABILITY. Key phrases you should use in your ad include: * Your XX years of experience * Are you a member of a professional association? Say so. * Satisfaction guaranteed or any other guarantees you offer AUTHORIZATION * Authorized sales/service for name brand manufacturers? Say so. SECURITY * Do you store goods in a safe? * Are you insured, bonded? * Is your work done on-premises? COMPLETENESS OF SERVICE * Do you have latest and best equipment * Do you offer multiple lines of goods for best selection? * Free pickup and delivery? * Free estimates and initial consultation? * List your hours.("Open Monday through Friday, 8:30 - 5:30" or whatever. Be accessible!) * All services you provide * Your phone number. This should be largest component in your ad.
| | Make your Advertising ProfitableWritten by Will Dylan
Most small businesses operate with very small advertising budgets. It is critical to success of any business to ensure that their advertising dollars deliver as much value as possible to bottom line. Here are some steps that you can take to make sure you get most bang for your advertising buck:Target your Advertising – Ideally, every ad that you place would be seen only by potential customers for your business. In reality, you won’t find very many advertising opportunities that deliver such a utopian business proposition. The real key is to locate advertising opportunities that will target your potential customers as closely as possible. When evaluating every advertising offer, ask yourself “How closely will this hit my target audience? Could I do better?”. If you are advertising your new website that offers a new vitamin supplement for dogs, advertising on a pet website would not be as advantageous as a dog related website. A website on topic of dog food and nutrition would be even more targeted, as almost 100% of visitors to that site would have some interest in dog food and nutrition That’s exactly audience you are looking for. Vary Your Offers – Remember that your well-defined audience is comprised of certain groups, each with its own reason to buy your product. On dog food and nutrition website, you may encounter breeders, veterinarians, family pet owners, and breeders. They all want same thing (a healthy happy dog) but for different reasons. The breeders wants their prized stud to live a long life and have lots of puppies while veterinarians are interested in offering best possible advice on nutrition to their clients, and so on. When you are composing your ad copy, keep these different groups in mind, Write an ad that speaks to each of their buying motivations and rotate your ads to ensure you cover all potential buyers for your product.
|
