“My Yellow Page ad just isn’t generating the calls I need!” I have worked with advertising in the Yellow Pages (in one form or another) for 30 years and of all the complaints I have heard about this unique medium, this is by far the most frequently hurled curse on them. It’s not a surprise. Browse their directory and you’ll see why. The same dusty ads… telling the same tired story… to the same vague audience (everyone). Of course, prospects aren’t responding – these ads speak forcefully to NO ONE!

Blame “the message” dear friends, not the messenger! When all your ads say the same tired phrases to the same “general buyer,” prospects have no reason to choose one ad over another, and your competitors are likely to be chosen and named just like you. Poor ad response is the inevitable result. But do not worry! Learn how to speak to prospects’ needs and fears and you’ll bring competitors to their knees, while filling your wallet for the next 365 days.

Do you want to talk to the prospect? Well, who are you trying to persuade? Exactly who do you want to call you? I know, I know… you want as many calls as possible, so your answer is “everyone in town.” The problem is that Yellow Pages ads that try to persuade ALL readers end up motivating very few. People are looking for someone “special” who really cares about solving their specific problem… someone they can really trust. Speaking specifically about these needs as a specialist will allow you to connect powerfully with your target audience and create these warm and fuzzy feelings, creating a unique place in the market for your business.

Here is an example. Let’s say his obsession with baseball has left him with a painful arm injury, and his doctor tells him that chiropractic care can help ease his pain. Soon, he’ll be flipping through the chiropractor title in his yellow pages directory. Your eyes cloud over quickly when you are bombarded with a bunch of ads that look and say basically the same thing… “Are you in pain?” Uh no, I’m browsing here because I have a thing for chiropractors! Don’t waste precious space telling your prospects what they already know!

Chances are, there isn’t a single message that makes a personal, emotional connection to YOUR specific problem. But what if you come across an ad with the following? (Title) “Fast, gentle relief for your sports injury…” (Subtitle) “From the chiropractor trusted by professional athletes.” The body of the text goes on to explain how this chiropractor has earned a glowing reputation with local sports teams AND even includes some of the testimonials from him. The large, unexpected graphic in the ad (a batter throwing a ball into space) reinforces the ad headline and conveys the benefit of calling this doctor (mobility restored). So are you going to call one of the many chiropractors who promise pain relief for “everything under the sun” (including migraines, ear infections, and scoliosis) or are you going to place your trust in a sports injury specialist who Do you perceive yourself as a sports fan, like you?

The more focused your ad is, the higher the response you can expect to get. It is much better to persuade 10% of the audience 100% of the way, than 100% of the audience only 10%. Talk only to the people you most want to attract and they will respond to you. It will differentiate your business from the rest in a powerful way and basically knock out the competition!

Talk about being different. What kind of graphics are you using in your yellow page ad? Does your “unexpected” image capture the reader’s attention and significantly distinguish you from the rest? Or are you running the same expected yawn-inducing images that everyone else is using? The image you choose should stand out on the page, reinforce your title concept (benefit) and highlight the “solution” to the prospect’s problem, NOT the problem itself.

It sounds obvious, but you’d be surprised how many chiropractic ads in the Yellow Pages show sad, sore people clutching their backs in agony. What are these doctors thinking? Probably the same thing personal injury lawyers think when they put horrifying car accident photos in their ads. Or plumbers showing a panicked homeowner standing knee deep in toilet water!

The image you choose for your Yellow Page ad You need to be positive and make your prospects feel comfortable (and safe) calling you. There are exceptions, of course, but unless you’re an expert in yellow page direct response ad design, stay away from any image that could have negative connotations. Show prospects an image that reinforces the reason for their call (the solution to their problem) and Your ad is much more likely to be noticed, fully read, and called!

How about the overall visual impact of your yellow page ad? Does your ad stand out above all the clutter and “invite” readers in? If not, you are losing money. Learning the secrets of effective ad design will make your ad jump off the page and draw readers into the meaty content they’ll need to make an informed decision. Successful yellow page ads usually contain 4 or 5 main elements. They are: a powerful headline (and possibly a subtitle), based on emotion body copya striking visual and a convincing call to action The way these key elements are presented and interact with each other will largely determine your success or failure in the Yellow Pages. So wait… Introduction to Yellow Page Ad Design…

Your main goal in the Yellow Pages is to get noticed in the midst of a large number of competitors. After all, they will never read your content if they don’t even notice your ad. Don’t worry, it’s not that hard.

• Run your headline BIG and bold at the top of your ad.
• Use a large, unique, and unexpected graphic that draws attention and reinforces the main concept of your headline.
• Keep your body text fairly small (9 to 11 points) to conserve space for your big, bold headline and graphic.
• Take care of your white space! The empty space in your ad is just as critical as the content because it makes your message stand out that much more. Ample white space also makes the layout easier to navigate, giving it an uncluttered and attractive presentation.

As you design the main elements of your Yellow Page ad, try to create a logical visual “view flow” that directs the reader’s eye from the “entry point” (your main headline) at the top, to the body. of the text in the middle and then gently drops them into the call to action, which should appear at the bottom of the ad. Keep in mind that the visual entry point can also be your unique graphic image. Whatever your appeal, just make sure it helps identify your target audience, grabs attention, conveys the solution, and makes the reader want to keep reading.

These are just a few suggestions to help make your phones sound great. There are dozens more on the way, so stay tuned! Contrary to what most Yellow Pages marketers claim, there really are no “secrets” to successful Yellow Pages advertising design. High-performing yellow page ads contain a few key elements that are combined using established and proven strategies. Incorporate them into your next Yellow Page ad campaign and you’ll get stellar results. If you can use any tips along the way, feel free to let me know.