1) The content of their website reads like an online brochure failing to ask for the order or give them a New Patient Offer to give them a try.

2) Because their website lacks the details that would get them free traffic from the organic listings on page 1 of Google for their top keywords and search terms.

When I built my first website in 2004, I had so many misconceptions. First I thought once I wrote the copy, I’d never have to change it. Those words would essentially be carved in stone. I was wrong. I had to change the copy many times to get it right, and to adapt the copy to changes in my business over the years. I also didn’t understand how to drive traffic to a website. I thought “if you build it they will come” which is what people selling me the website told me. They lied.

But what I learned is that many businesses build websites that are the equivalent of a convenience store in the middle of the Mohave Desert with no roads leading to it. You have a business website, but no one knows you exist.

After you build your website, there are additional steps you will need to take to have your website appear above your competition for your top producing keywords and phrases in the search engines.

I have optimized for one keyword where I now appear as the top 6 listings for that keyword on Google. For other top keywords for my website, I appear 1-3 times on the first page of Google. I can show you how to get the same results for your practice. There are 5 steps initially to upgrading your website so it is on page 1 of Google once or many times:

1) The first essential element in upgrading your website is a good webmaster that understands direct response marketing that can upgrade your website on a timely basis.
2) The second detail you must do immediately if you have not already is install Google Analytics to every page of your website. This will establish accurate tracking of your website visitor numbers, where they found you, what search term or word they used, what browser they used, how long they stayed at your website, and even which pages they visited, entered and exited on. Without Google Analytics data, you are lost guessing at all that and more.
3) Upgrade your Meta Tags. I know some webmasters now say some of these tags that Google uses to make sense of your website aren’t important. I disagree. My websites all improved my search ranking by updating and /or installing all possible Meta Tags.
4) Add a Word Press blog to your website. Blogging can’t be beat in my opinion for website optimization. I have websites that appear above much older websites on the same topic even though Google uses the age of a website as an indicator of its’ relevancy because of what I have been able to do with a blog. If you don’t want to write it, hire guest bloggers for free or a fee and you can accomplish the same optimization without having to write all the content and learn the blog interface and program.
5) Flip the existing pages of your website into a Word Press format for easy updating and unparalleled indexing by Google and the other search engines.

So there are the first 5 steps for former Yellow Page advertisers to optimizing your website to receive more free search engine traffic. Once you optimize your website, not only will you get tons of free traffic, but you will experience new sales and be getting data from your Google Analytics account to continue to upgrade your website until it is listing 1, page 1 of Google.

I get thousands of free visitors to my websites each month which saves me thousands of dollars each month in pay-per-click campaigns just to get qualified visitors to my website. If you would like me to help you in getting your website on page 1 of Google for your top keywords, just shoot me an email at support@InstantYellowPageProfits.com  and I’ll do a complimentary review of your website to see how we can increase your website traffic and sales.

Then there are bad times too when you will get no response, like when the OJ trial verdict was announced. I had ads that hit at the same time and they bombed. Later they worked beautifully. I also had ads out on 9/11. The phone did not ring for a week. If I had newspaper advertising, all would have been lost.

But I had Yellow Pages advertising which BALANCES out the good and bad times and consistently delivers you patients.

Sometimes people get bad response because its the wrong media to run the ad or there is too small a pool of readership. Getting a .1% response (1 out of 1000) from a newspaper or magazine would be good. (1 out of 10,000 is more likely) But if that publication only goes to 900 people, there’s not enough readership to likely get a single call. Odds are you will be disappointed with newspaper and magazine ad response because prospects do not go to the newspaper or magazine to find a dentist.

These are just some things to consider when running this ad in multiple media. Always test small so you never lose a lot in any test. Then you can find what works in your Yellow Page ad design.

The #2 place I would use this Yellow Page ad design is in a local coupon mailer like money-mailer or Val-Pac. Target by “carrier code” the higher income areas, or do direct mail only to the homes with 3 car garages.

