YELLOW PAGE YELLOW PAGE ADVERTISING ADVERTISING Ad Comparison, at tool Ad Comparison, at tool for: for: Creating More Effective Creating More Effective Ads Ads By David Thompson, LPBC By David Thompson, LPBC
Yellow Page Ads
Nov 21, 2014
Analysis of two yeloow pages ads to help samll business owners create more effective yellow page ads.
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YELLOW PAGE YELLOW PAGE ADVERTISINGADVERTISINGAd Comparison, at tool for:Ad Comparison, at tool for:
Creating More Effective AdsCreating More Effective AdsBy David Thompson, LPBCBy David Thompson, LPBC
CONGRATULATIONS!CONGRATULATIONS!
The assumption is that you are marketing your business.
CONGRATULATIONS!CONGRATULATIONS!
The assumption is that you are marketing your business.
Many business owners continue to sit on their hands, “hoping” that customers will
just show up!
Let’s Compare AdsLet’s Compare Ads
• Two ads in the same Yellow Page book
Let’s Compare AdsLet’s Compare Ads
• Two ads in the same Yellow Page book
• Sectional autopsy
Let’s Compare AdsLet’s Compare Ads
• Two ads in the same Yellow Page book
• Sectional autopsy
• What are the Customer Benefits?
Let’s Compare AdsLet’s Compare Ads
• Two ads in the same Yellow Page book
• Sectional autopsy
• What are the Customer Benefits?
• Does the ad address:– Reader’s Pain?
Let’s Compare AdsLet’s Compare Ads
• Two ads in the same Yellow Page book
• Sectional autopsy
• What are the Customer Benefits?
• Does the ad address:– Reader’s Pain?– Reader’s Future Pleasures?
Let’s Compare AdsLet’s Compare Ads
• Two ads in the same Yellow Page book
• Sectional autopsy
• What are the Customer Benefits?
• Does the ad address:– Reader’s Pain?– Reader’s Future Pleasures?
• Is there a Reason to Believe?
Let’s Compare AdsLet’s Compare Ads
• Two ads in the same Yellow Page book• Sectional autopsy • What are the Customer Benefits? • Does the ad address:
– Reader’s Pain?– Reader’s Future Pleasures?
• Is there a Reason to Believe?• Is there a Call-To-Action?
The ADs
The TopThe Top
What do you see as the major difference?
The TopThe Top
What do you see as the major difference?
What is being sold?
The TopThe Top
What do you see as the major difference?
What is being sold?
Where is the appeal?
The TopThe Top
What do you see as the major difference?
What is being sold?
Where is the appeal?
Emotional?
The TopThe Top
What do you see as the major difference?
What is being sold?
Where is the appeal?
Emotional?
Intellectual?
The TopThe Top
What is motivational about your
company name?
The MiddleThe Middle
What do you see as the major difference?
The MiddleThe Middle
What do you see as the major difference?
What is being sold?
The MiddleThe Middle
What do you see as the major difference?
What is being sold?
Where is the appeal?
The MiddleThe Middle
What do you see as the major difference?
What is being sold?
Where is the appeal?
Emotional?
The MiddleThe Middle
What do you see as the major difference?
What is being sold?
Where is the appeal?
Emotional?
Intellectual?
The MiddleThe Middle
Where are purchasing decisions made?
The MiddleThe Middle
Where are purchasing decisions made?
Intellectual or Emotional ?
The MiddleThe Middle
Where are purchasing decisions made?
Intellectual or Emotional ?
Is one more emotional than the other?
The BottomThe Bottom
What do you see as the major difference?
The BottomThe Bottom
What do you see as the major difference?
What is being sold?
The BottomThe Bottom
What do you see as the major difference?
What is being sold?
Where is the appeal?
The BottomThe Bottom
What do you see as the major difference?
What is being sold?
Where is the appeal?
Emotional?
The BottomThe Bottom
What do you see as the major difference?
What is being sold?
Where is the appeal?
Emotional?
Intellectual?
The BottomThe Bottom
What are the Special Offers? How about presentation?
The BottomThe Bottom
What are the Special Offers? How about presentation?
How often do you visit Dentists to see their
“state-of-the-art office”?
The BottomThe 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?
The BottomThe 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.
Does this add Credibility?Does this add Credibility?
Does this add Credibility?Does this add Credibility?
Is there enough of a change?
Website NamesWebsite Names
www.smilesslc.com
Website NamesWebsite Names
www.smilesslc.com
vs.
www.HoltDentalCare.net
Website NamesWebsite Names
www.smilesslc.com
vs.
www.HoltDentalCare.net
Is there a marketing difference?
Now Look at YOUR ADNow Look at YOUR AD
• Does it talk directly about the benefits to the CUSTOMER?
Now Look at YOUR ADNow Look at YOUR AD
• Does it talk directly about the benefits to the CUSTOMER?
• Does it give the reader a reason(s) to believe?
Now Look at YOUR ADNow Look at YOUR AD
• Does it talk directly about the benefits to the CUSTOMER?
• Does it give the reader a reason(s) to believe?
• Does it position you as being different?
Now Look at YOUR ADNow Look at YOUR AD
• Does it talk directly about the benefits to the CUSTOMER?
• Does it give the reader a reason(s) to believe?
• Does it position you as being different?
• Does it have a Call-To-Action?
Now Look at YOUR ADNow Look at YOUR AD
• Does it talk directly about the benefits to the CUSTOMER?
• Does it give the reader a reason(s) to believe?
• Does it position you as being different?
• Does it have a Call-To-Action?
• Does it have an offer?
Now Look at YOUR ADNow Look at YOUR AD
• Does it talk directly about the benefits to the CUSTOMER?
• Does it give the reader a reason(s) to believe?
• Does it position you as being different?
• Does it have a Call-To-Action?
• Does it have an offer?
• Is it limited?
Now Look at YOUR ADNow Look at YOUR AD
If you feel that your ad is lacking, that’s OK.
Just look at your competitors, they probably did the same things.
START TODAY
Make the changes necessary to make your ad POWERFUL!
For More InformationFor More Information
• Call 801-938-6965
• Visit web: executive-advisory-services.biz
• Email:
Executive Advisory Services, Inc.Providing orientation and guidance to business
owners on their journey in pursuit of SUCCE$$
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