Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page


Stand Out in Ways that Matter to Directory UsersA Yellow Page directory presents a difficult challenge foradvertisers. All the competitors are packed together, withinthe space of a few pages. Each ad within the directorycategory screams "Notice me!" so insistently, they blendinto an muffled chorus. It's not easy for one to stand outwith a clear, distinctive voice - like a soloist above thechoir. That only happens when the business is clear aboutexpressing its unique "song," and understands what buyersmost want to hear.

It isn't surprising that most Yellow Page ads say prettymuch the same thing. They were all prepared by the samedirectory employees. What do they know about marketing?About copywriting? About what's unique and desirable aboutyour enterprise?

The people making the ads "grind them out," using the sametemplates and guidelines for every ad, in every category.Originality isn't in their job description. Following theformulas for how an ad "should look" is a formula for beingignored.

These quick fixes cut away the bland sameness afflictingmost ads. Disregard for now the related issues like the ad'ssize and placement. Such factors just amplify (or diminish)an ad's impact. A poor ad is still a poor ad, even if it'svery large. Coupled with fine-tuned copy (its own topic),these fixes will improve the impact of any size of ad, forany directory heading.

Try these Quick and Easy Fixes

You don't have to be a designer or copywriter to make yourad stand out. You just have to understand your customers'unstated wants, so you supply precisely the information thatthey're looking for. And you need to know how you'redifferent than your competitors. Set yourself apart, so youdon't fade into the background, as most ads do.

1. Shrink the business name. That is NOT the most importantpart of the ad in the reader's mind. And it crowds out thespace for information that that could sell them on you. Onceyou can get them to want you, they'll be able to find yourname and contact information OK.

2. Ditto, shrink the graphics. They may be helpful to catchthe eye initially, but add nothing to what directory userswant to know. Images often distract from the ad's message,wasting its moment of attention on trivialities.

3. Provide a headline that hooks the readers' interest (thecategory or business name isn't one, but most ads act likeit is). A strong, emotionally-charged headline pullsattention into the rest of the information. It makes peoplestop skimming and actually read. Provide a promise that hitstheir hot button in a way that applies only to you (but notevery other competitor in the category)

4. Make the location easy to find. Half of all directoryusers scan ads for the business location first, and thenonly consider those ads which are convenient. Location ofthe enterprise overrides an ad's size or placement in thedirectory.

5. Display your expertise, along with a reason for buyers toseek out your specialized knowledge. Offer a booklet, class,in-depth information on your Web site, etc. This alsoestablishes your credibility in customers' eyes, which iscrucial to building sufficient trust to complete a purchase.

6. Buyers are hunting for information that can assist inmaking a purchase. When they open the directory, they'rehoping to find a business that in some way communicates,"I'm the one you're looking for." Make it easy for them toknow it's you, by giving ample information directed at theirconcerns. Organize it in bulleted lists.

7. Add your Web site address (domain name) and/or emailaddress. Treat your Web site as a place to expand the sizeof your Yellow Page ad. Then state a reason why a personwants to check your site: www.mysite.com for 23 simple waysto keep your dog from over-eating Or www.myrestaurant.comfor recipes to our award-winning desserts.

8. Arrange it all so the information flows logically, and toplease the eye.

9. Eliminate images or phrases that appear in the other ads.Find a different, more interesting way to express it.

10. Don't let the directory do your ad for free. It will endup costing you too much.

The Ideal Yellow Page Ad

The very best ad is the intersection between what a buyer islooking for, and what a business provides. When a businessis attuned to its customers' priorities and needs, it cansay exactly what rings their bell. For example, a harriedmother will respond with relief to the phrase, "FreeChildcare Provided." That service carries no weight with abusiness person, who may consider "No extra charge forweekend service calls" the clincher.

What really makes an ad stand out is the specifics, not thegeneralities (which is what every other ad says). Visit www.yellowpagesage.com for advice from many expertsabout getting more mileage from your ad. Or obtain acustomized critique of your ad, that eliminates theguesswork about what needs fixing.

Directory users are ready to buy. Simplify their lives bymaking your products and services so "just right" thatchoosing you is their only sensible choice.

--Dr. Lynella Grant, an expert in visual communication. How printed materials send signals that strengthen or undo the words. Author, The Business Card Book & YellowPage Smarts http://www.yellowpagesage.com Off the Page Press (719) 395-9450.

