Directory Users Seek Information about Location First

People who open the Yellow Pages already have a desire tobuy. That sets it apart from all other advertising media.For a brief time, the eager-to-buy directory user checks thecompetition, to see what each of them offers. They scan forsolutions that satisfy their needs. Readers hope to find adsthat leap out from the rest, and will simplify their choice.

So they ignore any ad that doesn’t match what they’relooking for. And the piece of information that fully half ofthem look for first is the location of the business. Buyerswant to know how easy it is for them to get there.Businesses that are too far away are eliminated. So theirads aren’t even read.

Convenience is the preliminary deciding factor. As readersscan through the heading, they mentally delete: too far…,too far…, don’t know where that is (so no)….

After Sorting by Location, Then they Read the Ads

The selected ads are then studied in more detail. Not untilthat point, does the information in the ad actually get reador considered. Aside from location, when directory users arein the “information gathering phase,” they’re looking formany different kinds of answers, like hours, paymentmethods, and brands offered (which differ according toheading). They’re being educated by what they read in theads. They gain a clearer idea about their options and whoprovides it (you being just one).

Directory users don’t want to drag that step out. So it’s upto your ad to jump to the front of their brain with a clearindication that you offer exactly what they’re looking for.Look-alike ads just make readers work harder to uncover whatthey want to find.

There’s no need to overcomplicate the matter. The test of agood Yellow Page ad is its ability to generate calls. Youdon’t have to be a graphic designer or a marketing whiz toprepare an effective ad. You just have to know yourcustomers well enough to know how they think and what theywant. You need to be able to signal to them that you’ve gotwhat they’re looking for.

The Ad Sells the Call or Next Step

Some ads prompt directory readers to pick up the phone andcall one or more of the listed businesses. Callers oftencontinue down their short (close) list until they can findenough of a reason to pick one.

Yellow Page industry studies show the average number ofcalls a user makes is 5.3. An advertiser doesn’t have to bethe first choice, as long as it’s among the few chosen for acall or visit. At that point, the business owner’s abilityto field questions or “sell” is more influential than thepublished directory information. After the potential buyercloses the directory, its work is done. They’ve move on—one step closer to a purchase.

Location Defines Who Your Competition Is

The Small Business Administration states that distance is amajor factor as to who comes to buy from you. The averageindependent store draws the majority of its customers fromnot more than a quarter of a mile away. The average chainstore draws most of customers from less than three-quartersof a mile away. For the average shopping center, that figureis four miles. Service business have different distances.

Many kinds of business really only need to worry aboutcompetitors within their immediate area. You don’t have tobeat out every other business in the heading. Compare yourad to those competitors within four miles, and make sureyour ad is more prominent or enticing than theirs.

Some of the biggest, high-powered ads ahead of yours simplywon’t be called because they’re inconvenient. You need toknow where your customers come from, and how far they’rewilling to travel for you. Here’s where knowing theirspecific mindset and priorities pays off. Ask them; take asurvey.

You don’t need a big ad if you are the only game in town, orin a very small heading. Directory users can’t help but seeyou. Buyers are likely to call everyone who looksappropriate, if there are only a few. So you’ll get calledanyway—as long as you’re listed.

Unless a business has the biggest and best ad, most of themoney spent for display ads is wasted. That sad truthapplies to most of the business headings. Cut through theprevailing misinformation, and learn what makes a YellowPage ad effective at Yellow Page Sage: http://www.yellowpagesage.com

Location Matters on the Internet, Too

Already, 25% of online searchers are looking for informationabout business location. And that percentage is increasing.Most customers prefer to spend their money close to home—it’s more convenient. But rather than consult the printedYellow Page directory, they search online. Searchers addadditional terms like zip code, city, and region to narrowtheir search. This strategy is called “local search.” It’s aboon for connecting buyers and local businesses. Becauselocation really does matter to buyers.

   --Dr. Lynella Grant is an expert in visual communication—how printed materials send signals that strengthen or undermine the words. Author, The Business Card Book and Yellow Page Smarts  
(719) 359-5575  Off the Page Press   http://www.yellowpagesage.com