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Yellow Page Ads

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Analysis of two yeloow pages ads to help samll business owners create more effective yellow page ads.

Published in: Business, Technology
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Yellow Page Ads

  1. 1. YELLOW PAGE ADVERTISING Ad Comparison, at tool for: Creating More Effective Ads By David Thompson, LPBC
  2. 2. CONGRATULATIONS! <ul><li>The assumption is that you are marketing your business. </li></ul>
  3. 3. CONGRATULATIONS! <ul><li>The assumption is that you are marketing your business. </li></ul><ul><li>Many business owners continue to sit on their hands, “hoping” that customers will just show up! </li></ul>
  4. 4. Let’s Compare Ads <ul><li>Two ads in the same Yellow Page book </li></ul>
  5. 5. Let’s Compare Ads <ul><li>Two ads in the same Yellow Page book </li></ul><ul><li>Sectional autopsy </li></ul>
  6. 6. Let’s Compare Ads <ul><li>Two ads in the same Yellow Page book </li></ul><ul><li>Sectional autopsy </li></ul><ul><li>What are the Customer Benefits? </li></ul>
  7. 7. Let’s Compare Ads <ul><li>Two ads in the same Yellow Page book </li></ul><ul><li>Sectional autopsy </li></ul><ul><li>What are the Customer Benefits? </li></ul><ul><li>Does the ad address: </li></ul><ul><ul><li>Reader’s Pain? </li></ul></ul>
  8. 8. Let’s Compare Ads <ul><li>Two ads in the same Yellow Page book </li></ul><ul><li>Sectional autopsy </li></ul><ul><li>What are the Customer Benefits? </li></ul><ul><li>Does the ad address: </li></ul><ul><ul><li>Reader’s Pain? </li></ul></ul><ul><ul><li>Reader’s Future Pleasures? </li></ul></ul>
  9. 9. Let’s Compare Ads <ul><li>Two ads in the same Yellow Page book </li></ul><ul><li>Sectional autopsy </li></ul><ul><li>What are the Customer Benefits? </li></ul><ul><li>Does the ad address: </li></ul><ul><ul><li>Reader’s Pain? </li></ul></ul><ul><ul><li>Reader’s Future Pleasures? </li></ul></ul><ul><li>Is there a Reason to Believe? </li></ul>
  10. 10. Let’s Compare Ads <ul><li>Two ads in the same Yellow Page book </li></ul><ul><li>Sectional autopsy </li></ul><ul><li>What are the Customer Benefits? </li></ul><ul><li>Does the ad address: </li></ul><ul><ul><li>Reader’s Pain? </li></ul></ul><ul><ul><li>Reader’s Future Pleasures? </li></ul></ul><ul><li>Is there a Reason to Believe? </li></ul><ul><li>Is there a Call-To-Action? </li></ul>
  11. 11. The ADs
  12. 12. The Top What do you see as the major difference?
  13. 13. The Top What do you see as the major difference? What is being sold?
  14. 14. The Top What do you see as the major difference? What is being sold? Where is the appeal?
  15. 15. The Top What do you see as the major difference? What is being sold? Where is the appeal? Emotional?
  16. 16. The Top What do you see as the major difference? What is being sold? Where is the appeal? Emotional? Intellectual?
  17. 17. The Top What is motivational about your company name?
  18. 18. The Middle What do you see as the major difference?
  19. 19. The Middle What do you see as the major difference? What is being sold?
  20. 20. The Middle What do you see as the major difference? What is being sold? Where is the appeal?
  21. 21. The Middle What do you see as the major difference? What is being sold? Where is the appeal? Emotional?
  22. 22. The Middle What do you see as the major difference? What is being sold? Where is the appeal? Emotional? Intellectual?
  23. 23. The Middle Where are purchasing decisions made?
  24. 24. The Middle Where are purchasing decisions made? Intellectual or Emotional ?
  25. 25. The Middle Where are purchasing decisions made? Intellectual or Emotional ? Is one more emotional than the other?
