subject: Tips For Creating Better Yellow Page Ad Designs [print this page] Tips For Creating Better Yellow Page Ad Designs
It's large and has your name big and bold at the top. Next comes a picture of your truck and a cute wrench border. You even spent the extra money on color and have splashed some everywhere. Your employees love it and it seems to bring in a few customers. Life is good and you're satisfied. But could it be even better? Here are a few suggestions.
Let's start with your headline. I know that "Henry's Complete Plumbing Service" has been around since 1980, but is that the best you can do for a headline? Think of the new potential customer that does not know you and is flipping through the phone directory to fix a leaky faucet. Does the fact you are named "Henry" really mean that much to them? Or perhaps you could try a different approach. Let's try targeting those newcomers by telling a bit about your business that might help solve one of their problems or taut a feature or benefit they would receive for calling your business. How about "The 'On-Time or it's Free', Plumbers" or "Providing Plumbing Solutions for 30 years." Then you can still have your name below, if it ties into other advertising or you feel that it is absolutely necessary. But just using your name at the top is really a waste of precious space. Be more creative and less vain.
Next, let's attack the photo. I understand you spend thousands on the repair truck and the pretty lettering on the side, but the public has seen many repair trucks, and some perhaps even nicer than yours. So, for that picture you have to have, make it something that tells a story to support your headline or show a positive outcome. For instance, a picture of a leaky pipe solved with a smiling housewife or a close-up of your warranty or retail store. If it makes more sense, drop the picture altogether and use the space for a list of things you can offer the consumer that will help sell your services. Also, lose the cute border, which will allow more room for copy.
Next, include ways to reach you from cell numbers, websites, email, and of course, a large phone number. If you have a retail or physical location, include a map. The final ad design should be created to display all you have to offer and allow the reader to quickly see why you are a better choice than your competition. Make a terrific first impression and keep the ad simple and to the point. If you need more advice, consider buying a great book with details on all I've presented and more. "Inside the Yellow Pages" will describe for you all you need to succeed and show you an inside look at the directory industry as a bonus.
Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and runs a consulting and design firm, Advertising Business Consultants for Yellow Page advertisers in Phoenix, AZ. His latest book is, "Inside the Yellow Pages." is available on amazon.com. He can be reached by email at jph948@yahoo.com.
