How to Get a Business Placed in the Yellow Pages Ad
Anyone who owns a business needs to advertise in order to increase brand awareness and provide potential customers with information about their products or service. Yellow Pages advertising has been an effective advertising medium for many years. Yellow Pages ads are out there working for you 24 hours hours per day every day, unlike newspaper ads or direct mail, which quickly gets discarded.
Other People Are Reading
Instructions
-
-
1
Call the primary local Yellow Pages in your area and find out when they publish their directory. Ask to speak with one of the outside sales representatives. Ask them what the close date is for that directory. Find out when the sales representatives will be canvassing the local area. Ask the sales representative about rates and available ads, and have them mail you a rate card along with an advertising kit. Give the sales representative your name and phone number. Write down their name and number. Ask them to contact you when they start canvassing the market.
-
2
Allocate a budget for your yellow pages advertising based on the rates of the yellow pages company. Determine how big of a display ad you can run and whether or not you can run multiple ads in another category.
-
-
3
Contact the Yellow Pages sales representative as soon as they start accepting advertising for the next directory.
-
4
Set up an appointment with the sales representative right away. Make sure you have a copy of the current Yellow Pages. Study competitive advertisements. Make notes on the strengths and weaknesses of their advertising copy.
-
5
Ask the sales representative about the various display ads and costs during your meeting. Find out which category they think is best for your display ad, according to Gaebler.com. Find out if you can get a price break for multiple display ads, if there are other similar categories for your type of business. Consider advertising in contiguous directories with the company if people travel farther for your type of product or service. Ask if you can get a special bold listing in the white pages that mentions your display ad in the yellow pages. Ask the sales representative if you can get a price break for online yellow pages advertising along with your hard copy display ad. Negotiate a price for your yellow pages advertising. Do not just go by the set price.
-
6
Decide on the size of your display ad and how you want the copy to read. Select the clip art for your ad. Provide the representative with any business logos that you want to use. Make sure you differentiate yourself from the competition. Go with the largest ad your budget permits. Ask the sales representative about the best position for your ad. Decide whether you want to add color to your display ad.
-
7
Look over the first draft of your advertising copy when you receive it. Make sure all the information is accurate, including your phone number. Finalize the ad copy and authorize it. Look over the proof that the company sends you before publication. Give your final approval.
-
1
Tips & Warnings
It is important to place your display as early as possible to secure the best position. Forty percent of all consumers base their decision to buy on Yellow Pages ads. A large display ad with color that is in a premium position will give your business great exposure and attention.
Do not deal with any sales representative that tries to pressure you into a quick sale. Ask to deal with another sales representative. Stay in control of the transaction.
References
- Photo Credit businessman calling on phone white bg image by patrimonio designs from Fotolia.com
