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3 Things Every Yellow Pages Advertiser Needs to Know


Too many business owners and marketers know that Yellow Pages advertising has an incredible amount of potential? but they don't quite know how to take advantage of it.

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 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 free of charge, but make sure you play an active role in developing the content. Because no one knows what makes your customers "tick" like you do!

3. Yellow Pages Advertising is different from just about EVERY other medium you use.

You might want to re-read that. Yellow Pages advertising is different because people see your ad when they are ready to buy. This is huge! Almost every Yellow Page ad I see takes the approach: "This is who I am and this is what I offer."

Guess what-that's dead wrong!

All that matters in Yellow Pages Advertising are "the reasons someone should choose you over your competition." Telling them what you offer does no good. They know what you offer! They're looking at your ad because their tooth hurts and they turned to the "Dentist" category.

Focus on "why, with all of these options, they should choose you" and you'll be doing what so many advertisers before you have failed to include.

That is the information your prospects looked in the Yellow Pages to uncover. Give it to them. Give them a reason to pick up the phone and know you'll provide them with something different? something better.

Your prospects are a skeptical bunch. Make contacting you and giving your business a shot a risk-free, value-filled proposition for them. When done correctly this will give any usiness a tremendous edge over the competition.

Care to learn a little more?

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: http://www.YellowPagesProfit.com.

alan@YellowPagesProfit.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. July / 08 / 2020

Facebook frustrates advertising boycott leaders with lack of concessions - Fox Business
  1. Facebook frustrates advertising boycott leaders with lack of concessions  Fox Business
  2. Facebook met with civil rights groups after hundreds of companies joined ad boycott  The Washington Post
  3. Luxury quietly negotiates Facebook advertising boycott  Vogue Business
  4. Facebook prepares to dig in as advertising boycott continues  NBC News
  5. Organizers of Facebook Advertising Boycott Call Meeting with Zuckerberg a ‘Disappointment’  National Review
  6. View Full Coverage on Google News

Advertising Perfect Storm - Radio Ink
Advertising Perfect Storm  Radio Ink

DC Proposal to Include Advertising in Sales Tax Won't Work as Advertised - Tax Foundation
DC Proposal to Include Advertising in Sales Tax Won't Work as Advertised  Tax Foundation

Global Outdoor Advertising Industry - Yahoo Finance
Global Outdoor Advertising Industry  Yahoo Finance

Mercatus Partners with CitrusAd to Launch Mercatus Digital Advertising to Help Grocery Retailers Earn a Larger Share of Online Revenue - Yahoo Finance
Mercatus Partners with CitrusAd to Launch Mercatus Digital Advertising to Help Grocery Retailers Earn a Larger Share of Online Revenue  Yahoo Finance

TV Advertising Shows Signs of Rebound, Finds SMI - TV Technology
TV Advertising Shows Signs of Rebound, Finds SMI  TV Technology

The New Advertising Zeitgeist - Google‘s US Ad Revenue To Decline - Forbes
The New Advertising Zeitgeist - Google‘s US Ad Revenue To Decline  Forbes

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

Why can't the best brand advertising be radio advertising? - The Drum
Why can't the best brand advertising be radio advertising?  The Drum

What do digital commerce advertising management platforms offer? - MarTech Today
What do digital commerce advertising management platforms offer?  MarTech Today

Visitors Bureau suspends... - Islands' Sounder
Visitors Bureau suspends...  Islands' Sounder

Digital Advertising Download Webinar presented by Score! - HamletHub
Digital Advertising Download Webinar presented by Score!  HamletHub

Viamedia Expands Advertising Partnership With MetroNet - Business Wire
Viamedia Expands Advertising Partnership With MetroNet  Business Wire

springbig Integrates Direct-to-Consumer Brand Advertising Platform... - New Cannabis Ventures
springbig Integrates Direct-to-Consumer Brand Advertising Platform...  New Cannabis Ventures

Online Advertising Market: Year 2020-2027 By World With Top Key Players Like Google, Adobe, Amazon.com, Baidu, Facebook, IAC, LinkedIn , Microsoft - Apsters News
Online Advertising Market: Year 2020-2027 By World With Top Key Players Like Google, Adobe, Amazon.com, Baidu, Facebook, IAC, LinkedIn , Microsoft  Apsters News

