The “Non” Yellow Pages Ad Technique
June 1, 2008The “Non” Yellow Pages Ad Technique
By Adams Hudson
Can’t afford a full-page ad or two? Miss the cut off for this year? Don’t start crying. You can easily create what we call a “Non-Yellow Page Ad.” This would be either a full-page (8 ½” x 11”) newspaper insert or a full page direct mail insert that is printed on yellow paper and laid out like a yellow page ad, with a twist.
Your letter will give reasons why you missed the deadline/didn’t want to blow the full page bucks, whatever the actual reason. In so doing, you bring them to your side of the reasoning, furthering the appeal with your “ad” showing how they save money, time, gain quality and all we’ve discussed. Tell them to put the ad on the ‘fridge, in their kitchen drawer, or even slip it inside the Yellow Pages. This insert becomes a FULL PAGE ad, separate from the pack with awesome impact.
As much I’d like credit for this idea, it came from a client of ours who really did miss the yellow page ad deadline. We wrote the “ad” and the letter for him. His idea (even after our fee) saved him $34,000 in the first year and out pulled his previous year’s lead count when in the book. You think he can do that insert a few times with the savings and get better results?
Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out www.hudsonink.com on the web for free marketing tips or call 1-800-489-9099 for more info.
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