One of the nice things about yellow page advertising is that it is what is termed directional advertising. What that means is that most people that use a phone book to look for a product or service are ready to buy. This translates to roughly 70 to 80 percent conversion.
Once you have determined that advertising in the yellow pages is going to be profitable, the following acronym can help you with good ad copy.
R – Reliability
- National Brands – Years in Business
A – Authorized Brands
S – Special Features
- Area Served – Hours Open
- Delivery – Credit Cards
C – Completeness of Service
I – Illustrations, Logos & Slogans
- Products & Services
- Brand Logos
- Credit Cards
L – Location of Business
- Landmarks
- Maps
The next important thing you want to do is to determine one of the most important things that you can provide to your customers. Place this at the top of your ad. Business owners often times want to put their business name on top. People are more interested in how you can help them rather than your name. Following these steps will help insure that you capture the best rate of return on your investment.