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 Leverage your competitive environment
to your advantage by paying close attention to what and how the competition is advertising. Investigate and identify what works best in your market, and which businesses in
your industry are the most successful and effective at getting and keeping customers. Ask yourself what is the unique selling point for your business – whether it’s price,
selection, customer service, convenience or a specialty – and put that front and center into your yellow pages advertising. What’s more, leave no stone unturned in
evaluating your competitive environment because other businesses may be advertising in places you haven’t seen or considered. Once you have a handle on this, consider a range of
tactical approaches to getting noticed:
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Be first. Consider placing your ads in more prominent positions within the directory to ensure potential customers see your ad when they’re in the
ready to buy mode.
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Get noticed. Large display ads with color, graphics or photography, with room to give customers all they need to know about your business, makes a purchase decision that set you apart from the crowd. Another way to get noticed is by placing an ad in a highly visible spot on the directory, including on covers and spines so
that potential customers see your business every time they pick it up.
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Be seen more often. Obviously, if you run more ads under the same or different headings, your business will be seen more often by potential customers
when they’re looking to buy – with up to 65% more calls.* Integrate your yellow pages advertising with both print and online components and get up to 87% more
calls.*
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Use more than one directory. Place ads in nearby directories to reach more potential customers. Highlight your store locations and
delivery coverage areas. Or, go after specific audiences with niche or specialty directories, in your own market and neighboring markets.
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Go online. Put your business on the Web and benefit from a vast array of performance-based products, placement and search options. Ramp up your
business’ growth capacity even more by letting customers contact and conduct business with you via Web site, 24/7.
Find out how Idearc and Superpages.com® can help you stand out from the competition.
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