What Color is Your Yellow Pages Ad?
by BIG Mike McDaniel
Published on this site: April 7th, 2005 - See
more articles from this month...
In the beginning, Yellow Pages ads were, well, yellow. With black
type. Then, in an effort to jump start sales, the clever people
who invented Yellow Pages in 1886, the Reuben H. Donnelly Corporation,
figured an inexpensive way to add red to the ads. Red borders, red
type. Higher rates.
With the monopoly broken all over the country there are now
Yellow Books, Yellow Pages, McLeodUSA Books and a whole bunch
of smaller start ups. Some use new printing techniques making
4-color ads available, in some books. The Yellow Book, the
fastest growing independent, does not have any color as a
selling point (cheaper). All black, like the old days.
Does color work? Who's to say. The research by the yellow
pages people says, yes, worth the money. Competitive media
can show numbers that contradict those claims.
What is boils down to is the same question you have to ask
about all of your advertising. Do you have a plan and is this
part of it. McDonald's does not have an ad in the Yellow Pages.
People just don't let their fingers to the walking to Mickey
Dees. Does your business belong in the Yellow Pages?
Everyone with a business telephone is listed in there for free,
alphabetically. Maybe that is enough. Research shows the Yellow
Pages are used primarily as a reference tool.
The majority of Yellow Pages use is because people have an immediate
problem and need to fix it. The fattest part of the book is where
the ads are for emergency services, like plumbers.
Let's face it, if you have a plumbing project on the horizon
(maybe a new bathroom), you do a lot of looking and talking
and get a lot of referrals, you don't go to the yellow pages
and throw a dart. On the other hand, if an emergency in your
home forces you to shut off the water to save the carpet,
the water in the tanks is good for only one flush. You're
gonna need help, quick. NOW you go to the yellow pages because:
- you have no idea what plumber to call and you look at the ads
and make a decision. In this case the big colorful ad might suggest
expensive service, so you look for someone smaller or close by.
or
- you can't remember the name of the plumber Aunt Helen said
to call next time and maybe the book will jog a response. Color
is again, not a factor, nor is size.
If you are plumber, consider the reason people will look
for your ad. Maybe you don't need color or size, but an attention
grabbing headline "We will show up on time, smell good
and fix your leak or we pay you!" Got your attention?
You bet.
Yellow Pages advertising decisions should be based on overall adverting
plan and selling your benefits. What can you do for them? Properly
done, you don't need size or color to pull it off.
Take your own survey to see which of the three or four books
in your community most people use and spend your bucks there.
No need to buy them all. Spend the dough you save on classy
graphics for your plumber's truck.
For more about business advertising, get my article "Do Your
Radio Ads Work?" send a blank eMail to MailTo:[email protected]
BIG Mike McDaniel is a Business Consultant and Professional
Speaker. His BIG Ideas Group helps small business grow with
mastermind groups, seminars and training. http://BIGIdeasGroup.com
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