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How To Make Your Yellow Page Ads Work


I hear it often, "advertising in the Yellow Pages directory doesn't work!" I smile knowingly and wait for a pause in the conversation, and this is what I say in response to their claims?

"It's not the medium - it's the message?and it's probable the market too!" Blank stares often accompany that opening statement. But they do work - and they work well? IF you know how to use them.

Think of This?

The Yellow Pages (YP) reaches approx 80% of North American adults in the average month, 60% in the average week, and 15% daily. And nearly 90% of these references result in contact with a purchase or an intent to purchase.

The YP is a reference medium - people are looking for 'something', usually a solution to an immediate problem. And one out of every two people looking in the YP directory have no provider in mind and are silently begging for a solution to their problem.

Ok, here's a quick summary - just in case you missed all that. The YP reaches almost everyone eventually, those who are actively looking in the YP directory have a problem and need a solution. And those looking likely have no supplier in mind? Is it just me or doesn't this sound like a gold mine waiting to be tapped? Given these useful tidbits, doesn't it make sense to figure out how to make your adverts more effective?

First of All...

Don't listen to the space sales rep - yup, I know. You're thinking these guys know their stuff. Well they sure how to sell space, but designing a profitable advert? Uh, no. In fact their design teams (did I mention they offer their services for FREE as part of the ad space you buy?) generally create adverts that look like everyone else's. Remember, you get what you pay for.

And you wonder why your previous attempts failed?

Here's The Secret...

If I told you how to place a winning advert in the YP every time, would you want to know? Of course you would. Here's the secret: simply design an assortment of YP ads and run them in your local weekly newspaper. Track the results and see which one works best - that's the one you use in the upcoming YP directory. Easy when you know how.

What Format to Use?

Here's another misconception. You don't actually have to have color, you don't actually have to buy a full page and you certainly don't have to apply the 'rules' that the YP rep might recommend. You do have to be the right size, the right color and in the right place - it's not simply a case of bigger, brighter, and more.

This might help you. Imagine the YP reader for a moment and you'll start to see what your advert should be like. Your potential customer is out there somewhere closely scanning the pages looking for a solution to their problem. What would you want to know if you were in their shoes?

You'd Want Information!

Absolutely, you'd want to know about how they're the right choice for you and that they understand your problem and that they can assure you of the service you require and oh look? there's a website with more information or a toll free recorded message with more information, or a free report with more information?

Are you seeing a pattern yet?

The last thing a reader cares about at this point is YOU. They're only interested in themselves. They have a problem and they want it gone. Make it easy for them to see why you're the best choice and you'll have them beating a steady path to your door.

Always Use A Headline?

Remember, the browser is looking for a solution so have a headline at the top of your advert that addressees their main concern. Here's a suggestion for a headline that will catch the eye of a YP seeker - "7 Ways To Choose The Right Repair Shop" or "5 Questions You Must Ask When Picking The Perfect Mechanic" Isn't that what they're trying to do? Won't your headline stop them dead in their tracks - of course it will.

In closing, there's a lot more to YP advertising than I can cover in a page, and display advertising (of which YP is one part) is a fascinating subject all on it's own.

AUTHOR BIO: James Burchill is a freelance marketing consultant and publisher. James helps people 'Sell more stuff, and make more money!' He also publishes informational and Internet products and his main website is http://www.JamesBurchill.com James' newest product shares his insights into the exciting world of freelancing on Elance at http://www.ElanceExposed.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. July / 12 / 2020

How Apple has just taken the war against targeted advertising to a new level - Medium
How Apple has just taken the war against targeted advertising to a new level  Medium

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

Google Swirl Redefines Advertising With Its 3D Ad Format - ARPost
Google Swirl Redefines Advertising With Its 3D Ad Format  ARPost

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Digital Advertising Benchmarks 2020. How Do You Stack Up? - Forbes
Digital Advertising Benchmarks 2020. How Do You Stack Up?  Forbes

