How To Get The Most From Your Yellow Pages Advertising
by Steve Yankee

(A few secrets to advertising in one of the most misunderstood --and most effective --marketing tools available today.)

The Yellow Pages are a terrific medium because of one simple reason: they are a directive medium (as opposed to a reactive medium --like 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 the most part, they've already DECIDED to buy, and your Yellow Pages ad is the best possible chance to get them to call you so you can CLOSE the sale!

How much should you spend in the Yellow Pages?

There's only ONE rule that applies to advertising budgets for the Yellow Pages. And if you can afford to do this, you should follow that rule. It is, simply...have a larger ad than the rest of your competition. Because when you have the largest ad, 30 percent of Yellow
Pages shoppers --motivated, ready-to-buy people --will call you first.

You should be aware that Yellow Pages sales reps are notoriously close-mouthed. They won't volunteer any information about how big your competitors' ad is going to be, and will not tell you if you ask them. BUT --they will normally provide you this information if you ask them a simple (trick) question: "What size ad do I need to have the 'first
position' on the page?"

There is no guarantee that one of your competitors won't ask the same question, of course, but this is one way to find out what the competition is doing up to this point.

Now, if you're just starting to advertise, and your competitor is already advertising with a display ad, you can leapfrog over his ad fairly easily and take the pole position by using a little strategy.

When buying a bigger ad, most people double their present ad size. So look at the Yellow Pages, see what your competition is doing, and take out an ad TWO SIZES largest than the largest current ad. Suddenly, you'll be the biggest advertiser and will automatically receive more calls inquiring about your services. Which will lead to more sales. More work. More profits. More fun for you.

The extras that will help your ad pull even better...

There are two things that will help your hard-working ad work even harder. The first is using a second color in your ad. I know it costs you more, but adding a color improves readership by a factor of THREE TIMES. And speaking of borders, do something tricky with yours. Don't just have the Yellow Pages makeup people run a thin line around the ad. If you're running a marina, make it look like a length of rope; a video store --make it look like a length of videotape; incorporate your artwork into it. Make the ad as eye-catching as possible! Ask your rep for help in design, and even in writing.

If you're selling a consumer-oriented service or product, directory advertising is one of the most effective methods of promoting your business available today. With a properly designed ad, you can realize up to 800 percent return on your monthly investment; I know it for a fact. In my retail-oriented video production business, we normally took in over $4000 a month in business from a $500 a month directory ad budget.

(Steve Yankee,  independent copywriter and sales consultant, may be
reached at syankee@springlakemi.com, writing to 101 Washington, Suite 230, Grand Haven MI 49417, or calling 616-844-6783. His website is at: http://www.syonline.com)