4) Your Yellow Page Ad Design Talks To Everyone, Now EVERYONE Will Call You... Right?
Are you speaking to everyone, trying to sell everything? Your competitors have fallen into the same trap... they're shouting the same words and images to EVERYONE. And in trying to sell to everyone, they end up persuading no one. Don't compete with everyone else in your category! Instead, carve a "unique place" in the market and reap massive market share.

Here's an example: Mr. Everybody is a plumber who, like everyone, wants to attract as many customers as possible. He proudly lists 35 different services in his Yellow Pages ad design. You name it, he does it... from plugged sinks to total bathroom remodels. Now along comes Mr. Waterheater. This wise plumber decided that he wanted to attract "EVERY water heater replacement" prospect in his town, so he designed a very compelling ad that does just that. It speaks ONLY to the person whose water heater has just sprung a major leak. How did these two plumbers fare? Unfortunately, Mr. Everybody's Yellow Page ad didn't attract everybody because his ad (like all the others) spoke to NO ONE powerfully. No one paid attention. On the other hand, Mr. Waterheater's tightly targeted Yellow Page ad connected powerfully with his single target audience. Mr. Waterheater’s prospects felt the same way. In fact, he attracted so many water heater projects that he can now afford to take out a second ad in the Plumbing heading. This time around, he's decided to target "EVERY sewer replacement" prospect in his town! Savvy Mr. Waterheater understands the awesome power of prospect targeting.

When you tightly focus your Yellow Page ad on your most desired customers, it will attract and persuade that audience more successfully than ANY other ad in your heading. In other words, you'll have eliminated the competition. Pretty cool, huh?

5) Body Copy? Nah, In The Yellow Pages All I Need Are Easy-To-Read Bullet Points!
Wrong! Bullet points do a great job of listing features, but they generally do not speak to clients felt needs and concerns – these aren’t easily bulleted items. But most customers are looking for a company that they can ‘feel’ the best about calling and doing business with. If you want to be that business, you’ll need copy that addresses the prime concerns of the prospect and that helps build confidence and trust.

Make no mistake; bullet points are good for outlining your services. BUT, you also need persuasive copy that enhances and substantiates the unique headline concept you spent so much time developing. Be concise, speak clearly and explain how you're different from the rest. Use descriptive words that have a little shock value, not the generic (boring) copy used by all the others. Speak to your prospects in a positive, friendly tone, as if they're standing right there in front of you. And, toss out all that self-absorbed WE, WE, WE copy. Remember, it's all about THEM! So make it... YOU, YOU, YOU!

Page 2 of 3 :: First | Last :: Prev | 1 2 3 | Next