yellow pages

[csalisbury]

IMHO, being in the yellow pages is key to achieving maximum growth for your business. As someone stated earlier, when people pick up the yellow pages it's because they're ready to buy.

One important thing to keep in mind is that only 1/3 of the people that open the yellow pages have a specific service provider in mind. That means roughly 2/3's are indifferent and are looking for something that captures their attention and 'sells' them on the service.

As a result, the key to being successful in the yellow pages is to stand out from the 'herd'. While it's true that the bigger the ad, the bigger your response will be, that doesn't mean you can't compete if you don't have a big ad.

To stand out from the crowd, first take a sample of the ads in your category and compare them to one another. What do most of them have in common? The majority have their logo and company name at the very top of the ad, then they list their services, and finally they list their contact information. They really don't do anything to differentiate themselves from the rest of the crowd and as a result, the prospect generally plays 'eenie, meenie, mienie, moe' in order to decide.

Here's how you can stand out and achieve superior results from your yellow pages ad. Again keep in mind that while bigger is better it's not necessary if you play your cards right.

First, start off with an attention grabbing headline instead of your company name or logo. Something like 'Golf Course Quality Lawn in 3 Visits or Less' or something like that that really speaks to what the prospect is looking for. The idea is to capture their attention and get them to keep reading your ad.

Then, instead of just listing your services, list the benefits that go along with those services. So instead of just saying 'weekly cuts', say 'weekly cuts that guarantee a beautiful appearance year round' or something similar.

Next, in order to reassure them that you really can do a great job, include a short testimonial from one of your satisfied clients. It doesn't have to be much, but something that lets them know that you're not just tooting your own horn.

Finally, give them a reason to call and tell them exactly how to respond. Offer them a free estimate, or a free lawn care guide, or a free flower bed refresh, or something of value that in reality doesn't cost you much. That way, they won't feel like they're committing themselves to too much, yet they're already receiving something of value.

Again, the yellow pages can be a vital piece of your marketing system but only if you figure out a way to stand out from the crowd and capture the attention of the 2/3's of the prospects that are undecided as to who to choose.

[steve-o]

[QUOTE=Scraper]It doesn't need to be a "business" line to be in the Yellow Pages. I have mine listed with a wireless number.

that's nice.

steve

[Ric]

Chestin

I am not going to go around with you again

Scraper's statement about the Cell phone is my point in this post. I list land lines in the Yellow pages but Call forward them to my cell phone.

The 2/3 of the people looking in the Yellow pages will keep calling until they get a Live Human that can answer their questions. I believe the most knowledgeable person in a company should be the one answering the phone and not a BLOND secretary. I am a nut about being available by phone and feel I have gotten business or saved customer by being the one to answer the phone and quickly giving answers.

[csalisbury]

Ric,

Again, I can't disagree with anything you've said. It is VERY important to have someone answer the phone that knows what they're talking about. Also, you'll have a much greater chance of landing a new customer if a live person answers when they call.

However, you first have to get them to call. If you don't do anything to stand out from the rest of the crowd and don't give them a reason to call you over 'Joe Schmoe' who's ad is right next to yours, you'll have to keep your fingers crossed, hoping that they make it to your ad.

If they don't pick up the phone and call, it won't matter who you have answering the phone.

[MASTERMOWER]

First, start off with an attention grabbing headline instead of your company name or logo. Something like 'Golf Course Quality Lawn in 3 Visits or Less' or something like that that really speaks to what the prospect is looking for. The idea is to capture their attention and get them to keep reading your ad.

That'd be a huge mistake....better have a huge band-aid to help the business recover after such a statement. I'd agree to include some statement to attract attention, but keep it realistic. A golf course quality lawn in just 3 visits? You've got to be kidding me!

The sad part is there are people who'd believe this and would be severely disappointed that after their 5th visit from the said company, their lawn still doesn't look like the greens they're used to teeing off from. Next you'd know they're off telling their friends blah blah blah and you've got an express ticket to a bad reputation in your area.

This my be a drastic example....but all I'm saying is keep your statements about what your company can do for the customer realistic.

-MM

[csalisbury]

MASTERMOWER,

Credibility is definitely an important consideration so the example I gave is something you would say ONLY IF you can back it up. I gave it as an example only because it's something that would definitely capture attention. You want to do the same thing, assuming of course that it's something you can deliver on.

If you can do it in only 3 visits, let everyone know. (Of course, you wouldn't be mowing long because you'd be selling your secret for big $$$'s ) If it takes you 1/2 a summer or even the entire season, say so. That's something that would interest a whole lot of people and I guarantee you there aren't many other companies out there saying something like that, even though they could probably do the same thing.

The point is, start off your ad with something that's going to capture attention and get the prospect to read the rest of the ad. Everyone else is doing boring, copycat, 'me-me-me' advertising so you really have an opportunity to stand out.

Remember, 66% of the people in the yellow pages are just looking for a reason to pick you. Make sure you give it to them!