Most yellow page ads that I see look the same and say the same thing. So how does the user pick the best choice? Usually it’s because of the bigger ad or the first one on the list.

With just a few changes to your yellow page ad, you can easily out pull all the other ads on the page. Why, because you’re ad won’t look just like all the others listed on the page.

1.Your company name isn’t a headline!
You need to use an eye catching headline, not your company name or logo at the top of the ad. Everyone else is using their logo or company name as the first thing in their ads. No one cares what the company name is. They want you to solve their problem. Start by asking a question in your headline.

“Did you know that termites can cost valley home owners $1000s every year?”

If I’m looking for a pest control company to get rid of termites, you’ve got my attention right away.

2.What makes you different? What extra’s to your customers get that most companies don’t offer? What’s your guarantee? State it clearly and bold. Stand out form the rest of the ads on the page.

3.Offer a free report or consumer awareness guide. Educate them on what to look out for in scams in your industry and why they should use you instead of some Fly-By-Night that is using inferior product that will ultimately cost the customer more money in the long run. Be creative, and specific.

4.Include a CLEAR Call To Action
Send them to your website to claim their free report. Make your phone number big and bold. How ever you want them to contact you, make it clear and TELL them what to do. “Pick up the phone right and call right now for your free estimate” or “Visit our website to claim your free consumer awareness guide”. Be specific.

Just making these small changes to your yellow page ads, you can turn your “less than effective advertising expense” in to a lead source that pays for itself month after month and leaves your competition confused as to why their larger ad isn’t getting all the calls they used to.

I’m sure you’ve heard this before, but let’s ask the question that your prospect is going to ask when they see your ad or go to your website.

“What’s in it for me?”

This IS the ultimate question in the mind of your prospect and you need to keep this in mind when you are writing any marketing material. They don’t care that it’s a family owned business over three generations. They don’t care about the awards you’ve won. They want to know how this benefits them. It goes back to benefits versus features.

So, what is the “You” Test?

As you are writing the copy text for your next marketing piece, glance through it and count up the number of times you see the words “we”, “I”, “us” or “our”. Add them up and see what you get.

Next, glance through the ad one more time. This time, count up the number of times you see the words “you” or “your” and ad those up.

Let’s compare the two numbers. If you have more of the “us” words than “you” words, it’s time for a re-write. You aren’t talking to the reader. You are bragging about yourself.

You need to be talking to the reader. Talk to them like you were right there in front of them and explain the benefits of why your product is the best choice for them.

What do they get out of it that your competition doesn’t give them?
Why is this important?
Will it save them money?
Will it save them time?
Will it take risk away?
Will it make them healthier so they can spend more time with their family?

Do you get the point?

Taking a few minutes to run through each marketing piece that you have with this simple test and making changes so you are talking to the reader will almost always increase response to any advertising or marketing materials you have.

When you first look at any advertising to market your business, you need to keep a few simple things in mind in order to get the attention of your prospects.

Focus on them, Not You

Most of the ads I see every day go on and on about how great the company is, how long they’ve been in business, how much their employees love working there, etc.

Here’s the deal… People don’t really care about those things.

They want to know how your product or service will benefit them. How much faster is it than the old way? How much money will it save them? How quickly can you get to them to fix their problem?

You’re goal is to talk to them and explain to them what your product or benefit will do for them.

They will always be thinking the old saying “What’s in it for me?”

You need to tell them about what the REAL benefits of using your product or service are.

• Is is going to save them time?
• Is it going to save them money?
• Is it safer for their kids?
• Is it healthier for them?

And… Why are these things important. Be descriptive.

Will the time is saves, let them spend more time with family?

Is the money they save going to let them spend it on something more important like a well deserved vacation?

If it’s safer for their kids, how is it doing that? What’s the comparison to previous products of it’s kind?

If it’s healthier, how so? Does it help cut the risk of heart attack? Again, be specific.

Think again the last time you say a great movie and told a friend about it.

This is the enthusiasm and detail you need to show in any marketing you do. Online or offline, your marketing message is the most important thing for your business. If your aren’t convinced my your ad, website or postcard you send them, they aren’t likely to pick up the phone and actually call you.

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