The Six Key
of High-Performance Yellow Page Ad Design.
|Yellow Page Advertising > Key Elements >
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|Yellow Page Ad Design Element #6
Always use professional-looking, clutter-free
Most consumers form an opinion about your company before
they ever read one word of your Yellow Page ad. How do they
do it? They evaluate your company based on design.
If they see an ad design that is clean and professional
looking, they'll assume your company is clean and professional.
Sometimes these assumptions are subconscious, but the results
are the same.
If a potential client looks at your ad and it looks like
a third-grader slapped it together...well, you get the picture.
Today you have a lot of choices when it comes to selecting
a designer. Make sure the designer you choose can provide
clean, clutter-free, professional looking design. Let's go
through some of your options.
When looking to develop a Yellow Page ad that rockets your
call volume—crushes your Yellow Page advertising competition
you have a few alternatives to choose from. Which one is
the best? Your Yellow Page publisher? An ad agency? A friend?
This can be a difficult decision. These days, in addition
to the traditional design avenues, there are even about a
million self proclaimed "Yellow Page ad design experts" to
choose from. Let's examine some of the obvious differences
between these many alternatives.
About half of the people that contact our company, do so
because they just got a proof from their Yellow Page directory
that is hands-down the worst looking ad they've ever seen.
While the Yellow Page directory will use whatever copy you
instruct them to use, the design element of your ad is always
going to seem amateur. This is because the Yellow Page directory
has no incentive to make your ad any better than your advertising
Think about it. If your Yellow Page rep brings you an ad
that looks better than all of your competitor's ads, and
as a result you get the lion's share of the calls in your
Yellow Page heading, what is he going to tell all your advertising
competition next year when they all complain about what few
calls they got? It is actually in the best interest of the
Yellow Page directories to ration out calls on an equal basis
based on the one factor that overwhelmingly influences their
bottom line—ad size.
Since your Yellow Page directory has little interest in
the success of your ad, you probably want to consider an
independent designer. With this route, you still have some
These days, with the abundance of personal computing, everyone
has a friend that can handle their Yellow Page ad. This can
be a cost effective approach as long as you're comfortable
with your friend crafting a Yellow Page ad that will, in
a very real way, determine your income for the year to come.
If you are not however, comfortable with this proposition,
you will probably turn to either an advertising agency, or
a Yellow Page advertising specialist.
While ad agencies do exceedingly well with television, radio,
magazines, outdoor and direct mail, most do not handle many
Yellow Page ads. The reason their volume for Yellow Page
advertising is so minute, is because large ad agencies make
most of there money off the purchase of advertising media
spots—billboards, television time, magazine and newspaper
Ad agencies are equipped to negotiate bargains with various
media outlets based on the volume of their business. But
this model does not include Yellow Page directories since
the vast majority of Yellow Page advertisers are small business
owners that find advertising agencies cost prohibitive. This
leaves a huge market filled with a wide range of independent
Yellow Page ad designers eager to meet your needs.
Still, choose your designer carefully.
Many designers have a narrow agenda. Some are convinced
your ad need only
"jump off the page". Some designers are really
copy writers that want to fill your ad with 101 reasons customers
should buy from you. Steer clear of these narrowly focused
Yellow Page ad designers. They are generally more interested
in selling you what they are good at, as opposed to what
A good way to select a Yellow page designer is to ask for
some sample ads and evaluate them objectively by the criteria
focused on here. If you look over the designer's samples
and they have a strong headline, a sharp focus, eye-captivating
artwork, emphasize clear differences, contain relevant copy
that covers less than 50% of the ad, and have a clean, professional-looking
layout, then I'd say you've found a designer that knows what
Master these objectives and you'll have a Yellow Page design
that makes your competitors green with envy. We all want
to succeed in business, and a powerful Yellow Page advertising
strategy is an intricate part of that success.
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