50% of Yellow Page Directory Users are Looking for Just OneThing
50% of Yellow Page Directory Users are Looking for Just One
Thing Dr. Lynella Grant
Directory Users Seek Information about Location First People who
open the Yellow Pages already have a desire to buy. That sets it
apart from all other advertising media. For a brief time, the
eager-to-buy directory user checks the competition, to see what
each of them offers. They scan for solutions that satisfy their
needs. Readers hope to find ads that leap out from the rest, and
will simplify their choice.
So they ignore any ad that doesn’t match what they’re looking
for. And the piece of information that fully half of them look
for first is the location of the business. Buyers want to know
how easy it is for them to get there. Businesses that are too
far away are eliminated. So their ads aren’t even read.
Convenience is the preliminary deciding factor. As readers scan
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 until that point, does
the information in the ad actually get read or considered. Aside
from location, when directory users are in the “information
gathering phase,” they’re looking for many different kinds of
answers, like hours, payment methods, and brands offered (which
differ according to heading). They’re being educated by what
they read in the ads. They gain a clearer idea about their
options and who provides it (you being just one).
Directory users don’t want to drag that step out. So it’s up to
your ad to jump to the front of their brain with a clear
indication that you offer exactly what they’re looking for.
Look-alike ads just make readers work harder to uncover what
they want to find.
There’s no need to overcomplicate the matter. The test of a good
Yellow Page ad is its ability to generate calls. You don’t have
to be a graphic designer or a marketing whiz to prepare an
effective ad. You just have to know your customers well enough
to know how they think and what they want. You need to be able
to signal to them that you’ve got what they’re looking for.
The Ad Sells the Call or Next Step Some ads prompt directory
readers to pick up the phone and call one or more of the listed
businesses. Callers often continue down their short (close) list
until they can find enough of a reason to pick one.
Yellow Page industry studies show the average number of calls a
user makes is 5.3. An advertiser doesn’t have to be the first
choice, as long as it’s among the few chosen for a call or
visit. At that point, the business owner’s ability to field
questions or “sell” is more influential than the published
directory information. After the potential buyer closes 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 a major factor as to who
comes to buy from you. The average independent store draws the
majority of its customers from not more than a quarter of a mile
away. The average chain store draws most of customers from less
than three-quarters of a mile away. For the average shopping
center, that figure is four miles. Service business have
different distances.
Many kinds of business really only need to worry about
competitors within their immediate area. You don’t have to beat
out every other business in the heading. Compare your ad to
those competitors within four miles, and make sure your ad is
more prominent or enticing than theirs.
Some of the biggest, high-powered ads ahead of yours simply
won’t be called because they’re inconvenient. You need to know
where your customers come from, and how far they’re willing to
travel for you. Here’s where knowing their specific mindset and
priorities pays off. Ask them; take a survey.
You don’t need a big ad if you are the only game in town, or in
a very small heading. Directory users can’t help but see you.
Buyers are likely to call everyone who looks appropriate, if
there are only a few. So you’ll get called anyway - as long as
you’re listed.
Unless a business has the biggest and best ad, most of the money
spent for display ads is wasted. That sad truth applies to most
of the business headings. Cut through the prevailing
misinformation, and learn what makes a Yellow Page ad effective
at Yellow Page Sage - http://www.yellowpagesage.com.
Location Matters on the Internet, Too Already, 25% of online
searchers are looking for information about 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 printed Yellow Page directory, they
search online. Searchers add additional terms like zip code,
city, and region to narrow their search. This strategy is called
“local search.” It’s a boon for connecting buyers and local
businesses. Because location really does matter to buyers.