The #3 place I recommend advertising is with your “Pink Flier”. Studies have shown that almost 80% of dental buying decisions are made by women. So what you can do is remodel your existing “Kick Ass Ad For You” Yellow Page ad design into an 8.5” X 11” size, and print it on pink paper. Now you have your own custom “Pink Flier” you can mail to the high income, 3 car garage homes in your area.

The #4 place to use your Yellow Page ad design is to put it in a local publication as a Free Standing Insert. I recommend you insert by postal carrier code. This way you can select the best half of the target area to mail to and remove the lower half from the insert entirely. This gives you your ideal target patient at a reduced cost.

Look for Media that can be repeated, and scaled up so that you get the most return on your advertising investment. You’re looking for Evergreen places to advertise that bring productive ROIs. Don’t expect all Media to perform equally, they won’t. Test the above recommendations, then stay with the top 3 performers and you will be growing your practice faster than your competition AND your practice will be worth more to a buyer when you go to sell your practice.

I also HIGHLY RECOMMEND implementing the testimonial system I offer. It has a question about what local publications your current patients read. The answers to that question will tell you what publication you are most likely to have your new Yellow Page ad design work well to attract patients just like your current patients.

Implementing it will get you even greater testimonials. It will immediately identify chronic complainers that might be better off purged from your business. I got rid of the complainers in a business I owned 10 years ago, and 90% of the problems went away with those few clients. One consideration of building your list of patients should give consider to who is pleasant and profitable to service.

Another thing it does is lets you know about problems that are too small for people to voice, but big enough to make them not want to come back. I quit seeing an excellent dentist because his hygienist pinched my cheek between the tools and my teeth which increased the pain of the cleanings. After the second time when she didn’t even react to my practically jumping out of the chair, I could see this was “normal” for her. If this dentist had a testimonial feedback system in place he would not have lost me and many others due to this problem he knows nothing about.

And probably the MOST VALUABLE thing about the testimonial feedback form is the question that asks them what local publications they read. After you get 10-100 of these testimonial feedback forms back, it will be obvious to you which publication is read by your ideal target patient. This is valuable research none of your competition is doing. It is a competitive advantage for you. This enables you to advertise where you are most likely to get your ad read and get response. Be sure to include that question on your feedback form so that you get this valuable research data.

You can use the techniques above to increase the profits from your Yellow Page ad design, or call me for a quote on improving your advertising response and ROI at (949)278-4731.

Darwin pointed out that “survival of the fittest” was one aspect of avoiding extinction. But more importantly he pointed out that it is
the creatures “that are the quickest to adapt that survive and thrive”. You should be asking yourself, “What have I done or am I doing to tailor my advertising to be more efficient and effective?” But more importantly, “How am I changing my advertising and marketing message to target the high income prospect where I can make the highest margin, be able to differentiate and build lasting value into my business, and serve the clientele that is the most fun and profitable to serve?”

More millionaires were made after the last depression than at any point in our nation’s history. The timing is perfect for those that see the future. So what is the future for small practices and businesses to get new patients and clients?

Yellow Pages used to be your #1 source of new patients and clients. Now realistically, if your website is set up right, your website is probably your #1 source of new clients. You should be tracking visitor data at your website. You should track:

1) Number of daily visitors

2) Keywords they used to reach your website

3) How long they stayed at your website

4) How many pages they visited

5) The most visited pages

6) The top exit pages

7) Browsers used to reach your website

8) Where the visitor’s eye goes, and what they do when they reach your website

9) You should eliminate the choke points in your website

10) You should use the keywords prospects are using to reach your website and use them to optimize your website so you get tons of free Google search traffic like I do

11) Prepare for the mobile revolution. More mobile devices like smart phones and i-pads are being sold now than computers. The writing is on the wall. Your website will need to be made mobile friendly when your tracking shows a good number of your website visitors are using mobile browsers to reach your website.

If you need help with modernization of your new patient or client lead generation, schedule a consultaion while they are still 50% off at the tools link on this page so we can discuss your project, establish realistic goals and expectations, and make a plan of action. If you want to compete in this modern economy you damn well better modernize your marketing! As Darwin noted, “You must adapt to survive!”

