Do Not Consider Running the Same Yellow Page Ad until You Read This

Grant Businesses have a love-hate relationship with the Yellow Page directory On the one hand, business owners know they need to be there - even though everyone they compete against is there, too. They rightly fear their ad won't get noticed. That's why questions like, "How big should it be?" become important (along with up-grades that jack up an ad's cost). Are they worth it? Who knows! The whole topic is complicated and a tad intimidating. A lot is riding on the ad's ability to pull in more business. Advertisers don't feel they understand Yellow Page issues well enough to make the "right choice." So they often avoid thinking about it altogether. Even when they realize their ad isn't drawing much business, an advertiser is reluctant to make changes. To what? So, what's the rush? The Yellow Page directory only comes out once a year. Whether an ad performs like a dynamo or a disappointment, the business is stuck with it until the next directory comes around. So there's plenty of time to consider what could make it better. But somehow, people seldom do. But at some point, the ad shifts from back burner to urgent, as the next directory's deadline approaches. Decisions about what it will look like are often made "on the fly." So it never gets the scrutiny it deserves, so it can deliver the most "bang for the buck." Time pressure (coupled with the urging of the Sales Rep) leads many business owners to just "stick with what I have." That decision means hardly having to think about it at all. For another year, anyway. But that's not the best strategy - just the quickest.

A business owner should carefully consider the wisdom of each aspect of their directory listing - wording, images, size, options, which directories or headings, etc. Change involves more than the ad's appearance Never change your ad just to make it prettier. Modifications should help you connect even better with directory user's needs. That involves focusing your message and distinctive style (which is communicated in a glance) so it grabs them. Get the advice you need to fine-tune your ad from industry experts at http://www.yellowpagesage.com

There's no need to feel stuck with an under-performing ad. Changing your ad can involve increasing or decreasing its size or features (or going in an unrelated direction). But such revisions are simple, compared to more complex and influential issues, like whether it communicates your distinctive personality and benefits. If you're unclear about your message, don't be surprised if readers don't get it. Sharpening your customer-grabbing message should be an ongoing concern, and not just for the Yellow Pages. Directory users are looking for information to make their buying choices easier. Looking and sounding like every other ad doesn't serve their needs - and it doesn't serve you, either. Re-assess the wisdom of your Yellow Page strategy What you spend for your Yellow Page listing is only a portion of your advertising budget. How big a slice should it be? Resist the temptation to over-spend for the value received (as most advertisers do). Costs should bear some relationship to the amount of business coming through them - which involves tracking your calls and sales. Consider directory costs relative to all the ways customers find you. Where does most new business really come from? Are marketing dollars better spent elsewhere? Figure the source of new business before getting caught by secondary questions like: how large, or which headings, or whether options like color make sense. Recognize the changes affecting directory usage. Buyers aren't relying on the print directory like they used to. Many use the Internet Yellow Pages (IYP) and search engines focused with local terms. Think about whether to direct some directory dollars there. Update your information to keep it current Business changes occur all the time. Don't forget to bring your data up to date when placing your next year's advertising. Business changes affecting your ad - Change of business name, or splitting into more than one company or brand - Added or different phone numbers; same with addresses - Add your Web site address (domain URL) or email address - Changed your policies, hours, services (like free delivery) - Additional product lines or services (like classes or supplies) - Update years in service (if in your ad) - New awards, degrees, etc. that can bolster credibility - Adding a partner (especially for professions) - Remove what's no longer true or relevant Think long and hard about what will make you stand out in the directory during the year (not just at renewal time). The success of your business could depend on how well your ad does its job. (c) 2004, Lynella Grant

--Dr. Lynella Grant, an expert in visual communication. How printed materials send signals that strengthen or undo the words. Author, The Business Card Book & Yellow Page Smarts http://www.yellowpagesage.com Off the Page Press (719) 395-9450

____________________

Advertisement: Honest Riches - Click Here!

Advertisement: Lost AdWords - Click Here!

