Category Archives: Sample Yellow Pages Articles

The Ten Commandments of Yellow Pages Advertising

by Barry Maher, syndicated

Too many businesses have no idea of how well their Yellow Pages ads are working—or even if they’re working. That’s why my Yellow Pages advertising workshops are filled to overflowing at conventions; why my book, Getting the Most from Your Yellow Pages Advertising keeps moving off the shelves. But most businesses could be generating more business—if they only stopped breaking the Ten Commandments of Yellow Pages advertising.

First Commandment: Thou Shalt Not Whip It Up

Many Yellow Page ads are whipped up in the few minutes the sales rep has left after trying to sell you a bigger ad. Askno, insist—that your directory publishers develop an ad for you that justifies the cost. If they can’t or won’t, have the ad produced yourself.

Second Commandment: Honor Thy Headlines

The first piece of ad copy that readers see—the headline—has to be powerful enough to drag them away from all those competing ads. Never use your company name as your headline unless it really is that powerful—unless it really is the most important selling copy in the ad.

Third Commandment: Honor Thy Illustration

Nothing can turn a mediocre Yellow Pages ad into a great one faster than the right illustration. If your picture isn’t worth a thousand words, find one that is.

Fourth Commandment: Remember All Key Selling Points

You have to include all the hard, factual information potential customers need to make a decision to call or drop by: be it about image, market niche, type of cuisine, specialties, additional services, pricing, quality, speed, hours, location, credit cards—whatever it might be.

Fifth Commandment: Thou Shalt Not Overburden the Eyeballs 

Your ad is competing for visibility and readability with every other ad under the heading. If it’s difficult to read, it isn’t going to be read. You’ve got to refine your copy until you can provide all the information directory users want and need in an ad that’s so uncluttered and inviting that reading it becomes automatic.

Sixth Commandment: Thou Shalt Not Forget Placement

Unfortunately ad size is important. All things being equal, bigger ads get a greater response. They also get the best placement–closest to the front of the heading. And placement can be even more important than size.

The good news is that all things are seldom equal. The biggest ad under the heading is not always the most effective. And a well-designed, visually appealing ad can make up for a lot of size, especially under a smaller heading where all the ads are on the same page or two. It’s much more difficult of course to compete with ads on an earlier page. That page may never even be turned.

Always consider placement when you’re deciding on ad size. Have your sales rep show you where the size you’re considering would fall in this year’s directory. That should give you an approximate idea of the position—relative to the competition—you’d have next year. Sometimes going up a single size and spending just a few more dollars will move you much closer to the front of the heading. Sometimes you can cut back in size without losing much at all in the way of position.

Seventh Commandment: Remember, Position over Color

Color is eye catching. It’s also expensive. If the money you’d be spending is approximately the same, you’re far better off significantly improving the size and placement of your ad than the color.

Eighth Commandment: Thou SHALT Track

Perhaps the surest way to waste money is to advertise in a directory no one’s using.Always make your rep prove value—especially when you’re considering an independent (non phone company) directory. If he can’t, don’t put any real money there. Instead, try something small: perhaps even a simple in-column ad, or even just a listing. Track your response—survey your customers to discover how they discovered you–and next year you’ll have your own proof. One way or the other.

Ninth Commandment: Thou Shalt Not Squander Yellow Pages Dollars in the White Pages

You bought that costly new in-column ad in the white pages because . . . ?

If you’re Albany Emporium and you’re in the midst of seven white pages of Albany this and Albany that, you do need something beyond a bold listing to make it easier for your customers to find you. Or perhaps you’re Ralph’s Refrigeration and Randal Refrigeration Service usually falls on the same page, and you want to siphon off a few of their calls.

Otherwise?

If your customers are looking for you alphabetically in the white pages, they will find you. And call you. You don’t have any competition in the white pages. A bold listing is sufficient.

Save your hard-earned advertising dollars for the Yellow Pages.

