Home Page Business Builder Go Directly to Article List of Articles in this Series..... 1. "Going The Extra Mile And How To Create The WOW Factor When You Service The Service" 2. "google Marketing Tools" 3. "How Raising Objections Up-Front Will Get You More Sales" 4. "How To Use Risk Reversal To Lower 'Buyer Barriers' And Skyrocket Sales" 5. "Recession Proof Marketing Is Simply Good Marketing - 8 Of The Best" 6. "Revealed: How To Use 'Two-Step' Advertising To Rapidly Grow Your Service Business" 7. "This Common Classified Advertising Mistake Will Cost You Dearly" 8. "How To Use The 'Combo Effect' To Multiply The Results And Profits Of Your Advertising" 9. "How To Skyrocket Sales Using Classified Ads - Give Them A Try, They Often Achieve A Great Response" 10. "The Myth And The Reality Of Broadcast Fax Advertising - The Untold Story!" 11. "Double Your Response With This Proven And Simple Fax Advertising Technique That Almost Everyone Never Uses" 12. "Using Fax Broadcast To Generate Dozens Of Leads And Appointments For Your Service Business" 13. "Broadcast Fax Advertising: How To Use A Proven 'Success Format' To Multiply Your Response" 14. "The Conspiracy Theory Of Print Advertising - This Will Be The Most Important Article You Ever Read On Advertising!" 15. "Discover This Simple Advertising Secret The 'Ad Agencies' Loathe And never Use That Will Double Your Response To Every Single Ad!" 16. "Instantly Increase The Sales And Profits Of Your Service Business Using This Simple And Proven Yet Little Known Advertising Technique" 17. "Revealed: The Common Myths Of Print Advertising Design - And Why They're Costing You And Other Service Providers Thousands Of Dollars, Every Single Week!" 18. "Discover The 7 Secret And 'Immutable Laws' Of Directory Advertising" 19. "How Paper And Ink Can Give You An Unbeatable Edge When Advertising In The Yellow Pages And Other Advertising Mediums" 20. "Yellow Pages Advertising: How To At Least Quadruple Your Success With One Simple And Easy Change" 21. "Important Research Into Yellow Pages Advertising Shows You How To Make Your Ad A Real Winner And Wipeout Your Competition"

"Yellow Pages Advertising: How To At Least Quadruple Your Success With One Simple And Easy Change" by Steve Hackney = = = = = = = = = = = = = Probably the single biggest reason for the failure of most Yellow Pages ads is the fact that a powerful headline isn't used at the top of the ad. In fact 90% of the time the ad starts with the name of the business. For example, I've just picked up my copy of the Yellow Pages directory. I'm looking in the Accountancy Category. These are the 'headlines' of the ads on one page: - Peirson E.T & Sons - Powdrill & Smith - R Garner & Co - Richard Pennack - Sturgess Hutchinson & Co - Sharpe Langham PLC - Sharmon Fielding - S.R. Cox - Running your own business With the exception of the last headline, all the 'headlines' for the each ad is the name of the business that's advertising. This is the main reason why many people conclude that Yellow Pages advertising doesn't work. Because so many people are doing it wrong, if all you do is lead with a strong headline with your Yellow Pages advertising you'll improve your response and success many times over. A good example of this is where I advertise my marketing consultancy business under the category 'Marketing and Advertising Consultants.' On my page are the following 'headlines'… - CMT Associates - Intellectual Property Shop - Force Four Creative - Gibson Collins Galbraith Integrated Marketing - Keith Rawson - The Market Group Here's my headline… - Warning: If You Want To Grow Your Business, Don't Do Anything Until You've Read This… Which company do you think gets all the calls? Incidentally the 'Warning Headline' is very effective for Yellow Pages advertising. If other marketing businesses can't get it right what chance have you got? Even if you keep the rest of your ad the same and change just the headline I guarantee your sales will soar. This is as simple as it gets! © Steve Hackney, Hackney Marketing Ltd ------------------------------------------------------------