The Six
Key Elements of High-Performance Yellow
Page Ad Design.
Yellow Page Advertising > Key
Elements >
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| Yellow Page Ad Design Element
#5 |
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Always focus on relevant
copy (text) that covers less than 50%
of your Yellow Page ad design.
Let's go back to the eye-tracking research
from Perception
Research Services. Their study concluded
that advertising readers spend only 35%
of there time reading your text, while
the majority of their time with your Yellow
Page ad (65%) is spent interacting with
your Photos and/or illustrations.
Armed
with this powerful information, why would
you pack your ad with so much text that
your potential customers are sent running
for the next ad?
The more copy you pack in your ad, the
less likely your ad is to get read.
Some designers live and die by the white
space. White space is important in some
headings. Professional services like
accounting, or attorneys should focus
on white space to imply a sense of professionalism.
In other categories like plumbing, and
auto repair, white
space can be helpful or hurtful depending
on your target audience.
In any case, whatever your target audience
is, text heavy ads are Yellow Page advertising
suicide. Potential customers are looking
for a company to meet there needs, not
a dissertation on every last service
you provide.
Text heavy ads also expect a lot from
a reader. Potential customers will only
pour through your mountain of info as
a last resort. This means your ad is
going to continually be the last one
called, if it's called at all.
Your job is to simplify your potential
clients quest for the goods and services
they need. Make sure your copy is simple,
and to the point. You don't want to leave
them hanging, but it's equally unwise
to overwhelm them with hundreds of features
that don't meet their specific needs.
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