BlackHat Money

Every year millions of people turn to the Yellow Pages.  Most of these people do not know who they’ll be buying from, but they are ready to make a buying decision.

Naturally, a consumer can only choose from the options they see before them; their decision “field” is limited by the companies who appear when they open the directory.

Is your company represented?  Remember, people who have made the decision to do business with you already, will look you up specifically.  The Yellow Pages is your ticket to reach everyone else.

What’s especially important about the Yellow Pages, is that it also gives you the opportunity to put your best foot forward.  It a place where the power of your words can give you a tremendous edge over the competition.

Good ads build loyalty.  They convince a consumer that you’re the best option among all of the choices available.  That’s a truly powerful opportunity.

The lesson here is that the purpose of your ad is not just to tell a prospect what you can offer them – as in the list of services, products, or brands you carry – but why you are a better option than the competition.  Remember, your competition offers prospects essentially the same things you do. That’s why you’re in the same category. The key is to highlight what they can get from you that they won’t get anywhere else, and to do it in a way that’s more noticeable and attention grabbing than anyone else.

Remember, a decision among several options is based on perceived value – and your ad content is what creates that value for your prospects.  By focusing only on details that add value to what you provide, you give your company a leg up on everyone else.

Differentiate yourself.  Show an eager prospect what makes you different and better than the companies that surround you.  That’s what makes the Yellow Pages – as a medium – so unique.  And time and time again, the right ad content gets you noticed, builds your credibility, and gets eager prospects to buy.

About the Author: Jared Andrews is a marketer, ad designer, and business owner who helps other business owners get better results in their advertising. He has experience marketing local services like plumbing, dentistry, and attorney services and consumer goods including electronics, dj headphones, office products and more.

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