The first profit killing mistake I see is having a weak headline. The weakest headline you can usually have is the business name which normally contains no benefit for the consumer. Imagine you are a consumer with a leaking pipe and you go to the Yellow Pages under “Plumbers” to find someone to fix your leak.

You review ads under the heading, and the first 2 have the following headlines. Ad #1 has “Joe’s Plumbing”, and ad #2 has “Who Else Wants Their Leak Fixed Within 60 Minutes?” Which ad would you read and reply to? It is obvious that the only thing you learn in the “Joe’s Plumbing” headline is that Joe has a big ego. That’s not a benefit to the consumer. Getting your leak fixed in 60 minutes is a HUGE benefit to the consumer with a leak so this is a far better headline.

So when you are writing your headlines, ask yourself, “What is the greatest benefit I can offer my prospects, and what is their greatest desire when they are viewing my ad?” If you take those most sought after benefits and include them in your headline you will dramatically increase response to ALL your advertising.

The second profit killing mistake is to have no offer. Adding an offer will dramatically increase your response. Not having an offer in your ad is advertising suicide.

So what is the best type of offer to include in your advertising? I recommend a New Patient/Client Offer. This could be a “dollars off” offer on their first service, or an added bonus for just for new clients. Most ads do not include an offer, so you can make your ad stand out and outperform your competition with a well crafted offer.

The third profit killing mistake is to not include a guarantee. Every business can include some sort of guarantee in their advertising. Some businesses will be able to have a 100% Moneyback Guarantee which completely removes the risk for a new client doing business with you. I know what you’re thinking, “If I offer a 100% Moneyback Guarantee like Larry says, everyone will ask for their Moneyback and rip me off!”

I know how you feel, because I felt the same way before I included a 100% Moneyback Guarantee in my advertising. I worried that everyone would rip me off and not pay me, but when I implemented the guarantee good things happened. My guarantee more than DOUBLED response to my advertising.

In 7 years of having a Moneyback guarantee, only 2 people ever asked for their Moneyback. And both times everything conspired to go wrong outside my control, and they deserved their money back. If I had not given them their moneyback, I would have had 2 lawsuits that would have exceeded the price of their refunds. So not only did the money back guarantee double my business, but it also let me out of legal trouble when unusual circumstances arose.

Businesses that can not have a 100% money back guarantee, can guarantee a portion or part of the first purchase even if this means limiting what services you provide on their first purchase. What you want to do with a guarantee is reduce or remove the risk of the new client doing business with you. Medical professionals can offer a Personal Promise of the service and care a new patient can expect in place of a guarantee, as guarantees are generally not allowed in medicine.

So you can see that having doubled my business from the same size ad and having only 2 (deserved) refunds in 7 years and over 1500 jobs is a tremendous financial gain.

Upgrade your print and Yellow Page advertising by having a great headline, a money back guarantee and a new client offer. You’ll get more profits from the same size ad and new clients at 50% of what your competition has to pay which is a HUGE long-term competitive advantage for your business.

Get my free report, “14 Amazing Ways to Stand Out from the Competition WIHTOUT Cutting Your Prices” by going to www.InstantYellowPageProfits.com and opt-in for the free reports at the bottom.

But I am writing to you today because the opportunities that exist in Yellow Page advertising are as good today as before, and I’ll tell you why. The reason that the opportunities are still good in the Yellow Pages is the Internet has caused a decline in Yellow Pages advertising competition.

Some small business owners are abandoning their Yellow Pages advertising in favor of the Internet. What most find is that it is easy to build a website, but hard to get enough targeted traffic to their site to replace the new clients they got every week from the Yellow Pages.

So while other struggle to get their websites to work and spend years learning the complex science of Search Engine Optimization (SEO), some savvy marketers are improving their existing Yellow Page ads by having someone who has a proven track record of success in Yellow Page advertising complete a new, highly-responsive Yellow Page ad design for them.