Kroger boosts media presence with new advertising partnerships - Supermarket News
Kroger boosts media presence with new advertising partnerships  Supermarket News

Labour boycotts Facebook advertising in solidarity with Black Lives Matter - Yahoo Sport UK
Labour boycotts Facebook advertising in solidarity with Black Lives Matter  Yahoo Sport UK

Bayer Freezes Facebook Advertising In July - AdExchanger
Bayer Freezes Facebook Advertising In July  AdExchanger

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

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

PROMOTION--ADVERTISING - Ad from 2020-07-12 | Services - Herald & Review
PROMOTION--ADVERTISING - Ad from 2020-07-12 | Services  Herald & Review

Facebook prepares to dig in as advertising boycott continues - NBC News
Facebook prepares to dig in as advertising boycott continues  NBC News

Advertising, PR experts offer their picks for a new Washington NFL team name - Washington Business Journal
Advertising, PR experts offer their picks for a new Washington NFL team name  Washington Business Journal

Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut - NPR
Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut  NPR

National TV Political Advertising Up Sharply, Trump Campaign Spending Dominates 07/13/2020 - MediaPost Communications
National TV Political Advertising Up Sharply, Trump Campaign Spending Dominates 07/13/2020  MediaPost Communications

Global Digital Advertising Management Platform Market 2020 – Impact of COVID-19, Future Growth Analysis and Challenges | Google, Celtra, Bannerflow, Adobe, RhythmOne - Cole of Duty
Global Digital Advertising Management Platform Market 2020 – Impact of COVID-19, Future Growth Analysis and Challenges | Google, Celtra, Bannerflow, Adobe, RhythmOne  Cole of Duty

Google to restrict advertising of unauthorized tracking technology - WHTC News
Google to restrict advertising of unauthorized tracking technology  WHTC News

Get introduced to DAD in Token Economy and Decentralized Advertising in the Blockchain Space - The Cryptocurrency Analytics
Get introduced to DAD in Token Economy and Decentralized Advertising in the Blockchain Space  The Cryptocurrency Analytics

As Advertisers Leave Facebook, Disney Could Benefit - Motley Fool
As Advertisers Leave Facebook, Disney Could Benefit  Motley Fool

Cancel Culture’s Next Obvious Target? Ellen Degeneres’ Advertisers - CCN.com
Cancel Culture’s Next Obvious Target? Ellen Degeneres’ Advertisers  CCN.com

Fact Check: Picture does not show advertising endorsed by TED - Reuters
Fact Check: Picture does not show advertising endorsed by TED  Reuters

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

Push to make French advertising a weapon against climate change - RFI English
Push to make French advertising a weapon against climate change  RFI English

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

Mobile Advertising Market: In-Depth Market Research Report 2019-2029 - Jewish Life News
Mobile Advertising Market: In-Depth Market Research Report 2019-2029  Jewish Life News

Digital Advertising Management Platform Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026 - Jewish Life News
Digital Advertising Management Platform Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026  Jewish Life News

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 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

The game is rigged: A former marketer shows you how Big Tech’s advertising practices harm us all - Seattle Times
The game is rigged: A former marketer shows you how Big Tech’s advertising practices harm us all  Seattle Times

Global Traditional Advertising Agency Services Market is accounted for xx USD million in 2019 and is expected to reach xx USD million by 2025 growing at a CAGR of xx% : Epsilon, Televerde, 360I, COX Media, MDC Partners, etc. - Cole of Duty
Global Traditional Advertising Agency Services Market is accounted for xx USD million in 2019 and is expected to reach xx USD million by 2025 growing at a CAGR of xx% : Epsilon, Televerde, 360I, COX Media, MDC Partners, etc.  Cole of Duty

Global Social Media Advertising Software Market 2020| Industry Size, Share, Revenue, Business Growth, Demand And Applications Market Research Report To 2026 - Jewish Life News
Global Social Media Advertising Software Market 2020| Industry Size, Share, Revenue, Business Growth, Demand And Applications Market Research Report To 2026  Jewish Life News

