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
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
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
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
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|Need help with your Yellow
Page ad design?
Call the pros toll-free: 1-800-339-2410