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Digg it UP - 3 Things Every Yellow Pages Advertiser Needs to Know
Once upon a time, long, long ago -- in the early 1990s -- the concept of fractional ownership in private aircraft was born, and there was much rejoicing throughout the land. People who never believed they'd be able to afford, or justify, owning a private jet suddenly had the opportunity to purchase partial ownership in one."At last," the people thought, "there is an affordable alternative to commercial airlines and private air charter. No longer will I be at the mercy of someone else's set schedules and destinations. I can fly w
An example? Using your name and logo as the headline...
It’s disastrous and yet more adver
I was reading an article on Seeds of Growth on how individuals impact the branding and goodwill of an organisation. I found it quite easy to parallel to what they were saying about Corporate Branding and what I call Company Culture.See I'm a consultant that helps companies with divestments, carve-outs, post mergers, or post acquisitions. After the deal is done, I'm usually appointed to guide the organisations through all that is involved in the merger, and make sure they derive the value from the deal. Sometimes this gets lost i
Fortunately, it’s a mystery that’s solved pretty easily once an advertiser knows where to turn for advice. There are fundamental truths about Yellow Page advertising that so many businesses fail to recognize, but once they do, they stand to capitalize on a sizeable reward. That said… let’s try to understand it a bit better, shall we?
1. Common Yellow Page advertising mistakes are simple to fix.
Very simple. You don’t have to be a graphic designer or marketing expert to drastically improve your ad either—you just need to know your customers.
You see, most Yellow Page ads make the very same mistakes… year after year …directory after directory …category after category. Some of the ads I see from professional design firms are riddled with mistakes too.
Of course they may look nicer... but that won’t cut it in the Yellow Pages! While a professionally designed ad can certainly help grab attention, there is no substitute for ad content (read: words) if your goal is to generate a phone call.
And when it comes to Yellow Pages advertising, that's all that really matters.
By learning what makes a good headline, good body copy, and how to develop a strong offer—your Yellow Pages ad will run circles around an ad that just “looks great,” but makes the same mistakes most others are making.
An example? Using your name and logo as the headline...
It’s disastrous and yet more advert
Think ‘shared office space’.No, this doesn't mean you have to actually share office space with another company. It is simply a generic name for a type of office space that doesn’t require a long-term lease.Shared office space is available in almost any city in the world. Why should you consider it when you need either temporary or permanent expansion room? Here are just a few reasons. There is never a long-term complicated lease involved. You sign a simple rental agreement in the morning and can move into the o
1. Common Yellow Page advertising mistakes are simple to fix.
Very simple. You don’t have to be a graphic designer or marketing expert to drastically improve your ad either—you just need to know your customers.
You see, most Yellow Page ads make the very same mistakes… year after year …directory after directory …category after category. Some of the ads I see from professional design firms are riddled with mistakes too.
Of course they may look nicer... but that won’t cut it in the Yellow Pages! While a professionally designed ad can certainly help grab attention, there is no substitute for ad content (read: words) if your goal is to generate a phone call.
And when it comes to Yellow Pages advertising, that's all that really matters.
By learning what makes a good headline, good body copy, and how to develop a strong offer—your Yellow Pages ad will run circles around an ad that just “looks great,” but makes the same mistakes most others are making.
An example? Using your name and logo as the headline...
It’s disastrous and yet more adver
Liquidity in business refers to availability of cash in times of uncertainty or in times of unwanted cash outlay. It is the capacity of any business to be prepared for any cash disbursements without any burden on where to get some money. This aspect is very important in any kind of business.In managing your own homebusiness, you should take into consideration the liquidity of your business. You should examine your business whether you have available cash ready for disbursements or whether almost all of your cash is invested in i
You see, most Yellow Page ads make the very same mistakes… year after year …directory after directory …category after category. Some of the ads I see from professional design firms are riddled with mistakes too.
Of course they may look nicer... but that won’t cut it in the Yellow Pages! While a professionally designed ad can certainly help grab attention, there is no substitute for ad content (read: words) if your goal is to generate a phone call.
And when it comes to Yellow Pages advertising, that's all that really matters.
By learning what makes a good headline, good body copy, and how to develop a strong offer—your Yellow Pages ad will run circles around an ad that just “looks great,” but makes the same mistakes most others are making.
An example? Using your name and logo as the headline...
It’s disastrous and yet more adver
The music industry is very well aware of what the Grammy Award does, as well as the musicians who may be nominated. Those that work in television know the value of an Emmy Award. Hollywood and their movies are filled with awards, from the People’s Choice to the Oscar’s and everything in between. Even though each of these awards renders something different within each separate genre, they all hold a common ground. They all translate into honor and prestige for the recipient, making one stand out amongst the masses of their peers.e they may look nicer... but that won’t cut it in the Yellow Pages! While a professionally designed ad can certainly help grab attention, there is no substitute for ad content (read: words) if your goal is to generate a phone call.
And when it comes to Yellow Pages advertising, that's all that really matters.
By learning what makes a good headline, good body copy, and how to develop a strong offer—your Yellow Pages ad will run circles around an ad that just “looks great,” but makes the same mistakes most others are making.
An example? Using your name and logo as the headline...
It’s disastrous and yet more adver
Anyone who knows about Economic Development Associations realizes that they are forever trying to put a good spin on things. For instance if their city is the number one city for car thieves, they will find some other statistic to plug. Such as our city suburbs have the lowest murder rate of any city in the state. In fact sometimes it is what they don't tell you which is actually very telling.One interesting trick that suburban areas use is that they will take all the business licenses in the city many of which are home based bu
An example? Using your name and logo as the headline...
It’s disastrous and yet more advertisers do it than not. No one cares what you call yourself until they've decided to pick up the phone and actually call you.
Your company name does not win you business. So if your name and logo is at the top of your ad… if it’s big and bold and takes up space… if it takes the place of an attention grabbing, hard-hitting headline… you’ve made a big mistake.
Next, here’s fundamental truth number 2…
2. Most Yellow Page ads are developed by the directory publisher.
That’s right—the directory itself develops most of the ads you see. That’s a pretty unfortunate scenario if you think about it. What happens if they design your ad and 4 of your competitors’ ads? Whose ad stands out? Who gets the best ad content and the most original headline?
That’s not a risk you’ll want to take.
When it comes to Yellow Pages advertising those that know how to set themselves apart from the pack fare well. Nice design might get you noticed, but good ad copy grabs attention like a magnet and doesn’t let it go.
Don’t just hand the reins to someone else and let them develop your ad for you. Learn what it takes to generate response and play a role in developing that winning ad for your business.
Your design department will be happy to design your ad
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