How to Make Your Yellow Page Ad Double Your Phone Calls!

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How to Make Your Yellow Page Ad Double Your Phone Calls!

By: A l Hanzal

Here's my take on the yellow page ads. If you use one, make it a powerful marketing tool for your business. No, Virginia, I don't work for the yellow page company!

Do you underestimate the marketing power of your yellow page ad? In this article I show you how to make an ad to double the phone calls to your business.

Why use the yellow pages?

Listen to this statistic. 60% of the people who use the yellow pages do not have a specific business in mind when they open the book. With the right yellow page ad, you can convert many of these prospects to customers. If that doesn't move you, listen to four other reasons to reexamine your yellow page ad.

  • Prospects who use the yellow pages are ready to buy
  • 95% of your competitor's ads are weak
  • Yellow pages users want to do business locally
  • Your ad allows you to compete with bigger businesses

With a properly constructed yellow page ad, you add another effective marketing tool to your business. You can unleash the power of a yellow page ad by applying the same principles used to construct an effective website. Let's look at those principles.

What the purpose of your ad?

Bottom line, you want the yellow page ad to convince the reader to pick up the phone and call you. Your ad does not need to provide a total sales pitch. Do this when a customer calls you. The ad should get customers to pick up the phone and call.

Does the ad speak to the right customer?

The ad must speak to the right customer for your business. You start by listing the ad in the right section of the book. If you sell carpet, do you want to be listed under "carpet"? Or do you want to be listed under "flooring"?

What key words does your customer use to find your business in the yellow pages? (Does this sound strangely familiar to key words and search engines?)

Example

As a one man operation, Rick knew his furnace company could not do emergency furnace work. He did not have the manpower or the inventory to handle emergency situations.

His best customers are home owners whose furnaces are nearing the end of their life but with a tune up, could get one-two years of additional service. The tune up is his lead generator for replacement work in the future.

To speak to this specific group of customers, Rick used a yellow page headline, "Wondering if your furnace will make it through another Minnesota winter? Call me for a free assessment. You get straight answers to your furnace questions!"

What is your unique position in the market place?

What unique position do you take in your market place? How do you make the customers life better? When you express this difference, perceived or real, you give the reader a reason to call you.

Think about your own use of the yellow pages. When all the ads look alike, what do you do? You call and check prices. Price becomes the only way to distinguish the business!

When you allow your uniqueness to shine in your yellow page ad, you add huge power for the reader to call you.

What's the most important part of your ad?

Don't use your company name or logo for a heading! The reader isn't interested in your name. 60% of the users don't even know who you are!

Create a heading that offers a real benefit to the prospect. Use the heading to tell the prospect what he gets by using your business. Make the heading stand out because people scan the yellow pages. Studies show that where the eye stops, the sale begins.

Why should they call you?

Give the prospect a good reason to pick up the phone and call you. Do you have a special offer, special pricing, discounts, free premiums, guarantees, or other incentives to compel them to pick up the phone? People always want a deal!

Have your used testimonials?

Use testimonials to give more power to your yellow page ad. A short testimonial from a customer who has experienced the benefits you promised will give prospects more confidence to call your business.

Do you make it easy?

Tell the prospect what to do. Make it easy for him to call your phone number or find your business address. "Call us now at 651-222-2222.) "

Conclusion

Today, give yourself a marketing education. Open the yellow page book and look at the ads in your business section. You will immediately see by following the principles we have explored, you can create an ad easily gets more people to pick up the phone to call you!

This article provided you a framework for improving the power of your yellow page ad. If you want a free report that focuses on tricks for actually constructing your ad, click this link," My Yellow Page Ad ", , click the send button on the email and you will be sent your free report. And no Virginia, I don't work for the yellow page company!

Copyright Al Hanzal, 2004.) All Rights Reserved

Hanzal Enterprises, Inc.


4191 Granite Court


Eagan, Minnesota 55123


651-485-3340

About The Author

Small business owners have been using Al Hanzal's materials to make for profits for their businesses.

al@hanzal.com

Comments

Minerva473 21.07.2006. 12:56

What is the best place to get tutoring for an 8 year old boy who is having trouble with reading and writing? He lives in Bowie, MD and is Hispanic.

Minerva473

Admin 21.07.2006. 12:56

One-to-one tutoring is the most effective. Sylvan and other learning "centers" do not provide this as a standard service. At learning centers your child will be in a group of 3-4 students and his specific needs may not be able to be met. The requirements they have for their programs are typically double the hours per week and they will tell you that your son requires way more hours of help than they actually know as fact. With one-to-one tutoring the entire hour of service is for your son only and is geared toward his skills and strength (not that of a group). You will usually pay the same hourly rate for private tutoring (and can have it done in your home so you don't have to drive to a learning center) as a learning facility but you will end up paying more in the long run at a facility and it will take longer to see results. Learning centers like Sylvan use their own program which does not usually support the local school curriculum. They will test him at the level he is with their program so they can tell you it will take 100-150 hours of tutoring to raise him to his current grade level (of their program, of course). This is only after you have paid around $150-$175 for an assessment that you likely do not need.

