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Member You - Yellow Page Ad Design: Selling to Your Ideal Customer
As a kid I spent hours alone, practicing the cello, writing novels and playing with my pet mouse. Yes, I played with a gang of neighborhood kids, too, but there's always been a strong "lone ranger" streak in me.It wasn't until I was 36 years old that I finally began to understand fully the power and creative high of being a collaborator. I had started a handmade tile business with a friend, and we had to make hundreds of decisions every week about the business, from tile manufacturing processes and styles to sales and marketing, finances, and all the other aspects of a start-up business.Even tho
- Shaping felt needs, and
- Determining what information will be judged as the most “credible” and persuasive.
Now, the incredulous among you may be asking,
The value of education is hard to define. We have heard from parents, teachers and employers that education is a pathway to a better life. Yet we must wonder how far we must go to achieve the lifestyle that we want. Whether we finish high school and start to work or go to our doctoral degree before entering upon an occupation is a personal choice about your own feelings of self-worth. It is important to look at the statistics.Over the last couple of decades the children born to parents who do not have a college education are increasingly impoverished (1):1. The percentage of children in low-inco
If the majority of your calls – or at least the majority of your best customers - are a specific gender, then yes, you should craft your Yellow Page ad with an eye toward gender preference. Here’s why:
A prospect simply cannot look at a few pages worth of Yellow Page ads and tell, objectively, which company is the best choice. There simply is not enough information, not enough ways to verify claims, and not enough time. So instead, prospects are drawn to the ad (and company) that they “feel” the best about. And that’s who’ll they’ll call. Period.
The more any particular prospect senses that an ad is “speaking” to them, the more likely they are to “feel” the best about that ad/company. Making your Yellow Page ad speak to your ideal customer means credibly addressing their felt emotional needs. And gender plays an important role in:
- Shaping felt needs, and
- Determining what information will be judged as the most “credible” and persuasive.
Now, the incredulous among you may be asking,
The persistent truth is that the scale of the challenges we face globally has changed the entire context for how business operates and contributes. Global warming has gone from being denied to coffee shop conversation. The implications global warming has on the future of humanity creates speculation and, for the most part, fear or disbelief.Meanwhile, at a deeper level people sense the need to evolve, to tap into what holds deeper meaning and want to make a higher level of contribution. Accompanying this underlying force is the real need for high performance leadership; leadership that merges the untap
A prospect simply cannot look at a few pages worth of Yellow Page ads and tell, objectively, which company is the best choice. There simply is not enough information, not enough ways to verify claims, and not enough time. So instead, prospects are drawn to the ad (and company) that they “feel” the best about. And that’s who’ll they’ll call. Period.
The more any particular prospect senses that an ad is “speaking” to them, the more likely they are to “feel” the best about that ad/company. Making your Yellow Page ad speak to your ideal customer means credibly addressing their felt emotional needs. And gender plays an important role in:
- Shaping felt needs, and
- Determining what information will be judged as the most “credible” and persuasive.
Now, the incredulous among you may be asking,
We walk to the mailbox hoping to find maybe a personalized letter for us, an important business letter or even checks if we get paid through the mail from time to time. However it can be quite annoying to find junk mail every day. Well there is one piece of mail that we can actually benefit from and use. We are talking about the Value Pak and it's money saving coupons. How can this piece of mail that is regularly circulated to the masses benefit you?While it is true that Value Pak coupons are usually for services like pool cleaning, rug and carpet services and other services we really are not intereste
The more any particular prospect senses that an ad is “speaking” to them, the more likely they are to “feel” the best about that ad/company. Making your Yellow Page ad speak to your ideal customer means credibly addressing their felt emotional needs. And gender plays an important role in:
- Shaping felt needs, and
- Determining what information will be judged as the most “credible” and persuasive.
Now, the incredulous among you may be asking,
The conventional definition of printing mainly refers to the reproduction of texts and images, typically with ink on paper with the use of a printing press. The concept facilitates printing on various surfaces, ranging from paper and metal to plastics and fabric. Different techniques are employed for printing on the different substrates. The ink used may also differ from surface to surface.The ink that is used greatly influences the cost of printing. Water-based and oil-based inks were the first types of ink used in the traditional printing processes. However, today, hybrid inks have been developed, wh
The more any particular prospect senses that an ad is “speaking” to them, the more likely they are to “feel” the best about that ad/company. Making your Yellow Page ad speak to your ideal customer means credibly addressing their felt emotional needs. And gender plays an important role in:
- Shaping felt needs, and
- Determining what information will be judged as the most “credible” and persuasive.
Now, the incredulous among you may be asking,
Medical billing can follow a very complex and strange process. For those who don’t or haven’t actually worked as doctors, or for insurance companies, the procedures can be quite opaque, but fundamentally it is quite simple.When a patient goes to a medical provider for surgery or to be put on medication, or simply to diagnose conditions the patient has been experiencing, there are certain costs for each service the medical practitioner provides to the patient. The provider records these costs in a form, usually a HCFA, or “hic-fuh,” which can be either electronic or paper. The HCFA is then sent to the p
- Shaping felt needs, and
- Determining what information will be judged as the most “credible” and persuasive.
Now, the incredulous among you may be asking, are there objectively verifiable differences in the things that the different genders find persuasive and emotionally compelling in an ad? And the answer is, yes, statistically speaking, those differences do exist. For instance, women are more likely to be concerned about:
- Not making the “wrong” decision
- The time cost of doing business – will this be easy/convenient or difficult.
- How their decision will affect the people closest to them.
- The trust, integrity, and honesty of the business. No one wants to be “taken,” but women are more likely to realize that this is better accomplished by doing business with honest people than by “hard nosed” negotiation. There is a reason 63% of Saturn buyers are women.
- Whether other customers say good things about you, and who those customers are. Think testimonials, referrals, and endorsements.
Addressing these things in your Yellow Page ad will dramatically increase your emotional appeal to women. Now t
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