April 15, 2012
Advertising Secret Number Sixteen: You Need Evidence Your Advert Works Before Repeating it a Second time
The answer to Yellow Pages, and all other advertising, is never to advertise anywhere a second time unless you have evidence that you had a good response the previous time.
The problem is that most businesses haven’t Tested & Measured the response to last year’s advert and have no real idea if they have worked or not.
Personally I don’t use Yellow Pages to advertise in or to research suppliers so I can’t offer any advice on how effective they are. The only way you can find out is by T&M.
What my callers say is that if you tell the Yellow Pages rep that you are not happy with the response rate they will try to convince you a bigger advert will give a better response. Well it might … but where is the evidence.
There are several strategies I can suggest when it comes to advertising in Yellow Pages and none of them involve bigger adverts!