Each year businesses around world spend a small fortune on Yellow Pages advertising. It's perhaps one of largest single investments you'll make in advertising all year so it makes sense to ensure your ad packs biggest punch and gives you very best return on your advertising dollar.
Doing this is simple if you know right formula.
Unlike with press advertising, people looking in Yellow Pages are ready to buy right now. While on surface of things thatís great news, challenge is that you need to ensure that your prospect sees your ad first and acts upon it ... amongst sea of competitorís ads.
So you donít need to sell them on idea of needing your type of product or service, all you need to sell them on benefits of your particular business.
Sell them on reason why they should call you and nobody else.
Getting your ad noticed first ISNíT about being creative by using thick borders and attractive graphics. You see, many people mistakenly believe that if they include huge logos and thick borders their ad will get noticed first.
Thereís two challenges with that:
First, if everyone has same idea of using a thick border and big bold graphics, your ad wonít in fact, stand out.
Second, even if your ad does get noticed first, it doesnít necessarily mean your prospect will read ad and act on it.
The key to writing a sizzling Yellow Pages ad is to sell your services in print.
It's about standing out from every one of your competitors by offering your readers solution to their problems in a way that your competitors canít match. And projecting that "uniqueness" in your headline.
If you like, your Yellow Pages ad is your silent salesperson. It needs to attract attention, create interest and desire and incite action.
~~~~~~~~~~~~~~~~~~~~~~~~ The nuts and bolts ~~~~~~~~~~~~~~~~~~~~~~~~
Earlier we talked about uniqueness. Before you put pen to paper writing your ad, take a few minutes to consider what your prospects really want to achieve by doing business with you.
Write a list. Next to each point then list how your product or service helps them achieve their goals. Then next to these points, prove your claims.
Why is it unique?
How (specifically) do you deliver these results?
Is it 43 point checklist?
Is it a unique secret formula?
Is it a money back guarantee? These points now form basis of your ad.
The most important part of your Yellow Pages ad is your headline. If you have a hard hitting headline that projects a strong benefit and relates to needs of your prospect, half work is done.
Some headlines that help you do that include:
"How to xxxxx"
"6 reasons why ..."
"Before you xxxxx here are 6 vital factors to consider"
Once youíve got a strong headline, itís then time to work on your body copy. Your body copy should expand on benefits you've mentioned in your headline and show specific ways you'll help your prospect fulfil their needs.
Your ad then finishes off by telling your reader what to do. You MUST spell out your instructions. "Call us NOW on 939 9897 for a copy of our FREE report titled 'How to Write Powerful Ads'."
It has been proven that by writing 'Call us now on xxx xxxx' you'll get more responses than you would if you simply listed a phone number.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ 13 ways to spice up your Yellow Pages Ad ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
1) Write as you speak
Inject your personality into everything you write. Youíll be amazed by response. No-one wants to read boring and stuffy legal-ease. It makes them switch off.