Global Demand Side Platforms (DSP) For Programmatic Advertising Market Expected to reach highest CAGR by 2025: Facebook Ads Manager, Rocket Fuel, MediaMath, Amazon (AAP), DoubleClick - Jewish Life News
Global Demand Side Platforms (DSP) For Programmatic Advertising Market Expected to reach highest CAGR by 2025: Facebook Ads Manager, Rocket Fuel, MediaMath, Amazon (AAP), DoubleClick  Jewish Life News

Advertisers were cutting their Facebook ad spending well before the boycott began - Digiday
Advertisers were cutting their Facebook ad spending well before the boycott began  Digiday

3 Places Advertisers Are Still Increasing Spend Despite COVID-19 - Motley Fool
3 Places Advertisers Are Still Increasing Spend Despite COVID-19  Motley Fool

Impact of COVID-19 on Advertising Market | WPP, Omnicom Group, Dentsu Inc., PublicisGroupe, IPG, Focus Media Group and More - Cole of Duty
Impact of COVID-19 on Advertising Market | WPP, Omnicom Group, Dentsu Inc., PublicisGroupe, IPG, Focus Media Group and More  Cole of Duty

Advertising Plugin for WordPress Threatens Full Site Takeovers - Threatpost
Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker - Press Herald
Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker  Press Herald

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

Proposed bill would offer tax credits to support local news, advertising - Williston Daily Herald
Proposed bill would offer tax credits to support local news, advertising  Williston Daily Herald

Think Tank looks at best, worst of 2020 political advertising - KTAR.com
Think Tank looks at best, worst of 2020 political advertising  KTAR.com

The state of advertising has still never been better - Campaign US
The state of advertising has still never been better  Campaign US

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

Tobi Matthews joins SCG Advertising + Public Relations - Parsippany Focus
Tobi Matthews joins SCG Advertising + Public Relations  Parsippany Focus

Rising Rockers Advertisement Unleash Debut Album American Advertisement: Stream - Consequence of Sound
Rising Rockers Advertisement Unleash Debut Album American Advertisement: Stream  Consequence of Sound

Impact of COVID-19 on Outdoor Advertising Machines Market: Value Chain, Dynamics and Key Players Company, JCDecaux Group, Clear Channel Outdoor, Lamar Advertising, CBS Corporation, etc - 3rd Watch News
Impact of COVID-19 on Outdoor Advertising Machines Market: Value Chain, Dynamics and Key Players Company, JCDecaux Group, Clear Channel Outdoor, Lamar Advertising, CBS Corporation, etc  3rd Watch News

Legal Advertisements: Sunday, July 12, 2020 | Legal Advertisements - Imperial Valley Press
Legal Advertisements: Sunday, July 12, 2020 | Legal Advertisements  Imperial Valley Press

Comprehensive Insights on Programmatic Market 2020-2027ing or Advertising Market 2020-2027|• MediaMath • ADWORDS • DATAXU • Choozle • Adobe Media Optimizer • Acquisio • WORDSTREAM - Cole of Duty
Comprehensive Insights on Programmatic Market 2020-2027ing or Advertising Market 2020-2027|• MediaMath • ADWORDS • DATAXU • Choozle • Adobe Media Optimizer • Acquisio • WORDSTREAM  Cole of Duty

'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

Stephen Woodford: Putting advertising at the heart of the recovery - The Drum
Stephen Woodford: Putting advertising at the heart of the recovery  The Drum

Online Display Advertising Services Market Overview and Outlook Report by 2026 |Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll - 3rd Watch News
Online Display Advertising Services Market Overview and Outlook Report by 2026 |Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll  3rd Watch News

Advertising Services Market Size, Average Price, Module Market Share, and Key Country Analysis to 2026 - Cole of Duty
Advertising Services Market Size, Average Price, Module Market Share, and Key Country Analysis to 2026  Cole of Duty