  26. 26. The Bottom What do you see as the major difference?
  27. 27. The Bottom What do you see as the major difference? What is being sold?
  28. 28. The Bottom What do you see as the major difference? What is being sold? Where is the appeal?
  29. 29. The Bottom What do you see as the major difference? What is being sold? Where is the appeal? Emotional?
  30. 30. The Bottom What do you see as the major difference? What is being sold? Where is the appeal? Emotional? Intellectual?
  31. 31. The Bottom What are the Special Offers? How about presentation?
  32. 32. The Bottom What are the Special Offers? How about presentation? How often do you visit Dentists to see their “ state-of-the-art office”?
  33. 33. The Bottom What are the Special Offers? How about presentation? How often do you visit Dentists to see their “ state-of-the-art office”? Is the Testimonial effective?
  34. 34. The Bottom What are the Special Offers? How about presentation? How often do you visit Dentists to see their “ state-of-the-art office”? Is the Testimonial effective? Observe website names.
  35. 35. Does this add Credibility?
  36. 36. Does this add Credibility? Is there enough of a change?
  37. 37. Website Names <ul><li>www.smilesslc.com </li></ul>
  38. 38. Website Names <ul><li>www.smilesslc.com </li></ul><ul><li>vs. </li></ul><ul><li>www.HoltDentalCare.net </li></ul>
  39. 39. Website Names <ul><li>www.smilesslc.com </li></ul><ul><li>vs. </li></ul><ul><li>www.HoltDentalCare.net </li></ul><ul><li>Is there a marketing difference? </li></ul>
  40. 40. Now Look at YOUR AD <ul><li>Does it talk directly about the benefits to the CUSTOMER? </li></ul>
  41. 41. Now Look at YOUR AD <ul><li>Does it talk directly about the benefits to the CUSTOMER? </li></ul><ul><li>Does it give the reader a reason(s) to believe? </li></ul>
  42. 42. Now Look at YOUR AD <ul><li>Does it talk directly about the benefits to the CUSTOMER? </li></ul><ul><li>Does it give the reader a reason(s) to believe? </li></ul><ul><li>Does it position you as being different? </li></ul>
  43. 43. Now Look at YOUR AD <ul><li>Does it talk directly about the benefits to the CUSTOMER? </li></ul><ul><li>Does it give the reader a reason(s) to believe? </li></ul><ul><li>Does it position you as being different? </li></ul><ul><li>Does it have a Call-To-Action? </li></ul>
  44. 44. Now Look at YOUR AD <ul><li>Does it talk directly about the benefits to the CUSTOMER? </li></ul><ul><li>Does it give the reader a reason(s) to believe? </li></ul><ul><li>Does it position you as being different? </li></ul><ul><li>Does it have a Call-To-Action? </li></ul><ul><li>Does it have an offer? </li></ul>
  45. 45. Now Look at YOUR AD <ul><li>Does it talk directly about the benefits to the CUSTOMER? </li></ul><ul><li>Does it give the reader a reason(s) to believe? </li></ul><ul><li>Does it position you as being different? </li></ul><ul><li>Does it have a Call-To-Action? </li></ul><ul><li>Does it have an offer? </li></ul><ul><li>Is it limited? </li></ul>
  46. 46. Now Look at YOUR AD <ul><li>If you feel that your ad is lacking, that’s OK. </li></ul><ul><li>Just look at your competitors, they probably did the same things. </li></ul><ul><li>START TODAY </li></ul><ul><li>Make the changes necessary to make your ad </li></ul><ul><li>POWERFUL! </li></ul>
  47. 47. For More Information <ul><li>Call 801-938-6965 </li></ul><ul><li>Visit web: executive-advisory- services.biz </li></ul><ul><li>Email: </li></ul><ul><li>[email_address] </li></ul><ul><li>Executive Advisory Services, Inc. </li></ul><ul><li>Providing orientation and guidance to business </li></ul><ul><li>owners on their journey in pursuit of SUCCE$$ </li></ul>

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