subject: Yellow Page Advertising That Works: Anatomy Of A Headline [print this page] Yellow page ads are small, typically less than a quarter page, and they need to work hard to earn their keep. After all, you're paying as much as several thousand dollars annually for that little ad, so you want to make sure it's paying for itself and then some!
Most people who buy yellow page advertising space rely on the publisher's sales representative for advice about how to word the ad for maximum effectiveness. Unfortunately, the sales rep often doesn't know what works to bring in customers. Her only concern is selling the space. What you do with it is another matter all together.
Too many business owners make the mistake of spending their entire marketing budget on the space alone, with nothing left over to pay a copywriter or ad expert to ensure a good conversion rate. Without a great headline, their ad is not working as hard as it could be.
A great headline tells your reader who you are and what you do, but most importantly it tells her what you can do for her.
Solve a Problem
Your potential customer has a problem. That's why she's looking in the yellow pages in the first place, to find a solution to her problem. Does she have a tooth ache? Does she have weeds in her yard? Does her dog bark all the time and drive the neighbors crazy? Identify the problem, help her solve it, and you've got a killer headline.
Why Should She Buy From You?
Maybe you're selling Christmas ornaments. Buyers of Christmas ornaments are probably not looking to solve a problem. You need to tell this buyer why your ornaments are better than the competition's. Don't make the mistake of listing features. Give the reader the benefits. A feature is tangle free lights. The benefit is an end to frustrating hours untangling lights.
Grab the Reader's Attention
If you can't solve a problem or list a great benefit of your service, grabbing the readers attention with a one word headline can get her look more closely at your ad. Words like Wow! and Free! and Caution! can catch a reader's eye and compel her to read further.
Getting it All in a Tiny Space
Sometimes coming up with a good headline isn't the problem, but squeezing it into a small ad is. Avoid the urge to just make the print smaller. The yellow pages are not printed on high quality paper like a glossy magazine, and if you make the print too small it will become unreadable. Instead, work to remove unnecessary words and tighten up your copy. You can get your point across with fewer words, you will just have to work a bit harder.
Test Your Headlines
Don't write just one headline. Brainstorm many variations. If possible, have a mock up made of your ad with several headlines so you can see what they will actually look like. Have your friends and family read them and give you their first reaction. Does your ad have a negative or positive connotation? Does it seem friendly or off-putting? Does it give the impression of expense or frugality? Make sure your ad gives an impression that matches your business.
Crafting an effective yellow page ad takes time and care, and is not something you can do in a few minutes while you watch a movie. Take the time to do it right, and you'll for sure see an improvement in your return.
