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| | The The CopyWriters Connection Network is not currently active and cannot accept new posts | | How To Create Yellow Page Ads | Views: 307 | | Nov 30, 2005 9:08 pm | | How To Create Yellow Page Ads | # | 
Steven Boaze | |
The Yellow Pages can be a source of business for
any of us. If you do things correctly, you should
be able to get a 2-3 times return on your monthly
Yellow Pages ad.
Why do most people get a horrible return on their
Yellow Pages expense?
BECAUSE THEIR YELLOW PAGES ADS TRULY STINK!
Take a look at any section from a local phone
book's Yellow Pages. Go ahead. See if any of the
"ads" are really ads! Or, if they are more like
business cards in yellow.
Here's the point. The Yellow Pages are a medium
for advertising. Plain and simple. And since they
are for advertising, why shouldn't the ads be
real ads (response-oriented) instead of business
cards that all look alike, that no one would have
any reason to choose one over another?
Let's look at this from the prospect's point of
view. Which is the only thing that matters. Let's
say that you've decided to spend some money from
your family estate to take the big vacation
you've always dreamed of. And, let's say you've
always handled your own affairs, so you've never
met or talked to a travel agent. Yes, there are
people who have never used a travel agent. When
you ask another family member they aren't any
help, because they haven't used one in years.
You have no idea who to call, but for this
special trip, you know you need to call one. Your
husband or wife suggests you look in the Yellow
Pages. You open up the book and look under
"travel." You see several ads that look like
business cards. Who are you going to call?
Tell me, with an ad that looks like another
business card, who even has a chance of getting
more than a random call? Would you call one of
the offices that has a bigger ad instead? I don't
know. Are there reasons to pick one over another?
They all say nothing or say the same exact thing.
They are nothing more than business cards in
print. I want to know who decided that Yellow
Pages have to be like that. Why do they have to
all look exactly alike? What would you do?
What if some rebel ran a Yellow Pages ad that was
a real, honest to goodness, attention getting,
direct response-oriented ad? What would be the
results of doing this? Why people might actually
be motivated to call your Travel agency and use
your services.
As a matter of fact, some clients and customers
of mine have taken a very successful print ad and
stuck it right in the Yellow Pages. The
"Attention" ad looks like a public service
announcement. When you turn to it, you
immediately stop and start to read the
announcement.
If you read it all the way through, you would
probably call for that FREE report, wouldn't you?
Is this sinking in? See, the Yellow Pages are a
directory for people who already want a service
and are looking to see who delivers that service
in their area.
But, just because they're looking for a service,
that doesn't mean your advertising must be boring
and "professional." It doesn't mean that you have
to look like everyone else. All the Yellow Pages
section is, is another place to run advertising.
And if you're running advertising, it better be
good advertising that gets responses, or why be
there?
You can use virtually any ad or topic to get
people to call. Try something like this:
"Attention! FREE Report Reveals How You Can Save
Thousands Of Travel Dollars Using Secrets The
Wealthy Have Known For Years!
Miami, FL - Paying excessive travel expenses is
something no one except cruise ship owners and
hoteliers like. Yet people do it all the time
because they don't know inside secrets to keeping
travel merchants away from hard-earned dollars.
Now you can learn all of the breaks that are
available to travelers. Find out secrets the rich
have used for years to travel in style, paying
next to nothing for luxurious accommodations.
They're revealed in a new FREE report called,
"How To Travel In High-Style While Cutting Your
Expenses!" It's available at no cost or
obligation. Get your copy today by calling
1-800-000-0000, 24 hrs., for a FREE Recorded
Message. Call NOW and find out what no one ever
told you about saving money on 5-star travel
arrangements!"
Get the difference?
Wo do you think lookers will call? Your ad might
not be the only one they call, but it certainly
will be one of the ones they call. You've got
their attention. You've given them a healthy dose
of curiosity. And why wouldn't someone want to
get such a report when they are thinking of doing
something?
Wouldn't most people want to know how to save
money, or not make mistakes, or whatever? Pretty
amazing, isn't it? I know a fellow who is making
a fortune, and another person who still wanted to
keep his "professional" image in his advertising,
made nothing. So, is the problem the message and
the agent? Or is it the Yellow Pages?
Think about this. No matter where you
advertise...if it's the Yellow Pages, or a
neighborhood directory, or a Lion's Club thing,
or a church bulletin...Make Sure Your Ads Are
Response-Driven! Don't Listen To Yellow Page Reps
Tell You Your Name HAS To Be On A Yellow Pages Ad!
Your Ads Should Be Designed To Get Calls and
Sales...
Not Name Recognition!
Steven BoazePrivate Reply to Steven Boaze | | |
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