You probably already know that a yellow-page advertisement is a valuable marketing tool. Unfortunately, not many business owners place very effective ads. With a few simple changes, however, you can capture your target market and increase your clientele. Here are 5 simple tips that will help:
1. First, determine if it’s worth the investment
Placing an ad in the yellow pages is expensive, and you should do a little research to determine whether or not it will pay off in the end. Once you make that decision, don’t allow the listing service to design the ad for you. To get the most bang for your buck, design a lucrative advertisement yourself.
2. Critique other listings
Before you get to work, look at the listings for your competition. Which are most appealing and why? Assume the perspective of your prospective clients and determine which practices are most prominent. This is one instance where size isn’t all the matters.
3. Watch your words
Often your copy, more than your graphics, will attract the most attention. Most important is the construction of a captivating headline that communicates your key benefits. In his article “Effective Yellow Pages Ad Design,” author John Morana recommends you, “Spend 60% of your design time developing your unique, benefit-related headline.”
Speaking of benefits, when writing the copy, remember to avoid explaining what you do and focus on how your services benefit clients. As they say in marketing, “sell the sizzle, not the steak.” Also, in order for that copy to stand out, it’s recommended that your text cover less than 50 percent of the ad space. Otherwise, your ad may become textually overwhelming for most yellow-page surfers.
In addition to an alluring headline and appealing copy, you must also include a call to action. These prospective clients are looking for someone to call-why not extend an official invitation to “Call Now!” John Jantsch also suggests that you “Use your ad and your headline to offer a free report, offer a reason to call, or communicate how you are different from the rest. If you don’t do this one thing in your ad, the calls you will get…will all be price shoppers.”
4. Use clean, professional graphics
It’s important that your ad look professional, and one way to project that image is in the graphics you select for your advertisement. In fact, John Morana suggests you avoid using “expected” images which will ensure that your ad fades into obscurity. Instead, he explains, you should select “an arresting, eye-grabbing image that reinforces your main headline…and differentiates your business from the others in a meaningful way.”
5. Differentiate yourself from the competition
It’s important to remember that unlike other marketing methods, the yellow pages are where people generally go when they’re ready to secure products and/or services. So you don’t need to convince your client that accounting is a valuable service; you do, however, need to convince them that your accounting services are the most appealing of all those listed. You do that by differentiating yourself from the competition.
A yellow-page advertisement can be a great way to secure more business, if done effectively. This can be one of many weapons in your marketing arsenal.
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