Small Business Marketing Tip: Yellow Pages–Overused, Underused, and Just Plain ABUSED!
Yellow Page Advertising. One of the most over used, under used, and certainly one of the most abused tools of marketing in business today… A key weakness in almost everybody’s marketing arsenal… a weapon virtually everybody believes is crucial to their success — one almost everybody pays for — but one that almost nobody understands and even fewer use effectively.
So as you’re renewing your yellow pages contract this year, remember: you must treat your yellow page advertising like any other ad. It’s got to have a strong headline and you’ve got to make a specific offer.
Nobody does these two things in the yellow pages. If you do, you’ll have a tremendous competitive edge.
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http://blog.brownbook.net/2008/11/27/how-to-customize-your-page-on-brownbook/
Thought you would be interested to know about Brownbook as a modern day, Web 2.0 alternative to directory advertising.
Kind regards
Sarah Warren
Brownbook Limited
Jim,
So simple to do…
Yet, 99% of businesses continue “marketing insanity”… they do the same and lame old thing and expect different results.
One other tip… your headline and offer should have been tested and honed in other media before you commit to a year long Yellow Page spend.
Walt,
Great tip. The headline and offer are absolutely CRITICAL in a yellow pages ad. And because the commitment is so permanent (year-long contract), you’d do very well to test the offer in other, less expensive media first. Even for the local brick ‘n’ mortal business, Google AdWords is a fast, targeted, and inexpensive way to test your message.
Thanks for stopping by and continuing the discussion!
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