Welcome to this week’s Marketing Minute Tip. A while back AMS interviewed Larry Conn, a recognized master at creating profitable Yellow Page advertising. In his career Larry has shared the stage with some of the biggest names in marketing like Dan Kennedy, Bill Glazer, Jeff Paul and, during the past severs years, he’s been interviewed by many marketing experts in over 23 different niche industries. He has pages and pages of testimonials from successful students advertising profitably in over 43 states and 9 foreign countries. So when I tell you this man knows his stuff, he really knows his stuff.
We don’t have time in a marketing message to go into all of the techniques and tips he shared during the interview BUT I can share the following condensed version.
First, let’s start with why you would even want to bother with a Yellow Page ad in the first place.
That’s where the high end buyers are (i.e. those who are least likely to be affected by price). 84% of the people who pick up the Yellow Pages make a purchase. Buyers targeted using this media have a lifetime value worth 500% more than those acquired by any other means and because they tend to be more affluent, they are loyal to service and convenience, not price. They’re the fastest growing segment of our economy, and finally, targeting them enables you to do less and make more, improving your margin on every sale.
As Larry explains it, the Yellow Pages are a huge asset because it always delivers the right message to the right market at the right time. And because people only refer to the Yellow Pages when there is a specific need, the prospect sees your ad at the exact moment he/she is ready to buy.
Now that you know WHY you should still be using the Yellow Pages to advertise, the next question is HOW do you use the Yellow Pages to advertise? By avoiding these simple mistakes:
- Using a weak marketing message
- Using reverse block in the headline (i.e. a white font on a black background. Studies show this technique actually reduces reading comprehension from 87% to 12%.)
- Failing to make an offer (i.e. failing to give the prospect something valuable in exchange for their contact information)
The list goes on of course, for about 13 pages to be exact, but that’s all we have time for in this week’s tip.
To learn more about how Yellow Pages can help turn your Prospects into Profits, go to www.YourMarketingRobot.com
Or, to see more information about our complete membership system, go to www.ProspectsToProfits.net or give one or our reps a call at 1-800-858-8889.
To your marketing success,
Automated Marketing Solutions