|Yellow Pages Advertising in the Internet Age?
You may be asking if customers still use PRINT Yellow Page directories, or has everything gone Internet? Well, physicians, auto repair shops, attorneys, dentists, plumbers, insurance agencies, veterinarians and florists... just these 8 (out of 300) categories alone were referenced nearly 3 BILLION times in 2005. Now consider that "online Yellow Pages" were referenced a measly 1.8 billion times for ALL BUSINESS CATEGORIES, and you can see that print Yellow Page directories are still one of the very best ways to reach valuable local prospects at the very time theyíre in need of your product or service.
This is changing and will continue to - more searches will be done on the net, and print "searches" will or have already peaked by the end of
With that said...certain companies absolutely depend on the Yellow Pages for a bulk of there new business. Restaurants, attorneys, dentists, plumbers, insurance agents, veterinarians, florists and beauty salons are among the top 20 most referenced headings published by the Yellow Pages Association. For businesses in the Top 50 categories...the question isnít "should I be in the Yellow Pages?" but rather "how do I maximize my return on investment"?
So, how we go about generating the best response from your Yellow Pages ad?
Your adís success in the Yellow Pages depends largely on just two main factors...the LOOK and CONTENT of your ad. At the end of the day, these two factors will determine your Yellow Pages advertising ROI. Other factors such as directory selection, colors, ad size and headings (often over-emphasized by advertising sales reps) are far less important and relatively easy to address. Your greater challenge will be in developing a Yellow Page ad that visually leaps off the page and then persuades prospects that YOU are the very best business to call (take action).
A few fundamentals of Yellow Pages advertising:
- Laser-targeting only your most important prospects.
- Using a large, compelling headline and unexpected images that work together to attract the eye of your prospect and set your business apart in a meaningful way.
- Writing compelling copy that speaks to the emotional needs and desires of your target audience.
- Using a powerful call-to-action near your phone number to close the deal (get the call).
A successful Yellow Page ad will have the power to visually stop readers in their tracks, draw them into the copy and persuade them with electric words that address their specific needs, concerns and fears. When you tap into their emotions, your prospects will feel comfortable and safe. And, they will respond to your Yellow Page ad before any other advertisement in your heading.
Your prime local prospects are ready to call you and give you their business! Does your ad leave no doubt in their minds that you are the very best business to call? If not, we can help.
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