Powerful Tips to Dominate your Yellow
Page Advertising Competition.
|Yellow Page Advertising > Design
1 | 2 | 3 | 4 | 5 | 6 | 7
|Yellow Page Ad Design Tip #6
Always point them toward
This advertising tip
is very simple, but you wouldn't believe
the number of Yellow
Page designers that overlook a simple
"call to action". If you aren't going
your potential customers what they
do to make this sale a reality, what
is the point of advertising at all?
Many business owners assume that simply
advertising in the Yellow Pages implies
that you want people to call. Maybe so,
but why not give them a compelling reason
away? Why not demystify your sales process,
and get them on the road to that first
step that ultimately leads to a sale?
Maybe you want your potential customers
to—"Call for a free quote." Or perhaps—"Call
Or even—"Call today to set up
a free consultation."
Whatever the reason
be, give them
a place to start. Plant the first
step in their heads and any doubt, any
mystery will be joyfully eliminated.
Potential customers don't like being in
the dark. They are much more likely to
pick up the phone if
Make it easy for them, and they'll get
moving right away.
This point is especially important for
new customers—people who may have never
type of business before. These new customers
are especially vulnerable to indecision
simply because they are entering uncharted
Not everyone knows attorneys give
companies give free phone quotes. Let
them know and your Yellow Page ad will
first one—often the only one—they dial.
Whatever the first step in your sales
process is, get your potential customers
moving toward that step as quickly as possible.
Once they can see it in their minds-eye,
once you've demystified your sales process,
once all fear and uncertainty is eliminated,
you'll find yourself with many happy, well
informed callers on the other end of your
That's good for you, and good for
your potential customers.
Yellow Pages advertisers
will also take sample ads
to their friends, spouses,
or staff to seek opinions.
And, they get 'opinions'.
Opinions are opinions; they
do not generate telephone
want a really great opinion
about your ad, seek a really
great person. If you want
a medical opinion about
your ad, see a doctor.
Take your ad to your minister.
Ask Bill Gates. Ask the
president. You will get
a whole bunch of real,
are like Rorschach inkblot
tests. People see what
they see. People create
their own experiences of
your ad. If
you want a useful opinion
well your ad might work,
ask a person who is a member
of your target audience. That is the only opinion
that counts. That opinion
votes with telephone calls
and dollar bills.
time you ask for an opinion
from somebody who is not
a member of your target
audience, you should get
a nonplussed 'doesn't work
for me' response."
Randall, pg. 75