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Lift your directory advertising above the competition

Many businesses rely on directory advertising (e.g. Yellow Pages) as the main form of lead generation. Where else would you look for a plumber?

  • If you already advertise with Yellow Pages, is it working for you? If not, look at your ad content. Is there a lot of competition in your section? How is your ad placed against theirs? Unfortunately you can’t guarantee placement position.

  • If it’s not working, look at your options. Change your ad so the four basic elements are right and it passes the “So what?” test. Consider moving some of your investment elsewhere.

  • If it works, you should obviously continue. You could even experiment with a bigger ad to generate even more business. Duplicate your working ad with more directory advertising in other directories. Pound for pound you should have the same success, provided you choose media suitable for your line of business. In other words, if you sell gardening services, there’s no point appearing in the Human Resources Manager’s Yearbook.

  • The biggest problem with directory advertising is that there’s no real way to test. With any ad in a weekly or monthly publication, you can run it once, gauge response and repeat accordingly. With directories you’re normally stuck for a whole year before you can change or remove it. I have a way of doing a reasonable test which I’ll cover on the next page.

  • Before advertising in a directory for the first time, get a copy and study the existing ads. Pick someone non-competitive, running a similar sized ad to yours. Call them and ask what response they get. Are the responders the same people you want? Does the ad pay for itself? Repeat this with several advertisers. If they all get good response, give it a go. If you have any concerns, steer clear.

  • Which directories should you look at? It very much depends on your type of business. Follow the guidelines above and check out how your target market responds to listings in the following:

    • Yellow Pages

    • Scoot (UK)

    • Trade Directories (the UK publication Current British Directories lists them by subject and is available at main libraries. Many directories are themselves available at the libraries)

    • Tourist guides, if you’re a hotel, restaurant or tourist attraction

    • Internet directories. You don’t need to be on the Internet - they will list you just like a ‘paper’ directory and it can be quite cheap. As an example, some hotel directories will display your full colour brochure online for $100 a year or less. Enquirers can contact you by telephone, fax or mail.


A Low-cost Action Plan for Directory Ads

1. If you already do directory advertising, assess how well it’s working for you. For each one, how much are you spending? How many enquiries do you get? How much business results? Does it pay for itself? Base this on the lifetime value, not just the value of the first sale.

2. If it’s not working, try to assess why. Does the ad pass the “So what?” test? Does it have a good headline, benefits, proof, risk removal, call to action? If not, rewrite it now. Make a note in your diary to replace your directory entry in time for the next annual update.

3. If your directory advertising is working, why not repeat it elsewhere? What other directories would your target market use? Make a list. Get hold of a copy of each. Go to the library if necessary. Contact non-competitive advertisers and find out how well it works for them.

4. Contact the directory and find out how much your size of ad would cost. How many leads would you need to pay for it? Is this a realistic target? If so, budget for an entry the next time the directory will be issued and put it in your diary. If not, move on to the next directory advertising opportunity.

5. For regional directories, like Yellow Pages, look at advertising in areas adjacent to your own. The issue dates are normally ‘staggered’, so you can test the response in one before committing to run your ad in another.

6. If you don’t already advertise in directories, follow steps 3 to 5 above.

7. See the next page for a cheap and easy way to test your directory advertising without committing to a full year’s cost.

See Yellow Pages Commando for comprehensive help on how to get your Yellow Pages advertising right. The same rules apply to most forms of directory advertising.


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