Do Not Consider Running the Same Yellow Page Ad until You
Read This
Dr. Lynella Grant
Businesses have a love-hate relationship with the Yellow
Page directory
On the one hand, business owners know they need to be there
– even though everyone they compete against is there, too.
They rightly fear their ad won”t get noticed. That”s why
questions like, “How big should it be?” become important
(along with up-grades that jack up an ad”s cost). Are they
worth it? Who knows!
The whole topic is complicated and a tad intimidating. A lot
is riding on the ad”s ability to pull in more business.
Advertisers don”t feel they understand Yellow Page issues
well enough to make the “right choice.” So they often avoid
thinking about it altogether. Even when they realize their
ad isn”t drawing much business, an advertiser is reluctant
to make changes. To what?
So, what”s the rush?
The Yellow Page directory only comes out once a year.
Whether an ad performs like a dynamo or a disappointment,
the business is stuck with it until the next directory comes
around. So there”s plenty of time to consider what could
make it better. But somehow, people seldom do.
But at some point, the ad shifts from back burner to urgent,
as the next directory”s deadline approaches. Decisions about
what it will look like are often made “on the fly.” So it
never gets the scrutiny it deserves, so it can deliver the
most “bang for the buck.”
Time pressure (coupled with the urging of the Sales Rep)
leads many business owners to just “stick with what I have.”
That decision means hardly having to think about it at all.
For another year, anyway. But that”s not the best strategy –
just the quickest. A business owner should carefully
consider the wisdom of each aspect of their directory
listing – wording, images, size, options, which directories
or headings, etc.
Change involves more than the ad”s appearance
Never change your ad just to make it prettier. Modifications
should help you connect even better with directory user”s
needs. That involves focusing your message and distinctive
style (which is communicated in a glance) so it grabs them.
Get the advice you need to fine-tune your ad from industry
experts at http://www.yellowpagesage.com There”s no need to
feel stuck with an under-performing ad.
Changing your ad can involve increasing or decreasing its
size or features (or going in an unrelated direction). But
such revisions are simple, compared to more complex and
influential issues, like whether it communicates your
distinctive personality and benefits.
If you”re unclear about your message, don”t be surprised if
readers don”t get it. Sharpening your customer-grabbing
message should be an ongoing concern, and not just for the
Yellow Pages. Directory users are looking for information to
make their buying choices easier. Looking and sounding like
every other ad doesn”t serve their needs – and it doesn”t
serve you, either.
Re-assess the wisdom of your Yellow Page strategy
What you spend for your Yellow Page listing is only a
portion of your advertising budget. How big a slice should
it be? Resist the temptation to over-spend for the value
received (as most advertisers do). Costs should bear some
relationship to the amount of business coming through them –
which involves tracking your calls and sales.
Consider directory costs relative to all the ways customers
find you. Where does most new business really come from? Are
marketing dollars better spent elsewhere? Figure the source
of new business before getting caught by secondary questions
like: how large, or which headings, or whether options like
color make sense.
Recognize the changes affecting directory usage. Buyers
aren”t relying on the print directory like they used to.
Many use the Internet Yellow Pages (IYP) and search engines
focused with local terms. Think about whether to direct some
directory dollars there.
Update your information to keep it current
Business changes occur all the time. Don”t forget to bring
your data up to date when placing your next year”s
advertising.
Business changes affecting your ad
– Change of business name, or splitting into more than one
company or brand
– Added or different phone numbers; same with addresses
– Add your Web site address (domain URL) or email address
– Changed your policies, hours, services (like free
delivery)
– Additional product lines or services (like classes or
supplies)
– Update years in service (if in your ad)
– New awards, degrees, etc. that can bolster credibility
– Adding a partner (especially for professions)
– Remove what”s no longer true or relevant
Think long and hard about what will make you stand out in
the directory during the year (not just at renewal time).
The success of your business could depend on how well your
ad does its job.
2004, Lynella Grant
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