subject: Yellow Page Ad Design Consultants - Are They Worth It? [print this page] Yellow Page Ad Design Consultants - Are They Worth It?
At least, they were free to my clients as part of my service. While my fellow salespeople used the art department to create ads, I made my own because I have a degree in art and design. I was quite proud of my results and improved many ads and made many friends. I also noticed that some accounts used outside services like ad agencies or companies that only redesigned YP ads for a living. They would charge by the size and degree of difficulty, based on artwork or color needed. Some came up with nice art, other, not so much, But they would still charge for their time, even when the final outcome was less than spectacular or not even what the client wanted. And that was often the problem. They didn't always know what they wanted or could recognize a good ad.
It's not that they didn't try, but these clients were not designers. They were plumbers, dentists, insurance agents, or perhaps owned a restaurant. How would they know what art or layout might be best? So they would trust the expertise of the consultant to do what they were paid to do. But it didn't always turn out that way.There are several issues that I can see, in dealing with a YP designer. First, if they charge by the hour, that's huge problem. Will they have any incentive to work quickly? If you were being paid by the hour, would you? So, avoid those types at all costs.
The next group are ones that promise to save you money by reducing your YP ad program. In my day, they were called "cutters." That's because the only way they made an income was to charge the client a percentage of what they saved in the yearly YP revenue. For example, say you have a full-page ad that is $2000 a month. They design a half-page that costs you $1000 a month or $12,000 annually. They have just cut your YP bill in half, but they charge you fifty percent of the savings, or $6000. You might think that's fair and wonderful because your new YP ad is $12,000 less than last year. But $6000 for a few hours work is crazy and besides, did they make your ad better? If that plumbing ad is now 20 pages back because of the smaller size and you attract even ten less jobs a week, how does that affect your bottom line? In other words, what was the true cost of the ad if they end up ruining your business?
The final group are basically artists. They will spruce up your current ad without the need to reduce its size. That's because they charge by the job and size. After meeting with you and asking questions about your business, they will make a computer-generated artwork using stock or custom photos while applying some graphic techniques. They will show you samples of their work and enumerate the increased calls the new ads received after the redo. Of course, no two ads are alike so they cannot guarantee you will have the same results and don't expect them. Advertising is not a science or art, it's a game. You play well and hopefully get some business. But no one can promise a certain amount of calls from an ad. No one. So they will give you an estimate of costs and you receive artwork in exchange. It will be pretty and slick and it may or may not work. But they get paid anyway.
So, what's the verdict? Do I recommend you use a professional designer? And if so, how do you choose? If you are not happy with your present ad or the ads that the local YP rep are generating for you, then you have a few options. Get some local prices from designers in your area. Look at their portfolios and call their former clients. If the price is right, give them a try for one ad. Next, should you use an online company? Well, they will work by emailing proofs and you will never see them in person. If you are unhappy, how do you stop payment or get satisfaction? You can take that chance, but it's harder to check them out. You could still call former clients, but remember that there are lots of scammers on the net. I would only spend what you can afford to lose. But I would first try the YP rep's artists because they will design an ad for free. Just don't hire some college kid or local cartoonist. Invest in your ad with a professional and have an idea of what you want before making contact. Don't settle for mediocre and show the ad to many friends and family before buying the final version. And don't be afraid of making changes or being too critical. After all, you are paying for it and it must be right for your needs. Finally, for other cost-saving, YP tips, try checking out my book that details many ways to save. "Inside the Yellow Pages," is on my website and amazon.com and no, I won't make you cut your ad or your business profits. Just someone hoping to make a new friend.
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 ran a consulting and design firm, ABC Advertising. He authored a book about his directory years, "Inside the Yellow Pages" which can be seen at his website, http://www.poweradbook.com and he is officially retired.
