Doing this is simple if you know the right formula.
Unlike with press advertising, people looking in the Yellow Pages are ready to buy right now. While on the surface of things that’s great news, the challenge is that you need to ensure that your prospect sees your ad first and acts upon it ... amongst the sea of competitor’s ads.
So you don’t need to sell them on the idea of needing your type of product or service, all you need to sell them on are the benefits of your particular business.
Sell them on the reason why they should call you and nobody else.
Getting your ad noticed first ISN’T about being creative by using thick borders and attractive graphics. You see, many people mistakenly believe that if they include huge logos and thick borders their ad will get noticed first.
There are two challenges with that:
First, if everyone has the same idea of using a thick border and big bold graphics, your ad won’t in fact, stand out.
Second, even if your ad does get noticed first, it doesn’t necessarily mean your prospect will read the ad and act on it.
The key to writing a sizzling Yellow Pages ad is to sell your services in print.
It's about standing out from every one of your competitors by offering your readers the solution to their problems in a way that your competitors can’t match. And projecting that "uniqueness" in your headline.
If you like, your Yellow Pages ad is your silent salesperson. It needs to attract attention, create interest and desire and incite action.
THE NUTS AND BOLTS
Earlier we talked about uniqueness. Before you put pen to paper writing your ad, take a few minutes to consider what your prospects really want to achieve by doing business with you.
Write a list. And, next to each point, list how your product or service helps them achieve their goals. Then next to these points, prove your claims.
Why is it unique?
How (specifically) do you deliver these results?
Is it the 43 point checklist?
Is it a unique secret formula?
Is it a money back guarantee? These points now form the basis of your ad.
The most important part of your Yellow Pages ad is your headline. If you have a hard hitting headline that projects a strong benefit and relates to the needs of your prospect, half the work is done.
Some headlines that help you do that include:
"How to xxxxx"
"6 reasons why ..."
"Before you xxxxx here are 6 vital factors to consider"
Once you’ve got a strong headline, it’s then time to work on your body copy. Your body copy should expand on the benefits you've mentioned in your headline and show specific ways you'll help your prospect fulfill their needs.
Your ad then finishes off by telling your reader what to do. You MUST spell out your instructions. "Call us NOW on 939-9897 for a copy of our FREE report titled 'How to Write Powerful Ads'."
It has been proven that by writing 'Call us now on xxx xxxx' you'll get more responses than you would if you simply listed a phone number.
13 WAYS TO SPICE UP YOUR YELLOW PAGES AD
1) Write As You Speak
Inject your personality into everything you write. You’ll be amazed by the response. No-one wants to read boring and stuffy legal-ease. It makes them switch off.
Friendly communication builds a warm and lasting relationship with your prospect. People like dealing with people they like and won’t deal with people they don’t like so make them like you.
2) Tell Your Reader What’s In It For Them
Your readers are selfish. They really don't care who you are. They just want to know how you will improve their lifestyle.
Describe the features of what you’re selling as benefits. Some benefits could be that they’ll save money, they’ll save time, they’ll be envied by their friends... the list goes on.
Paint a picture of how your product or service will transform their lives. Spell it out.
3) Be As Specific As You Can
Include proven results and/or statistics. This adds credibility to your claims. If you talk about dollars or time frames, don’t use rounded off numbers. Specifics are more believable. eg. 98 (believe it or not) is more powerful than 100).
4) Use Short Sentences And Words
5) Long Sentences And Words Bore. Short Ones Have Impact
6) Use Simple Language
Your readers may or may not have the same educational background as you do. A 'Rhodes' scholar will read simple language but someone who has a poor education won't read complex language. Scan your ad and replace every complex word with a simple one.
7) Use The Word ‘you’
You’ll be amazed at the difference this simple word makes. Your reader needs to directly relate to what you’re saying to want to buy from you. Using the word ‘you’ involves them and interests them in your product or service. Minimise on the words 'we', 'us', 'they' & 'I' and change your sentences around to use the words 'you' & 'your'.
8) The More You Tell The More You Sell
There is no right or wrong length of body copy. Your copy needs to be long enough to include every selling point you have. Every word should serve to enhance your selling message or your reader will get bored. Powerfully written long copy ads have been known to increase responses by up to 600%.
9) Avoid Brag & Boast
Don't tell your reader how you're the biggest and the best. It turns people off. They simply won't be interested. Tell them how your product will fulfil their needs.
10) Shout Out Your Guarantee
If you have a guarantee spell it out. Your phone will ring twice as hot. A guarantee will make your credibility skyrocket and allay any fears your reader has of dealing with you. It will show your reader that you're willing to stand behind the quality of your service 100%.
11) Include Testimonials
A testimonial from one of your best clients will also boost your credibility and your results.
12) Mention Price
If you're in a price focused industry and your business revolves around being cheaper than your competition, and you know your prices will stay the same for 12 months, mentioning a price will significantly improve the effectiveness of your ad.
13) Make Your Reader An Enticing Offer
Including an offer in your telephone directory ad will dramatically boost your responses. It gives your prospect a reason to call you ahead of anyone else.
If you can think of an offer that you can run for a full year, that's fantastic. If not, offer a FREE report or a FREE consultation.
Offering a FREE report filled with useful information relating to your product or service will have a great impact. The hard cost of producing a report will be nothing compared to the added responses you'll receive. The report can be simple but it should be offer valuable tips that relate to the product or service you offer.
About The Author
Kris Mills of Words that Sell is an experienced direct marketer, copywriter, author and internet marketer. To discover more of Kris' copywriting and marketing secrets, you can download 3 FREE informative eBooks that Kris has written. They include "Email Marketing Compendium", "Direct Mail Secrets", and "Writing Winning Proposals". The eBooks also come with FREE giveaway rights. To download the eBooks, just visit AdviceGalore.com