How to Critique Your Own Yellow Page Ad

Forget what you know about your business Your goal is to see your Yellow Page display advertisement the way a directory user sees it. You can't act like you know anything about your enterprise that isn't there, on the page. Look at your ad without pride or being identified with your operation. If you pretend it's someone else's, you can spot the flaws you'd otherwise overlook. Mentally put the competition's name on your ad. Does what you say apply equally well to them? If it does, you haven't effectively set yourself apart.

When all the ads seem alike buyers think they can get the same thing from any of them (and are more likely to select by price). The goal isn't just to look different, but to actually be different in ways customers notice and care about. Does the ad provide the facts readers and callers need? Directory users have already decided to buy something. So they're looking in the Yellow Pages to find who provides it. This is the educational phase of the buying process. As soon as a person finds enough information to take the next step, they close the directory and move on.

Customers want information. They're looking for some reason to prefer some business over the rest. Well-thought-through ads make their job much easier. So give readers the precise information they're looking for. It's hard to do that unless you understand your customers' mindset and priorities. It helps to be absolutely clear about how you're different from other businesses in the heading. Look at the ad as a whole Now squint your eyes so you can't make out the words. This lets you get the overall impression.

Most ads just get scanned, so the words themselves are only read if there's a double-take that captures the reader's attention. Is the whole image pleasant to look at? Does it reveal an attractive, unique personality of the business? Is there a business-like, competent tone? Do all the parts, from the fonts and images, to messages, all mesh and express the same distinctive flavor? Are there distractions from the image or message? Does every element carry its weight and support the whole mood? Fat borders and cutesy graphics use valuable space, without much pay-off. If there's color, is it used effectively? Does it contribute or distract? Notice the business name. Does it tell you what the enterprise actually does (aside from the category it's in)? Generic names like R&J Enterprises don't cut it. If the name isn't informative, you might need a slogan or tagline - but do make it unique to you. Is the information arranged to be easy to read?

Every ad is a compromise between saying enough and arranging it to clearly communicate an attractive impression. Does the most important information stand out? Is it easy to find (without being too packed in)? What catches the eye first? Second? Third? How complete is the information? Does it provide what callers are most likely to ask about? Customers are concerned about convenience. Does the ad include crucial location, hours, extra services, parking, payment options, after-hours contact, etc.? Is there a way for them to get extra information (like a booklet or from a Web site)? Give bonus points for that. Look word for word. Is every one essential? Is anything important left out? Is it organized with bullets or clusters so related information hangs together?

Next, consider the ads around it A Yellow Page ad never appears in isolation. And what goes on with the nearby ads influences the way people respond to yours - more than the specifics of your ad. What else is on the page, and the pages before and after yours? Be honest now, do they do a better job of grabbing the eye? Is the whole page a blur - without a clear attention grabber? And if there is one, what makes it stand out better than yours? How can you improve on it? Assessing your ad is the first step to making a better one.

The real value of critiquing your Yellow Page ad is to sharpen your own eye to pick up the crucial differences among competing ads. Practice in other categories where you don't have a stake. Soon you can tell in a glance which ads have more appeal - and why. Find free expert assistance in developing a first-rate Yellow Page ad at http://www.yellowpagesage.com. or arrange for a professional critique of your ad, so you don't miss a trick. Either way, you'll find ample ways to improve your ad that will improve its performance. And you will be ready when the next directory comes around. ©2004, Lynella Grant

--Dr. Lynella Grant, an expert in visual communication. How printed materials send signals that strengthen or undo the words. Author, The Business Card Book & Yellow Page Smarts http://www.yellowpagesage.com Off the Page Press (719) 395-9450

---

Who are Those People Youre Selling To?

If you're in the IT business, that's an important question.Most... Read More

Marketing - The One Marketeer

I'm regularly asked to speak to people, that have either... Read More

Direct Mail Personalization

A colleague who does work for a nonprofit organization contacted... Read More

Read Your Markets Mind - 3 Great Market Research Resources

Starting a new online business, developing a new product, launching... Read More

The Future of Marketing Part 1

It used to be if you were a small business,... Read More

Everything Youve Ever Learned About Marketing Is Wrong

Everything you've ever learned about marketing and advertising is WRONG.... Read More

Direct Mail Response Rates Mislead if You are Careless

I could tell you that the average temperature in the... Read More

Demographics For the Masses

Information is the lifeblood of the economy. That's especially true... Read More

Five Cheap Tricks for Promoting Your Business

If you're like me, you're always looking for ways to... Read More

When, Why, and How to Use Mailing Lists

Mailing lists may be the cause of more heartbreaks than... Read More

Selling To Your Affiliates

While success with any internet marketing program falls on the... Read More

If My Work is Good Enough

"If My Work is Good Enough, I Shouldn't Have to... Read More

Turbocharge New Sales with a Marketing Database

What is the most valuable asset your company owns? Inventory?... Read More

Set Your Business Apart With A Unique Selling Proposition

Unless your company has absolutely no competition now or in... Read More

6 Simple Ways to Determine Which Marketing Ideas Are Best for Your Business

Did something catch your eye in a direct mailing this... Read More

Tricks of the Trade: Design your Booth for Maximum Impact

The fight for your customer's attention at a tradeshow has... Read More

Two Methods of Marketing Using Joint Ventures

Whether you're a contractor a local merchant with 150 employees,... Read More

Writing Business Newsletters: Avoid the ?Me, Me, Me? Mistake

Effective customer newsletters find the right mix of promotional and... Read More

Consistent Marketing Provides Big Rewards

Being inconsistent when it comes to marketing your business can... Read More

Trade Show Exhibit Booth ? 7 Tips to Improve Yours

Once you have decided to participate in a trade show,... Read More

Why Trying to Get the Appointment Can be a Recipe for Dis-Appoinment

Why Trying to "Get the Appointment" Can be a Recipe... Read More

Business Postcard Marketing: 35 Ways to Use It

Postcards are an effective way for many business owners and... Read More

Small Business Marketing Tip ? Putting the Customer First.

I am a great believer in the keeping to the... Read More

Are Keywords Destroying the Flow of Your SEO Copy?

With all the shuffling that's been seen in the search... Read More

Rules of Thumb for Marketing to Your Past Customers

Keeping in touch can dramatically increase business, when done properly.It's... Read More

Have Something Good To Say

If you don't get this right, you can just forget... Read More

A Jack Of All Trades Is Often The Master of None

You've heard variations of that saying your entire life. Consider:... Read More

Burnout

Today I want to share a question from a reader... Read More

Marketing A Misunderstood or Scary Product or Service

What do you do if your business, product or service... Read More

How To Recognize Your Niche Marketing Agenda

Starting a business, whether it's retail products or services, must... Read More

Out of Sight, But Not Out of Mind

What's black and white and read all over? A newsletter... Read More

Work Backward And Make More Sales!

It goes against the grain, especially for those of us... Read More

How A Tiny 10 Year Old Girl Can Throw A 20 Stone Man - 3 Key Lessons In The Gentle Art Of Business

Half my immediate family trained in Judo and excelled in... Read More