YP headline

[Dan Williams]

Yeah this backwoods community still uses the yellow pages enough that I can't avoid dropping it altogether... So I meet with the rep in the morning...after I get a 60% discount off the quoted rate I'm gonna need a headline that catches attention....already used "Exposed" .... mediocre success..

Saving $$ is the hot button for car insurance ...and that's what my office specializes in writing so....any ideas that will grab attention?

[OnlineMasterMind]

Try a WARNING! headline.

[OutOfThisWord]

Dan-o... read this...

www(dot)thegaryhalbertletter.com/Newsletters/a_yellow_pages.htm

[Bruce Wedding]

Originally Posted by OutOfThisWord

Dan-o... read this...

www(dot)thegaryhalbertletter.com/Newsletters/a_yellow_pages.htm

Read it with a grain of salt. I have no experience with YP ads but Mr. Subtle claims Halbert's advice is garbage, and Subtle has the data to back up his assertions.

[Alex Cohen]

Originally Posted by Dan Williams

Yeah this backwoods community still uses the yellow pages enough that I can't avoid dropping it altogether... So I meet with the rep in the morning...after I get a 60% discount off the quoted rate I'm gonna need a headline that catches attention....already used "Exposed" .... mediocre success..

Saving $$ is the hot button for car insurance ...and that's what my office specializes in writing so....any ideas that will grab attention?

Dan,

That's a tough gig. It's not like online (or even direct mail) where you can test several headlines to see which is best. Once you submit the copy, you're stuck for a year, right?

What I would do is determine which headlines the big players are using on the internet for their display ads, figure out which ones are successful, and model them.

Alex

[Dan Williams]

Yeah, maybe.... with the exception of save 15% in 15 minutes

Hmmm....stealing headlines from competitors...kinda like walmart stealing the "save money live better" deal...got it

[ewenmack]

Hi Dan,

To get more attention beyond the headline,
You could have a press release written and then
get a graphic artist to make it look like it was
torn out of a newspaper.

I can put you onto a writer who is a retired small town newspaper editor.

You probably will need to take out some words
to fit the piece in the space you are buying.

Also you can always adjust the headline.

Give the writter everything on the subject
of car insurance savings. Not only about you but
supporting facts from other sources too.

A winning headline could come from her.

Let me know if you want to contact her.

All the best,
Ewen

[Hugh Thyer]

You could try a PPC campaign with different headlines to measure responses.

[Alex Cohen]

Originally Posted by Dan Williams

Yeah, maybe.... with the exception of save 15% in 15 minutes

Hmmm....stealing headlines from competitors...kinda like walmart stealing the "save money live better" deal...got it

Stealing is not a good idea in any circumstances. For a variety of reasons.

Instead, model successful headlines.

Michel Fortin talks about the difference here ...

http://www.michelfortin.com/headline...ade-and-propel

Alex

[Dan Williams]

That was my sarcasm Alex I'd rather have a somewhat sucky(original) headline than to steal one

[Alex Cohen]

Originally Posted by Dan Williams

That was my sarcasm Alex I'd rather have a somewhat sucky(original) headline than to steal one

Oh, okay. LOL

If you want to bounce some ideas around, just PM me.

[Doran Peck]

Dan,

By years end how many YP responders will it take to make you feel satisfied about the amount of money you invested in it?

What to you estimate your response was last year? (if applicable)

Do your competitors have large or multiple ads in your local yellow books?

If you'd be so kind to share, thank you

[ewenmack]

Originally Posted by Hugh Thyer

You could try a PPC campaign with different headlines to measure responses.

Hugh,

Craig Garber gives his reasons why Google is not like the Yellow Pages
here Business lead generation common mistake: why Google is NOT like the yellow pages | Seductive Selling And The King's Ramblings

Buying intent, or lack of, sums up the two different media.

All the best,
Ewen

[Dan Williams]

Doran, YP is almost a break even ROI for me in the past 2 yrs...a necessary evil ...most of my competitors are marketing morons...still paying 5 grand for YP ads that talk about how great they are...and I still write double the business they do so I really don't put much concern in what they're doing.

[Mr. Subtle]

Originally Posted by Bruce Wedding

Read it with a grain of salt. I have no experience with YP ads but Mr. Subtle claims Halbert's advice is garbage, and Subtle has the data to back up his assertions.

I had to dig up this post from Fortin's old board which I hope provides a smile (or two) on this wonderful Friday morning...