Seven
Powerful Tips to Dominate your Yellow
Page Advertising Competition.
Yellow Page Advertising > Design
Tips >
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| Yellow Page Ad Design Tip #6 |
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Always point them toward
the telephone.
This advertising tip
is very simple, but you wouldn't believe
the number of Yellow
Page designers that overlook a simple
"call to action". If you aren't going
to tell
your potential customers what they
have
to
do to make this sale a reality, what
is the point of advertising at all?
Many business owners assume that simply
advertising in the Yellow Pages implies
that you want people to call. Maybe so,
but why not give them a compelling reason
to
dial
right
away? Why not demystify your sales process,
and get them on the road to that first
step that ultimately leads to a sale?
Maybe you want your potential customers
to—"Call for a free quote." Or perhaps—"Call
now
to
make
an
appointment."
Or even—"Call today to set up
a free consultation."
Whatever the reason
may
be, give them
a place to start. Plant the first
step in their heads and any doubt, any
mystery will be joyfully eliminated.
Potential customers don't like being in
the dark. They are much more likely to
pick up the phone if
they
know
where
to begin.
Make it easy for them, and they'll get
moving right away.
This point is especially important for
new customers—people who may have never
interacted
with your
type of business before. These new customers
are especially vulnerable to indecision
simply because they are entering uncharted
waters.
Not everyone knows attorneys give
free consultations,
or insurance
companies give free phone quotes. Let
them know and your Yellow Page ad will
be the
first one—often the only one—they dial.
Whatever the first step in your sales
process is, get your potential customers
moving toward that step as quickly as possible.
Once they can see it in their minds-eye,
once you've demystified your sales process,
once all fear and uncertainty is eliminated,
you'll find yourself with many happy, well
informed callers on the other end of your
phone line.
That's good for you, and good for
your potential customers.
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"Many
Yellow Pages advertisers
will also take sample ads
to their friends, spouses,
or staff to seek opinions.
And, they get 'opinions'.
Opinions are opinions; they
do not generate telephone
calls.
"If you
want a really great opinion
about your ad, seek a really
great person. If you want
a medical opinion about
your ad, see a doctor.
Take your ad to your minister.
Ask Bill Gates. Ask the
president. You will get
a whole bunch of real,
genuine opinions.
"Ads
are like Rorschach inkblot
tests. People see what
they see. People create
their own experiences of
your ad. If
you want a useful opinion
about how
well your ad might work,
ask a person who is a member
of your target audience. That is the only opinion
that counts. That opinion
votes with telephone calls
and dollar bills.
"Any
time you ask for an opinion
from somebody who is not
a member of your target
audience, you should get
a nonplussed 'doesn't work
for me' response."
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— Kerry
Randall, pg. 75
Effective
YELLOW PAGES
Advertising.
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