ABANDONED MOTOR VEHICLE PETITION ADVERTISEMENT | Public Hearing | Notices - Gwinnettdailypost.com
ABANDONED MOTOR VEHICLE PETITION ADVERTISEMENT | Public Hearing | Notices  Gwinnettdailypost.com

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

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

Berkshire Hathaway HomeServices Automates Digital Advertising During Pandemic, Enters Multi-Year Relationship with Adwerx - RisMedia.com
Berkshire Hathaway HomeServices Automates Digital Advertising During Pandemic, Enters Multi-Year Relationship with Adwerx  RisMedia.com

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

WordPress security: RCE flaw in Adning Advertising plugin exploited in the wild - The Daily Swig
WordPress security: RCE flaw in Adning Advertising plugin exploited in the wild  The Daily Swig

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

Why digital OOH advertising is especially effective right now - Marketing Dive
Why digital OOH advertising is especially effective right now  Marketing Dive

Outdoor Advertising Machines Market – Insights on Challenges & Opportunities by 2025 - Cole of Duty
Outdoor Advertising Machines Market – Insights on Challenges & Opportunities by 2025  Cole of Duty

Digital OOH Advertising Market is in Huge Demand over forecast period 2020 – 2026 | JCDecaux, Clear Channel Outdoor Holdings Inc., Lama Advertising Company, Outfront Media, Daktronics – 3w Market News Reports - 3rd Watch News
Digital OOH Advertising Market is in Huge Demand over forecast period 2020 – 2026 | JCDecaux, Clear Channel Outdoor Holdings Inc., Lama Advertising Company, Outfront Media, Daktronics – 3w Market News Reports  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

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

Facebook Sees Growing Ad Boycott in Protest Against Handling of Speech - The Wall Street Journal
Facebook Sees Growing Ad Boycott in Protest Against Handling of Speech  The Wall Street Journal

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

Google Makes Swirl Ad Format Available To All Advertisers 07/10/2020 - MediaPost Communications
Google Makes Swirl Ad Format Available To All Advertisers 07/10/2020  MediaPost Communications

LIC Hotel That Offers COVID-19 Tests Before Entry Sees Raucous Parties - Eater NY
LIC Hotel That Offers COVID-19 Tests Before Entry Sees Raucous Parties  Eater NY

Kim Kardashian is her own best advertisement as she models slinky new SKIMS collection - Daily Mail
Kim Kardashian is her own best advertisement as she models slinky new SKIMS collection  Daily Mail

Mobile Advertising Platform Market Global Market Size, Growth Analysis, Trends, Manufacturers, Development Analysis 2025 - Cole of Duty
Mobile Advertising Platform Market Global Market Size, Growth Analysis, Trends, Manufacturers, Development Analysis 2025  Cole of Duty

Social Advertising & Social Media Market Incredible Possibilities, Growth Analysis and Forecast To 2026 - 3rd Watch News
Social Advertising & Social Media Market Incredible Possibilities, Growth Analysis and Forecast To 2026  3rd Watch News

Digital Advertising Management Platform Market 2020| Sizmek • SteelHouse • Mixpo • Bonzai • Celtra • RhythmOne • Bannerflow • Thunder • Snapchat (Flite) • Marin Software - Cole of Duty
Digital Advertising Management Platform Market 2020| Sizmek • SteelHouse • Mixpo • Bonzai • Celtra • RhythmOne • Bannerflow • Thunder • Snapchat (Flite) • Marin Software  Cole of Duty

Online Advertising Platform Market Share, Growth, Statistics, by Application, Production, Revenue & Forecast to 2026 - 3rd Watch News
Online Advertising Platform Market Share, Growth, Statistics, by Application, Production, Revenue & Forecast to 2026  3rd Watch News

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

CFOs, You Paid For What In Digital Advertising? - Forbes
CFOs, You Paid For What In Digital 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

