Print Yellow Pages Advertising – Are You Wasting Your Marketing Dollars?
What is the first thing you do when you need a plumber, someone to fix your computer or a pizza for dinner? Chances are you pull out your Yellow Pages™ directory.
Yes, even in the age of the internet, ads in the print Yellow Pages are strong performers for businesses providing services or products with high margins. One reason for their success is their broad reach across a variety of markets:
- Print Yellow Pages advertising can be tailored to a regional audience. It is this local area focus that makes print Yellow Pages ads so valuable to small and medium businesses. People looking for a local repair shop or hair salon are much more likely to flip through the print Yellow Pages than an online directory.
- Print Yellow Page advertising also offers national coverage that appeals to larger firms who place ads in a number of markets across the country.
Whether your business is large or small, you can attract new customers from print Yellow Pages advertising, but the competition in this field is stiff.
To dominate the field;
- You need to research what your competitors are doing.
- You need an ad that is well designed.
- You need to consider the use of color and the quality of your ad copy.
- You need an ad that can succeed regardless of where it is placed.
- You need the expertise of Wolf21.
Design and Positioning: Key to Success in Print Yellow Pages Advertising
In the print Yellow Pages, the biggest ads come first. This being the case, you might think that all you need to do is buy a large ad. Sounds logical, but spending a lot on a large ad will not be enough. Placement is based on seniority – the longer a company has been advertising within a specific size category, the better the placement. If you are just starting out, there is little you can do to bump the big guys in your industry from their prime position. A good ad can help you compete every year.
In print Yellow Pages advertising, the design of your ad is critical. Try a little experiment to see why.
Flip through your local print Yellow Pages directory to a specific category, like roofing contractors. Which ad grabs your attention? Is it the very first ad you see? Not likely. Is it the biggest ad? Not necessarily. Is it the one with the most compelling heading? Probably.
The headline is the key. It is this headline that must pull the reader in, and it is this headline that is often the biggest failing of ads in print Yellow Pages advertising programs.
In an effective ad, the headline must also be supported by good copy, judicious use of color and other winning design techniques.
Whether your ad is a full page or a quarter column, at the front or in the middle of its category, it can succeed if it is well designed. That is why you need an agency.
Wolf21: Print Yellow Pages Advertising and More
With our marketing and advertising expertise, Wolf21can help you navigate all of the complexities of print Yellow Pages, from ad size to color to copy. We offer you a wide range of options so you can select the best ad for your business and budget. But we don't stop there.
Wolf21 is a full-service ad agency. With Wolf21, you can make your ads in the print Yellow Pages advertising part of a larger advertising strategy that incorporates online and print options as well as search engine marketing.
National or regional, big business or small, we get you noticed in all media.
Contact us today to discuss Print Yellow Pages Advertising and search marketing policy. All inquiries are held in the strictest privacy.