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Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?

Any idea? It's a question that more than a few Yellow Page advertisers ponder. If you are currently spending money every month to run an ad in your local directory, you don't want to wrestle with that question. You want to know that your investment is generating a consistent flow of new clients to your business. So what can you do to maximize returns and stop worrying?

First of all, know this-Yellow Pages Advertising has incredible potential. As a business owner, you have few other ways to reach prospects who are as targeted, and ready to buy as these. But naturally? your success depends on the quality of your ad. And when it comes to ad content, far too many advertisers are quite simply? lost.

"The red-hot commodity of the Information Age? Why that would be the Yellow Pages? It's like shooting fish in a barrel."
Fortune July, 2003

There are few places to turn. It makes for an unpleasant situation for the honest businessperson trying to harness the tremendous potential of such a perfectly targeted medium. And so, most advertisers rely on the Yellow Pages design department, who, as it turns out, develop most of the ads in their directory.

It's hard to differentiate your company if that's the case, don't you think?

That situation doesn't need to be one that you find yourself in. While many advertisers fail to develop an ad that draws a strong response, it's not especially difficult to do. In fact, the basic mistakes that "riddle" just about every subject heading provide a fantastic opportunity for the business owner that does his homework. If you're reading this article, you're doing your homework.

"How come we still have the Yellow Pages? They Work. You don't go to the Yellow Pages and look up pizza unless you're planning to order pizza."
Fortune July, 2003

What Yellow Page success boils down to is ad content. Not color. Not professional design. Sure, those things matter too; but they are nowhere near as important as the words you use to fill your ad. People turning to the Yellow Pages have already determined that they need you. They just need to know whether they should call company A, B, or C.

Their choice doesn't depend so much on color or design, as it depends on what you offer that your competitors don't" the policies you hold yourself to that give consumers faith in you and your business.

Here is a point you need to understand? Listing the brand names you carry and the "laundry list" of products or services you offer don't build credibility. They don't set you apart from your competitors who offer the same thing!

Plenty of other things do. And chances are you embrace those policies and those hassle, and risk removing, motivators already. You probably do quite a bit for your clients that make their lives easier, more lucrative, more pleasant, and so on. You probably have credibility boosters that you've never considered including.

And that is because you may not realize the power they have in motivating an eager prospect to act. Iron-clad guarantees? customer testimonials? rock-solid offers for new customers? a headline that goes well beyond your logo and company name; these are things that work wonders in a targeted, ready-to-buy medium such as the Yellow Pages.

Since so many of your competitors are focusing on their company name and their laundry list of products and services, the copy points above will differentiate you! They give you the credibility that your competition likely lacks, and they make a strong case for many a prospect to choose you with confidence. That's what the Yellow Pages are all about, right?!

About The Author

Alan Saltz, the author, teaches Yellow Pages Advertisers how to boost their response and return on investment, using simple, but extremely effective techniques. To learn more about how to improve your own Yellow Pages ad, visit:

Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. March / 18 / 2018

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Google Bans Cryptocurrency Advertising, Ripple Loses Lawsuit: Best of the Week - Finance Magnates (blog)

Finance Magnates (blog)

Google Bans Cryptocurrency Advertising, Ripple Loses Lawsuit: Best of the Week
Finance Magnates (blog)
The authorities did not release the details of the alleged offenders, but the move is seen as being part of a wider crackdown. Google bans cryptocurrency advertisement. People had been suspicious for some time, but last week it was confirmed: Google is ...

and more »

Raising transparency in the online advertising ecosystem ... - Science Daily

Raising transparency in the online advertising ecosystem ...
Science Daily
The online advertising business, led by companies like Google or Facebook, generated over $200 billion revenue in 2017, with an year-over-year growth over 15 percent. This online advertising explosion is raising serious data privacy concerns.

and more »

What Monkeys Can Teach Us about Advertising - Scientific American (blog)

Scientific American (blog)

What Monkeys Can Teach Us about Advertising
Scientific American (blog)
As early as the 1870s, companies like Pearl Tobacco and later, W. Duke & Sons, employed social advertising, showcasing nude or partially exposed women on posters and trading cards. Although the images had no direct link to the products, sales increased ...

3Fold wins Silver ADDY in American Advertising Awards - Greenville News

3Fold wins Silver ADDY in American Advertising Awards
Greenville News
3Fold, a Greenville-based growth agency, earned a Silver ADDY for B-to-B Website in the AAF Greenville's American Advertising Awards. The website is for Broad Insights, an international business coaching firm based in Greenville. The Silver honor ...

Indiana Senate race generates most advertising in the country - USA TODAY


Indiana Senate race generates most advertising in the country
Indiana Senate race ads by the candidates or outside groups have aired more than 6700 times at an estimated cost of $1.9 million.

and more »

Why Stopping Fraudulent Advertising On Television Before It Even ... - Forbes


Why Stopping Fraudulent Advertising On Television Before It Even ...
TV advertising is free from bots and other forms of fraud that wreak havoc on the digital ecosystem. Will it continue to stay that way? Find out how two companies are working to make sure it will.

and more »

Street art goes corporate: Inside the "art first" approach to outdoor advertising - CBS News

CBS News

Street art goes corporate: Inside the "art first" approach to outdoor advertising
CBS News
NEW YORK -- In cities around the country, street art attracts those looking for the perfect selfie backdrop. They are grand and intricate, colorful and sometimes controversial. And increasingly, they're selling something. Although advertising isn't ...

and more »

Google Bans Bitcoin Advertisements in Policy Change - New York Times

New York Times

Google Bans Bitcoin Advertisements in Policy Change
New York Times
SAN FRANCISCO — Google is joining Facebook in banning advertising for Bitcoin and other cryptocurrencies. Google, the largest provider of digital advertising on the internet, announced on Tuesday that it plans to change its advertising policy for ...
Google's Advertisement Ban Is Bullish, Not Bearish, For Bitcoin ...Forbes
Bitcoin and rival cryptocurrencies all lose value after Google bans advertisingThe Independent
Bitcoin Continues to Slide; Google to Ban All Crypto-related
Google Support -CNBC
all 215 news articles »

Life after Ford: Top advertising man Toby Barlow launching new venture - Detroit Free Press

Detroit Free Press

Life after Ford: Top advertising man Toby Barlow launching new venture
Detroit Free Press
One of metro Detroit's best-known advertising and marketing gurus is launching a new venture a year after losing his role as one of Ford Motor's top ad guys. Toby Barlow left the WPP agency last February after spending 15 years with the organization ...

Google will ban all cryptocurrency-related advertising - CNBC


Google will ban all cryptocurrency-related advertising
Google is cracking down on cryptocurrency-related advertising. The company is updating its financial services-related ad policies to ban any advertising about cryptocurrency-related content, including initial coin offerings (ICOs), wallets, and trading ...
Google bans cryptocurrency advertising, bitcoin price slumpsReuters
Google Bans Cryptocurrency Advertising, and Bitcoin Continues to DropGizmodo
Google Bans All Cryptocurrency, ICO and Bitcoin
Investopedia (blog) -PC Gamer -CryptoSlate -Google Blog
all 539 news articles »

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