Effective Yellow Pages Ad Design: 8 Steps to Ensure Your Success

If your phone stopped ringing, would your business be in

trouble? That’s my usual response to business owners who

ask me if “hand out money in the yellow pages every

month “is still a good investment. If customers don’t

usually think about your service or product until you need it,

and much of your business is done over the phone,

effective The yellow pages ad design still rings in the

most local customers for the money. So how do you design

for this one-of-a-kind medium? The next eight

the guidelines will keep your phone dancing on your desk

with new business.

1) Choose the correct size of the yellow page ad, you will save a

Bunch.


Don’t worry about buying your way to the top position

Have the largest yellow page ad in your header! Few

people only call the first (or biggest) ads. Undecided

customers keep looking for the company where they can feel the

the best, it is not the first company they come across.

Prospectuses Will respond to the yellow page ad

design that FOR) Visually captures their attention and

B) Attract and persuade them with ad copy that

He talks about his emotions. The size of the ad is not as important as

states your sales rep. In fact, appearing in the first third of

your heading is considered good positioning as long as

your yellow page ad has been developed successfully.

2) Technicolor or Black & Yellow? Put your money

Where it matters most.


If you are considering expensive colors, spend your money on

design first, positioning second and color last. An appropriately

designed, a colored yellow page ad will easily outperform a

larger ad, in full color, poorly designed and without

compelling copy. Bottom line? A bad ad in the Yellow Pages

get poor results regardless of color, size or position,

because these things have little to do with convincing the

customer to call you!

3) Ignore most readers; Embrace what is most important

Perspectives.


Well-focused yellow pages ad designs are more convincing

clients to call you and do business with you.

Launching the widest possible network in an attempt to reach

they all force you to compete with everyone else in your

header and dilutes your message. What do you prefer

persuade 10% of the market 100% of the way to become

customers, or reach 100% of the market and convince them

only 10% of the way? Talk to your most important

prospects directly, and they will respond by calling.

4) A masterfully crafted title almost guarantees

Success.


If your title fails (or worse, is missing), your ad will fail.

Crucial is falling short. Make sure your headline

appears prominently at the top of your yellow page ad

design and that fulfills these main functions:

  • Catch readers’ eyes as they scan the page.
  • Conveys your most important benefit (unique selling proposition), which sets you apart from your competitors in a meaningful way
  • It strikes a chord with the reader and forces him to continue reading. Spend 60% of your design time developing your unique benefits-related headline. It is so important! Do NO use your trade name, logo or copy without characters. Your headline should set you apart from others, show that you fully understand your potential customer’s problem, and convince readers that you really care about helping them.

5) The persuasive copy of the body always touches its

Hearts


Once you have gained the attention of potential customers with your potential customer (and

image), you will need to turn your interest into trust

with a copy that suits your needs. Indecisive customers

they are looking for the company they can feel better with

do business with, so get into the buyer’s mind,

and they think as if they are thinking about their time of need.

Now write a copy that addresses the emotional emotions of your potential clients.

mental state, uses electric words that surprise readers with

the truth, and speak to your prospects in the second

person (you, you, you – remember, it’s ALL about them). Do

this and you will be overwhelmed by the number of customers

They end up feeling the best of their business.

Clients who trust you understand their

problem and can solve it better than anyone

Clients confident enough to call you.

6) Dazzling, clutter-free images

Designs.


NEVER use “expected” images in your Yellow Pages ad,

EG: plumbers exhibiting a fleet of trucks; lawyer ads that

display mallets, eagles and flags; or storage companies that

imagine a row of meaningless storage doors. Washed in

a sea of ‚Äč‚Äčinsignificant “clipart”, these images blur into a

scanned background quickly and push readers’ eyes to rest

in images and designs that DO stand out. If you have made a

Nice job creating your main headline, choosing an image

for your yellow page ad it will be easy. Your graph should

be a dazzling and eye-catching image that:

  • It reinforces its concept of main holder,

    and
  • Differentiate your business from others, in a

    in a significative way

“Significant” is the key word. Smart and creative ad design

that doesn’t persuasively address the needs of your potential customers

may make readers smile, but your phone will hang

The receptor. You must stop the attention of prospects and

entice them to read the copy, AND persuade readers that

do business with you. It’s a tough juggling act that most

novice advertisers and ad designers struggle

with, but it is the only act that increases sales.

7) Call them to action or kiss them “BUH-BYE”.

Prospects only read the yellow page ads as a prelude to the call

– Give someone your business! Don’t thwart the potential

clients trying to send them to your website, giving

them your email address, or worse, trying to dial a

Photography. Your prospects intend to call someone, so

Make sure you are the company they call by asking:

“Call right now!” Include a separate call to action near your

phone number. EG, “Call and get your FREE analysis

now. “Don’t put your phone number randomly

anywhere. Your number and call to action must appear on

the bottom of your ad, along with your address and

other contact information.

8) A professional yellow pages ad designer? Choose

Wisely.


Do you want results from your ad? Make sure your designer

has experience obtaining those results
for your

customers! Many “connoisseurs” of yellow pages ad design

are actually marketers with poor ad design skills and

experience. Some have simply chosen to imitate others

successful yellow page design sites (both for their

creativity). Many offer the same mediocre abilities as your Yellow

The page editor provides FREE. Request references and

make sure your yellow page ad design clients

in fact, they have experienced better response rates. If they

I have not, keep looking. Never try to save a few hundred

dollars in design fees at the expense of thousands in losses

dirty.

Effective yellow page ads cleverly combine these eight

(and many other) design elements to work together to

create a powerful emotional connection with the audience.

Does your yellow page ad design move your potential customers?

deeply and force them to call you? Or are you waiting

let the phone ring? Let me

to know …

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