Writing a Compelling Yellow Pages Ad
The yellow pages or other phone directories can still bring you a lot of business even though a lot of people
are using the internet to find local businesses.
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To be successful with your yellow pages advertisement you need to first grab the attention of the reader. This
is done through the use of a well written headline. When writing your headline keep in mind people use the yellow
pages when they are wanting to fix your solve a problem or to fill some sort of need. This is different than
placing an advertisement in the newspaper or a magazine. You know that when people are coming to the section of the
yellow pages you are in that they need somebody in your industry or profession. Your headline needs to be able to
grab the attention of the reader away from the other ads on that same page. This is not all that difficult as most
of these other ads will have headlines that are only the company name. Not much to grab attention there.
How are you different from all the other companies on that page you are listed on? Is there something you
currently give your clients that makes them happy to do business with you? Or ask yourself ‘What keeps my clients
coming back and doing business with me instead of going to someone else?’ Whatever your answers are will be what
you need to tell your readers. This will allow you to stand out and above your competition. One easy way to write
this into your ad is through a testimonial from a happy customer. Do not give your own testimonials, whenever I
have seen people do this I shudder. Thinking to myself ‘what is this person doing?’ Using a good testimonial will
make your point stand out and build trust. These are effective as there is not a lot of room to write a lot about
what kind of service you actually provide. This way people see what others are saying, and what they are saying is
what this person will most likely want.
The offer is where you ask the reader to go to the next step and take action now. This can be as simple as
asking the reader to call now. You can also give a limited number of products at a discount, or have a limited time
The point of the offer is to get your client to do business with you now rather than later.
Here are some examples:
Visit us at 55-555 today
This offer is good only for The First 25 people to take action Today
While Supplies Last
First Time Callers only
Use Coupon for a free gift today!
Tell your readers what you do. Keep this part of your ad short since they already have an idea of what you do as
they found you under a heading in the yellow pages. I know that you can put your business under multiple headings,
but for the most part even if you are just under one main heading people have an idea of what you do. Make a list
of the less common services you provide that may not be as obvious as other services. For instance a plumbing
company might say they do all plumbing services as well as radiant heat, boilers, renovations and new construction.
Or if there is something that you specialize in mention that service above all else. For instance you could write
Specializing in boilers, radiant heat and servicing all other areas of plumbing within any building.
Even if the industry you are in has a standard guarantee you still want to mention that your company does have a
guarantee. You can mention that you have a 1 year parts and labour guarantee, or if you sell products you can have
a satisfaction guarantee like this. If for any reason you are not 100% happy with your new (product), call us
within 60 days and we will refund your money no questions asked.
More yellow pages advertising
Here are some other guarantees you can think about using:
Money Back guarantee
(30, 60, 90) day no questions asked money back guarantee.
1 year parts and labour
5 year warrantee and 1 year parts and labour
Your company might even have different guarantees for different products and services. In that case you might
want to say all products and services are guaranteed check in store for details. You might want to say guarantees
up to 10 years check in store or call for details. Careful on this if everything you carry has a one year warranty
except for one product that has a 10 year warrantee. Depending on the industry you are in this may come across as a
little under handed, but I have seen many people do this, or even something similar with pricing, buy this for as
low as… This is your ad for the industry you are in, be careful not to destroy the relationship with your new
client because you came across the wrong way. And please remember that the yellow pages is meant to get you new
clients, what you do with that client will keep them coming back and sending you referrals from their friends and
In many cases yellow page ads are small when compared with a sales letter or even a postcard. The smaller your
yellow pages ad is the more you need that attention grabbing headline and a strong call to action. With a really
small ad you may want to try and get a strong benefit and try to differentiate yourself all in the headline. Then
put in a testimonial, some services, strong offer and your guarantee. Then at the bottom in larger font then
everything else place your phone number or address or whatever means you use to have the customer get in contact
with you. If you are a plumber or a lawyer then you might be dealing with someone that is having an emergency and
the first phone number they see they call. This goes the same for pizza or Chinese restaurants.
You are now on your way to substantially increasing the number of leads you get from your yellow pages ad!
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