Marketing From The Heart: Issue # 10

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Marketing From The Heart: Issue # 10
http://www.doublein26weeks.com

By Tom St. Louis

"The Shortest Distance Between You And Greater
Profits(tm)"

January 11, 2001
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Today's Tip: How To Multiply The Response To Your
Yellow Pages Ads

Dear Subscriber:

Happy New Year! This edition of Marketing From
The Heart concerns the Yellow Pages, the most
neglected and misunderstood medium in all of
marketing.

You may think that the Yellow Pages is not right for
you. You might be right. But wait! If you do any
print advertising, the principles I will be discussing
can be very valuable for you.

The biggest mistake rookie advertisers always make is
to think that the theme of their ad should be:
"Who we are, what we do, and how to reach us".

It's the wrong assumption, but everybody does it.

There is an entirely different and much more
effective approach available. But don't expect your
publisher or sales rep to correct your mistakes.

Now let me share with you a very powerful secret that
very few people in the marketing business really
understand. You may not believe it at first, but if
you take it to heart, this secret could revolutionize
your Yellow Pages response forever.

The Yellow Pages Is NOT A Visual Medium!

What? But that's crazy! The Yellow Pages is full of
colour and pictures and maps and words. You have to
LOOK at the darn thing to read it, don't you? How
can it not be a visual medium?

Here's why:

Imagine going to a nice restaurant and ordering a
meal. The waiter brings your order along with a
picture of a beautiful meal, which looks even better
than the one you ordered. Which would you eat?

The bad assumption everyone makes is that appearance
counts for more than substance in the Yellow Pages.
Anybody who says that does not understand the state
of mind of a prospect in need. The only time a
prospect looks at your ad is when they are in dire
need. (With print ads in other publications, the
dynamics are slightly different, but many of the
same rules apply.)

How To Double (And Probably A Lot More)
The Response To Your Yellow Pages Ad

You can double your response -- EASILY -- if you turn
your ad into an information piece, or "advertorial".
Why? Because the person who is in distress wants
information; all the credible information they can
get.

I have created many ads which have multiplied the
response of the "old" ad. How? By capturing the
attention of the prospect and making them a meaningful
offer. Usually the offer is for an information
resource.

Funny thing: in every single case, the ad rep tried
to talk the client out of running the ad I'd written.
Don't listen to your Yellow Pages rep! The Yellow
Pages is a "Magic Moment" medium. You have only one
chance to grab your prospect's attention. A visual
ad in a sea of Yellow Pages ads simply cannot do the
job.

NEXT WEEK: Response increasing devices and methods.

Go to Issue #11
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FREE CRITIQUE: If you are running a Yellow Pages ad
this year, call Tom St. Louis for a free critique.
416-269-4694 E-Mail marketingwizard@sympatico.ca
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CLIENT TESTIMONIAL:
"We have gotten more new clients in the past year
using your strategies than in the previous seven
years combined!" Liz Heyland, President, Snug As A Bug
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