The Six Key Elements
High-Performance Yellow Page Ad Design.
|Yellow Page Advertising > Key
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|Yellow Page Ad Design Element #1
Create a strong headline that commands attention
and engages Yellow Page readers.
Video Storyboard Tests, a New York-based marketing research
firm, conducted extensive examinations to find out how valuable
advertising headlines really
a recent study, they compared ads with headlines to those
without by showing different focus groups two different ad sets.
In one set all the ads contained headlines focused on key buying
points. In the other, the exact same ads had no headlines
Unquestionably, the ads with the headlines scored dramatically
higher in the most important areas—message recall, understandability,
relevance, and persuasiveness.
This important study is very valuable. The study is in no
way isolated, or unique. Countless other independent studies
have concluded the same thing—headlines
you want your advertising to be clear? Persuasive?
Relevant? Don't you want your potential customers to remember
Though there is no question a powerful headline is essential
to a powerhouse Yellow Page ad, most Yellow Page advertisers
still haven't got the message.
Take a look in any Yellow Page
you'll find countless Yellow Page ad designs with no clear
headline—no discernable message. These advertisers seem to be
"buy from me for no justifiable, rational reason" approach.
them do their thing, you do yours. Get a headline. Spend
some time dreaming it up. Eight out of ten Yellow Page
readers decide whether or not to read your Yellow Page ad
strength of your headline. Make it a good one.
Writing a powerful headline is not hard. Find your most important
feature. Find what sets you apart from your Yellow Page advertising
competition and tailor your headline to convey that message.
There are several ways you can create a compelling headline.
Find an attention-grabbing statement that engages the reader.
Or create a problem followed by your company's solution. Focus
company's unique value advantage in any solution.
When focusing on your company's advantages, try to find things
that are truly unique. There is a simple test I like to use
on headlines. I call this test the "Well, I would hope so..."
test. Try it with your headline.
If you're an auto mechanic, and your
headline is "We fix your car right!" My immediate response
"Well, I would hope so...you
are an auto mechanic." If I was parting with my hard-earned
money, I would expect my auto mechanic to "fix my car right." I
mean, that is what I'm paying for, right?
A powerful headline gives the potential customer something extra.
If the headline was "A free car wash with any repair..."
Well, now I'm all ears.
Try a few yourself. Don't even worry about
the ad yet. Just focus on a unique message that makes you standout
from the crowd.
Ask around. Share your
ideas with people. In no time at all you'll be well on your
way to placing a Yellow Page ad design
powerhouse—a complete Yellow Page heading
the power of headlines that few even appear in competitor's
Yellow Page ad designs. I guarantee, if you follow this one
you will get
But why stop there? Let's move on
and find our target
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