Advertising Advice
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Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the PageStand Out in Ways that Matter to Directory UsersA Yellow Page directory presents a difficult challenge for advertisers. All the competitors are packed together, within the space of a few pages. Each ad within the directory category screams "Notice me!" so insistently, they blend into an muffled chorus. It's not easy for one to stand out with a clear, distinctive voice - like a soloist above the choir. That only happens when the business is clear about expressing its unique "song," and understands what buyers most want to hear. It isn't surprising that most Yellow Page ads say pretty much the same thing. They were all prepared by the same directory employees. What do they know about marketing? ...About copywriting? ...About what's unique and desirable about your enterprise? The people making the ads "grind them out," using the same templates and guidelines for every ad, in every category. Originality isn't in their job description. Following the formulas for how an ad "should look" is a formula for being ignored. These quick fixes cut away the bland sameness afflicting most ads. Disregard for now the related issues like the ad's size and placement. Such factors just amplify (or diminish) an ad's impact. A poor ad is still a poor ad, even if it's very large. Coupled with fine-tuned copy (its own topic), these fixes will improve the impact of any size of ad, for any directory heading. Try these Quick and Easy FixesYou don't have to be a designer or copywriter to make your ad stand out. You just have to understand your customers' unstated wants, so you supply precisely the information that they're looking for. And you need to know how you're different than your competitors. Set yourself apart, so you don't fade into the background, as most ads do.
The Ideal Yellow Page AdThe very best ad is the intersection between what a buyer is looking for and what a business provides. When a business is attuned to its customers' priorities and needs, it can say exactly what rings their bell. For example, a harried mother will respond with relief to the phrase, "Free Childcare Provided." That service carries no weight with a business person, who may consider "No extra charge for weekend service calls" the clincher. What really makes an ad stand out is the specifics, not the generalities (which is what every other ad offers). Visit www.yellowpagesage.com for advice from many experts about getting more mileage from your ad. Or obtain a customized critique of your ad. That eliminates the guesswork about what needs fixing. Directory users are ready to buy. Simplify their lives by making your products and services so "just right" that choosing 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
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Comment by Gary Chaison