Tip #1-4 - I Am Curious Yellow (Pages)
A recent consultation helped reaffirm my suspicions that advertising financial services has taken on new dimensions. Times were when advertising in the telephone book was no more than making sure you had a listing. People did not seek out financial institutions; they sought the telephone number of a name they knew. Consumers considered the white pages and Yellow Pages pretty much the same…for financial services. Times have changed. Now, consumers may look for financial planners and other new topics in the Yellow Pages, and it pays to spend some money here if you wish inclusion in your neighborhood’s thinking.
A new client of mine related that his Yellow Pages ad had gained him nothing for a few years. Most financial experts understand that they write well financially and do not write good ad copy or people-persuasive prose. Another marketing consultant convinced him to add color, his photo and change some of the wording. Besides the cost of composing the ad, it costs $323 monthly. However, his display ad looked and felt warmer and more vibrant, offering him in a more approachable image. The first responder netted this planner a $48,000 commission.
When was the last time you looked in the Yellow Pages and chose the person you called based on the display ad? You see, times have changed; people haven’t. If you advertise your financial services in the Yellow Pages—and you might want to—let your ad attract the people who let their fingers do the walking. The ‘eyes’ have it. I rest my case.
