Yellow Pages ads NEED these two things to work
Gather ’round boys and girls. The Commando’s going to let you in on a little secret.
Yellow Pages ads that are created by traditional advertising agencies or non-Yellow Pages marketing firms almost always fail to generate great results because they don’t have the proper balance of CONTENT and CONNECTION.
It’s like this . . .
WOMEN are by far the primary decision makers on most local purchases. Forrester Research reports that it’s about 80%.
WOMEN buy from companies they TRUST. That’s why your ad needs to make a CONNECTION.
My favorite method of making a commection with a Yellow Pages ad is by including the owner’s photograph with either a personal guarantee statement, or by identifying his / her connection to the community.
If the customer cannot see herself being a satisfied customer from looking at the ad, it’s usually because there wasn’t enough of a connection.
But making a connection simply isn’t enough. In fact, most ads in magazines make great connections through stunning visuals. But they misfire on the other, equally important component.
The ad needs to contain CONTENT.
Tell the customer what you do, how you do it, when you’re available, how she can pay you, how to reach you, and why other customers like her are satisfied with your work.
Yellow Pages ads created by copywriters are generally heavy on the content, but they lack the visual connection.
Ads that are copy-heavy, and visually unappealing also get generally poor results.
Watch for my monthly newsletter coming soon, Commando Marketing – How to Revolutionize Your Business. In it, I cover in detail how to transform an traditional Yellow Pages ad into a money-making machine.