Advertisement: Get $1 Million A Month In Google Pay-Per-Click Ads Free! - Click Here!

Advertisement: Who Loves Money? - Click Here!

Advertisement: SEO Elite, the GrandDaddy of SEO Software - Click Here!

In The News:

---

LA reveals unveils new tourism marketing slogan
San Jose Mercury News,  USA - 2 hours ago
AP LOS ANGELES—The city on Friday unveiled a new marketing campaign built around the slogan "That's So LA" to keep tourists coming despite the nation's ...
New campaign to boost LA tourism abc7.com
all 23 news articles

Reuters
Audi says it will increase US marketing efforts
Chicago Tribune, United States - 5 hours ago
Those marketing dollars have an aim to push Audi US sales to 200000 vehicles by 2018. Schwarzenbauer said the company has a goal to sell 1.5 million Audis ...
Audi plans record US marketing spending Reuters
Audi plans to boost US marketing budget Automotive News
Audi says it will increase US marketing efforts Fox 28
DetNews.comall 16 news articles

Columbus tech firm buys Dayton marketing company
Bizjournals.com, NC - 8 hours ago
Implications International, which specializes in interactive marketing, brand design, and Web development, has offices in Peoria, Ill., Mumbai, India, ...

Wellstar/TMI Begins Marketing Imaging System to Long-Term Care ...
MSNBC - 3 hours ago
TMI's marketing plan includes a program where LTC facilities can lease the equipment necessary to perform skin assessments and store the necessary data ...

Halekulani to get marketing boost from Japanese hotel
Bizjournals.com, NC - 7 hours ago
Effective April 1, Imperial Hotel will start reservations service, sales, marketing and public relations activities within Japan for Halekulani and Waikiki ...

Proton Laboratories Announces New Sales & Marketing Office
MSNBC - 20 hours ago
Proton will start by marketing a variety of enhanced water products that provide health benefits for people and the planet as well as the commercial product ...
Proton Laboratories opens Southern California office Bizjournals.com
all 9 news articles

Zoo honored for marketing campaign
Salt Lake Tribune, United States - 4 hours ago
... different companies around the US The Utah Chapter of the Society for Marketing Professional Services recognizes excellence in marketing communications ...

Boston Globe
FedEx trims '09 marketing budget by 25%
Bizjournals.com, NC - Jan 8, 2009
United Parcel Service Inc. rival FedEx Corp. will cut its marketing budget by more than 25 percent for 2009, the company recently disclosed on its blog. ...
FedEx cuts marketing spend by more than 25 percent Reuters
FedEx cuts marketing budget DM News
FedEx to reduce marketing budgets by 25% Brand Republic
all 45 news articles

Katz Media Launches New Marketing Unit
FMQB, NJ - 11 hours ago
Katz Media Group has launched a new, national marketing unit that will create custom solutions for advertisers and their agencies with the goal of ...
Katz Launches National Marketing Unit, Trims Staff Media Buyer Planner
Katz Media Group forms marketing unit BtoB Magazine
Katz creates unit to handle ads for new radio platforms SmartBrief
all 6 news articles

Examiner.com
Cape May tourism department wins marketing award
Examiner.com - 15 hours ago
by William Sokolic, Jersey Shore Examiner The Hospitality Sales & Marketing Association International will recognize the Cape May County Department of ...

marketing - Google News

Independent Professionals: What Stands Between You and Your Artist Statement?

What Stands Between You and Writing an Artist Statement or Professional Statement?Is it a dry creek bed, or the Grand Canyon? A closed door, or the Chase... Read More

Fundraising Renewal Letters: Four Goals to Strive For With Each One You Write

In the fundraising profession, appeal letters that you mail to existing donors are called renewal letters. They are designed to solicit a gift, but, more important than... Read More

Alarming Marketing Trend

One key discipline of successful direct marketing has been to test marketing communications tactics to continually improve results. There is now an alarming trend according to a... Read More

Walking Talking Advertisements

So you've made a sale. Great!Now what? You're not just going to sell your new customer a product and let them walk away, are you?Not when you're... Read More

How To Perfect Your Marketing Message!

