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.