| |
| |
|
Advertising Information |
|
|
|
Consider These Pressing Facts Before You Renew Your Yellow Page Ad
Your Yellow Page Ad Deserves More than 10 Minutes of Thought a Year Before long, your Yellow Page directory rep will be paying you a visit. It's an annual event that happens several months before next year's directory goes to press. He or she will urge you to think about your ad just long enough to renew what you used in the previous directory - or to upgrade according to their suggestions. If you comment that business is up OR down, they'll recommend a larger, spruced-up ad as the answer. The statistics they quote are out of date, and don't reflect today's realities. The typical business owner is afraid - unsure what to trust to bring enough new customers. Even if he wants to reduce his reliance on the Yellow Pages (or the every-escalating expense), he doesn't know what to do instead. The truth is, no single promotional method can do the job. However, the majority of the public is already changing the way it decides where to buy - which doesn't bode well for Yellow Pages. Be forewarned. Sticking with what you've been doing is no longer a smart business move. The role the directory plays in our way of life has shifted dramatically - just during the last year. And those effects will increase in the future. Although people used to rely on the Yellow Pages before buying, that's no longer true. Instead, they're going online, to conduct searches for local vendors. People Want More Information and the Want it Fast Declines in Yellow Page usage are dramatic. Recent studies show that many as 70% of buyers rely on Internet search engines to find needed information, as part of their buying process (even when they intend to spend their money in their hometown). The advent of Local Search (combining a search engine query with a geographic term, like town or state) helps Internet users find local suppliers in seconds. Local Search already accounts for over a third of search queries. Unfortunately, many businesses don't show up in those results - so aren't even considered. While I'm not recommending that you drop your directory ad, I strongly suggest that you shift some of those dollars to online exposure. My ebook, Yellow Page Smarts explains how to get your directory ad and the Internet to work together http://www.yellowpagesage.com/smarts.html Recognize that you need to present your business in a variety of ways, in order to match the purchasing styles of most consumers. Develop an Integrated Yellow Page Strategy Begin thinking about the next Yellow Page directory, starting now. The worst choice is to just renew what you've done without giving it any serious thought. Use this chance to improve your ad's performance. You'll be stuck with it (and paying for it) for a full year. What to Consider Before Re-running Your Present Ad - Whether you feel your current ad has been working for you (easiest to tell if you log your calls or customers - All your present marketing methods (besides your Yellow Page advertising) and how well they work together - What the other advertisers in your category are doing - Which categories you need to appear in - Really? - Ways to improve your copy and message, to demand more attention - Rearrange the layout to be more legible, clear, and easy on the eye - Updating anything that's either out of date, or left out - Adding your website and email address - Even when they use the directory, many people will only call ads with a website; it's about credibility Don't be Afraid of the New Developments Your choice is not between the Yellow Pages and an Internet presence. You'll need a marketing method that's big enough to include both. You can find needed answers to help you plot your course athttp://www.localsearchresources.com Your first task is to treat this matter as urgent. The Internet probably seems far afield from your daily priorities. But your customers are online, and your competitors are getting there. This trend is not going away; it's getting stronger. Don't miss the boat. Especially, when it's not very costly or difficult to broaden your exposure to include the Internet. Get moving! Copyright 2005 Off the Page Dr. Lynella Grant Author, Yellow Page Smarts: Make more money from your directory ad in tandem with your website http://www.yellowpagesage.com Smarter ways to attract more YP customers. Local Search resources Off the Page Press (719) 395-9450
MORE RESOURCES:
advertising - Google News |
|
|
|
RELATED ARTICLES
