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Casual Articles - How To Multiply The Response To Your Yellow Pages Ad
Jane and Bob have been working with their teams for a couple of months, and they've really paid attention to putting the right people in the right roles. However, other problems can arise that don't have anything to do with teams, leaders, and workstyles.Differences in communication styles or the communication styles themselves are often the cause of problems, rather than the content that's being communicated. Often we see these problems occur when the topic is difficult; no one has trouble communicating around the success of the project, the awards ceremony for the team, and the overall good health of the company!What if the topic is
Imagine going to a fancy restaurant and ordering supper. The waiter brings your order along with a picture of a beautiful meal, which looks even better than the one, you ordered. Which one would you want to eat?
The incorrect assumption everyone makes is that appearance counts for more than substance in the Yellow Pages. Anybody who tells you this does not understand the state of mind of your Yellow Pages prospect in need. The only time a prospect looks at your ad is when they are in dire need and ready to take action. They are not looking for pretty pictures.
With nothing but pretty pictures to choose from, your prospect will have to pick one. But, when there’s one good information ad, and several pretty pictur
Squeeze PagesUsually when potential business associated meet they shake hands, exchange business cards and discuss their businesses. On the internet, however, it is very different. Potential customers can view your website and all your contact information without even meeting you. This is where you may want to use a squeeze page.When someone views your squeeze page it prompts them to leave their contact information behind. If this is not done you may end up losing a lot of profitable business relationships because you do not know the prospects name or know how to contact them. In order to develop that one on one relationship with a prospe
If you think that advertising in the Yellow Pages is not right for you, you may be right. But before you write off the Yellow Pages, you should do a bit of research into how many responses your heading receives every year. You might be surprised. You might find a great opportunity that a lot of your competitors are missing out on.
If you DO advertise in the Yellow Pages, there are a few things you need to know. First of all, you should understand the nature of the beast, which may come as a surprise.
The Yellow Pages directories are a “marketing orphan”. They are unloved, unglamorous, unsexy. Most marketing experts know next to nothing about how to use them. But I’ve seen many very profitable businesses derive virtually all their business from one good ad run in many directories.
But, and this is extremely important, less than 1% of Yellow Pages advertisers know what an effective ad is. The bad rap the Yellow Pages has is not earned. If you know how to use them, the Yellow Pages can be incredible!
Most advertisers have the vague notion that they want a response. That’s logical. “We want the phone to ring!” they say. But the way they go about it leaves a lot to be desired.
Exposed: The #1 Cardinal Sin of Print Advertising
The biggest mistake neophyte advertisers make is to assume that the theme of their ad should be: “Who we are, what we do, and how to reach us”. The second biggest error is not having a great headline. Here’s a clue: Your name and logo are not a headline. They are the least important things in your ad—until a person wants to call you and knows exactly why. At that moment, and not before, your company name and number become important.
The “name, rank and serial number” approach is wrong for any print ad, but especially the Yellow Pages, which is a “magic moment” medium. There is no other medium where people in need go to find an instant solution, ready to take buying action right away. If you could but understand the mindset of your prospect in their moment of need, you would dominate your heading year after year.
The Ultimate Secret To Acing The Yellow Pages
Now let me share with you a powerful secret that very few people in the marketing business understand. You may not believe it at first, but if you take it to heart, this secret could revolutionize your Yellow Pages response forever—and the rest of your direct response print ads too!
Here’s the secret: the Yellow Pages Is NOT A Visual Medium! (Huh?) Yes, really, no kidding.
But how can that be? Aren’t all ads supposed to look great and employ a lot of “white space”? Sorry to break it to you, but those are two of the big lies that agencies and graphic artists have been perpetuating for years, which have been consistently disproved by measuring response.
The Yellow Pages may be full of colour and pictures and maps and words. And yes, you have to LOOK at the page to read it, but it is not a visual medium. Let me offer you an analogy to explain:
Imagine going to a fancy restaurant and ordering supper. The waiter brings your order along with a picture of a beautiful meal, which looks even better than the one, you ordered. Which one would you want to eat?
The incorrect assumption everyone makes is that appearance counts for more than substance in the Yellow Pages. Anybody who tells you this does not understand the state of mind of your Yellow Pages prospect in need. The only time a prospect looks at your ad is when they are in dire need and ready to take action. They are not looking for pretty pictures.
