What Im about to reveal to you is classified information. Top secret stuff.
Okay
maybe not top secret
but you should know some entrepreneurs pay big bucks for the information Im about to reveal to you. And thats no fib either.
If your business is listed in the yellow pages this strategy will send lots of customers your way
resulting in more sales.
Its a simple tactic, but works in a big way. Yet hardly anyone uses it. Im not sure why. Im guessing it has something to do with a tendency us to go along with a crowd without even consciously thinking about it.
When it comes to marketing, we want our customers to buy from us or hire us. Then again, were often afraid of appearing too different from other businesses.
So whats this got to do with advertising in the Yellow Pages? Plenty.
In fact
I can prove it. Just go right and grab your local Yellow Pages Directory. Alright now
open it up
and tell me what you see.
Lots of ads, right? Problem is
they look alike.
Right at the top of 99% of these Yellow Page Ads is the business name. For example, under the Haircutters and Stylists listings we might see something like the following at the top of each ad block:
Sally Jones Hair Salon
Theresas Hair Care
Quickie Cuts
The Family Hair Gallery
Now
if youre thinking, Sure Joe, but EVERYONE structures their Yellow Pages Ad like that
Uh huh. You see where Im coming from?
Most people are afraid of looking too different from everyone else in business. And this is especially true in their advertising.
Thats no good. For one thing, your advertising is supposed to set you apart from the crowd
tell readers whats unique about you. And second
youre paying big bucks for a Yellow Page Listing.
So make your yellow page advertising count!
The person who opens up the yellow pages is looking for something. Theyre either looking for a particular item, or theyre looking for something to solve a particular problem.
If someone is reading the category youre listed under its a good chance theyre a HOT prospect. A high percentage of Yellow Page shoppers are ready to buy NOW.
So is your business name likely to grab their attention? Probably not. People dont care about your business name. They want to know if you can help them with their need. And help them NOW.
So how are you going to make your Yellow Page Listing stand out from the crowd? Well
for starters
Use a big, bold headline. Right at the top of your space ad.
Lets say youre a busy person whos just moved into the neighborhood. Today, youre in the market for a new hair cutter/stylist. Your turn to the above section in the Yellow Pages Book and read the listings. Except now, instead of Theresa putting Theresas Hair Care at the top of her ad theres the following headline:
People Wasting Time at Most Hair Salons Trying to Look Their Best
Hmmm
thats interesting. You begin reading. The next few lines of body copy immediately following the headline say something like this:
Most hair salons waste a clients time. First, they make customers sit in a room and read magazines. Never mind the customer has an 11 a.m. appointment. The Salon thinks 11:15 or 11:20 is the same thing as 11:00. Next, the customer gets their hair washed. Then they sit a few more minutes until their stylist has an open chair.
This NEVER happens at Theresas Hair Care. Whether you want the latest style, or simplest cut, you can look your best without spending half a day at the salon. Her stylists are all experts in the latest trends. But Theresa has developed a system
like clockwork. This means no wasted time. She even promises that if you call ahead and book a time-slot youll NEVER have to sit and wait more than 7 minutes before a stylist gives you their full personal attention – – or your haircut is FREE. To find out more pick up the phone right now and call 555-5555 to book an appointment.
Notice how this is written. Like a news editorial; not an ad. Its written this way for a reason.
If getting a nice haircut quickly is important to customers in Theresas area then her Yellow Pages ad speaks directly to a core desire. If Theresa can deliver on the promises she makes in her ad then shes got a winner. And her YP listing will generate customer response like crazy over other listings in her category.
Bank on it.
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