Yellow Pages Advertising Tip #16

The Amazing Power of a "Post Headline Paragraph"
- by Alan Saltz, author of "Legal Theft 2.0"


Everyone I know who teaches Yellow Pages advertising talks about the importance of a strong headline. I agree 110%. A powerful headline that grabs attention and engages a reader is pure gold in directory advertising.

The technique I’m about to uncover, which I refer to as “the post-headline paragraph” gives even more impact to your headline, while building trust in otherwise skeptical prospects.

It’s a short, well thought out paragraph that adds what I refer to as "the human element."

To explain… people want to do business with people, not with a company or faceless organization. Too many ads in the Yellow Pages are written from the standpoint of a business instead of the person behind the business, and it gives a prospect very little to relate to.

The purpose of the post-paragraph headline is to show a prospect that you’re just like them… and it makes you likeable, believable, and helps remove skepticism.

Here’s an example. Imagine that you were looking in the Yellow Pages for a dog groomer or kennel. There’s obviously a lot of trust that goes into selecting a business to care for your pet.

Look in your local Yellow Pages and see what other companies are doing to set themselves apart and build trust. Then imagine seeing the following (this is the headline and post-headline paragraph, not the entire ad)…




This paragraph adds tremendous value. It sets Edna apart from all of her competitors and helps me visualize a pleasant experience with her. That’s very important.

In my local Yellow Pages, I see things like “Full Service Hotel for Dogs” and “Where Your Pet Is Given the Special Care It Deserves” and “Loving Environment.”

Those vague or “slogany” statements lose their meaning and pretty much go in one ear and out the other! It’s just lip service and it doesn’t sound believable.

None of those claims carry the impact that the photo and heartfelt statement from Edna does. That’s why so many marketers preach that you should write your content like you would speak in a conversation! That’s what people can relate to!

So give your prospects something to relate to… something that carries the “human element.” It’s very important when you’re helping someone choose who to do business with, and that’s what your Yellow Pages ad is there to do.

The font can be very small so it doesn’t need to take up a lot of space. If you save the remaining room for more choice-motivating benefits, and a great call to action, you've got yourself a very powerful ad!

To show you how easily you can use this technique for other business types, I’ll leave you with one more example…





Alan Saltz has continually impressed me with this "outside of the book thinking" in terms of Yellow pages advertising. He is not an industry insider, and he brings a "commando-style" approach to advertising. This young man knows how to get results.

I've been recommending his book and supplimental materials to my subscribers. Check them out and decide for yourself. Legal Theft 2.0

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