Reuters: Google to restrict advertising of unauthorized tracking technology | KyivPost - Ukraine's Global Voice - Kyiv Post
Reuters: Google to restrict advertising of unauthorized tracking technology | KyivPost - Ukraine's Global Voice  Kyiv Post

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

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

A Chat With: The Perception’s Brian Anderson On How Advertisers Are Dealing With Black Lives Matter Movement - CBS Philly
A Chat With: The Perception’s Brian Anderson On How Advertisers Are Dealing With Black Lives Matter Movement  CBS Philly

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

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

Latest Research report on Social Media Advertising Market Size predicts favorable growth and forecast - 3rd Watch News
Latest Research report on Social Media Advertising Market Size predicts favorable growth and forecast  3rd Watch News

New Creative Startups Are Springing Up, As The Nature Of Advertising Changes - Forbes
New Creative Startups Are Springing Up, As The Nature Of Advertising Changes  Forbes

Mobile Advertising Platform Market: Global Industry Analysis, Size, Share, Trends, Growth and Forecast 2020 – 2026 - 3rd Watch News
Mobile Advertising Platform Market: Global Industry Analysis, Size, Share, Trends, Growth and Forecast 2020 – 2026  3rd Watch News

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

Coeur d'Alene Press - Coeur d'Alene Press
Coeur d'Alene Press  Coeur d'Alene Press

The Government of Japan seeks Public Comment on Digital Advertising Interim Report - Lexology
The Government of Japan seeks Public Comment on Digital Advertising Interim Report  Lexology

Clover, your advertising is misguided • MarkLives.com - MarkLives.com
Clover, your advertising is misguided • MarkLives.com  MarkLives.com

Global Advertising Services Market 2020- Impact of COVID-19, Future Growth Analysis and Challenges | Interpublic, Omnicom Group, WPP, Publicis Groupe, Dentsu Group - 3rd Watch News
Global Advertising Services Market 2020- Impact of COVID-19, Future Growth Analysis and Challenges | Interpublic, Omnicom Group, WPP, Publicis Groupe, Dentsu Group  3rd Watch News

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

Pro-arts centre society spent $22K on advertising campaign before pandemic pulled plug on vote - Kamloops This Week
Pro-arts centre society spent $22K on advertising campaign before pandemic pulled plug on vote  Kamloops This Week

Health Canada to ban advertising on vape products after noting high 'frequency of use' in youths - National Post
Health Canada to ban advertising on vape products after noting high 'frequency of use' in youths  National Post

Fifty-fifty: Advertising’s Tomorrow: Coders Or Copywriters? Consultants Or Creators? - BW Businessworld
Fifty-fifty: Advertising’s Tomorrow: Coders Or Copywriters? Consultants Or Creators?  BW Businessworld

Costco Is Advertising Cheesecakes That Occur In Reusable Ceramic Pots - The Apex Herald
Costco Is Advertising Cheesecakes That Occur In Reusable Ceramic Pots  The Apex Herald

Paper Mario: The origami King gets a new advertisement which is quite impressive! - Finance Rewind
Paper Mario: The origami King gets a new advertisement which is quite impressive!  Finance Rewind

This initiative is offering US$1 million in advertising to 20 UAE businesses - What's On
This initiative is offering US$1 million in advertising to 20 UAE businesses  What's On

Advertising maestro Lilamani Dias Benson bids adieu - News 1st
Advertising maestro Lilamani Dias Benson bids adieu  News 1st

ADVERTISEMENT PUNXSUTAWNEY AIRPORT AUTHORITY | Public Notices - The Courier-Express
ADVERTISEMENT PUNXSUTAWNEY AIRPORT AUTHORITY | Public Notices  The Courier-Express

Account-Based Advertising Software Market Comprehensive Study With Key Trends, Major Drivers And Challenges 2020-2026 - Owned
Account-Based Advertising Software Market Comprehensive Study With Key Trends, Major Drivers And Challenges 2020-2026  Owned

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

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