Yellow Pages or any other printed phone directory advertising can be expensive. If placing an ad in the yellow pages is in your marketing plan, make sure you read these important tips before signing any agreement.

If you already have an ad printed in a phone directory, the information below will also be very valuable and might save you alot of money when it comes time to renew your advertising contract.

 

• The Yellow Pages is not for every type of business - First thing to do is to take a look in yellow pages that you will be advertising in. Are any of your competitors listed? If not, then usually there is a good reason that they are not listed. Perhaps people do not look in the yellow pages for your type of business.
  On the other hand, if many of your competitors are listed then it would be be a good assumption to say that they are getting a good return on their investment. It would be wise to put an ad to try to get a part of that market.
• Yellow Pages are the real deal - There might be other printed phone directories in your market. Usually an ad in those directories is cheaper than in a Yellow Page directory. There is a reason for that, they get less people looking through, and consequently you will receive fewer leads.
  Unless you are in a niche market, for example in a immigrant community that has it's own directory, usually it is best to stay away from other 'brands'.
• Do some stealth research - Call or visit a few of your competitors that are listed in the yellow pages. Figure out a way to so that you are able to ask a few questions about their ad. For example, in conversation mention that you got their number from the yellow pages . . how is that working out? . . I heard that printed directories are on their way out, the internet is the future . . do you still get many calls from the yellow pages?
• Choose the right category - If you are in a business that may be listed under two categories, find out which one people will look to first. You do this by asking everyone you come across where they would look first. Unfortunately you might have to put an ad in both categories if necessary.
• The salesperson is not your friend -  Their goal is to sell you the most expensive ad possible. Unless they can prove what they are telling you with facts and figures, don't make any decision based solely on what they tell you.
  Do not listen to them about ad content either. This is a salesperson there to upsell you. They do not necessarily know anything about printed ad content.
• Internet ad Included for free means nothing - Directory reps love to make you think that getting a listing in their online pages is going to make a huge differences. But Internet yellow pages haven’t performed as well as expected, at least, not yet. In fact, localized search is more popular than Internet yellow pages. Base your purchase decision on the value of the printed directoryad alone.
• Size matters - Large ads usually out pull smaller ones. Bigger is usually betterand portrays a “better,” more reputable company. Size also gives you room to educate more fully. If you're a major competitor, your ad needs to be at least average sizefor your classification. If you have to choose between size and color (due to your budget), ALWAYS pick a bigger size instead of extra colors. Buy the biggest ad your budget can handle.
• Position also matters - It is better to be at the front of the section and/or at thetop of the page. All else being equal, color outperforms black and white. However, a powerful black and white ad can attract more prospects than a poorly conceived color ad.
• Avoid extra colors - Spot color is fine. Try a white background and black text. NEVER buy four-color ads. It just adds extra expense without extra results.
• Don’t change your ad -. If you’re sure you can improveyour results, fine. But if you’re already running a directory ad and you’re pulling the majority of leads, think twice. First evaluate the other ads for the sameservice or product, and carefully consider (and test) your proposed changes.
• The headline is essential - People scan ads and stop only when something“grabs” them. Your headline is the “ad for the ad,” so make sure it’s relevant tosomething that’s on your prospects’ minds. Never put your company name as the headline.
• Directory ads need to educate - Lead prospects to readily available information that educates. Most people looking in the yellow pages are “now” buyers, meaning they want a provider quickly and aren’t necessarily looking for extensive information. Use ad copy to specifically and quantifiably explain whyand how you will solve their problem. Avoid generalized platitudes that your competitors are probably using in their ads.
• Test your ad - Before you run your ad, test it out. If you have a poorly performing ad you are stuck with it all year and have to pay for it even if it doesn’t work. Ask people you know, particularly customers and prospects, what they think of your ad before committing to it. At the very least, have your friends and associates review your proposed ad.
• Don't waste your space - Don't spend time, money, or effort telling people stuff they already know. Instead, your copy should address about what prospects need to know about fences, and what you do that makes you a better value than your competitors.

• Track your leads - Always ask how people got your number and record their response. Over weeks or months, you’ll be able to tell how many calls you’regetting from your yellow page ad as well as other sources. You’ll need thisinformation to make better decisions when it’s time to renew your ad next year.

There you have it. Following these tips for placing an ad in the Yellow Pages will definately save you money and maybe get you more leads.