1. Inject your personality into everything you write including your Yellow Pages ™ ad.

You’ll be amazed at the response. No-one wants to read boring and stuffy legal-ease. It makes them switch off. But - if your copywriting is engaging to read, your reader will read it, even if it is on the wordy side.

2. A friendly copywriting style builds a warm and lasting relationship with your prospect.

People like dealing with people they like and won’t deal with people they don’t like so make them like you.

3. Write as you speak

When writing your Yellow Pages ™copy, tell your reader what’s in it for them. Your readers are selfish. They really don’t care who you are. They just want to know how you will improve their lifestyle. So …

4. Describe the features of what you’re selling as benefits.

Some benefits could be that they’ll save money, they’ll save time, they’ll be envied by their friends… the list goes on.
In your copywriting, paint a picture of how your product or service will transform their lives. Spell it out.

5. Be as specific as you can.

Write about proven results and/or statistics in your Yellow Pages ™ advertisement. This adds credibility to your advertising claims. If you talk about dollars or time frames,don’t use rounded off numbers. Specifics are more believable.eg. 98 (believe it or not) is more powerful than 100).

6. Use short sentences and words

Long sentences and words bore. Short ones have impact.

7. Use simple language

Your readers may or may not have the same educational background as you do. A ‘Rhodes’ scholar will read simple language
but someone who has a poor education won’t read complex language. Scan your ad and replace every complex word
with a simple one.

8. `Use the word ‘you’

You’ll be amazed at the difference this simple word makes. Your reader needs to directly relate to what you’re
saying to want to buy from you. Using the word ‘you’ involves them and interests them in your product or
service. Minimise the number of times you write the words ‘we’, ‘us’, ‘they’ & ‘I’ and change your sentences around to use the words ‘you’ & ‘your’.

9. The more you tell the more you sell

There is no right or wrong length of body copy for your Yellow Pages ™ ad. Your copy needs to be long enough to include every selling point you have. Every word should serve to enhance your selling message or your reader will get bored. Powerfully written long copy ads have been known to increase responses by up to 600%.

10. Avoid Brag & Boast

Don’t tell your reader how you’re the biggest and the best. It turns people off. They simply won’t be interested.
Tell them how your product will fulfil their needs.

11. Shout out your guarantee

If you have a guarantee spell it out in your Yellow Pages ad. Your phone will ring twice as hot. A guarantee will make your credibility skyrocket and allay any fears your reader has of dealing with you. It will show your reader that you’re willing
to stand behind the quality of your service 100%.

12. Include testimonials

A testimonial from one of your best clients featured in your Yellow Pages ™ advertisement will also boost your credibility and your results.

Yellow Pages ™ is a registered trademark of Telstra Corporation.