With nothing but pretty pictures to choose from, your prospect will have to pick one. But, when there’s one good information ad, and several pretty pictur
Pixel advertising continues to change as it evolves from a fad to a useful advertising tool for targeted markets. What started with “The Million Dollar Home Page” by Alex Tew has continued to morph into something else. Many have proclaimed that pixel advertising is dead. They state that it was a fad and nothing more.Now it is definitely true that as soon as people saw Alex Tew making an easy million dollars they all wanted to make some easy money too. This created an instant wave of copycat sites trying to capitalize on the very trendy concept of throwing up a pixel page and hoping people would respond to it just like they did with The Milli
But, and this is extremely important, less than 1% of Yellow Pages advertisers know what an effective ad is. The bad rap the Yellow Pages has is not earned. If you know how to use them, the Yellow Pages can be incredible!
Most advertisers have the vague notion that they want a response. That’s logical. “We want the phone to ring!” they say. But the way they go about it leaves a lot to be desired.
Exposed: The #1 Cardinal Sin of Print Advertising
The biggest mistake neophyte advertisers make is to assume that the theme of their ad should be: “Who we are, what we do, and how to reach us”. The second biggest error is not having a great headline. Here’s a clue: Your name and logo are not a headline. They are the least important things in your ad—until a person wants to call you and knows exactly why. At that moment, and not before, your company name and number become important.
The “name, rank and serial number” approach is wrong for any print ad, but especially the Yellow Pages, which is a “magic moment” medium. There is no other medium where people in need go to find an instant solution, ready to take buying action right away. If you could but understand the mindset of your prospect in their moment of need, you would dominate your heading year after year.
The Ultimate Secret To Acing The Yellow Pages
Now let me share with you a powerful secret that very few people in the marketing business understand. You may not believe it at first, but if you take it to heart, this secret could revolutionize your Yellow Pages response forever—and the rest of your direct response print ads too!
Here’s the secret: the Yellow Pages Is NOT A Visual Medium! (Huh?) Yes, really, no kidding.
But how can that be? Aren’t all ads supposed to look great and employ a lot of “white space”? Sorry to break it to you, but those are two of the big lies that agencies and graphic artists have been perpetuating for years, which have been consistently disproved by measuring response.
The Yellow Pages may be full of colour and pictures and maps and words. And yes, you have to LOOK at the page to read it, but it is not a visual medium. Let me offer you an analogy to explain:
Imagine going to a fancy restaurant and ordering supper. The waiter brings your order along with a picture of a beautiful meal, which looks even better than the one, you ordered. Which one would you want to eat?
The incorrect assumption everyone makes is that appearance counts for more than substance in the Yellow Pages. Anybody who tells you this does not understand the state of mind of your Yellow Pages prospect in need. The only time a prospect looks at your ad is when they are in dire need and ready to take action. They are not looking for pretty pictures.
With nothing but pretty pictures to choose from, your prospect will have to pick one. But, when there’s one good information ad, and several pretty pictur
When talking about free phone answering service, one must take into account the fact that the firm is a sender of market messages and also a receiver of market responses. In its role as a sender of messages, the firm communicates with the market not only through promotional stimuli but also through product, price and place or point of sale. In its role as a receiver of market responses, the firm collects information through a free phone answering service.The product is a carrier of certain messages- product messages. It conveys certain meanings through its color, its shape and size, its physical materials, its package and its brand name. It's th
The “name, rank and serial number” approach is wrong for any print ad, but especially the Yellow Pages, which is a “magic moment” medium. There is no other medium where people in need go to find an instant solution, ready to take buying action right away. If you could but understand the mindset of your prospect in their moment of need, you would dominate your heading year after year.
The Ultimate Secret To Acing The Yellow Pages
Now let me share with you a powerful secret that very few people in the marketing business understand. You may not believe it at first, but if you take it to heart, this secret could revolutionize your Yellow Pages response forever—and the rest of your direct response print ads too!
Here’s the secret: the Yellow Pages Is NOT A Visual Medium! (Huh?) Yes, really, no kidding.
But how can that be? Aren’t all ads supposed to look great and employ a lot of “white space”? Sorry to break it to you, but those are two of the big lies that agencies and graphic artists have been perpetuating for years, which have been consistently disproved by measuring response.
