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BY Big Mike McDaniel

Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.9%) and business has at least one copy of "the book".

Almost three out of five (58%) of all adults say they check the Yellow Pages for a phone number and/or address at least once per week, with 77% using the book monthly.

While the Yellow Pages are an excellent reference tool, they fare less well when considered as an advertising medium. People use the Yellow Pages to look for a familiar name. If your other advertising works, then fining you in the Yellow Pages should be a snap.

Remember, once the book is published, you can't change your ad until the next publish date.

Here BIG Mike's 5 Tips to make your Yellow Pages Ad HOT.

1 - Sell the benefits

• Put a headline on your ad pushing benefits. Explain how the benefits will help your prospect fulfill their needs.

2 - Forget extra cost color

• The only thing color has been proven to do in Yellow Pages advertising is increase the price you pay for the ad.

3 - Ask for the order

• Writing "Call us now at xxx xxxx" will get more responses than if you simply listed you phone number.

4 - Write like you talk

• Inject your personality into everything you write. No-one wants to read boring and stuffy legal-ease. Use short sentences and words. Use simple language Use the word ‘you’.

5 - Avoid Bragging

• Don't boast "biggest and best". It turns people off, even if it is true. Being number one won't sell any product for you.

Remember, the Yellow Pages is generally a reference tool. People look for a name they recognize (or can't remember) or for a name given by a friend. Your ad should help them remember. The only other use of the Yellow Pages is to look for an emergency services. That's why you see lots of tow truck ads and no ads from Sears. Design your ad accordingly.

Discuss this in our Forum

About the Author:

BIG Mike McDaniel is a media professional with over 30 years experience. BIG Mike, a former Major Market TV News Anchor and Successful Radio Station Owner is a Business Consultant who works full time to help people in business with sales, advertising and promotion ideas that REALLY work! Visit http://www.bigmikeonline.com for free eWorkshops, free eBooks and a free Newsletter