Let’s assume that you are one of the millions of family-run businesses that form the very core of the typical local Yellow Page directory. Say you’re the area plumber, auto repair shop, electrician, insurance agent, or restaurant owner. You have a YP ad because it seemed like the right thing to do when you opened up a few years back. Your YP rep helped draw up the ad and it looks pretty good. It has a picture of your shop, which he took with his digital camera. There’s a nice map and you even opted for some color too. The headline is the business name and you’ve also increased the size a few times. So, how is it working? Are you excited about the results? What about that ROI?
Before I go on, let me tell you a bit about myself. I was a Yellow Page consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have experience in creating ads and have advised almost 7000 companies on how to put together the most effective ones. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in essentials areas like the headline, artwork, body text, placement, book, or heading. So, whether you have an ad or are thinking about placing one, please read on.
The ROI or “return-on-investment” is crucial to all advertising. You work hard for a living and have tried to put together the best business possible. Making sure that the YP ad is working hard for you is the job of the rep. He or she should have placed all the essential elements into the ad so that you get the greatest return possible. Unfortunately, there is no rule of thumb, but you should be making a decent profit off the ad. Just how much is determined by many factors, including the content, position, size, and category or heading.
All or just some of these parts, with just a subtle change, could make all the difference. But you are no marketing expert, so where do you turn for advice? The YP rep? Well they are paid to be helpful, but they are on commission and paid based on the amount you spend. So, will they ever tell you to spend less? Hardly. No, you should try someone with no vested interest in the amount you actually pay for your ads. Knowing that, I wrote a book designed just for people like you. It tells you all you need to know about the industry and how to create and effective ads with a terrific ROI.
Am I being sneaky by writing this article, just to sell my book? Yes and no. I was a salesman for 25 years but since then I have posted over 60 articles about the Yellow Pages which you could read for free. But my book tells a lot more in an easier format. I guarantee, for the small business that advertises in the Yellow Pages, it’s the best twenty bucks you’ll ever spend. And that’s why it’s an amazon.com best seller. But you just go to www.poweradbook.com and see for yourself. Now that’s a real ROI story.
Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He has authored 6 books and a novel, “Pursuit of the Phoenix. " His latest book is, “Inside the Yellow Pages" which can be seen at his website, http://www.poweradbook.com and he is currently the Marketing Director for http://www.thenurseschoice.com a Health Information and Doctor Referral site.