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.

Page 1 of 3 :: First | Last :: Prev | 1 2 3 | Next