Is Yellow Page Advertising Still Effective?
Obviously, we've all seen the effectiveness of Yellow Pages
drop with the advent of the Internet. We don't need to
discuss that any further; it's an indisputable fact that
people go to the Internet now more than they go to the
Yellow Pages to search for stuff. So paying for the
expense of a full-page Yellow Page ad may not be as
effective as it was five years ago. In fact, it won't be.
But there are still some pros to full-page ads. First of
all, you can look as big as all your competition. One of
the greatest things about the Yellow Pages is that a
full-page ad is a full-page ad. It doesn't matter how
"big" you really are. Maybe you buy the double truck ad
and so you have two full-page ads to look even bigger, but
the bottom line is you can look as big as all the
competition because you can have a full-page ad that's the
same size as them. Sometimes bigger equals better in the
prospects mind. So that can develop a sense of
credibility, and, of course, you're there when people seek
Is everybody searching the Internet every time they go to
look for something? No. People still access the Yellow
Pages and you still want to be there.
Putting in a nice logo that says "Free quote on insurance"
is the absolute worst thing you can do with your Yellow
Page ad. I'm sorry if I am hurting your feelings because
that's what you've done in the past, but trust me, this is
the way to do it from now on.
Remember to make sure your Yellow Page ads always have: a
good headline, a compelling copy that makes you look
different than the competition, and a call to action with
an offer that's going to help the prospect get what they're
Also, always give an offer, something besides "call and get
a free quote" which everybody else is doing. You can offer
a free video, a checklist, an audio CD, a report, and an
online evaluation, etc. These are all things that will
really differentiate you from all the other Yellow Page ads
Again, you should remember that if you are going to use a
large ad, it should be a half page or a full page ad. And
if you go with a full page ad, it is recommended that you
elaborate some more with testimonials and guarantees, etc.
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