Verizon's Decision To Halt Facebook Advertising Was Not Political, Says CEO - Benzinga
Verizon's Decision To Halt Facebook Advertising Was Not Political, Says CEO  Benzinga

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

Touchless Edge Technology is Shaping Retail & Advertising Engagement - MarketScale
Touchless Edge Technology is Shaping Retail & Advertising Engagement  MarketScale

5 Lessons on Success from the Life of a Legendary Advertising Photographer - Fstoppers
5 Lessons on Success from the Life of a Legendary Advertising Photographer  Fstoppers

Q&A with Verizon CEO Hans Vestberg on 5G, Facebook advertising, coronavirus and dealmaking - CNBC
Q&A with Verizon CEO Hans Vestberg on 5G, Facebook advertising, coronavirus and dealmaking  CNBC

Newspaper Publishers See Drop in Advertising Revenues as a Result of COVID-19 - GlobeNewswire
Newspaper Publishers See Drop in Advertising Revenues as a Result of COVID-19  GlobeNewswire

ANALYSIS: Better times ahead for advertising but no dancing in the street yet - AdNews
ANALYSIS: Better times ahead for advertising but no dancing in the street yet  AdNews

Advertisers must tackle racist choices in casting | WARC - Warc
Advertisers must tackle racist choices in casting | WARC  Warc

State of Political Advertising: Summer 2020 - MediaVillage
State of Political Advertising: Summer 2020  MediaVillage

Fiksu DSP Launches BidMind, a CTV Advertising Platform - MarTech Series
Fiksu DSP Launches BidMind, a CTV Advertising Platform  MarTech Series

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

CACVB pauses social media advertising - - CBS19 News
CACVB pauses social media advertising -  CBS19 News

Disney+ Spends $8.2 Million In 'Hamilton' National TV Advertising, App Downloads Surge 07/07/2020 - MediaPost Communications
Disney+ Spends $8.2 Million In 'Hamilton' National TV Advertising, App Downloads Surge 07/07/2020  MediaPost Communications

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

San Juan Visitors Bureau suspending regional advertising - SanJuanIslander.com
San Juan Visitors Bureau suspending regional advertising  SanJuanIslander.com

The rift over #Gift: ASA decision on influencer marketing sets high expectations for advertisers and influencers - JD Supra
The rift over #Gift: ASA decision on influencer marketing sets high expectations for advertisers and influencers  JD Supra

Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds - Forbes
Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

'Transgender Craze Seducing Our Daughters': Amazon Blocks Publisher From Advertising Book on Trans Trend - CBN News
'Transgender Craze Seducing Our Daughters': Amazon Blocks Publisher From Advertising Book on Trans Trend  CBN News

LEGAL ADVERTISING - The Lincoln County News
LEGAL ADVERTISING  The Lincoln County News

'We'd advise clients to advertise': London Advertising is promoting itself out of lockdown - The Drum
'We'd advise clients to advertise': London Advertising is promoting itself out of lockdown  The Drum

Tencent vs. Chili Sauce Lao Gan Ma: A $2.3M Esports Advertising Dispute - TEO - The Esports Observer
Tencent vs. Chili Sauce Lao Gan Ma: A $2.3M Esports Advertising Dispute  TEO - The Esports Observer

Can retargeted advertising campaigns be done under service provider agreements? - Lexology
Can retargeted advertising campaigns be done under service provider agreements?  Lexology

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

Facebook Advertisers Boycott, Demand Changes - Voice of America
Facebook Advertisers Boycott, Demand Changes  Voice of America

Business Germany's online casinos set TV advertising limits - CalvinAyre.com
Business Germany's online casinos set TV advertising limits  CalvinAyre.com

Advertising Sponsorship - The Cipher Brief
Advertising Sponsorship  The Cipher Brief

Citing racist, hateful online content, Quebec City suspends Facebook advertising - Montreal Gazette
Citing racist, hateful online content, Quebec City suspends Facebook advertising  Montreal Gazette

The advertising business is becoming less cyclical—and more concentrated - The Economist
The advertising business is becoming less cyclical—and more concentrated  The Economist

EBGA advertising code welcomed by major European media association - AffiliateINSIDER
EBGA advertising code welcomed by major European media association  AffiliateINSIDER

Media Groups Join Forces with Google to Bolster Local News Advertising - Associations Now
Media Groups Join Forces with Google to Bolster Local News Advertising  Associations Now

