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