As numerous other media, such as newspapers and television, continue to decline, Yellow Pages has remained strong, as shown by the 17 billion references it received last year. Consumers use the Yellow Pages. 15% use them daily, 53% use them weekly, and 75% use them monthly. 86% of consumers contact an advertiser after referring to the Yellow Pages and of those, 83% make a purchase or are likely to do so. (SRI/Knowledge Networks, 2005)

The problem is not Yellow Pages usage, but the lack of quality information sources that business owners need to make smart decisions on which directories to advertise in and the appropriate ad size that will help grow their business. This leaves them buying ads that may not be the most effective size and that lack the content necessary to increase call volume.

Before making a decision on directory selection or ad size, demand that each representative give you the information you need to make a smart decision:
• Ask for proven market shares from each local sales representative
• Ask for directory coverage area and the total distribution
• Ask what size ads your competition is placing under the heading
• Ask for statistics on how many calls to expect from each ad size

Be sure your representative designs an ad that tells your unique story and attracts the type of customers you want:
• Start with a bold headline targeted to your key customers
• Use copy points that detail the products and services you offer
• Copy should answer the most common questions your customers have
• List factors that distinguish you, such as product lines, guarantees, etc.
• An action statement invites customers to respond to your ad
• Use clear, good-quality graphics that show what you can do for your customer
• Use a large name and logo to let consumers know who it is that can meet their needs
• Your contact information in large font tells them how to reach you easily
• If you have a website, make sure to promote it

A successful Yellow Pages program will increase sales, but only when designed effectively. Many local sales representatives work to sell the largest ad possible, not necessarily the smartest. Therefore, to get the best returns advertisers need to be sure they gather the appropriate information that helps them make smart decisions.

This article was written by O’Halloran Advertising, a national Yellow Pages agency offering full service Yellow Pages programs and consultative services to local, regional, and national Yellow Pages advertisers throughout the U.S. They can be reached at 800.762.0054 or on the web at www.ohalloranagency.com.