| "My Yellow Page ad just isn't bringing in the calls I | | | | reinforce your headline concept (benefit) and |
| need!" I've worked with Yellow Pages advertising | | | | highlight the "solution" to the prospects problem, |
| (in one form or another) for 30 years and of all | | | | NOT the problem itself. |
| the complaints I've heard about this unique | | | | It sounds obvious, but you'd be surprised how |
| medium, this is by far the curse most often | | | | many chiropractic Yellow Page ads depict sad, |
| thrown at them. It's no surprise. Flip through your | | | | aching individuals clutching their backs in agony! |
| directory and you'll see why. Same dusty ads... | | | | What are these doctors thinking? Probably the |
| telling the same tired story... to the same | | | | same thing personal injury attorneys are thinking |
| undefined audience (everyone). Of course | | | | when they place horrific car wreck photos in their |
| prospects aren't responding - these ads speak to | | | | ads. Or plumbers who show a panic-stricken |
| NO ONE powerfully! | | | | homeowner standing in knee-high toilet water! |
| Blame "the message" dear friends, not the | | | | The image you choose for your Yellow Page ad |
| messenger! When every ad speaks the same | | | | must be positive and make your prospects feel |
| tired phrases to the same "generalized buyer," | | | | comfortable (and safe) about calling you. There |
| prospects have no reason to choose one ad over | | | | are exceptions of course, but unless you're a |
| another, and your competitors are just as likely | | | | Yellow Page direct response ad design expert, |
| to be chosen and called as you are. Poor ad | | | | steer clear of any images that could carry |
| response is the inevitable result. But not to worry! | | | | negative connotations. Show prospects an image |
| Learn to speak to the prospects needs and fears | | | | that reinforces the reason to call you (the solution |
| and you'll bring competitors to their knees, while | | | | to their problem) and they WILL be much more |
| plumping up your wallet for the next 365 days. | | | | likely to notice your ad, read it entirely, and call |
| Want to speak to the prospect? Well, who are | | | | you! |
| you trying to persuade? Exactly who do you | | | | How about the overall visual impact of your |
| want to call you? I know, I know... you want as | | | | Yellow Page ad? Does your ad stand head and |
| many calls as possible, so your answer is | | | | shoulders above all the clutter and "invite" readers |
| "everyone in town". The problem is, Yellow Page | | | | in? If not, you're wasting money. Learning the |
| ads that try to persuade EVERY reader wind up | | | | secrets of effective ad design will make your ad |
| motivating very few. People are looking for | | | | leap off the page and draw readers into the |
| someone "special" who genuinely cares about | | | | meaty content they'll need, in order to make an |
| solving their specific problem... someone they can | | | | informed decision. Successful Yellow Page ads |
| truly trust. Speaking specifically about these needs | | | | usually contain 4-5 main elements. They are: a |
| as a specialist will allow you to connect powerfully | | | | powerful headline (and possibly a sub-head), |
| with your target audience and create these | | | | emotion-based body copy, a striking visual and a |
| warm, fuzzy feelings - carving a unique place in | | | | compelling call-to-action. The way in which these |
| the market for your business. | | | | key elements are presented and interact with one |
| Here's an example. Let's say your baseball | | | | another will largely determine your success or |
| obsession has left you with a painful arm injury | | | | failure in the Yellow Pages. So hold on... Yellow |
| and your doctor tells you that chiropractic care | | | | Page ad design primer straight ahead... |
| may help ease your pain. Soon, you're flipping | | | | Your primary objective in the Yellow Pages is to |
| through the chiropractor heading in your Yellow | | | | get noticed amidst a slew of competitors. After |
| Page directory. Your eyes quickly glaze over as | | | | all, they won't ever read your content if they |
| you're bombarded with a boatload of ads that | | | | don't even notice your ad. Don't worry, it's not |
| look and say basically the same thing... "Are You | | | | that difficult. |
| In Pain?" Uh no, I'm browsing here because I have | | | | - Run your headline BIG and bold at the very top |
| a thing for chiropractors! Don't waste precious | | | | of your ad. |
| space telling your prospects what they already | | | | - Use a large, unique, unexpected graphic that |
| know! | | | | grabs the eye and reinforces your main headline |
| Odds are there isn't a single message that makes | | | | concept. |
| a personal, emotional connection with YOUR | | | | - Keep your body copy fairly small (9 to 11 point) |
| specific problem. But what if you came across an | | | | to conserve space for your large, eye-grabbing |
| ad with the following? (Headline) "Quick, Gentle | | | | graphic and headline. |
| Relief For Your Sports Injury..." (Subhead) "From | | | | - Watch your white space! Empty space in your |
| the Chiropractor Professional Athletes Rely On." | | | | ad is just as critical as the content because it |
| The body copy goes on to explain how this | | | | makes your message stand out that much more. |
| chiropractor has earned a glowing reputation with | | | | Ample white space also makes the layout easier |
| the local sports teams AND it even includes a few | | | | to navigate, giving it an uncluttered and inviting |
| of their testimonials. The ad's large, unexpected | | | | presentation. |
| graphic (a batter smashing a ball into space) | | | | As you lay out the main elements of your Yellow |
| reinforces the ad's headline and conveys the | | | | Page ad, try to create a logical visual "eye flow" |
| benefit of calling this doctor (regained mobility). So, | | | | that directs the reader's eye from the "point of |
| are you going to call one of the many | | | | entry" (your main headline) at the very top, to |
| chiropractors that promise pain relief for | | | | the body copy in the middle and then gently |
| "everything under the sun" (including migraines, ear | | | | deposits them at the call to action, which should |
| infections and scoliosis) or are you going to place | | | | appear at the bottom of the ad. Make note that |
| your trust in a sports injury specialist who you | | | | the visual point of entry can also be your unique |
| perceive to be a sports nut, just like you? | | | | graphic image. Whatever your eye-grabber is, just |
| The more tightly focused your ad is, the greater | | | | make sure it helps identify your target audience, |
| response you can expect to achieve. It's far | | | | commands attention, conveys the solution and |
| better to persuade 10% of the audience 100% of | | | | makes the reader want to continue reading. |
| the way, than 100% of audience only 10%. Speak | | | | These are just a few suggestions to help make |
| only to the people you most want to attract and | | | | your phones buzz big time. There are dozens |
| they WILL answer you. You'll differentiate your | | | | more on the way, so stay tuned! Contrary to |
| business from all the rest in a powerful way and | | | | what most Yellow Page marketers claim, there |
| basically eliminate the competition! | | | | really are no "secrets" to successful Yellow Pages |
| Speaking of being different. What kind of graphics | | | | advertising design. High-performance Yellow Page |
| are you using in your Yellow Page ad? Does your | | | | ads contain a few key elements that are put |
| "unexpected" image grab the reader's eye and | | | | together using established, time-proven strategies. |
| set you apart from the rest in a meaningful way? | | | | Incorporate them into your very next Yellow |
| Or are you running the same yawn-inducing, | | | | Page ad campaign and you will reap stellar results. |
| expected images everyone else is using? The | | | | If you could use a few pointers along the way, |
| image you choose should leap off the page, | | | | please don't hesitate to let me know. |