The
Six Key Elements
of High-Performance Yellow
Page Ad Design.
Yellow Page Advertising > Key
Elements >
1 | 2 | 3 | 4 | 5 | 6 |
|
| Yellow Page Ad Design Element
#4 |
|
Create clearly identifiable
differences between you and your
Yellow Page advertising competition.
Many amateur Yellow Page designers
will look over your Yellow
Page competition to get
ideas for your ad. This is a huge mistake.
While any professional will size up
your Yellow Page advertising competition,
creating a Yellow Page ad that simply
mimics all the same features and
benefits as your competition, doesn't
really give Yellow Page shoppers (your
potential customers) any choice at all.
Even if your designer brings back
an ad that looks great—vastly superior
to any of your competitors Yellow Page
ads, if there is no clear, logical difference
between what you provide and what your
competitor provides, why would a potential
customer call you?
When was the last time you bought anything
because you liked the way the ad looked?
When was the last time you bought anything
on looks alone?
Most Yellow Page advertisers don't make
any attempt to differentiate themselves
from their advertising competition. They
use the "buy
from me for no justifiable, rational
reason" approach. And, I'm sure,
depending on there ad size and level
of design
quality, they get a few calls. But chances
are, if you've made it this far in your
Yellow
Page advertising research,
you're probably interested in generating
more than just a few calls.
It's not
hard. Look at it from your potential
customers point of view, and then hone
in on the thing that is irresistible
to them. Find the thing that you do that
makes you, hands down, the obvious choice
for potential customers, and make that
the prominent feature of your advertising.
Don't hide it. Once you have your
magic feature, your overwhelmingly powerful
selling point, the appeal
of your Yellow Page ad will be unstoppable.
If you give them what they want, why
would they call anyone else? People
pick up the Yellow Pages directory
because they are undecided. They haven't
a clue who they should choose to meet
their immediate need. If your Yellow
Page ad has the exact same message, tries
to fulfill the exact same needs as your
competitors, how is a consumer supposed
to have a choice?
| 1 | 2 | 3 | 4 | 5 | 6 |
|
|
Need help with your
Yellow Page ad design?
Call the pros toll-free: 1-800-339-2410 |
|
|
|
"Think about anything
you've purchased recently
(such as a car, house,
camera, dress, computer,
or VCR). Did you buy it
because it was like all
the others? Because it
had everything the others
had? Or, did you buy it
because it had features
that stood out—things
that were unique?" |
— Kerry
Randall, pg. 27
Effective
YELLOW
PAGES
Advertising. |
|
|
