| Attention-Grabbing Fixes that Make Your | | | | into the rest of the information. It makes |
| Yellow Page Ad Leap | | | | peoplestop skimming and actually read. |
| | | | Provide a promise that hitstheir hot button |
| Off the Page | | | | in a way that applies only to you (but |
| | | | notevery other competitor in the category) |
| Dr. Lynella Grant | | | | |
| | | | 4. Make the location easy to find. Half of |
| Stand Out in Ways that Matter to Directory | | | | all directoryusers scan ads for the business |
| Users | | | | location first, and thenonly consider those |
| | | | ads which are convenient. Location ofthe |
| A Yellow Page directory presents a difficult | | | | enterprise overrides an ad's size or |
| challenge foradvertisers. All the competitors | | | | placement in thedirectory. |
| are packed together, withinthe space of a few | | | | |
| pages. Each ad within the directorycategory | | | | 5. Display your expertise, along with a |
| screams "Notice me!" so insistently, they | | | | reason for buyers toseek out your specialized |
| blendinto an muffled chorus. It's not easy | | | | knowledge. Offer a booklet, class,in-depth |
| for one to stand outwith a clear, distinctive | | | | information on your Web site, etc. This |
| voice - like a soloist above thechoir. That | | | | alsoestablishes your credibility in |
| only happens when the business is clear | | | | customers' eyes, which iscrucial to building |
| aboutexpressing its unique "song," and | | | | sufficient trust to complete a purchase. |
| understands what buyersmost want to hear. | | | | |
| | | | 6. Buyers are hunting for information that |
| It isn't surprising that most Yellow Page ads | | | | can assist inmaking a purchase. When they |
| say prettymuch the same thing. They were all | | | | open the directory, they'rehoping to find a |
| prepared by the samedirectory employees. What | | | | business that in some way communicates, |
| do they know about marketing? | | | | |
| | | | "I'm the one you're looking for." Make it |
| About copywriting? About what's unique and | | | | easy for them toknow it's you, by giving |
| desirable aboutyour enterprise? | | | | ample information directed at theirconcerns. |
| | | | Organize it in bulleted lists. |
| The people making the ads "grind them out," | | | | |
| using the sametemplates and guidelines for | | | | 7. Add your Web site address (domain name) |
| every ad, in every category. | | | | and/or emailaddress. Treat your Web site as a |
| | | | place to expand the sizeof your Yellow Page |
| Originality isn't in their job description. | | | | ad. Then state a reason why a personwants to |
| Following theformulas for how an ad "should | | | | check your site: for 23 simple waysto keep |
| look" is a formula for beingignored. | | | | your dog from over-eating Or recipes to our |
| | | | award-winning desserts. |
| These quick fixes cut away the bland sameness | | | | |
| afflictingmost ads. Disregard for now the | | | | 8. Arrange it all so the information flows |
| related issues like the ad'ssize and | | | | logically, and toplease the eye. |
| placement. Such factors just amplify (or | | | | |
| diminish)an ad's impact. A poor ad is still a | | | | 9. Eliminate images or phrases that appear in |
| poor ad, even if it'svery large. Coupled with | | | | the other ads. |
| fine-tuned copy (its own topic),these fixes | | | | |
| will improve the impact of any size of ad, | | | | Find a different, more interesting way to |
| forany directory heading. | | | | express it. |
| | | | |
| Try these Quick and Easy Fixes | | | | 10. Don't let the directory do your ad for |
| | | | free. It will endup costing you too much. |
| You don't have to be a designer or copywriter | | | | |
| to make yourad stand out. You just have to | | | | The Ideal Yellow Page Ad |
| understand your customers'unstated wants, so | | | | |
| you supply precisely the information | | | | The very best ad is the intersection between |
| thatthey're looking for. And you need to know | | | | what a buyer islooking for, and what a |
| how you'redifferent than your competitors. | | | | business provides. When a businessis attuned |
| Set yourself apart, so youdon't fade into the | | | | to its customers' priorities and needs, it |
| background, as most ads do. | | | | cansay exactly what rings their bell. For |
| | | | example, a harriedmother will respond with |
| 1. Shrink the business name. That is NOT the | | | | relief to the phrase, "Free |
| most importantpart of the ad in the reader's | | | | |
| mind. And it crowds out thespace for | | | | Childcare Provided." That service carries no |
| information that that could sell them on you. | | | | weight with abusiness person, who may |
| Onceyou can get them to want you, they'll be | | | | consider "No extra charge forweekend service |
| able to find yourname and contact information | | | | calls" the clincher. |
| OK. | | | | |
| | | | What really makes an ad stand out is the |
| 2. Ditto, shrink the graphics. They may be | | | | specifics, not thegeneralities (which is what |
| helpful to catchthe eye initially, but add | | | | every other ad says). Visit href=" for advice |
| nothing to what directory userswant to know. | | | | from many expertsabout getting more mileage |
| Images often distract from the ad's | | | | from your ad. Or obtain acustomized critique |
| message,wasting its moment of attention on | | | | of your ad, that eliminates theguesswork |
| trivialities. | | | | about what needs fixing. |
| | | | |
| 3. Provide a headline that hooks the readers' | | | | Directory users are ready to buy. Simplify |
| interest (thecategory or business name isn't | | | | their lives bymaking your products and |
| one, but most ads act likeit is). A strong, | | | | services so "just right" thatchoosing you is |
| emotionally-charged headline pullsattention | | | | their only sensible choice. |