I currently have clients reporting 900% ROI on the first sale from their Yellow Page ad design I created. I have one client that reports that they get 20 to 1 ROI on the first sale to new clients from their “Kick Ass” Yellow Page ad design I completed for them.

When you can make money every time you advertise on new client acquisition, you can build your business faster than your competition. You can also get new clients at 25-33% of what your competition has to pay when you have a Yellow Page ad design that gets 300-400% more response than the ads that surround it. This gives your business a long-term insurmountable competitive advantage.

So my recommendation is to keep advertising in the printed Yellow Pages where you can still get favorable ROI if you have a Yellow Page ad design that:

1) Stands out from the competition

2) Stops your ideal target prospect in their tracks

3) Highlights your strengths and diminishes your weaknesses

4) Gets your ideal target prospect to call you PRESOLD, regardless of price,
before they have ever met or spoken to you.

And once you have a “Kick Ass” Yellow Page ad design, you can remodel it for other Medias including newspaper and magazine ads, free standing inserts, coupon mailers, postcards and even your website to completely annihilate your competition. The printed Yellow Pages Media stands like Mark Twain with accounts of their death being published when they were still very much alive.

What small business marketers need to be using is Direct Response advertising and marketing strategies. A good direct response headline will contain the 2 or 3 of the most sought after benefits your ideal prospect seeks. Or your headline can ask a challenging question as my mentor, Dan Kennedy prefers. Either way you go, the goal is to have a powerful headline that stops your ideal target prospect in their tracks and forces them to read every word of your ad. Your business name is unable to accomplish this effect.

Deadly Yellow Page Ad
Design Mistake #2 – Letting your print or Yellow Page salesperson design your ad. I was shocked to learn that the Yellow Page publisher’s goal is to have all their ads perform equally. You see if one ad outperforms the others, the other advertisers will complain that the advertiser with the outstanding ad got preferential treatment which causes legal liability. So their goal is to design all the ads to perform equally.

Your sales representative does not have the time or know-how to design an outstanding ad so they ask, “Do you have a business card? I’ll just design your ad from that”, and you get a mediocre ad design. You need to hire a direct response marketing expert in print and Yellow Page ad design who has a proven track record of success. Your increase in ROI will more than pay for their money-making marketing strategies.

Deadly Yellow Page Ad
Design Mistake #3 – Is failing to include an offer. An ad is not a direct response marketing ad unless it has an offer. Your  offer is the marketing
strategy that “knocks prospects off the fence of indecision”. The offer is what
causes the prospect who is weighing the benefits of several ads to immediately reach for the phone and call your business first. The best offers remove or reduce the risk of the prospect doing business with you. So the best offers are a free sample or trial offer which removes 100% of the risk for your new prospect.

Deadly Yellow Page Ad
Design Mistake #4 – Is failing to include testimonials. What you say about yourself in an ad is immediately discounted due to your “biased position”. But testimonials from satisfied clients are pure gold in your advertising. Have a testimonial system, like the one in my Gold Mastery system, which causes 100% of your clients to obligate themselves to give you a testimonial and watch the nice comments come in. Some marketers encourage writing the testimonial for the client. I frown on this unscrupulous practice, and new FTC testimonial guidelines prohibit and access huge fines for this type of behavior. Let your clients give you testimonials, and you will be blown away what nice comments they make. The other thing that
testimonials do is allow word of mouth to be heard with out the prospect having to be there when it was said. The use of testimonials in my marketing agency has dramatically increased the effects of “word of mouth referrals” by
expanding their exposure.

Deadly Yellow Page Ad
Design Mistake #5 – Is failing to use risk-reversal and have a guarantee. Having a guarantee in your ad answers the second question in the prospect’s mind which is, “What is the downside of doing business with this company?” When you offer a risk-reversal guarantee, it lowers the barrier of the new prospect doing business with you, and lets them prove to themselves what a terrific value you provide. Ads with a well conceived guarantee will outperform ads with out one every time. Do not underestimate the
power of this direct response marketing strategy.

