Window Cleaning Tip - 8 Secrets to Maximizing Your Yellow Pages Advertising
October 18th, 2007 Posted in Window Cleaning Tips
Yellow page advertising is a very misunderstood media.. It’s the only place where prospective clients will turn to the directory and ’seek’ you out. And it’s a pretty big percentage of people who let their fingers do the walking. According to a recent survey 34% of the population uses the yellow pages before making a buying decision.
That’s over 1/3 of all purchasing situations!
And the good news for you is that almost 2/3 of these people don’t have a specific organization in mind when they open the book. That’s where you can profit.
Most Yellow Page Ads Terrible…
I would say 85%-95% of all yellow pages ads I see are a complete and utter waste of money.
I mean it - you’d be better off taking the money you spend every month and putting it into your kids college fund or taking a vacation to Hawaii. Advertisers simply take their business card and enlarge it - that’s called “Name, Rank and Serial#” advertising and nearly everyone in the directory does the exact same thing. If you look at the helpful hints for advertisers in the back of your directory you’ll see the terrific advice the publishers give you to maximize results.
No wonder nearly every yellow page ads look alike!
The Yellow Pages people themselves give some of the worst advice I’ve seen for creating a powerful yellow pages ad.
The first thing they tell you to put in your ad is “your business name and phone number”. WRONG!!! Why the hell would I want to know your business name or phone number UNLESS you’ve got some benefits to offer me?
Every sample ad that a Yellow Pages rep has ever shown me absolutely, positively sucked! That’s one more reason I suggest you never have the directory art people do your yellow pages ad. If you let them design it, I guarantee you that your ad will end up looking just like everyone elses ad.
Yellow Page Advertising Tips For Window Cleaners:
