LEGAL THEFT 101
How to Maximize the Effectiveness of Your Ad
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1. Maximizing the Effectiveness of your Yellow Pages Ads |
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These days, you can place ads in a growing number of channels, but many small businesses still rely heavily on yellow pages ads to reach potential customers. Such ads can come with a hefty price tag, however. Depending on its size and location, a yellow pages ad can cost as much as $20,000 per year.
The key is to make yellow pages advertising dollars work harder by building a better ad, and making sure to display it in the right place. Following are some quick tips and examples of how to make an ad stand out from all the rest.
Lay the Groundwork
Just like any other advertisement or marketing material, an effective yellow pages ad takes thoughtful planning. Your message andyour audience will guide all decisions about content, layout and placement.
Such considerations take time to work out, so begin work on the next year’s ad at least three months before the deadline. You will need enough time to come up with various approaches and eliminate less effective ideas. Before deciding the first word of the ad, answer these key questions:
- How would you describe your product or service in one short sentence?
- Who is your target audience or customer?
- What three key characteristics about your product/service do you want to convey to the customer?
- What aspect of your business sets you apart from others in the industry?
If you have these answers in hand before you begin, they will guide the process of building an effective ad that differentiates your business from the competition and appeals to your customers and yellow pages users.
Write and Design your Ad for your Customer
To develop an effective ad, you must approach it from your customer’s point of view.
For example, when are your target customers most likely to be looking in the yellow pages for a business like yours?
People looking for appliance repair or plumbing services probably need to reach someone urgently, in which case a high-impact ad could be a good investment.
On the other hand, most people searching the yellow pages for a dry cleaner are likely scanning by the dry cleaner's location, in which case paying extra for a large, color ad could be a waste of money.
Take a look at existing ads for your competitors and try to make your ads stand out using different colors, shadings or borders. The following elements of an effective yellow pages ad can help you highlight the best of your business:
Headlines
An effective yellow pages ad starts with a headline that emphasizes the main selling point of your business. Headlines take up valuable real estate in your advertisement, so use them wisely. If you’re a bakery specializing in wedding cakes, say so in the headline of your ad.
Descriptive Text
When writing your ad, select one theme and emphasize the facts that support that theme. Be detailed in describing your business or service, and don’t assume that everyone knows what your firm does. Make sure the copy focuses on the specific product of interest to your customer.
Double- and triple-check the ad’s copy to make sure it contains contact information such as your firm’s address, phone number and e-mail address (if you check e-mail frequently). The most creative ad in the world is useless if you list your phone number incorrectly.
Finally, don’t over promise in your ad. It can destroy your customers’ trust in your business and generate bad word of mouth.
Clear Design
Keep your ad visually interesting but easy to read. Vary type size and font to emphasize the most important parts of your ad but avoid ornate or distracting type styles (also called “fonts”). Note, you may be tempted to put your ad in all capital letters, but be aware that this makes it harder to read. Use all caps and italics to highlight key words or phrases.
You can make your ad stand out by using reverse type, or “white” (in this case yellow) text on a black background. Use the reverse type strategy with caution, however. Such ads can be hard to read, particularly if there is a lot of reverse type in a small space.
You also can make the telephone number dominant at the bottom of the ad. Finally, make sure your ad is clean and uncluttered. A crowded ad is unpleasant and hard to read, and a little bit of breathing space in your ad is more important than unnecessary text.
Images with Purpose
Any illustrations, photos or other images should directly relate to what your business does. Whether the image is your logo or an illustration of your product, the best ads utilize copy and graphics to specifically address the product or service.
Color and Size
It's a fact: Bigger, more colorful ads get noticed. Of course, it’s also a fact that bigger, more colorful ads are more expensive.
When considering whether to upgrade on color or size, think again about your customers’ needs and how important it is to grab their attention immediately.
In general, ads on the outside edges of the page get better readership. You also should request a page proof to see how your ad meshes with those around it. If placement is bad, demand a new position.
Color can definitely help your ad stand out, but some small business owners say if budgets force you to choose between size and color, size is the better buy when it comes to attracting customers.
Get Feedback
Once your ad is developed, get feedback on the ad’s readability and effectiveness. Even if you produce your ad with help from a design firm, take an active role in choosing the theme and content of your ad and afterwards in getting outside feedback before the ad goes to print. Over time, don’t hesitate to fine-tune the ad to see if you can increase its effectiveness.
Track your Progress
Once your ad is running in the yellow pages, track how many leads the ad has generated.
Ask all new customers how they got your name and if — or where — they saw your ad. Some markets have several yellow pages directories from different publishers and not all are in wide distribution or use.
Keep a consistent tally of new leads, and if possible, ask your customers what they thought of your ad and how it affected their decision to choose your business. Customer feedback to the actual ad can help you fine-tune your ad in the next year’s yellow pages directory.
One often successful strategy is to include copy to prompt customers to “mention this ad,” in exchange for a discount or other premium. Such a message should only be included if it does not clutter the overall ad.
Identifying what works and what doesn’t is a crucial part of a successful advertising and marketing strategy. Tracking the effectiveness of your yellow pages ad can help you determine whether you are spending your advertising dollars wisely. | |
Yellow Page Ad Design Blunders - The 8 Deadly Sins You MUST Avoid!
By John Morana
Ok, you realize that print Yellow Page advertising is STILL a very powerful way to reach your local prospects. You've also learned that you can't rely on the publishers' overworked Yellow Page ad designers. Those poor souls have to crank out 20 or so Yellow Page ads a day! How much time can they spend on your Yellow Page ad design? More importantly, how much could they possibly know about your business other than its category? YOU must take charge! Prospects don't call categories; they don't even call businesses; they call solutions. Successful Yellow Page ads are ones that uniquely and believably speak to prospects' needs. Avoiding the following 8 crucial DONT'S will help ensure that your Yellow Page ad is the one readers' call.
1) Your Business Name Is Still Your Yellow Page Ad Headline. Stop it Already!
After 100 years, you'd think Yellow Page advertisers would've gotten it by now. But take a gander in your directory and sure 'nuff, the majority of advertisers STILL use their business name as their Yellow Page ad headline. Look, your prospect has a problem. The solution to their problem is nowhere to be found in your name, your logo or even your photo. Prospects really don't care about who you are! They only want to know who can best solve their problem. Place your name and logo near the bottom of your Yellow Page ad design, along with your other contact information. That's where they belong, so place them there!
2) Hey, I've Got a Hole at the Top of My Yellow Page Ad Design!
You've moved your business name down below, EXCELLENT! In its place, you must now develop and insert the most powerful headline you can muster. Run it at the very top of your Yellow Page ad design. Run it BIG and run it BOLD. If your headline is pretty good, your prospect may want to continue reading. If it's REALLY good, they won't have much choice. That's the mark of a truly great headline. It promises a unique benefit that sets you apart from all the rest in a meaningful way. It tells prospects... this business cares about me, they understand my dilemma... THIS is the company I should call!
To create your headline, block out the entire world and imagine that YOU are the prospect facing the problem. What are your feelings? What's most important to you at this moment in need? Only when you're able to tap into your prospects' inner thoughts and feelings, will you be able to craft an effective headline that truly resonates with your target audience. If you spend 10 hours on your Yellow Page ad design, devote 6 hours to your headline. Trust me, it will be well worth your time.
3) You've Got Such A Colorful Yellow Page Ad, It's Going To Just Fly Off The Page!
It's true that a colorful ad MAY attract more attention than a single color ad BUT that doesn't necessarily mean it will get "more phone calls". The only thing a brightly colored Yellow Page ad will do for sure is create an incredibly loud sucking sound near your wallet. Color doesn't persuade prospects to call you; the MESSAGE in your Yellow Page ad persuades prospects to call. If you're determined to maximize your ROI, forget about color! Instead, concentrate on your MESSAGE and the overall effectiveness of your Yellow Page ad design.
4) Your Yellow Page Ad Design Talks To Everyone, Now EVERYONE Will Call You... Right?
Are you speaking to everyone, trying to sell everything? Your competitors have fallen into the same trap... they're shouting the same words and images to EVERYONE. And in trying to sell to everyone, they end up persuading no one. Don't compete with everyone else in your category! Instead, carve a "unique place" in the market and reap massive market share.
Here's an example: Mr. Everybody is a plumber who, like everyone, wants to attract as many customers as possible. He proudly lists 35 different services in his Yellow Pages ad design. You name it, he does it... from plugged sinks to total bathroom remodels. Now along comes Mr. Waterheater. This wise plumber decided that he wanted to attract "EVERY water heater replacement" prospect in his town, so he designed a very compelling ad that does just that. It speaks ONLY to the person whose water heater has just sprung a major leak. How did these two plumbers fare? Unfortunately, Mr. Everybody's Yellow Page ad didn't attract everybody because his ad (like all the others) spoke to NO ONE powerfully. No one paid attention. On the other hand, Mr. Waterheater's tightly targeted Yellow Page ad connected powerfully with his single target audience. Mr. Waterheater's prospects felt the same way. In fact, he attracted so many water heater projects that he can now afford to take out a second ad in the Plumbing heading. This time around, he's decided to target "EVERY sewer replacement" prospect in his town! Savvy Mr. Waterheater understands the awesome power of prospect targeting.
When you tightly focus your Yellow Page ad on your most desired customers, it will attract and persuade that audience more successfully than ANY other ad in your heading. In other words, you'll have eliminated the competition. Pretty cool, huh?
5) Body Copy? Nah, In The Yellow Pages All I Need Are Easy-To-Read Bullet Points!
Wrong! Bullet points do a great job of listing features, but they generally do not speak to clients felt needs and concerns – these aren't easily bulleted items. But most customers are looking for a company that they can 'feel' the best about calling and doing business with. If you want to be that business, you'll need copy that addresses the prime concerns of the prospect and that helps build confidence and trust.
Make no mistake; bullet points are good for outlining your services. BUT, you also need persuasive copy that enhances and substantiates the unique headline concept you spent so much time developing. Be concise, speak clearly and explain how you're different from the rest. Use descriptive words that have a little shock value, not the generic (boring) copy used by all the others. Speak to your prospects in a positive, friendly tone, as if they're standing right there in front of you. And, toss out all that self-absorbed WE, WE, WE copy. Remember, it's all about THEM! So make it... YOU, YOU, YOU!
6) I Run A Package Shipping Service... See All My Pretty Boxes?
Yeah, your boxes are really nice. But hey, wait a minute! All the OTHER shipping service ads have pretty boxes too. So much for setting yourself apart from your competitors. NEVER use "expected" images in your Yellow Pages ad. Obvious, generic images do not convey your "unique" benefits to prospects. They only put you on the same playing field as all the rest. The sole objective of your Yellow Page ad design is to grab the reader's attention first, and to persuade them with a powerful message so that they call you. You can't succeed by saying and showing the same things as all the others. Don't feel bad, many Yellow Page advertisers (and novice ad designers) make this same mistake! It's no surprise that so many businesses complain of poor response rates with their Yellow Pages advertising.
Think about it from your prospects point of view. How will a pretty box differentiate you from all the others? How will it convey your most unique benefits? How will a box help motivate ANYONE to call you? You must choose "unexpected" images that jar peoples' brain cells, set you apart from your competitors AND convey your unique benefits. Some may disagree and say... "But my pretty boxes tell people EXACTLY what my business is all about!" That's unfortunate. If you own a package shipping service and the most unique BENEFITS you have to offer are shipping boxes, you may want to reconsider self-employment. Remember, your unexpected photograph or artwork MUST A) Be an arresting, eye-grabbing image that... B) Reinforces your unique headline concept (benefit) and... C) Differentiates your business from the others, in a powerful and meaningful way.
7) Call to Action? I Don't Need No Stinkin' Call To Action!
It's a proven fact that more people will take action if you TELL them exactly what to do. Tell them to call and be sure to include a darn good reason. Say "Call right now for your FREE no-obligation analysis!" And don't bury your call to action, place it right above your phone number. Remember, prospects generally search the Yellow Pages because they are looking to give someone their business – by calling them! Make it easy for them to call you and give them a reason to call you , and they'll call you. And isn't that the goal?
8) My Artist Cousin Said He Can Design My Yellow Pages Ad.
Expensive advertising is advertising that doesn't work. An ineffective design will cost you far more in lost business than you'll ever be able to save upfront. The Yellow Pages are a unique advertising medium and few people know how to create effective ads for it. Shop around for a specialist! Ask questions and get testimonials. Seek a genuine Yellow Page ad design expert with a solid track record of results. Warning: If an advertising professional also sells: Web site design, SEO services, logo design, brochures, illustration and marketing manuals, keep looking because they're not Yellow Page direct response specialists. Sample their Yellow Page ads. Do they resemble the impotent concoctions that we Yellow Page publishers provide for FREE?
Does your Yellow Page ad design make your phones ring and competitors weep? Or, has it got you crying the Yellow Pages advertising blues? Let me know...
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