Deadly Yellow Page Ad
Design Mistake #6 – Is describing features, not benefits in your bullet points. Most small business owners are very proud of equipment they own, and brag about them in their ads. But the prospect is not familiar with the machine, so listing the machine’s name offers no obvious benefit to them. What you want to do is ask yourself, “What is the benefit to the prospect?” Then list the most sought after benefits as your bullet points.

Deadly Yellow Page Ad
Design Mistake #7 – Is using too many graphics and uncaptioned photos that kill the eyeflow through the ad. You should be able to take a pen or pencil and draw a continuous line through your ad where the eye would go. Many ads have multiple graphics and photos which causes the prospects eye to jump over the benefits in your ad and move on the ad next to yours of below yours. Using photos and graphics in the wrong way is advertising suicide. I have spent the last 3 years teaching my graphic artist
how to get this right every time in my direct response marketing agency.

1) They use “Image and Branding” style advertising that fails to stand out from the competition.

2) They fail to attract new high income clients.

The reason these problems happen so consistently in print and Yellow Page ad design is because of 2 obstacles in the way of your small business advertising profits.

The first obstacle is most ads are designed in the “Image and Branding” style of advertising. They are designed by the sales rep, or the “design factory” at the Yellow Page publisher. The #1 print and Yellow Page ad design question your sales representative will ask you is, “Do you have a business card?” Then they say, “I’ll just design it off of this.” This is why most ads look like oversized business cards with the business name wasting valuable headline space. They use Image and Branding style advertising, but forget to tell you that it costs HUNDREDS OF MILLIONS OF DOLLARS TO BUILD AN IMAGE AND TENS OF MILLIONS OF DOLLARS TO MAINTAIN THAT IMAGE ONCE IT IS BUILT.

What small business person has an extra $10-20 million to devote to their small business advertising budget per year? That is totally unrealistic for any small businesses that gross under $100 million per year. What small business marketers need to be using is direct response marketing and advertising to be successful. Only direct response marketing strategies will get small businesses favorable ROI on getting new clients.

The second obstacle in your way is the “design factory” at the Yellow Page publisher. Their graphic artists are experts at completing tens of thousands of ads in record time. But what I found shocking was that the graphic artists are actually forbidden from designing your ad to stand out from the competition.

You see, if they make your ad stand out, other advertisers will complain that you got preferential treatment, and want compensation for their losses. So their goal is to have all the ads perform equally to avoid potential legal liability. When you have the design factory at the Yellow Page publisher complete your Yellow Page ad design, you are GUARANTEED to have an ad that will NOT stand out from the competition. You need to hire a proven outside expert to get an outstanding Yellow Page ad design.

The other factor in having the design factory formulate your marketing strategy, write your compelling, benefit-laden copy, and design your ad is the graphic artist has only about 20 minutes per ad to complete all these processes. Remember, he has to complete 20,000 ads in a short period of time to close the book and move on to the next one.

It takes more than 20 minutes to just write a dynamite headline for a small businesses Yellow Page ad design. But the graphic artist at the Yellow Page publisher quickly finds out that if he completes each ad in only 15 minutes, he gets to take a long lunch break and is a hero to his boss. This is not the environment where you want your Yellow Page ad design to be completed.

So what is the marketing strategy that causes your ad to stand out from the competition and attract new high income clients? The number 1 marketing strategy I recommend and use in my marketing agency is having a dynamite headline that stops your ideal target prospect in their tracks.

Prospects review ads just like they read a newspaper. They read the headlines, and then go back to the ads that interested them to read every word. I’ve read that the headline is responsible for 90% of the success of a print or Yellow Page ad design. So if you don’t stop your ideal target prospect with an outstanding headline, odds are they will not go back to read any of your ad so you have lost a potential sale and new client.

There are many marketing strategies and aids to use when writing headlines. You can use previously successful headlines and remodel them for your use, or use a template format. My mentor, Dan Kennedy, prefers a challenging question to a statement of benefit in the headline. This is an advanced marketing strategy, so if you are just beginning writing headlines, you might want to stick to benefit headlines.