Facebook to Meet With Boycotting Advertisers Over Hate Speech - NBC10 Boston
Facebook to Meet With Boycotting Advertisers Over Hate Speech  NBC10 Boston

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

Advertising Club Madras to hold second edition of E-Gyan series discussion on July 10 - The Hindu
Advertising Club Madras to hold second edition of E-Gyan series discussion on July 10  The Hindu

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

Metasearch still “winning formula” for hotel bookings, but display advertising is catching on - Web In Travel
Metasearch still “winning formula” for hotel bookings, but display advertising is catching on  Web In Travel

‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook - The New York Times
‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook  The New York Times

Shein apologises for advertising Islamic prayer mats as Greek “frilled carpets” - The Independent
Shein apologises for advertising Islamic prayer mats as Greek “frilled carpets”  The Independent

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

Big Data Pharmaceutical Advertising Market Analysis 2020 | COVID-19 Impact With Top Growing Companies- Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd - 3rd Watch News
Big Data Pharmaceutical Advertising Market Analysis 2020 | COVID-19 Impact With Top Growing Companies- Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd  3rd Watch News

IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context - IAB
IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context  IAB

Verizon is pulling advertising from Facebook and Instagram - CNBC
Verizon is pulling advertising from Facebook and Instagram  CNBC

Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’ - Forbes
Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’  Forbes

Where is the creative, effective advertising for face masks? - The Irish Times
Where is the creative, effective advertising for face masks?  The Irish Times

Media undersold itself, is overdependent on advertising: Uday Shankar - Livemint
Media undersold itself, is overdependent on advertising: Uday Shankar  Livemint

Here are the major brands that have pulled ads from Facebook - MarketWatch
Here are the major brands that have pulled ads from Facebook  MarketWatch

Digital Advertising Management Platform Market Outlook: 2020 the Year on a Positive Note | Google, Adobe, Adform - 3rd Watch News
Digital Advertising Management Platform Market Outlook: 2020 the Year on a Positive Note | Google, Adobe, Adform  3rd Watch News

The power of a Private Sector/NGO partnership: How mobile advertising company Promobile and GOAL have reached 2.3 million vulnerable people in Zimbabwe with vital COVID-19 messaging - Zimbabwe - ReliefWeb
The power of a Private Sector/NGO partnership: How mobile advertising company Promobile and GOAL have reached 2.3 million vulnerable people in Zimbabwe with vital COVID-19 messaging - Zimbabwe  ReliefWeb

Out-of-home (OOH) advertising Market 2020 Statistics, Facts and Figures, Growth Overview, Size, SWOT Analysis - openPR
Out-of-home (OOH) advertising Market 2020 Statistics, Facts and Figures, Growth Overview, Size, SWOT Analysis  openPR

Quebec City pulls advertising from Facebook until further notice - Globalnews.ca
Quebec City pulls advertising from Facebook until further notice  Globalnews.ca

New study: Digital Advertising Platforms Market 2020 expected to grow at high CAGR and forecast to 2025 | COVID-19 impact analysis report - 3rd Watch News
New study: Digital Advertising Platforms Market 2020 expected to grow at high CAGR and forecast to 2025 | COVID-19 impact analysis report  3rd Watch News

Good-Loop, An Ethical Advertising Platform That Allows Brands To Spend Media Dollars And Do Good At The Same Time Launches In The United States - Forbes
Good-Loop, An Ethical Advertising Platform That Allows Brands To Spend Media Dollars And Do Good At The Same Time Launches In The United States  Forbes

Digital Display Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Digital Display Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Corona Impact on Online Display Advertising Platforms Market Size, Share, Industry Trends, Growth Insight, Share, Competitive Analysis, Statistics, Regional, And Industry Forecast | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE - 3rd Watch News
Corona Impact on Online Display Advertising Platforms Market Size, Share, Industry Trends, Growth Insight, Share, Competitive Analysis, Statistics, Regional, And Industry Forecast | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE  3rd Watch News

Advertise With Us - WBKO
Advertise With Us  WBKO

Trending News:: Corona Impact on Programmatic Display Advertising Platform Market Size, Share, Trends and Forecast by Region to 2026 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE - 3rd Watch News
Trending News:: Corona Impact on Programmatic Display Advertising Platform Market Size, Share, Trends and Forecast by Region to 2026 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE  3rd Watch News

