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For Yellow Pages
Advertising:
By Rich Harshaw
- Use A Real
Headline--Not Your Company Name: By far the biggest
mistake people make in the yellow pages is using their
company name for a logo. There is a reason people are
looking in the yellow pages--it is because they don't
know who to call. Don't think that your name will
influence them to call. It won't. Instead use a
headline that communicates solutions to problems. The 3
Biggest Problems You'll Have With Most Plumbers, And
How AAArdvark Plumbing Overcomes Them
All.
-
The yellow
pages are a zero sum gain situation: A
certain number of people are going to go to the
yellow pages each month for any particular
product or service... meaning there are only so
many calls that are going to be made. The big
question is how many calls will you get versus
your competition. If you get more,
someone else gets less. If you get less,
someone else gets more. You cannot create
additional callers. Eighty-four percent
of people who go to the yellow pages contact a
business listed there and 49% of them actually
go on to purchase something from one of these
businesses.
-
Don't Assume
The Sale: Why do 84% contact a business,
but only 49% buy? Easy--because the other 35%
of the time business do a lousy job of
converting the prospect into a sale. You should
create a script that your receptionist uses to
instantly communicate the advantages of doing
business with you to confirm what they saw in
your ad (assuming you wrote your ad the right
way!) so they have confidence to move
forward!
-
Evaluate
Other Ads: Before placing an ad, find out
how it's working for your competitors. This
means doing ad survey calls to each of the
competitors listed in the yellow pages. Ask
them, "How is you ad working? How many
leads are you getting? How many leads are
your competitors getting?" This will give you a
good understanding of your competitors' current
yellow page situation and whether or not you
can or should place an ad.
-
Answer The
Dang Phone: Whatever you do, make sure that
when somebody calls you, somebody is there to
take the call! How many times have we all
called a business only to find an answering
machine on the other end of the line?! What
percentage of the time do people actually leave
a message? ZERO! Have a person there to handle
the calls!
Next
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