Yellow Pages Advertising: An Awesome Yellow Pages Advertising Technique That Almost No One Uses

An Awesome Yellow Pages Advertising Technique Almost No One Uses!

by Alan Saltz

The Amazing Power of a Post-Headline Paragraph

Everyone I know who teaches Yellow Pages Advertising talks about the importance of a strong headline. I agree 110%. A powerful headline that grabs attention and engages a reader is pure gold in directory advertising.

The technique I’m about to uncover, which I refer to as “the post-headline paragraph” gives even more impact to your headline, while building trust in otherwise skeptical prospects.

It’s a short, well thought out paragraph that adds what I refer to as "the human element." To explain...

People want to do business with people.

Most Yellow Pages ads appear to be from a company... a faceless organization. There's a big difference.

People are approachable. Companies are not!

The purpose of the post-paragraph headline is to show a prospect that you’re just like them… and it makes you likeable, believable, approachable and it helps remove skepticism.

Here’s an example. Imagine that you were looking in the Yellow Pages for a dog groomer or kennel. There’s obviously a lot of trust that goes into selecting a business to care for your pet.

Look in your local Yellow Pages and see what other companies are doing to set themselves apart and build trust. Then imagine seeing the following (this is the top part of the ad - the headline and post-headline paragraph - not the entire ad)…

(Resolution reduced for the web... paragraph reads:)

"It's true. Ever since I was a little girl, I've just loved dogs. My neighbors trusted me so much that I was employed as a dog walker when I was only 12. Some things have changed since then, but my absolute devotion to my own, and other people's pets, is very much the same. If you need boarding for your pet, make sure you leave him in the hands of someone you trust. Give me a call if you'd like to hear about our facilities and our caretakers. I guarantee your total satisfaction!"

This paragraph adds tremendous value.

It sets Edna apart from all of her competitors and helps a prospect visualize a pleasant experience. That’s very important.

In my local Yellow Pages, I see “Full Service Hotel for Dogs” and “Where Your Pet Is Given the Special Care It Deserves” and “Loving Environment.” They all say the same thing.

Those vague or “slogany” statements have little to no impact, and go in one ear and out the other! It’s just lip service and it doesn’t sound believable.

None of those claims carry the impact that the photo and heartfelt statement from Edna does.

That’s why so many marketers preach that you should write your content like you would speak in a conversation. That’s what people can relate to!

So give your prospects something to relate to… something that carries the “human element.” Show them that you know what concerns them!

It’s very important when you’re helping someone choose who to do business with, and that’s what your Yellow Pages ad is there to do. The goal is to differentiate your company as a different and better option.

Cutesy language doesn't do that. A short paragraph will.

The font can be very small so it doesn’t take up a lot of space. If you save the remaining room for more choice-motivating benefits, and a great call to action, you have a very powerful ad.

To show you how easily you can use this technique for other business types, I’ll leave you with one more example…

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.