Booker and McGrath Intensify Advertising Blitz in Kentucky - The New York Times
Booker and McGrath Intensify Advertising Blitz in Kentucky  The New York Times

Television Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Television Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Programmatic Marketing/Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Programmatic Marketing/Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Trending News: Context Advertising Market Overview and Forecast Report 2020-2026 – Top players: Act-on Software, Adobe Systems, Amazon.com, Amobee (Subsidiary of Singapore Telecommunications), AOL, etc. | InForGrowth - 3rd Watch News
Trending News: Context Advertising Market Overview and Forecast Report 2020-2026 – Top players: Act-on Software, Adobe Systems, Amazon.com, Amobee (Subsidiary of Singapore Telecommunications), AOL, etc. | InForGrowth  3rd Watch News

Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights - MarTech Series
Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights  MarTech Series

Advertising Agency Billing Software Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Advertising Agency Billing Software Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Ministers need to fix broken online advertising market - The Times
Ministers need to fix broken online advertising market  The Times

Demand Side Platforms (DSP) For Programmatic Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Demand Side Platforms (DSP) For Programmatic Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Pay-per-click (PPC) Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Pay-per-click (PPC) Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

NAACP and others call for advertisers to boycott Facebook - Vox.com
NAACP and others call for advertisers to boycott Facebook  Vox.com

Digital Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Digital Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

What’s Digital Commerce Advertising and what tools can help? - MarTech Today
What’s Digital Commerce Advertising and what tools can help?  MarTech Today

AI Makes A Splash In Advertising - Forbes
AI Makes A Splash In Advertising  Forbes

The North Face is the biggest brand yet to join Facebook ad boycott - CNN
The North Face is the biggest brand yet to join Facebook ad boycott  CNN

Visualizing the COVID-19 Impact on Advertising Spend - Visual Capitalist
Visualizing the COVID-19 Impact on Advertising Spend  Visual Capitalist

Facebook’s Tensions With Advertisers Predate the Boycott - The Wall Street Journal
Facebook’s Tensions With Advertisers Predate the Boycott  The Wall Street Journal

EU Advertisers Criticize New App Tracking Privacy Controls in iOS 14 - MacRumors
EU Advertisers Criticize New App Tracking Privacy Controls in iOS 14  MacRumors

Apple's privacy changes represent 'tectonic shift' for digital ad industry - AdAge.com
Apple's privacy changes represent 'tectonic shift' for digital ad industry  AdAge.com

Fox News Host Tucker Carlson Loses More Advertisers - The New York Times
Fox News Host Tucker Carlson Loses More Advertisers  The New York Times

Gary Vaynerchuk: Most advertisers don't know what they want Facebook to do about hate speech - Yahoo Finance
Gary Vaynerchuk: Most advertisers don't know what they want Facebook to do about hate speech  Yahoo Finance

Six lessons from David Ogilvy that advertisers should remember today - AdAge.com
Six lessons from David Ogilvy that advertisers should remember today  AdAge.com

As brand advertising budgets get pinched, publishers pivot to cater to direct response - Digiday
As brand advertising budgets get pinched, publishers pivot to cater to direct response  Digiday

Facebook Market Value Plummets $56 Billion as Advertisers Flee Platform - Newsweek
Facebook Market Value Plummets $56 Billion as Advertisers Flee Platform  Newsweek

Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed. - The New York Times
Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed.  The New York Times

A Former Google Executive Takes Aim at His Old Company With a Start-Up - The New York Times
A Former Google Executive Takes Aim at His Old Company With a Start-Up  The New York Times

Advertisers eye in-game ads as audiences swell in lockdown - Digiday
Advertisers eye in-game ads as audiences swell in lockdown  Digiday

Tucker Carlson’s Fox News Show Loses Disney & Other Advertisers Over George Floyd Killing & Black Lives Matter POV - Deadline
Tucker Carlson’s Fox News Show Loses Disney & Other Advertisers Over George Floyd Killing & Black Lives Matter POV  Deadline

Now You Can Opt Out of Seeing Political Ads on Facebook - The New York Times
Now You Can Opt Out of Seeing Political Ads on Facebook  The New York Times

Facebook under pressure as advertisers pause campaigns - CNN
Facebook under pressure as advertisers pause campaigns  CNN

Third of top brands likely to suspend social media spending, survey finds - Financial Times
Third of top brands likely to suspend social media spending, survey finds  Financial Times

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