"Yellow Pages Advertising: How
To At Least Quadruple
Your Success With One Simple And Easy Change"
by Steve Hackney
Probably the single biggest reason for the failure of most Yellow Pages ads is the fact that a powerful headline isn't used at the top of the ad.
In fact 90% of the time the ad starts with the name of the business. For example, I've just picked up my copy of the Yellow Pages directory. I'm looking in the Accountancy Category. These are the 'headlines' of the ads on one page:
- Peirson E.T & Sons
- Powdrill & Smith
- R Garner & Co
- Richard Pennack
- Sturgess Hutchinson & Co
- Sharpe Langham PLC
- Sharmon Fielding
- S.R. Cox
- Running your own business
With the exception of the last headline, all the 'headlines'
for
the each ad is the name of the business that's advertising.
This is the main reason why many people conclude that Yellow Pages advertising doesn't work.
Because so many people are doing it wrong, if all you do is lead with a strong headline with your Yellow Pages advertising you'll improve your response and success many times over.
A good example of this is where I advertise my marketing consultancy business under the category 'Marketing and Advertising Consultants.' On my page are the following 'headlines'…
- CMT Associates
- Intellectual Property Shop
- Force Four Creative
- Gibson Collins Galbraith Integrated Marketing
- Keith Rawson
- The Market Group
Here's my headline…
- Warning: If You Want To Grow Your Business, Don't Do Anything Until You've Read This…
Which company do you think gets all the calls?
Incidentally the 'Warning Headline' is very effective for Yellow Pages advertising.
If other marketing businesses can't get it right what chance have you got?
Even if you keep the rest of your ad the same and change just the headline I guarantee your sales will soar. This is as simple as it gets!
© Hackney Marketing Ltd
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