The more tightly focused your ad is, the greater response you can expect to achieve. It's far better to persuade 10% of the audience 100% of the way, than 100% of audience only 10%. Speak only to the people you most want to attract and they WILL answer you. You'll differentiate your business from all the rest in a powerful way and basically eliminate the competition!

Speaking of being different. What kind of graphics are you using in your Yellow Page ad? Does your "unexpected" image grab the reader's eye and set you apart from the rest in a meaningful way? Or are you running the same yawn-inducing, expected images everyone else is using? The image you choose should leap off the page, reinforce your headline concept (benefit) and highlight the "solution" to the prospects problem, NOT the problem itself.

It sounds obvious, but you'd be surprised how many chiropractic Yellow Page ads depict sad, aching individuals clutching their backs in agony! What are these doctors thinking? Probably the same thing personal injury attorneys are thinking when they place horrific car wreck photos in their ads. Or plumbers who show a panic-stricken homeowner standing in knee-high toilet water!

The image you choose for your Yellow Page ad must be positive and make your prospects feel comfortable (and safe) about calling you. There are exceptions of course, but unless you're a Yellow Page direct response ad design expert, steer clear of any images that could carry negative connotations. Show prospects an image that reinforces the reason to call you (the solution to their problem) and they WILL be much more likely to notice your ad, read it entirely, and call you!

How about the overall visual impact of your Yellow Page ad? Does your ad stand head and shoulders above all the clutter and "invite" readers in? If not, you're wasting money. Learning the secrets of effective ad design will make your ad leap off the page and draw readers into the meaty content they'll need, in order to make an informed decision. Successful Yellow Page ads usually contain 4-5 main elements. They are: a powerful headline (and possibly a sub-head), emotion-based body copy, a striking visual and a compelling call-to-action. The way in which these key elements are presented and interact with one another will largely determine your success or failure in the Yellow Pages. So hold on... Yellow Page ad design primer straight ahead...

Your primary objective in the Yellow Pages is to get noticed amidst a slew of competitors. After all, they won't ever read your content if they don't even notice your ad. Don't worry, it's not that difficult.

• Run your headline BIG and bold at the very top of your ad.
• Use a large, unique, unexpected graphic that grabs the eye and reinforces your main headline concept.
• Keep your body copy fairly small (9 to 11 point) to conserve space for your large, eye-grabbing graphic and headline.
• Watch your white space! Empty space in your ad is just as critical as the content because it makes your message stand out that much more. Ample white space also makes the layout easier to navigate, giving it an uncluttered and inviting presentation.

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