The Yellow Pages may be full of colour and pictures and maps and words. And yes, you have to LOOK at the page to read it, but it is not a visual medium. Let me offer you an analogy to explain:
Imagine going to a fancy restaurant and ordering supper. The waiter brings your order along with a picture of a beautiful meal, which looks even better than the one, you ordered. Which one would you want to eat?
The incorrect assumption everyone makes is that appearance counts for more than substance in the Yellow Pages. Anybody who tells you this does not understand the state of mind of your Yellow Pages prospect in need. The only time a prospect looks at your ad is when they are in dire need and ready to take action. They are not looking for pretty pictures.
With nothing but pretty pictures to choose from, your prospect will have to pick one. But, when there’s one good information ad, and several pretty pictur
Imagine arriving at your home or business only to find it burned to the ground. For too many people, that scenario is a frightening reality. To just about any home or business owner, a fire is the most detrimental of all disasters. Charred remains of furniture, equipment and personal belongings stand as reminders of what used to be. Even worse, many items may be burned beyond recognition.While losing everything you own seems like a bleak forecast, all is not always lost. In fact, getting through the fire’s aftermath depends on how organized you are before disaster strikes.Chances are you have insurance for anything of value. You also have
Here’s the secret: the Yellow Pages Is NOT A Visual Medium! (Huh?) Yes, really, no kidding.
But how can that be? Aren’t all ads supposed to look great and employ a lot of “white space”? Sorry to break it to you, but those are two of the big lies that agencies and graphic artists have been perpetuating for years, which have been consistently disproved by measuring response.
The Yellow Pages may be full of colour and pictures and maps and words. And yes, you have to LOOK at the page to read it, but it is not a visual medium. Let me offer you an analogy to explain:
Imagine going to a fancy restaurant and ordering supper. The waiter brings your order along with a picture of a beautiful meal, which looks even better than the one, you ordered. Which one would you want to eat?
The incorrect assumption everyone makes is that appearance counts for more than substance in the Yellow Pages. Anybody who tells you this does not understand the state of mind of your Yellow Pages prospect in need. The only time a prospect looks at your ad is when they are in dire need and ready to take action. They are not looking for pretty pictures.
With nothing but pretty pictures to choose from, your prospect will have to pick one. But, when there’s one good information ad, and several pretty pictur
The Internet proxy server is the server that is situated between the client application and an actual server. The Internet proxy server has the role of intercepting every request to the actual server and see if the request can be fulfilled by it. If that is not possible, then it must forward the request to the other server.If used in an enterprise the Internet proxy server besides the role that it plays in all situations, also have the role of ensuring control and security. This Internet proxy server is linked to a gateway server. This has the role of separating the network of the enterprise from other networks. The Internet proxy server is als
Imagine going to a fancy restaurant and ordering supper. The waiter brings your order along with a picture of a beautiful meal, which looks even better than the one, you ordered. Which one would you want to eat?
The incorrect assumption everyone makes is that appearance counts for more than substance in the Yellow Pages. Anybody who tells you this does not understand the state of mind of your Yellow Pages prospect in need. The only time a prospect looks at your ad is when they are in dire need and ready to take action. They are not looking for pretty pictures.
With nothing but pretty pictures to choose from, your prospect will have to pick one. But, when there’s one good information ad, and several pretty pictures, the information ad will win, hands down, every time.
You will double your response -- EASILY -- if you turn your ad into an information piece, or “advertorial”. Why? Because the person who is in distress wants information—all the credible information they can get their hands on. And, even more than that, you will stick out like a sore thumb. Your ad will jump off the page and it will look like an information piece, not a sales pitch. Everyone else is saying, “I’m the best!” and you are giving them precisely the information they crave. Who do you think they’ll want to talk to?
I have seen information ads multiply the response of image ads in the Yellow Pages on numerous occasions. In every case, the directory rep tried to talk my client out of running the ad. Don’t listen to them! Your directory sales rep is in the space selling business, not in the direct response business.
And one more thing: once you run your ad, try to resist the temptation to plaster the little “Let Your Fingers Do The Walking Stickers” on your vehicles and in your store window. Did you ever stop to think how foolish it is to invite your prospects and customers to go where your competitors are advertising?
Tom St. Louis is a marketing strategist, copywriter and president of Zerald Communications of Toronto. For a free critique of your Yellow Pages or print ad, go to WWW.UltimateYellowPagesAd.com
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