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The statistics they quote are out of date, and don't reflect today's realities.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 at http://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

Juice - Scam of the Decade or Opportunity of the Century
If you are an ardent web surfer and MLMer like I am, then I am sure you would have seen the sales pitch "Give away free broadband and earn £27 GBP each time". Depending on which side of the fence you are, this product is either God's gift to freebies enthusiasts, MLMers and all paying ISP subscribers or it is the biggest scam yet, bar none.
Which is Better Digital or Offset Printing?
As technology continues to improve, the quality of digital prints also improves. Technology advancements have also made it easier for more and more businesses to enter the printing industry.
The Not-So-Hidden Persuaders: The Power of The Media Upon Us All
In 1957, a perspicacious young journalist from Pennsylvania named Vance Packard wrote a book called The Hidden Persuaders. It was meant to explain to the public at large why they buy the products they do and to warn them about the psychological aspects of consumer appeal that lie beneath the levels of consciousness.
Diamonds Are For Evil
The task of executing successful advertising campaigns for products made exclusively for women is understatedly tempestuous. Any Average Joe consumer would relay the message that feminine product commercials put him under a great deal of stress and discomfort.
See How to Advertise and Gain More Money to Blast Another Project
We have a Great News that we think that may interest you as a Business owner. It is about a Advertising Agency that are preparing to launch and incredible system to help business to earn constant cashflow.
Measure the Response of Your Advertising Campaigns by Using Promotional Products
For most companies, gone are the days of spending money just for the pleasure of seeing their name on TV or the Internet.Most companies today are forced to insist on results.
Go Ahead Im Listening
In today's fast paced environment, interaction with family and friends is often relegated to a few left over minutes here and there, leaving many people feeling isolated.Radio fills the gap.
3 Inside Secrets To Making You Richer Using Direct Mail!
Making money using direct mail isn't easy. And anyone who tells you it is, is lying.
The Skinny on Billboards
Several years back the billboard people put a bigpicture of "Sharlene Wells, Miss America" onbillboards all over town. She was everywhere.
The Forgotten Advertising Tip
I'm sure while you have seen many tips on advertising, many that talk about testing and tracking your ads, I'm sure that this one important tip is rarely mentioned: Running more than one ad at a time isn't the greatest idea.While it seems like a good idea to spend your monthly advertising budget all at once at the first of the month, is it really gaining you the best exposure? Even if you are running ads on various websites and networks, there is a pretty good chance many of those that see your ad on one site are going to see them on another.
Wheres Me Pot of Gold and Lucky Charms?
We already know this from our history books. If you want to make money today, you must first look back in time to the first time in history that a large portion of our country all tried to get rich at the same time in the same place.
Fax Advertising : Hitting Your Target Immediately
In the business of marketing and advertising, it used to be that companies that wanted to get the word out quickly to key customers on a new development would rely on email with follow-up phone calls. But with the new technologies available in fax broadcasting, fax advertising has taken over as the advertising medium of choice when it comes to contacting your customers at the speed of light.
Add More Pizzazz To Your Ad For More Profits
I recently completed a Marketing Makeover for an Adthat wasn't generating results for the owner of a Piano Tuning Business.Here is the original ad:========================================A BETTER PIANOA well tuned and adjusted piano is a beautiful instrument.
Persistant Advertising Will Do No Harm!
From my experience, I've been on many discussion groups and have spoken to many other like minded people. The one topic that always seems to arise is how to get massive sales right away.
What Does the Back of Your Business Card Say?
Business cards with nothing on the back are wastedopportunities to sell.Use the back of your card to expand and reaffirmyour selling sentence (which should be prominenton the front of your card).
How To Write Kick-Ass, Profit Pulling Adverts For Your Business?
Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'..
Advertising: 10 Powerful Secrets To Help You Sell Your Ad Space Like Crazy
If you want to sell more ad spaces, you must read and use the secrets I am revealing here:1. Give your customers a discount when they spendover a certain dollar amount for ad space.
Marketing Advertising, While Advertising Your Market!
Today in the Business world whether online or off, it seems that everyone is vying for position, yet few are able to leap to the forefront of their competition.On the Internet there are thousands of programs and Business Opportunities being created every month or so it seems! Everyone is trying to find his or her niche in the Business world.
Why Hire an Advertising/Marketing Consultant?
As a business owner, you have the option of taking several different approaches to handling your Marketing and Advertising. You may choose to handle the responsibility yourself, with the idea that no one understands your business quite the way you do.
Using Flyers to Advertise Your Online Business
Using flyers is one commonly overlooked method of advertising offline. Flyers are extremely easy to create.

