Articles
Strategies On All Aspects Of Marketing And Advertising.
Quick Tips
Small Nuggets Of Information With A Focus On The Tactical Side.
Reports
'How To/When To/Did You Know' Reports On Everything Marketing.
Ad Evaluations
Methods To Determine If Your Marketing Will Be A Hit Or A Dud.
Marketing Quotes
Single Motivating Thoughts Of Wisdom
|
|
|
Marketing Quick Tips
Yellow Pages Advertising - Part 3
1. Use A Real Headline - Not Your Company Name: By far the biggest mistake people make in the yellow pages is using their company name for a headline. There's a reason people are looking in the yellow pages - it's because they don't know who to call. Don't think that your name will influence them to call because - It Won't. Instead use a headline that communicates solutions to problems. For example: "The 3 Biggest Problems You'll Have With Most Plumbers, And How AAA Plumbing Overcomes Them All."
2. The Yellow Pages Are A Zero Sum Gain Situation: A certain number of people are going to go to the yellow pages (book or online) each month for a particular product or service ... meaning there are only so many calls that are going to be made. The big question is how many calls will you get versus your competition. If you get more, someone else gets less. If you get less, someone else gets more. You cannot create additional callers. Over Seventy-three percent of people who go to the yellow pages contact a business listed there and over 45% of them actually go on to purchase something from one of these businesses.
3. Don't Assume The Sale: Why do 73%+ contact a business, but only 45% buy? Easy - because the other 28% of the time businesses do a lousy job of converting the prospect into a sale. Create a script that your receptionist uses to instantly communicate the advantages of doing business with you to confirm what they saw in your ad (assuming you wrote your ad the right way) so they have confidence to move forward.
4. Evaluate Other Ads: Before placing an ad, find out how it's working for your competitors. This means doing ad survey calls to each of the competitors listed in the yellow pages. Ask them, "How's your ad working? How many leads are you getting? How many leads are your competitors getting?" This will give you a good understanding of your competitors' current yellow page situation and whether or not you can or should place an ad.
5. Answer The Phone: Whatever you do, make sure when a prospect calls you, somebody is there to take the call! How many times have we all called a business only to find an answering machine on the other end of the line?! What percentage of the time do people actually leave a message? ZERO! Have a person there to handle the calls.
Quick Tips Index
|