Tenth Commandment: Never Rely on Faith for Your Yellow Pages: Get a Proof

Always insists on getting a proof for your display ad. Remember the small error one publisher made in an advertiser’s ad, turning “Dan Hadley, therapist” into, “Dan Hadley, the rapist.”

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Barry Maher is the author of the book, Getting the Most from Your Yellow Pages Advertising, as well as a highly regarded speaker on management, sales and, yes, Yellow Pages advertising. His other books include Filling the Glass: The Skeptic’s Guide to Positive Thinking in Business, No Lie; Truth Is the Ultimate Sales Tool and the SF-fantasy novel, Legend..

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Yellow Pages Advertising: RASCIL – This RASCIL Works

I often conduct workshops for Yellow Pages advertisers at trade and professional conferences. A while back, an older gentleman came up to me before a session, carrying a phone book. Opening it to the ads in his heading, he tapped the directory with the back of his hand and said, “This rascal doesn’t really work, does it.” It wasn’t a question.

“This rascal?” I asked.“The phone book,” he explained. “The blasted Yellow Pages.”

I nodded. “You see all those ads,” I said, “all those business advertising under that heading? Well, guess, what? Some of them don’t have a clue how well or how poorly that directory is working for them.”

“They’re just there because everyone else is there,” he agreed.

“But there’s a reason everyone else is there. The sharper the businessperson, the greater the feel they have for what’s generating their business. Some of these people are tracking their advertising so well they can tell you to the penny how much their Yellow Pages ads are bringing in. And that’s the reason they’re in that directory year after year after year: not because they like giving money to the directory publishers, but because it makes them money. In fact studies show the average Yellow Pages advertiser nets $4 for every dollar he spends in the phone book.”

“So the rascal does work?”

“It does work: often in spite of the way advertisers put their Yellow Pages ads together. And, as a matter of fact. RASCIL, r-a-s-c-i-l, is a great acronym to keep in mind to help make your ads work even better.”

RASCIL

Reliability: Many people who see your ad in the Yellow Pages have never heard of you before. The greater the price of what you’re selling, the more important it is to stress reliable and quality in your ad.

Appropriate copy might include:

• Years in business;
• The size of your business;
• Family and/or locally owned;
• Licensed, bonded, insured,
• Guarantees or warranties
• Association memberships
• Special training and certifications

Authorized products and services: Thousands of dollars are spent promoting brand names. Hitchhike on that money by highlighting brand names you’re authorized to sell, service or repair.

Special Features: What separates you from the competition? The first question I ask a Yellow Pages advertiser is, “Why should someone call you instead of one of those other ads?” Often that gets me a blank stare, but eventually they come up with three to five things, the most important reasons why someone should do business with them instead of the competition.

The single most amazing discovered I’ve made in 20 years of working with Yellow Pages advertisers is that those three to five points are almost never in their Yellow Pages ads. Sometimes only one or two are missing. Often all five are.

Why should someone call your ad instead of one of your competitors’?

Completeness of service: Yellow Pages readers are drawn to ads that offer exactly what they’re seeking as well as by ads the offer a full range of relevant products and services. Include anything that’s a significant part of your business or you think can become a significant part of your business.

Appropriate copy might include:

• The range or specialization of your products and services;
• Departments;
• Hours;
• Credit cards;
• Additional services that make doing business with your more appealing, e.g. free estimates, free consultations, evening appointments, insurance filing, valet parking, etc. etc.

Illustrations. The single easiest way to improve a mediocre ad is with a great illustration. If your picture isn’t worth a thousand words, find one that is. And make it large enough to generate the additional visibility your ad needs.

Location. Many people use the Yellow Pages to find a convenient address. And some former customers will only remember where you are not who you are. Make sure you’re easy to find. If necessary, include a line of directional copy: “Behind McDonald’s.” If your location is more complicated than that, consider including a map. As for your phone number, make sure it’s large enough so that no matter when potential customers decide they’ve read enough of your great selling copy and they’re ready to call, they can spot it immediately.

This RASCIL works. And RASCIL can help your Yellow Pages ad work more powerfully than ever before.

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An Insightful Discussion with Barry Maher

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