Yellow Page Ad Design: The Top 5 Serial Killers Of Yellow Page Advertising Roi
After thirty years in the ad design business (a dozen of them devoted exclusively to Yellow Pages advertising), I’d say these are the top four complaints I’ve heard:
1) "They're far too expensive,”
2) “I get poor return on my investment,”
3) “my directory sales rep is a $#@!%,” and
4) “they made an error in my ad.”
While I can’t comment on your directory sales rep, and I do think having the wrong number in your ad is cause for complaint, I’ve always felt the first two complaints were really one compaint - “My ad aint working!” - and that it wasn’t fair to blame the Yellow Pages themselves for a badly designed ad.
So I’ve listed the top 5 Yellow Page design blunders below. Each mistake will bludgeon your ROI to a pulp. So read 'em, DON'T do 'em and you'll be overjoyed when your ad response jets off into the stratosphere.
1) Your Headline Is Your Business Name, Logo, and/or Photo
Fact is, your prospects don't car about who YOU are, what YOU look like or what YOU'RE all about. All they want to know is... "who's going to solve my problem in the most effective way possible?" Make your headline speak directly to your prospects needs and desires. Make it unique and irresistible. Spend the bulk of your ad development time on your headline because your response rate will live or die by it. Create an ad with a weak or nonexistent headline and you can wheel it to the morgue.
2) You Want EVERY Type Of Customer In Town
If your ad is desperately trying to attract every type of conceivable customer, you will attract very few. Focus your ad on one specific type of prospect. This way you can engage readers in a much more thorough and personal way. The more tightly you focus your audience and message, the greater your response will be.
3) Your Ad Copy Consists Of Nothing But Bullet Points
Bullets will kill, if they're not used properly. You must include persuasive ad copy that speaks to your prospects needs and helps differentiate you from your competitors in a powerful way. Bullets are OK, just as long as you also include supporting copy that speaks to your prospects emotional needs and desires.
4) Your Photo Or Illustration Is Meaningless
Don't use expected, generic images. They make eyes glaze over and push readers to your competitors' ad's who may have more compelling images. Use "unexpected" images that leap off the page and grab readers' eyes. Make sure your images are positive (solution based) and that they help support your main headline theme.
5) You Have NO Powerful Call-To-Action
If you don't tell them to act, they won't. Place a strong call to action near your phone number. Make it as inviting and irresistible as possible. "Mention this ad for a FREE report and $50 OFF your 1st purchase".
Your prospects are ready to call you, right now! But in order for that to happen, they've got to FEEL GOOD about calling you. You can bet they won't get those safe, comfy and warm feelings if you're guilty of any of the five crimes above. So when you sit down to create your next Yellow Page ad masterpiece, steer clear of these five top Yellow Page response murderers. If you need some help along the way, call me at 800-726-7006. I'll keep you safe.
