What Your Yellow Page Ad is Missing (Part 2 of 5)

Even though you and your directory rep are relatively satisfied with your current ad, you have the nagging feeling it could be improved. The problem is youre (a) right, (b) dont know enough about advertising to know what, (c) too cheap to hire a consultant to uncover the issue, or (d) all of the above. Most Yellow Page ads are missing an essential ingredient to really make it soar about the competition. The sad truth is that it cost nothing to make improvements. After all, the ad space is what you pay for, not the content. So a lousy half-page costs exactly the same as a terrific half-page. The difference is the content. A single change can make all the difference.

Start at the very beginning. Thats where everything begins anyway. Its the headline. If youre a plumber, does it say something like, Plumbing Experts or Peters Plumbing and Drain Service? If so, great job. Youve got my business. Im being a bit flippant but hear me out. Why mention plumbing in a plumbing heading? I wasnt expecting pizza or insurance, right? Instead, concentrate on what makes you unique, better, or interesting. Offer a feature or benefit that will make the consumer sit up and take notice.

If you saw a headline like, Ask Us Why We use Only Certified Techs, or Your Pipes May be Dangerous to Your Health, would you read more? Offer a solution to a problem the consumer didnt even know they had. Try, You May be in Trouble If Your Water Heater is Over 5 years Old. Or this: 5 Things to Ask Your Plumber Before They Touch Your Pipes. Have I got your attention yet? I thought so. Okay you say, so who am I and how do I know so much?

I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. Ive been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together the most effective YP ads. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in the headline, artwork, body text, placement, book, or heading. You must understand the ROI or return on investment and learn how to track the results as well.

So consider getting some expert advice before you place your next ad. There are many good and inexpensive places to turn, some available on the internet. Make sure the consultant is well qualified with at least 25 years experience. Then you might uncover the other things your ad is missing that could affect your results and overall profits.

Jeffrey Hausers latest book is, "Inside the Yellow Pages, which can be viewed at http://www.poweradbook.com

He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.

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