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I was a Yellow Page Advertising Consultant for Bell System and its Yellow Pages division for 25 years. At that time, I learned 1000 of small business inputs and broadcasting about what it takes to be successful as an advertiser in their yellow phone. Now I recommend part time in Phoenix, Arizona, and write articles like these to retrain the companies that have Yellow Page ads and get them to think about their marketing method. Most of them have very little idea about what should be included in their advertisements and how much they should spend to achieve their goals, if they are actually. Unfortunately, most people do not care about the negative. Positive, it's never too late to learn what's needed to have a good Yellow Page application. Because I was a premium adviser, I had a unique insight into their businesses and what they were missing.
When I first met an account, I would make some facts. The question often went like this:
- What do you sell or service?
- How long have you been in business?
- What is your target audience?
- Who are you ideal customer?
- What is your competition?
- What do you understand from your competition?
- What is the most profitable part of the company?
- What are your 1, 2 and 5 years?
- How do you hope to catch them?
- What kind of ads do you do?
- How much do you spend on your ads?
- Are you tracking the performance of the ads?
- Are you getting good profitability or profitability?
- Do you have online presence?
Many of the answers should be included in the last Yellow Pages ad. It must contain items like what you are selling, who you are targeting, what you can not offer your competition and measurement method. You previously build your copy from this base and list most of the features and benefits of a story for your business. It's so easy, but your organization could take some work. The sad part is that most ads are taken by a customer or sales representative, who is neither an expert in creating ads. The salesman is not a designer and the average owner of the company rarely has expertise in advertising. It includes web design and promotion, which is always important in mind. With all that is at stake for your business in order to attract new customers, what is the best way to ask?
It's time to turn to a professional consultant or designer who is skilled in creating successful Yellow Page ads. Many are registered online but you must be careful about what and how they charge. I always left after an hour but some charge for a job or size. However, if you want to save yourself a lot of money in front, start with a basics that tells you what you need to know first. "Inside the Yellow Pages" will guide you through the industrial industry and give you an overview of what's needed to get a great Yellow Page advertisement. I just wrote it for a small business advertiser with a limited budget. Read it and use my technique for positive consequences. After that you are yourself.