First, a few words about my qualifications. I was a Yellow Page consultant
for nearly 25 years and, prior to that, had my own advertising agency. I also
have a degree in marketing. I’ve been designing Yellow Page ads for the past
three decades. So I have experience in creating ads and have advised almost 7000
companies on how to put together the most effective ones. If you have a display
or in-column ad, regardless of size, color or position, I can tell you it most
probably needs improvement in essentials areas like the headline, artwork, body
text, placement, book, or heading. So, whether you have an ad or are thinking
about placing one, please read on.
The small, home-based business was the backbone of our directory. Because
they wanted to target a localized market area, the Yellow Pages was ideal. It
allowed them to choose the heading, the directory and work within their budget.
So, assuming that you are like them, how should you proceed? I’m so glad you
asked. Here are a few things that every successful ads should contain,
regardless of size. That is, if you decide on at least an in-column
(alphabetical) or display-type ad.
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A focus: What’s the purpose of the ad? Begin with a strong headline.
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A benefit: Why should I buy?
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A way to fill a need: How can you solve my problem?
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Easy-to-read text: Does it have nice, bold type?
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A picture that supports the theme or shows a good outcome: i.e. happy
people.
You must have at least one of these in your ad. Therefore, it needs focus
with a headline, consumer benefits, must fill a need, be easily read and show a
positive outcome, if there is room for a picture. Of course it has to be placed
properly, in the appropriate heading and the proper book, such as in either the
area or Metro directory. There are more elements it should include, which are:
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A description of the product or service: What are you really selling?
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Your uniqueness: What sets you apart from the other guys?
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Understandable location info: Do you have a map or directions?
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Contact data: Do you have a website, fax, e-mail?
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Plus something to attract attention: Color, white background, clever
headline, etc.
It all begins with describing your ideal customer, and zeroing in on what
they would want to see in your ad. If the ad is small, you have to be very fussy
when choosing your words. You might only have room for a headline and a line of
text. And that would be great if you have chosen wisely. I have written many
articles about Yellow Page advertising on ezinearticles.com and you can search
my name for others. Or you can get the definitive source for everything you ever
wanted to know about how to create effective YP ads by buying my book. Either
way, become educated and don’t just rely on your YP rep to guide you along.
After all, it’s your hard-earned money and your business at-stake.
Jeffrey Hauser’s latest book is, "Inside the Yellow Pages,” which can be
viewed at
http://www.poweradbook.com
He was a sales consultant for the Bell System Yellow Pages for nearly 25
years. He graduated from Pratt Institute with a BFA in Advertising and has a
Master's Degree in teaching. He had his own advertising agency in Scottsdale,
Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is
the Marketing Director for thenurseschoice.com, a Health Information and Doctor
Referral site.