More Resources

7 Questions to Ask Before You Advertise
Most business owners and managers keep a fairly close eye on their marketing budgets.And nothing throws a budget out of whack faster than advertising.
Why Your Ads Aren't Working
The president of a manufacturing company recently asked me, "Why isn't my advertising working?" Have you ever been asked this question? Have you ever asked it yourself?Like most marketing communications questions there are no simple answers. After all, communication is a high level activity.
Constructing Business Advertisements
What many may consider the most important part of advertising is writing an effective ad. The information provided in a classified ad may be the deciding factor if it is successful or a, "bomb".
Effective Promotions Through Local Classified Sites
Today's online marketplace is extremely competitive. People want to market their products and services with the most cost effective manner possible.
How To Make A Fortune With FREE Advertising!
How To Gain FREE Advertising That Will Make You Rich!Okay-Just What Exactly Is "Free Advertising"???Before I get into the specifics of actually HOW to get free advertising - it's important for you to completely understand exactly what free advertising is."Free Advertising" is any mention, listing or "blurb" about your product in a magazine, newsletter, book, manual, directory etc.
Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two
In part one of this article we discussed the importance of the look or appearance of your brochure.The look or image that your brochure conveys is vastly important.
Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business
In the marketing world, radio has earned the reputation of being the odd step-cousin. You know the one.
Is there anything new under the sun? Heres how to find out if your bright idea is unique.
"There's nothing new under the sun" is probably the one phrase no inventor wants to hear, seldom believes, and is always trying to prove wrong. However, moving too quickly to prototype stage and first disclosure can turn out to be costly for the inventor who doesn't take the time to find out if his or her invention is already patented.
Brochures - The Ultimate Sales Tool
"How brochures can help you stand out from the competition, close the deal, and even build repeat business."Most brochures are nothing more than a collection of a few pictures and a few details about a business.
Media Savvy - Media Skills For Rural Women
The ability to lead, persuade and influence are integral skills for effective leaders. The capability of telling a story that inspires, motivates and informs is an essential part of this process.
Electronic Display Boards
Electronic display boards signify high priority messaging, allowing you to communicate critical, and time-sensitive information.Electronic display boards are present at many fast food restaurants today, aiding, and restaurants to increase sales, publicity and improve their service to you.
How to Write Ads that Pull Orders
If your ads aren't paying off then you need this quick method in writing ads that get orders. Step 1 - Write a headline that will draw attention to your product or service.
Improve Your Promotional Flyers And Improve Sales
Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to.
Direct Mail Rules of Thumb
First and foremost - You should identify your target market. Target your direct marketing lists.
How to Write Great Headlines
According to experts, just changing the headline of an ad or sales letter has been known to dramatically improve the effectiveness of an ad or sales letter by up to 1700 percent! Yes, headlines are that powerful--and that important!An effective headline will do many things at once. It will attract the readers attention, convey benefits by appealing to the readers self-interest and it will set the stage for what is to come.
Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract
Advertisers that are beginning to focus on the young Hispanic market have been given a gift in the form of Latino television programming. Now mind you it's not your typical Latino television programming that you would find on Univsion, this programming is geared towards the large and most overlooked demographic, U.
Why Hire an Advertising/Marketing Consultant?
As a business owner, you have the option of taking several different approaches to handling your Marketing and Advertising. You may choose to handle the responsibility yourself, with the idea that no one understands your business quite the way you do.
What Does Your Business Card Say?
Business cards are the most underutilized andmisunderstood marketing tool in business. Manypeople spend the bucks for cards and don't make aneffort to get them into the hands of those who canhire them or buy from them.
A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed!
FACT: Most people don't spend anywhere near enough time on creating a strong, compelling headline.Which is why many copywriting experts.
Advertising In The Local Press
There are three main reasons why I would hesitate when deciding to advertise in the local press:? Everyone else is doing it? Nobody buys a paper for the adverts? The odds are it won't workJust because everyone else is doing it, doesn't mean it's a good thing, or more importantly - that it actually works! However it seems the natural thing to do - you need to raise your profile, make the local community aware of your company, so you why not advertise in the local paper? Well, because?Nobody buys a paper for the adverts. In fact, do most people buy a local paper these days? As many local papers are free, their only income is through selling advertising space.

