PM asked marketing consultant Adams
Hudson to tell readers five simple ways to craft a better
Yellow Pages ad.
We askedAdams
Hudson, a marketing consultant, to tell readers five simple ways to craft a better
Yellow Pages ad:
1. Headline.Grab your reader’s eyeballs, right now, and
tell them an immediate gain or benefit in a distinctive way. (Look at your
competitor’s ads for ways not to do it, thus guaranteeing your distinction.)
2. Solve consumer problems.That means you fix, replace or
upgrade in the most painless way. (I did not say cheapest.) And you’ll do this
by showing lots of…
3. “Reasons why” copy.These are generally lined up as
specific bullet points showing how you “know” their problem(s), including what
they’d rather avoid by choosing poorly. No finger-pointing, only how you’re
different. This often includes…
4. Risk reversals.Boldly state your guarantees; the
stronger, the better. These are your most powerful weapons to reduce call
resistance. Your competition thinks it’s done with starbursts or saying, “For
all your plumbing needs.” It’s not. Put your prospect at ease to call and
you’ll get more calls. To make sure, wrap your ad up with a solid…
5. Call to action.You think you can just plop your phone
number in the ad and hope they’ll call you? No way. To drive leads, you tell
them what to do and that means to call - now if not sooner - to solve their
problem. We generally put the phone number in the bottom right.
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