Yellow Page Ad Design: Selling To Your Ideal Customer

The more clearly you can define and picture your ideal customer, the better you’ll be able to speak to him. Or her. And that brings up an interesting question: should you target a specific gender in your Yellow Page ad?


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.

• 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.

• They generally want to ensure that they are working with “real professionals” or getting “the best” stuff or “professional grade” items.


• Formal signs of competency, proficiency, or status. Think professional credentials, certificates, awards, association memberships, etc.


• Size of the business (employees, equipment, selection, etc.)


• Men are generally more concerned with getting the best deal or at least a good deal. This is not the same as not wanting to make a wrong choice, it means men are more quickly persuaded by “beating the market” or getting a better deal than the other guy.

By: John Morana

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John Morana is president of MaxEffect Yellow Page Ad Design. Call him at 800-726-7006 for expert advice and a FREE no-obligation Yellow Page ad evaluation. Visit www.max-effect.com and start generating the phone calls you've been longing for and deserve. © 2006 MaxEffect Yellow Page Ad Design. All rights reserved.

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