Directory and Yellow Page Advertising – Is It For You?
Among the bevy of advertising choices you’re faced with, there are endless directories to consider. Many people think only of online directories making it easy to dismiss Yellow Page advertising as a thing of the past. However, for many businesses its worth taking the time to consider if your business can benefit from Yellow Page or other directory advertising.
Just yesterday I found a printed Yellow Page directory on my doorstep and I was a bit taken aback as I realized how long it had been since I had seen a printed yellow pages. Though I’d placed a vast amount of these ads more a decade or more ago and I know how effective they can be, I was still surprised by the substantial volume of the book (which covers a much larger geographic area than it did in the past) and the vast number of advertisers.
For many businesses directory advertising is an important component of their overall strategy. So let’s look at variables to consider when it comes to directory advertising.
If you decide that directory advertising is a good fit, here are some tips to consider when developing your advertisement.
“Guerrillas have learned to control the page in their yellow pages directory – not by purchasing the largest ad but by running two different dimension ads on the same page. This eliminates the possibility of anyone running a larger ad on that page.”
“Your headline can gain or lose profits for you. Create yours with a lot of careful thought. This advertising also places you in direct confrontation with your competition, which should inspire you to be more precise with your message”
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