What Happened to Yellow Pages Advertising?

–by Rick Lugash–

I couldn’t believe it either!  But 56% of all Yellow Page looks ups are still done in the print edition—that big yellow book with the “thump” factor of 10.  Apparently, this is still a very effective way of reaching your clients.  I recently interviewed Barry Maher,  Author of “Getting the Most from Your Yellow Pages Advertising: Maximum Profits at Minimum Cost” and credited with helping thousands of small businesses get the most effective Yellow Page advertising possible.  Here are some questions and answers on Yellow Pages advertising from a recent interview I did with Barry.

Q:  As a business owner what’s the first big question I should be asking myself on whether or not to advertise in the Yellow Pages?

A:  Are your prospects looking in the Yellow Pages when looking to get your service? If so, then yes, you need to be there.  Also, if your competition is advertising there then you should be.

Q:  How much should I be spending on my Yellow Page ad?

A:  It’s very easy to over-spend on your advertising in terms of bigger and bigger ads, larger headlines and more directories.  You should spend enough to be effective and only what you can afford.  A good indicator is what your competition is doing.  The ad needs to be big enough to make an impact and it doesn’t have to be the biggest one on the page.  If your competition has only a bold listing then a bold listing is adequate for you. But, if your competition has a quarter page ad, so should you.  You want to be at least as effective as your competitor.  The biggest thing to remember and what many small business owners neglect to do is test, test and test.

Q: What is an effective return for my ad?

A: If your ad is making you money, keep the ad.  A good return is anywhere between 4 and 7 times what you’re paying for the ad.  And again, you must be tracking this.

Q:  What do I need to know about creating my ad?

A: The right headline is critical—a headline that will grab your prospects attention. Don’t put your company’s name and address across the top.  Your prospect only cares about what is important to them.  In the Interrupt, Engage, Educate and Offer model, we use the headline to interrupt, engage and grab their attention.  We want to educate the prospect on what differentiates you from the competition.  And, always have some kind of an offer or call to action.

Q:  How should I use my Yellow Pages ad rep?

A:  Many ad reps are going to want to design your ad and copy with their standard template. Don’t make that mistake.  I recommend taking out a sheet of paper and start writing down the reasons someone would want to do business with you and how you differentiate yourself.  That’s the copy that should go in the ad. When designing the artwork, work with the artist or the graphics person at the Yellow Pages.  If possible, hire someone to help you with the copy and the layout of the ad.   You should use your ad rep to determine the spec for your ad and helping you place your order and getting it published.