How to Create a Yellow Page Ad That Attracts Prospective Martial Arts Students
May 23, 2008 by Ryan Wheaton
Filed under Online Marketing
If you’re considering paying big bucks for a display ad in your local yellow pages, there are a few things to think about before getting out your credit card and copying what everyone else is doing in the yellow pages.
Open up your local Yellow pages and flip to the “martial arts” section. You’ll see a lot of ads. And, they all probably sound pretty much the same. You’ll see many common mistakes and wasted space in over 90% of the ads.
This reason for this might surprise you. Many martial arts school owners think that they should just copy what others are doing as it must be working.
I say – don’t bet on it!
I would venture to say most are just throwing away money and not getting the most from their yellow page ads. They are there paying for the same ad month after month simply because they believe their ad is fine and at least “they’re in the book.” They believe, if other’s are doing those things, then that’s what they should do, too.
However, this couldn’t be further from the truth.
There are very few rock solid yellow page ads out there and most, for whatever reason, seem to copy the ones that don’t use solid marketing principles. I’m not sure if it’s being lazy or not knowing what is a good yellow pages ad. Either way, it’s time to get original!
There are a few things you can do so that this doesn’t happen to you and you create a successful yellow page ad.
Tips for a Successful Yellow Page Ad
It should come as no surprise that your yellow page ad is a lot like your website or other marketing materials. A lot of the same core marketing principles apply.
- Use a benefit oriented headline – Most ads don’t utilize this and default to making their logo bigger. Adding a headline alone could double your response if tested and written correctly.
- Make an offer – I recommend that you even use the offer in the headline to really capture attention.
- State benefits, not features – Most ads just use quick bullets of features.
- Speak to your target market – Who are you trying to attract? Are you making an offer that is specific to them? In other words, are you placing more emphasis on adults when your bread and butter are kids?
- State what makes you different – What’s your unique selling proposition? What can you tell prospects that will help you stand out?
- Use a call to action – Ask them to take action, tell them how to respond, then make it easy for them to respond.
- Include basic contact info – Obviously, include your address, phone, and domain name.
Common Mistakes
- Trying to speak to everyone – Does your target feel like you’re speaking to someone else?
- Not making an offer – What’s in it for them?
- Too much emphasis on style – Do beginners really know the difference?
- Letting your ego get in the way – Is your ad a shrine to yourself?
- Focusing on your logo – Is it bigger than everything in your ad?
- Stating you’re the best or the leader – Do you really believe everybody who tells you they’re the best
- Not clarifying your guarantee – Is it clear what you’re guaranteeing?
- Putting text over graphics – Is your ad legible?
- Using the same tagline as someone else – A family that kicks together, sticks together… sound familiar?
- Being a plagiarist- Stop copying and get original!
I’ll leave the decision to do color and the placement up to you and your budget. More on that later.
Your yellow page ad is nothing more than to get people interested enough to call you. And, you need to give them good enough reason and make them identify with your ad enough to motivate them.
I will compile and share some of the blunders I’ve seen and some of the great ones in future posts. Have a sample you want to send in? Send it in and I’ll include them in a future post. Include ones you like and don’t like and I’ll do a review with tips on how to improve as many as I can.
What tips would you pass on to other martial arts school owners who are considering doing a yellow page ad?
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I'm Ryan Wheaton and I work with martial arts school owners to help them attract more students. Many martial arts school owners are confused at how to best market their business and feel awkward in selling situations. I help them overcome those challenges to become confident and competent in marketing and selling their services - helping them become more profitable so they can live the lifestyle they want to live.