Crazy Ads? Maybe Youre Just Out of The Demo! My father called me to complain, again. He's 82 and he's angry. How to Get People to Read Your Ads Like CRAZY! Rule One :- The HeadlineThe headline should summarize the whole offer. It should grab the eye, and make you want to read the subheading. Advertising Copy: What's Really Important? You labor long and hard trying to create the perfect advertising piece but only about 20% of your copy is going to get read. The rest will simply be scanned. Electronic Reader Board Electronic reader boards are the most efficient way to convey the information. Therefore these nowadays are widely accepted all over the world. Direct Response Advertising; Radio vs TV Radio advertising vs. television advertisingMany new advertisers assume that they should start on radio and "move up" sometime later to TV. Reach vs. Frequency: Touch 100 Once or 25 Four Times? Reach and frequency are terms generally used when planning advertising campaigns. However, the concept of reach and frequency applies to any promotional activity you undertake: direct mail, direct selling, and even networking. Womentisements The unnecessary and extensive use of female models in advertisements is common not only in America & Europe, but also in Pakistan and rest of the world. Women are used to sell everything from cars to cigarettes. The $500.00 A Month Plan One way to make extra money or start a business of your own is by placing advertising which will pay a good profit. Selling printed information by mail can br financially rewarding. Take Your Radio Ads to the Next Level Most small businesses do not have a high powered advertising agency to produce award-winning radio commercials for them. Most award-winning radio commercials win for the wrong reasons anyway. Create Your Dynamic Elevator Speech So, what's an elevator speech, and how do you get one?What Is It?An elevator speech is a short (15-30 second, 150 word) sound bite that succinctly and memorably introduces you. It spotlights your uniqueness. Hiring an Amateur Could Mean a Potential Lawsuit for Your Business These days, everyone's looking to save a buck. But if you plan to cut corners by using a fledgling copywriter or marketer, expect to put the money you just saved towards a really good lawyer. Magnetic Signs: Where Do They Work Best? Recently, a woman called to ask about replacing a magnetic sign she had purchased from another company. Her original sign had actually blown off the side of her car. Secrets And Top-Tips Of Mail Order Advertising Good Advertising creates more production, thus greater consumption, faster turnover and lower sales price per unit. To a great extent it determines the success or failure of the mail order operator! When working up an advertising program remember that what is genuinely desirable to you may or may not appeal to the majority of your prospects! Different types of merchandise or services demand completely different advertising media. Marketing Tips For Small Business - Advertising That Works, Part I Have you ever seen an ad on television that was beautiful, slick, and stylish but didn't fit the product? How about a magazine ad that, though gorgeously photographed, didn't make it clear what was being sold? Or have you heard a catchy radio ad that neglected to give contact information? If you pay attention, you'll notice these money-wasting advertisements in all types of media.If a corporation puts out a bad advertisement, the marketing department will have the resources and budget to make a mid-course correction (sometimes). Top Jingle Companies: What to Look For, What to Expect The internet offers you the opportunity to seek out jingle companies and listen to their jingle samples online. Your success depends upon a thorough evaluation of as many companies as possible. Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out? Any idea? It's a question that more than a few Yellow Page advertisers ponder. If you are currently spending money every month to run an ad in your local directory, you don't want to wrestle with that question. The Power of... You certainly must know that Many Big Marketers consider COPYWRITING to be the most important skill you need to be earning online.There's a lot of good copywriting around. Finding Your Target Market Achieving sales is probably the biggest challenge a web business owner has. It requires a balanced mix of the right products, competitive pricing, optimal web design, aggressive advertising and attracting the right online visitors. The Importance of Your Business Card What are you trying to say with you business card?We have talked about collecting other people's business cards and also about how they are often tough to differentiate from one another. These are things you should avoid for your own business card. How to Write Ads that Pull Orders If your ads aren't paying off then you need this quick method in writing ads that get orders. Step 1 - Write a headline that will draw attention to your product or service.
|
| Article List | Index | Site Map |
|
All logos, trademarks and articles on this site are property and copyright of their respective owner(s).
The comments are property of their posters, all the rest is Copyright © 2006 CanadaSEEK.com - All Rights Reserved. |