When it comes to your marketing message, the little things count. Trouble is, you'll never come to respect how much, until you make a commitment to science.Let... Read More

Qualify Prospects Using Direct Mail Marketing

When a prospect responds to your lead generation sales letter, how do you know if the prospect is a qualified lead or not? By qualifying them before... Read More

Two Methods of Marketing Using Joint Ventures

Whether you're a contractor a local merchant with 150 employees, whichever, however or whatever, you've got to know how to keep your business alive during rough economic... Read More

Promotional Lanyards to Market Your Products and Services

It has become fairly common place to see Id badges dangling from a persons neck on a short cord, and on the cord or small rope itself,... Read More

For Market Breakthroughs, Put Timing on Your Side

In today' s marketplace, the pressure for immediate bottom-line results forces many companies to give knee-jerk reactions to economic fluctuations. While this management style may produce some... Read More

Top 5 Tips For Media Selection

Marketers have a wide variety of media at their disposal. Most of us think first of the advertising troika of newspapers, magazines and TV. But there are... Read More

Logo Facts

What makes one logo better than another?Simplicity.A good logo works in the simplest form. It is a memorable representation of your brand and inspires confidence in your... Read More

How to Booste Your Profit Quickly

There are so many competitions by running business. So you must do something in a smart way. Check this list to see which ones you can use... Read More

Marketing With Brochures

With the explosion of the internet and online businesses many business owners forget how important it is to market offline as well. One of the main pieces... Read More

Marketing To Women

Recent studies concerning the "new world of women" have been released. Some of the major findings may be surprising to you (less so if you are a... Read More

Forget Conventional Marketing - Embrace the Web!

Tactical marketing processes are once again undergoing fundamental shifts from traditional to web-based processes. Many traditional marketing firms/agencies are still touting the tried and true to their... Read More

15 Commandments Of Creating A Wealth Pulling Niche

Niches are like bathrooms; you never notice them until you need one." - Primm (From NicheBrain.com)Fact: The person who finds or creates a special niche... Read More

B2B Marketing Tips - Create an Interactive Online Experience for Clients

Business to business communications on the web are as stale as a piece of week old toast.As a marketing director you want to give your company the... Read More

How to Get a 100% Return on Your Marketing Investment Guaranteed!

One of the most effective ways to market your products/services is to create strategic alliances. Strategic alliances are partnerships with companies who sell to a client base... Read More

Fundamental Strategic Marketing Mistakes to Avoid

This is a pretty tough global economy and it is critical for a company to leverage every bit of their marketing resources. So, if this is the... Read More

How Simple, Small Changes Can Add Real Money To Your Pocket

I want to share with you a story. This story happens everywhere and everyday in America . If you grasp the simple lesson from it, you can... Read More

Let Your Survey Write Your Business Plan

Most entrepreneurs first write their business plan and then develop their services or products. This causes them to generate and fulfill a marketing plan that requires them... Read More

Loan Officer Websites: Your Marketing Hub to Magnetize Realtors

Too many loan officer websites look like congested intersections, information running every which way. Fancy gadgets, like calculators, online application submission forms and loan programs filled with... Read More

Have Something Good To Say

If you don't get this right, you can just forget about everything else...your advertising will fail miserably if you don't have something good to say. The great... Read More

Knowing Your Customer Is The Key

Without doubt, understanding what a customer's wants and needs are is one of the most important aspects of running a business. You must know your customer. For... Read More

Market Yourself as the Expert

As a small business how do you compete with the big guys and their big budget advertising campaign? The big guys don't read this magazine so we... Read More

Marketing Discipline and the Joy of Success

Discipline Is Important.I recently read an article about why discipline is important to a marketer. The author said that undisciplined people only live for today. He added... Read More