Ready to spend several thousand dollars at a local business, I reached for my Yellow Pages directory. I “needed” to upgrade my stereo system and knew I wanted in-town service support – I wanted to buy local. So while in this “Rarin’ To Buy” frame-of-mind, I opened my tattered Yellow Pages directory, gazed upon a handful of Yellow Page ads and... I was utterly un-moved and underwhelmed!
Sterile photographs of amps and speakers accompanied by laundry lists of manufacturer brand names glazed my eyes over as I searched the yellow pages of my directory. One stereo shop had a large location map, even though he was on a popular main thoroughfare. Gigantic business names and logos appeared at the top of most of the Yellow Page ads. Some included email addresses and URL’s, assuming I was sitting at my computer - not holding a phone book ready to make a PHONE CALL. And huge phone numbers abound, as if somehow the size of the number would positively influence my decision-making process.
Like most other stereophiles, my love of music runs deep. It’s a joyful and emotion-filled hobby. I want to be able to close my eyes and believably imagine the performers playing right there in front of me, belting out my favorite composition. I want every instrument and voice to sound dead-accurate, errorless and heartfelt. Simply put, I want a “personal command performance” in my home that will raise the hairs on the back of my neck and give me humungous goose bumps as I revel in my favorite tunes.
But the Yellow Page ads I saw in my directory never addressed what I actually wanted! Instead, the
ads I saw created an abrupt and uncomfortable disconnect with my true desires. Not one single Yellow Page advertisement spoke to my passion and true love for music. There wasn’t a drop of emotion to be found in ANY of these Yellow Page ads! Sorry, but
voice coils, magnets, tweeters, logos, maps and brand names will never stir my soul. Or move me to call an audio store!
Go to
your Yellow Pages ad right now. Do you understand what your prospects are
really looking for? Are you trying to persuade them to buy your stuff? Or, are you believably convincing prospects that you can best meet their needs and fulfill their desires? Remember, people don’t buy stereos. They buy the glory of the musical experience. Which one does your Yellow Page ad address?
You purchased a Yellow Page ad in order to generate as much new business as possible. It doesn’t matter if your product or service is “wanted” or “needed” by your target audience. They’re all looking for the company that will BEST solve their problems and fulfill their desires. Address those needs and desires in your ad, and rest assured, your Yellow Pages advertising ROI will become sweet music to your ears. If you’d like to hear some clear, professional advice, call me at 800-726-7006. I’ll be happy to help you.
By: John Morana