I've known many people who have gone to Sylvan and other national learning center chains only to find that what their child really needed was one-to-one attention. Additionally when you have the tutoring done in your home you get a chance to be involved in the learning process with your child. A team effort of student, tutor and parent is always a winning combination. Your involvement shows your son you care and that his education is a priority to you.

Some options on where to look:
1. Contact any local school and find out if there are any teachers who are providing private tutoring services for children your sons age. Many schools keep tutor referral lists to help parents. The best place to start is with the administrative office of your local independent school district.
2. You can use an online tutor referral service if you want to be able to pick the tutor yourself.
3. Place an ad on Craigslist for your city. You would be surprised at how many responses you will get (from extremely qualified individuals) and you will pay a lower hourly rate than going through a service. Many tutoring companies use this site to recruit new tutors. Make sure to interview each with all the important questions (what type of students they typically work with, their educational background, etc.). You can do your own criminal background check for less than $10 on your state department of safety website. Ask for previous client referrals.
4. You can look at the local yellow pages online and start calling around. Interview each service you call. If they don't have the time to answer any and all questions you have then avoid them. If they don't care enough to spend some time with you on the phone then they probably don't care enough to place the best tutor with your son. There is one national in-home tutoring company notorious for this (they offer a cheap, cheap rate and you get cheap, cheap service).

I have owned and run one of the largest in-home tutoring companies in the fourth largest metro area in the country for over 6 years (I can't tell you the company name because it would be considered advertising). I've talked to every type of parent imaginable and I'm always willing to consult with or counsel any parent for free before they use our service. Am I biased about the service we provide? You bet! But only because it's the most effective for the majority of students who need help.

The point really is there is something for everyone out there. Learning centers may work for some but definitely not for all. I haven't seen a case yet where one-to-one individualized attention failed to provide results. Find the best fit for your son, your family, and your budget. Make it a priority and don't expect a quick-fix. Learning and retention takes time and effort, not only by the student and the tutor but by the parents as well.

Admin

L6SBG 28.10.2011. 05:48

Anyone get their car detailed at the dealership? How was it? Array

L6SBG

Admin 28.10.2011. 05:48

this would be my absolute last choice for a car detail, I know several dealers in a town I used to live in who contracted with a guy down the street at a used tire store who had a detailer working on the side. What ever that guy charged which was 70 to 100 bucks for your basic wash and wax and interior detail, the dealer just doubled the price and dropped the car off and picked it up. Those people could have made a few phone calls and got the same thing for 100 dollars, instead of 200.
Its best to look in the yellow pages or go online and get some addressess and phone numbers, make a few calls and see if you like what they talk like on the phone. (call me old fashioned, but I will call a business and see if the person handling the phones seems like he gives a crap or not about what they do) and then drive by and see if they told you they were busy, and they were, great, if they said yea we are busy and they are not, not so great. And check a few out as you go about your other errands. I was trying to get my oil changed yesterday, the place I normally go, shut its doors, so i looked on the internet and found some online ads, I had one place in mind, but I dont like to use pennzoil, I called a place nearby that had an online ad, But the guy who answered the phone never mentioned it when I asked in general about oil changes. Instead tried to make a 65 dollar service out of a 30 or 40 dollar job I felt he was dishonest by NOT mentioning the special, and took my business where I got what I needed for 37 bucks.

Admin

raytech20002001 14.07.2006. 18:45

why advertise in yellow pages? Array

raytech20002001

Admin 14.07.2006. 18:45

The business I am in, yellow pages have been the standard advertising media for decades. During the last 5 years, we noticed a large shift in the way our customers are finding us. In today's age, more and more people and households are switching to cell phones and don't even have a traditional phone line at home. That means more and more people don't even have a yellow page book in their house.
Five years ago, 90% of our business was generated from the yellow pages and 10% from the Internet. Today those numbers have almost reversed. Over 80% of our business comes from the Internet.
Based on the research of our own data, beginning in Jan. 2006 we cut our yellow page advertising drastically and have committed more dollars to Internet lead services. This has nearly doubled our sales for the same period last year and cost less in marketing dollars.
You may need an ad in the yellow pages to prove you are a true bricks and mortar business, but fewer and fewer people are using the yellow pages for the services they need.
Think about it. How do you get a pizza today? At my house we don't even call. We just order it on the Internet and it shows up at the front door 30 to 45 minutes later.

Admin

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