More Advertising Information:

Related Articles

Digital Signage Concepts and Terms
Over the past two years, digital signage has really taken off as a new way to reach consumers when they are out of their homes. We are seeing the digital signs pop up in retail, government, health care, and education. While the larger institutions can outsource the task implementing a digital signage solution, some smaller firms may not have the bandwidth financially to hop on the dynamic signage bandwagon.
Get Free Radio Advertisement
Here's a neat trick to get lots of radio advertisement time, TOTALLY FREE! Imagine..
Create Your Dynamic Elevator Speech
So, what's an elevator speech, and how do you get one?What Is It?An elevator speech is a short (15-30 second, 150 word) sound bite that succinctly and memorably introduces you. It spotlights your uniqueness.
6 Must-Have Elements of a Powerful Brochure
Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool.
Should Your Small Business Hire an Advertising Agency?
So, you own a small business, sales are down and you've come to the conclusion you need to start advertising. Questions: Where do I advertise, how much do I spend and do I need the help of an advertising agency?The answer to this question is really very simple.
Promotional Vehicles
It is difficult to miss a Hummer, but how many companies could afford to run one to promote their business? The answer is, of course, very few and it is doubtful whether GM's overgrown offspring would be the most suitable promotional vehicle for many of them. What then are the alternatives and how could businesses benefit from using a vehicle as an advertising medium?What is a promotional vehicle?A promotional vehicle is a car, truck or SUV with purpose-designed adhesive vinyl graphics applied to its exterior, promoting a business or one of its products or services.
Marketing Messages with Add Zest & Appeal
Boring is one thing you can't afford to be when it comes to marketing your business. With more than 3000+ marketing messages pummeling consumers on a daily basis, you need to be more, and do more, if you want to be heard above the racket.
Using Flyers to Advertise Your Online Business
Using flyers is one commonly overlooked method of advertising offline. Flyers are extremely easy to create.
Media Savvy - How To Manage Your Time To Gain The Best Media Coverage
Did you know generating positive media coverage is four times more effective than advertising? Getting exposure in the media is far-reaching, utterly credible and free. As an added bonus you may well attract an audience that you never anticipated.
Magnetic Business Cards: Make Your Marketing Message Stick
What is it about magnets that draw people to leave them on fridges and file cabinets for years at a time?Many people like to have the contact information handy for common service providers without flipping through a bulky phone book. Magnets are the perfect solution for being seen in this situation.
The Future of Voiceovers: Hold Your Tongue...Possibly Forever
"Do we need to cast a voice-over talent for this project?"That's a valid question any producer might ask when creating an advertisement, corporate audio-video presentation, video game, etc. Of course, the answer depends on what elements the producer and client feel will best communicate with the audience.
10 Tips to Use Giveaways Effectively
Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties, or giveaway items all designed to promote. But look a little more closely.
Pros and Cons of Establishing an In-House Ad Agency
There have been several ads promoting books and reports on thissubject, or included as part of the contents in several mailorder books stating: "SAVE UP TO 17% ON ALL YOUR ADVERTISING" It's legitimate, practical and effective, but like so many otherpromises, there are pros and cons involved. The pros are fairlyobvious.
Secrets And Top-Tips Of Mail Order Advertising
Good Advertising creates more production, thus greater consumption, faster turnover and lower sales price per unit. To a great extent it determines the success or failure of the mail order operator! When working up an advertising program remember that what is genuinely desirable to you may or may not appeal to the majority of your prospects! Different types of merchandise or services demand completely different advertising media.
16 Methods for Getting Free Advertising
1. Place copies of your circular on bulletin boards throughout your community, such as in coin-operated laundries, grocery stores, barber shops, etc.
Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards
Sorry, I Don't Seem to Have a Business Card With Me..
Create Your Own Business Cards, Part 1
In this lesson, we will create a business card, using Microsoft Word. I created a new template for my business card.
How To Get Big Sponsorship Money for Your Band, Tour, Event or Production
Touring is a bands greatest opportunity for success. But, touring can be very expensive.
Advertising: 10 Powerful Secrets To Help You Sell Your Ad Space Like Crazy
If you want to sell more ad spaces, you must read and use the secrets I am revealing here:1. Give your customers a discount when they spendover a certain dollar amount for ad space.
Books, Bibles and Fast-Talkers
Every community has 'em. Fast talkers who rollinto town with a clever idea to sell to people inbusiness.