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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. February / 28 / 2021

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Black-owned Chicago advertising agency reflects on popular 70s TV commercials  WLS-TV

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What is programmatic advertising and how does it work?  Journal Times

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The power of Facebook advertising continues to grow  Bend Bulletin

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What's Next Following Enactment of Maryland's Advertising Tax?  Ad Law Access

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Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

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Facebook's New Campaign Defends Targeted Advertising Business  Bloomberg

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Mobile Advertising Market Report 2021 FUTURE SCENARIO, KEY INDICATORS, GROWTH RATE, INDUSTRIAL OPPORTUNITIES TO 2026  NY Market Reports

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Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

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Digital Advertising Platforms Market Size ,Share 2021 Global Growth, Trends, Industry Analysis, Statistics,Development Status ,Key Players and Forecast to 2027  NY Market Reports

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

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

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Huskers take home 12 Nebraska advertising awards  Nebraska Today

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Daily News wins numerous honors in editorial, advertising contests  Bowling Green Daily News

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Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript  Motley Fool

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Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies  Yahoo Finance

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Waze veers off course for advertisers  Business Insider

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Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

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J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

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Facebook Ad Campaign Promotes Personalized Advertising  The Wall Street Journal

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'Orange Corn' company is showcased in GoDaddy advertising campaign  WISHTV.com

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Global Cross-Platform And Mobile Advertising Market : Google, Apple, Microsoft Corporation, Millenial Media, Amobee, Flytxt, Facebook, SAP SE, AOL, Yahoo!, etc. – The Bisouv Network  The Bisouv Network

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MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace  MarTech Series

Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent - GlobeNewswire
Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent  GlobeNewswire

Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce - Forbes
Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce  Forbes

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Merrick Pet Care launches largest advertising campaign in 30 years  KAMR - MyHighPlains.com

Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind - MarTech Series
Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind  MarTech Series

Advertising Sales Representative (Brookings) | Other Jobs - The Chief News
Advertising Sales Representative (Brookings) | Other Jobs  The Chief News

VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million - The Wall Street Journal
VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million  The Wall Street Journal

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Is digital advertising really paying its due?  Campaign US

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JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising  Business Insider

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Lamar Advertising Co. Q4 adjusted earnings Beat Estimates  Nasdaq

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Advertising Management Platform Market 2020: Key Strategic Insights, DROC, PEST Analysis, Business Overview And Forecast Research Study by 2025 – The Bisouv Network  The Bisouv Network

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Facebook versus News: Advertising is the real problem  The Conversation AU

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COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021  MediaPost Communications

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Podcast Companies Are Betting on Advertising Technology to Boost Business, but Some Remain Hesitant  Morning Consult

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The 6th Wave of Advertising Technology: Privacy  AdExchanger

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Steve Connelly op-ed: Boston advertising needs an agency - Boston Business Journal  Boston Business Journal

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Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results - GlobeNewswire
Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results  GlobeNewswire

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Are you utilizing YouTube to advertise your business?  KARK

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Jordyn Reese promoted to Global Head of Advertising at ONErpm  Music Business Worldwide

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BetterHelp Spent $4.4 Million On Podcast Advertising In January (Report)  Tubefilter

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Advertising on Social Media Regulation: Comments from an FTC Official  JD Supra

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Amazon and Advertising: Watch out Facebook (and Amazon's sellers)  CEOWORLD magazine

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EDPS opinion puts targeted advertising in crosshairs | Article  Compliance Week

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This Mentorship Program Wants to Help Women of Color Succeed in Advertising  Adweek

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InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World  MarTech Series

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Verizon, AT&T bicker over 'best network' advertising claims  Light Reading

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Animal Welfare Institute takes on Boar’s Head over advertising claims  New Food

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

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Spotify's Big Event Means Big Improvements for Users, Advertisers, and Shareholders  Motley Fool

Targeting Big Tech, Maryland becomes first state to tax digital advertising - CNN
Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

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Online Display Advertising Market is Booming in Upcoming Year | AdRoll, Sizmek, Celtra, Marin Software – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Cigarette advertising could bring in big dollars, but it crosses a line.  Monterey County Weekly

Lamar Advertising Company Announces Cash Dividend on Common Stock - GlobeNewswire
Lamar Advertising Company Announces Cash Dividend on Common Stock  GlobeNewswire

Silicon Valley-backed groups sue Maryland to kill country’s first-ever online advertising tax - The Washington Post
Silicon Valley-backed groups sue Maryland to kill country’s first-ever online advertising tax  The Washington Post

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REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT  Press of Atlantic City

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2021 Amazon Advertising Guide for Sellers  Jungle Scout

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Bitcoin vs big tech: the death of advertising?  CoinGeek

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Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021  Tax Foundation

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What advertising's biggest industry events will look like in 2021  AdAge.com

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Post-Cookie Marketing: Why Personalized Advertising Doesn’t Need to Be One-to-One  MarTech Series

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Measurement Is Key Challenge for Advanced TV Advertising: Merkle's Andy Fisher – Beet.TV  BeetTV

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We're Hiring! Advertising Sales Account Executive Full and Part-Time  St. Louis Jewish Light

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Audience Platform and AdAmp Deliver One-Stop Solution to Bring Television Advertising to Small and Mid-sized Businesses  MarTech Series

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Australia won't advertise COVID-19 vaccine on Facebook but vows publicity  Reuters

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Cross-Channel Performance Advertising Platform Market 2020 Comprehensive Analysis, Future Estimations, Growth Drivers and Forecast to 2027 – The Bisouv Network  The Bisouv Network

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Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference  Yahoo Finance

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Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

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Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

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Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

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Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

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Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

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10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

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AbbVie, Novo Nordisk lead pharma TV advertisers into big-spending January  FiercePharma

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Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

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Advertisement for Bids | Legal Announcements | oanow.com  Opelika Auburn News

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‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

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LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

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Is the internet advertising economy about to implode?  TechCrunch

Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021 - Forbes
Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

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Is Amazon About To Take Over Online Advertising?  Forbes

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