More Advertising Information:

Related Articles

Outdoor Sign
Many business organizations that needs to disseminate late-breaking information to a large number of people. Out door sign boards are the perfect solution for them that command the attention of all who pass underneath.
What Makes A Winning Online Ad?
Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need".
Is Advertising Art?
Oh Grand and Glorious Southern Guru, I am perplexed. What ails thee, my peabrained little grasshopper? My sleep has been short, my walls have been climbed, my hair has been pulled.
Fax Broadcast Services Get Your Message to Millions
If your company is one of those innovative businesses that has taken advantage of new fax broadcasting technologies to get your message out, you've probably come to realize that the fax broadcasting services industry is ever-changing and new developments are coming out all the time.It's pretty much a full-time job just to manage a fax broadcast database of any size, not to mention keeping the related fax broadcasting software updated and operational.
13 Facts About Newspaper Advertising
Advertising in the paper works for many people inbusiness. The astute merchant understands thenewspaper's weaknesses and works to avoid themwhenever possible.
Offline Advertising Tips
Since most of us are always online and our business is online, we often forget the importance of advertising our business offline. Print advertising can be one of the best forms of advertising for your buck.
7 Essential Elements for Profit-Pulling Ads
Advertising will make or break your business. It is crucialto your success that you learn to write great ad copy.
How Well Do Postcards Work?
The humble little postcard has been getting a lot of attention in the marketing world. Along with this heightened interest comes some very good questions, such as.
Seven Ways to Waste Your Money on Yellow Pages Advertising
Each year there is a Yellow Pages arms race where competitors in each category are encouraged to out spend each other. There is only one winner in this arms race, and it is not you! Too many advertisers waste their money on Yellow Pages advertising without first considering their marketing strategy.
Become a Storyteller Not an Advertiser and Watch Your Traffic Increase
When you read the newspaper, do you read advertisements as closely as you read news stories? Do you believe advertising as readily as you believe news stories? I don't and neither do most people I know.Because we have advertising shoved at us from every angle we tend to ignore it, but we pay attention to news or public interest stories.
Make the Right Advertising Decisions
Advertising is a powerful and somewhat frustrating marketing tool. It enables us to launch new products and services, increase sales, and increase awareness.
9 Tips for Better Billboards
It is a given that billboard advertising "outdoor"is not a "quick fix". If sales are down, you can'tquickly put up a few boards to boost the numbers.
5 Newspaper Advertising Myths Revealed
What I'm about to reveal are myths that most people thinkare 'true.'They seem set in stone yet they are deadly to theadvertiser.
Top 9 Reasons To Advertise
Advertising is not for every company. But some require it because their market is big and constantly changing and evolving.
Nine Power Words To Punch Up Your Ads
As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.There are certain words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth.
Your Eye Catching Publicity Flyer
Your website is done, your business cards have been delivered, and your brochure has received accolades. In the promoting department you have everything you need, right? Well, there is one item you lack and by having this item in your arsenal it can be a dealmaker for you.
Custom LED Display
Custom LED Display, as the name specifies, facilitate control anything with any message that you can think of, from hours of operation to daily specials. These are used by almost all industries like factory, banks, airports, universities, libraries, and many others.
Business Ideas: 5 Uncommon Ways To Generate More Online Business
Sometimes, it is not an obvious business idea that will makeyou more money.It may be what is not so obvious, which most people never thinkof that may make you money.
3 Inside Secrets To Making You Richer Using Direct Mail!
Making money using direct mail isn't easy. And anyone who tells you it is, is lying.
50 Surefire Business Card Tips
Business cards are one of the most powerful and inexpensive marketing tools you can use. Here are 50 surefire tips to make the most out of your business cards:Your business card must communicate more than just your contact information.