I’ve been advising and counseling businesses on their Yellow Page advertising since 1976. During that period, I’ve placed ads in every media imaginable and consulted to over 7000 businesses. With those credentials, I feel capable and confident in recommending the easiest way to achieve a more successful marketing program. Whether it’s a newspaper, magazine, Yellow Page ad, or direct mailer, the headline is always king. It not only is the first thing seen, it sets the tone for the entire promotion that follows. Yet creating one, is the critical procedure that’s often overlooked.

I’ve seen the typical “Tire Experts,” or the “Low-Cost Leaders,” enough to fall soundly asleep. Every business assumes they have the best service or products at the best prices. If that is the case, then why shop and compare at all? After all, logic says that any company can provide the best item at the lowest cost. If all consumers are only concerned with these two issues, then why ever discuss anything else?

But we know that this supposition is wrong. Marketing focus groups have proven that buyers are also interested in guarantees, longevity, brand names, style, fashion, convenience, ease-of-use, prompt and courteous service, and a multitude of other factors. Therefore, why not tap into their actual needs and wants? That is the primary responsibility of a business anyway; to fill a need. Of course, one can also create a need where one didn’t exist before.

For instance, a pest control company may tout their, “environmental-friendly” chemical, hinting that the other guys are poisoning everything they touch. Or a dentist might discuss their “pain-less” drills, versus the cruel, jaw crunchers, that the other dentists utilize. The headline should capture the imagination and giver one pause to consider the message that is making the business unique in the industry. But you’re not a copywriter or ad man, so what can you do?

Well, you could start with these headlines that follow as a jumping-off point and examples of what might work in various situations. Each is designed to get attention and a reaction. The words in parenthesis are the sub text with an explanation.

* “The 5 Things to Know Before You Call a Plumber”
* “An Advanced Dental Treatment You’re Probably Never Heard Of”
* “Don’t Repair Your Transmission Until You Read This”
* “There’s A Time-Bomb in Your Garage! Learn more…” (for auto repair, etc.)
* “Take This Carpet-Cleaning Quiz Before You Call Anyone”
* “Can Traditional Pest Control Hurt More Than Help?”(using harsh chemicals, etc.)
* “Not All Tires Are Made Equal. Ask Us Why.”
* “Why You Really Don’t Need Insurance. (it’s for the survivors)
* “How Can You Tell When Flowers are Really Fresh?”
* “What Painting Contractors Don’t Want You to Know”
* “We Charge the Highest Prices in Town & That’s Good News”(better service, etc.)
* “Why Your Inside Air is Probably Making You Sick”(a/c or duct cleaning, etc.)
* “3 Ways a Mover Can Rip You Off”
* “Secrets to Selling Your Home and Paying a Lower Commission”
* “We No Longer Sell Burglar Alarms” (we sell safety, piece of mind, etc.)

Just plug in your own industry or service on the list above and see what happens. Did you notice a single word about quality or low price? It just goes to show that a simple, creative approach can do wonders. Try brainstorming with your family, friends, or business associates. You’ll be amazed at what you can uncover. Did I mention that I also have the secrets to what happens behind the scenes “Inside the Yellow Pages”? Now there’s another great headline!