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4 Yellow Pages Advertising Mistakes
You Can't Afford to Make!

by Alan Saltz

information to help them choose one company over all of the others - most companies list the same “laundry-list” of products, services, and brand names offered, and similar slogan like language that has little impact on buying behavior. 

It’s so hard to make the phone ring when you look and sound similar to everyone you’re competing against.

The goal of every advertiser should be to stand out from the competition, not blend in.

If you're currently advertising in the Yellow Pages - or you're considering placing an ad - here are a few things that should be avoided in your quest to differentiate yourself and attract more business.
 

1. Don't blindly hand the reigns over to your Yellow Pages Advertising design department.

Did you know that the directory design department designs most of the ads in their directory?  Here's why that's important...

What happens if they design your ad and 4 of your competitors' ads? Can you expect your Yellow Page ad to receive more time and attention than another? Can you expect it to be any better or stand out more?  Can you expect more attention grabbing graphics, or better content?

If you want to stand out in the Yellow Pages make sure you play an active role in developing your ad so that you stand out as different, and better than your competition.
 

2. Don't use your company name and logo as your headline.

Most of the people who turn to the Yellow Pages to look at ads don't know who to call.  They aren't looking for a particular company.  In fact, they're looking for information that will help them choose one company over another.

Your company name and logo does nothing for you.  Neither of them provide any reason to call you (ok, unless you are a logo design company).

Your headline is your ad's most valuable "real estate."  It what you use to grab the attention of your eager reader.  Don't waste that space with content that doesn't matter to your prospects.  Rather... use it to highlight one of the biggest benefits of doing business with your company.
 

3. Don't believe everything you hear about ad color.

There are a lot of statistics that get thrown around with respect to color.  Many of them are half-truths.

Does color make your company more likely to get noticed?  All things equal, yes.  But there are other ways - free ways - to stand out from your competition that are more effective.  And given the amount of additional money you're required to spend for color, you can often get a larger black and white ad instead!

Larger ads DO out-pull smaller ones.  That's a fact.  Color however is only one effective way to stand out, and since your competition has that option as well, it can cost you more without giving you any distinct advantage!
 

4. Don't just focus on the products and services you offer, and the brand names you carry!

Just about every company in your category offers the same or similar things that you do. 

People turn to your category because they know that you provide what they need.

Their reason for using the Yellow Pages is to decide - of all of the options available - which company they should choose.

While listing the services you offer is okay, it should never, ever, ever, take up the majority of your advertising space.  Your ad is meant to tell a prospect why they should come to you over someone else. 

Think about the policies that you offer that make a consumer confident that they'll have a good experience with you (guarantees, risk-removing policies, special offers).

Think about the what you do for your customers that your competitors don't.

Think about all of the things that make you different, and better.

And be specific!  Specifics SELL.

For example, "We show up on time!" is nowhere near as powerful as, "If we're even a minute late, we'll deduct 10% from our fee."  See which one is more believable?  One tells a customer you hold yourself accountable... the other is just lip service.

Give your prospects real confidence in the way you do business, and your response will soar!

About the Author

Alan Saltz is a the foremost expert on effective Yellow Pages Advertising content. He teaches advertisers how to boost their response and return on investment using simple, but extremely powerful techniques. For unbiased Yellow Pages Advertising advice and "tricks" that any business owner can implement, visit: http://www.YellowPagesProfit.com.