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Letter to the Editor

Auto Repair Yellow Pages Headings Yield 4th Highest Results of All Categories

The increasing popularity of online advertising is well documented, but Yellow Pages still commands the lion’s share of local searches. In 2005, print Yellow Pages had 14.5 billion uses – nearly eight times that of Internet local searches -- with just under half of all adults using the print Yellow Pages in any given week and over 70 percent of adults using the book in any given month, according to CRM Associates. Those who use the print Yellow Pages in any given week typically make an average of 2.4 references in that week.

“Auto repair companies are an important group in our directories and one that continues to grow,” said Bob Mueller, director of communications for AT&T Advertising & Publishing, the leading publisher of Yellow Pages by revenue. “In fact, the auto repair heading is the fourth most-used heading in the print Yellow Pages, out of about 4,000 headings. Clearly consumers in need of auto repair help are turning to the Yellow Pages for quick, reliable information to help them answer their needs.”

Consumers make approximately 450 million annual references to the auto repair heading in the Yellow Pages. About 88 percent of people making references to the auto repair heading actually contact an auto repair firm as a result of their search, and nearly 70 percent of those make a purchase from the roster of advertisers, according to the 2005 Yellow Pages Industry Usage Study conducted by Knowledge Networks/Statistical Research Inc. (KN/SRI).

Dr. Dennis Fromholzer of CRM Associates offers these guidelines:

1. Users assume nothing -- they use the ads that give them the most complete and relevant information. Ads should anticipate customers’ questions and answer them.
2. Ads must give consumers a reason to do business with the advertiser. It’s not enough simply to list products and services. The ad is a sales pitch that must give a compelling reason for consumers to call.
3. Communicating “value” draws more calls than a focus on lowest price, and “service” almost always trumps technology. Ads that impart a sense of personal caring and customer service perform best. Stress service, value and expertise over lowest price and discounts.
4. Make headlines large and visible. Only use the business name as a headline if it’s well recognized by customers and helps differentiate the business from the competition. Otherwise use a benefit or other distinguishing information in the headline.
5. Ads that have more white space are easier to read and perform better than those that are cluttered. Use bullets rather than paragraphs -- users want to grasp the important points quickly and efficiently. Vary type sizes to create interest and increase readership, putting the most important information – including the phone number (using numbers, not letters) and website address -- in the largest type.
6. Listing multiple locations and phone numbers is a plus.
7. Listing credentials, accreditations, licensing, bonding, insurance, and length of time in business is a positive. Ads with emphasis on credentials, experience, or expertise are chosen more than 50 percent more often compared to an ad without such information.

YELLOWPAGES.COM handles one billion local business searches annually.

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