The last Yellow Page ad design marketing strategy I am going to disclose here is that the high income prospect buys differently than middle and lower income prospects. The high income prospects #1 buying strategy is to do their “due diligence”. What that means is that they want to learn more and do more research so that they can make an informed buying decision. They look for ads and buy from ads that really inform them. So the next marketing strategy is to use up all the space in your ad with benefit laden copy, and the 12 Yellow Page Response Triggers. I do not have room to include them here, but the 12 Yellow Page Response Triggers are detailed at my website www.InstantYellowPageProfits.com

Don’t believe the old advertising line rep. that, “You need more air value in your ad” or “No one will read all that copy.” Your ideal target prospect will be stopped in their tracks by your excellent headline, and then read every word of your ad. Next they will call you PRESOLD before ever meeting or speaking to you, and they will thank you for having such informative advertising while they make a purchase from you. I’ve used these same marketing strategies in Yellow Page ad design to build and sell 3 business of my own with Yellow Page advertising alone.

For “14 Amazing Ways to Stand Out from Your Competition WITHOUT Cutting Your Prices” go to www.InstantYellowPageProfits.com and opt in to get the 2 bonuses detailed, and a whopper of a secret bonus that every business can use right now to make more money.

I’ve been studying Search Engine Optimization (SEO) for more than 3 years now, and I seem to have cracked the code. Many “SEO Experts” say they can get you on Google page 1, but then they get you there for a low volume search term that no one uses so it drives no new clients to your business. They trick you.

But I have figured out how to get on Google page 1, sometime position 1 for Google search for your top keywords that bring new patients, and I can tell you from experience, it does give you a lot of free traffic to your website.

For this website I am on Google page 1 position 1 for my top 2 keywords which are “Larry Conn” and “Yellow Page ad design”. If you Google Yellow Page ad design as I write this I am google page 1, position 1. If you Google Larry Conn, I am positions     1-4 to 1-6 depending on where you target your search results. Getting multiple positions on Google’s page 1 is another trick that makes you DOMINATE Google free local and international traffic.

For another website I own, www.MammothSkiClub.com, I have page 1 in Google search placement for 25-30 top keywords, and that drives hundreds of people to the website in the off-season, and thousands to the site each month during the 9 months of ski season. It’s complex how to achieve these results. Every case is different, and needs to be evaluated as such. If you need help with this for your practice or business, let me know and we’ll talk about where you are and what you’ll need to do to get on page 1 0f Google.

But what will be the next trend you will want to ride like a wave? I can tell you, all the indicators are there for everyone to see. You see electronics manufacturers are now shipping more mobile devices (Ipads, smart phones, and tablets) than laptops and desktop computers. The writing is on the wall. The next big trend medical and dental practices will need to pay attention to is prospects accessing their website on mobile devices, still using Google and Google Local.

You can tell from your Google Analytics data on your website, how many people are accessing your website by mobile devices by the browsers they are using. Very soon you will see that more visitors to your medical and dental websites are using mobile devices than computers, which means you need to plan for that in your layout and website format, so that your website information can be easily accessed by both mobile devices and computers.

There is a lot of jargon that I could tell you you need, but, bottom line, YOU NEED TO PREPARE FOR THIS CHANGE BEFORE YOUR COMPETITION SO YOU DON’T GET LEFT IN THE DUST ON THIS NEXT TREND CHANGE.

So I created a report that shows you, “14 Ways to Stand Out from the Competition WITHOUT Cutting Your Prices.” This will help you immensely with your overall marketing strategy, print and Yellow Page ad design, and your website . This report details the most positive, intelligent, and morally responsible ways to attract new patients and clients WITHOUT cutting your prices.

The other piece of information I see most businesses are missing is a way to reactivate lost patients and clients. So I created and am sharing with you my 3 step direct mail sequence for doing just that. The “I Miss You” sequence works beautifully because the easiest people to sell on you are the peolple who have already bought from you in the past.

Both of these bonuses and another bonus are available at www.InstantYellowPageProfits.com just for opting in. These are valuable tools you need, so go there and get them before I take them down, OK?