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Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page


Stand Out in Ways that Matter to Directory Users A Yellow Page directory presents a difficult challenge for advertisers. All the competitors are packed together, within the space of a few pages. Each ad within the directory category screams "Notice me!" so insistently, they blend into an muffled chorus. It's not easy for one to stand out with a clear, distinctive voice - like a soloist above the choir. That only happens when the business is clear about expressing its unique "song," and understands what buyers most want to hear.

It isn't surprising that most Yellow Page ads say pretty much the same thing. They were all prepared by the same directory employees. What do they know about marketing? About copywriting? About what's unique and desirable about your enterprise?

The people making the ads "grind them out," using the same templates and guidelines for every ad, in every category. Originality isn't in their job description. Following the formulas for how an ad "should look" is a formula for being ignored.

These quick fixes cut away the bland sameness afflicting most ads. Disregard for now the related issues like the ad's size and placement. Such factors just amplify (or diminish) an ad's impact. A poor ad is still a poor ad, even if it's very large. Coupled with fine-tuned copy (its own topic), these fixes will improve the impact of any size of ad, for any directory heading.

Try these Quick and Easy Fixes

You don't have to be a designer or copywriter to make your ad stand out. You just have to understand your customers' unstated wants, so you supply precisely the information that they're looking for. And you need to know how you're different than your competitors. Set yourself apart, so you don't fade into the background, as most ads do.

1. Shrink the business name. That is NOT the most important part of the ad in the reader's mind. And it crowds out the space for information that that could sell them on you. Once you can get them to want you, they'll be able to find your name and contact information OK.

2. Ditto, shrink the graphics. They may be helpful to catch the eye initially, but add nothing to what directory users want to know. Images often distract from the ad's message, wasting its moment of attention on trivialities.

3. Provide a headline that hooks the readers' interest (the category or business name isn't one, but most ads act like it is). A strong, emotionally-charged headline pulls attention into the rest of the information. It makes people stop skimming and actually read. Provide a promise that hits their hot button in a way that applies only to you (but not every other competitor in the category)

4. Make the location easy to find. Half of all directory users scan ads for the business location first, and then only consider those ads which are convenient. Location of the enterprise overrides an ad's size or placement in the directory.

5. Display your expertise, along with a reason for buyers to seek out your specialized knowledge. Offer a booklet, class, in-depth information on your Web site, etc. This also establishes your credibility in customers' eyes, which is crucial to building sufficient trust to complete a purchase.

6. Buyers are hunting for information that can assist in making a purchase. When they open the directory, they're hoping to find a business that in some way communicates, "I'm the one you're looking for." Make it easy for them to know it's you, by giving ample information directed at their concerns. Organize it in bulleted lists.

7. Add your Web site address (domain name) and/or email address. Treat your Web site as a place to expand the size of your Yellow Page ad. Then state a reason why a person wants to check your site: www.mysite.com for 23 simple ways to keep your dog from over-eating Or www.myrestaurant.com for recipes to our award-winning desserts.

8. Arrange it all so the information flows logically, and to please the eye.

9. Eliminate images or phrases that appear in the other ads. Find a different, more interesting way to express it.

10. Don't let the directory do your ad for free. It will end up costing you too much.

The Ideal Yellow Page Ad

The very best ad is the intersection between what a buyer is looking for, and what a business provides. When a business is attuned to its customers' priorities and needs, it can say exactly what rings their bell. For example, a harried mother will respond with relief to the phrase, "Free Childcare Provided." That service carries no weight with a business person, who may consider "No extra charge for weekend service calls" the clincher.

What really makes an ad stand out is the specifics, not the generalities (which is what every other ad says). Visit www.yellowpagesage.com for advice from many experts about getting more mileage from your ad. Or obtain a customized critique of your ad, that eliminates the guesswork about what needs fixing.

Directory users are ready to buy. Simplify their lives by making your products and services so "just right" that choosing you is their only sensible choice.

--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


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. November / 21 / 2019

Google to Limit Who Can Be Targeted by Political Advertising - TIME
  1. Google to Limit Who Can Be Targeted by Political Advertising  TIME
  2. Google restricted ad targeting for political ads  Vox.com
  3. Google Restricts Political Advertising On Its Platform  Benzinga
  4. Google is taking the middle ground between Facebook and Twitter on political advertising  CNBC
  5. View full coverage on Google News

Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency - Forbes
Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency  Forbes

Digital advertising is not the dot com bubble, improper attribution is - Marketing Land
Digital advertising is not the dot com bubble, improper attribution is  Marketing Land

Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet - Forbes
Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet  Forbes

Facebook launches new safety tools for advertisers as criticism continues over false political ads - CNBC
Facebook launches new safety tools for advertisers as criticism continues over false political ads  CNBC

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

3 Auctions Rule Digital Advertising. Here's A Guide To Navigating Them - AdExchanger
3 Auctions Rule Digital Advertising. Here's A Guide To Navigating Them  AdExchanger

In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR - Front Office Sports
In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR  Front Office Sports

Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true - USA TODAY
Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true  USA TODAY

The Ad Screens on Ride-Hail Cars Collect Data, Too - CityLab
The Ad Screens on Ride-Hail Cars Collect Data, Too  CityLab

NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019 - MediaPost Communications
NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019  MediaPost Communications

The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising. - Slate
The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising.  Slate

Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content - Wall Street Journal
Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content  Wall Street Journal

Milwaukee advertising exec Bill Eisner dies - Milwaukee Business Journal
Milwaukee advertising exec Bill Eisner dies  Milwaukee Business Journal

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

Netflix pulls Spectator advertising after social media backlash - Scram News
Netflix pulls Spectator advertising after social media backlash  Scram News

Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’ - Fortune
Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’  Fortune

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

German doctors call for complete ban on smoking advertising - The Local Germany
German doctors call for complete ban on smoking advertising  The Local Germany

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider
Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

To help ward off Amazon, CPG advertisers are seeking data relationships with retailers - Digiday
To help ward off Amazon, CPG advertisers are seeking data relationships with retailers  Digiday

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Meredith's Vision for the Future Includes Growth in Print Advertising, Newsstand Revenue - Folio: - Folio Magazine
Meredith's Vision for the Future Includes Growth in Print Advertising, Newsstand Revenue - Folio:  Folio Magazine

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

The Rundown: We've always hated advertising - Digiday
The Rundown: We've always hated advertising  Digiday

Mispadu: Advertisement for a discounted Unhappy Meal - We Live Security
Mispadu: Advertisement for a discounted Unhappy Meal  We Live Security

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

The SEC brings its adviser advertising rules into the internet age - InvestmentNews
The SEC brings its adviser advertising rules into the internet age  InvestmentNews

SEC Seeks to Bring Adviser Advertising Rules into the Digital Age - Planadviser.com
SEC Seeks to Bring Adviser Advertising Rules into the Digital Age  Planadviser.com

Advertisers emerge as buyers for ad tech - Digiday
Advertisers emerge as buyers for ad tech  Digiday

Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump - The New York Times
Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

Learn Digital Advertising Essentials and Stay Ahead of the Game - Entrepreneur
Learn Digital Advertising Essentials and Stay Ahead of the Game  Entrepreneur

I worked on political ads at Facebook. They profit by manipulating us. - The Washington Post
I worked on political ads at Facebook. They profit by manipulating us.  The Washington Post

Behind Apple's 'Slow-Roll' Marketing Push for Its New Streaming Service - The New York Times
Behind Apple's 'Slow-Roll' Marketing Push for Its New Streaming Service  The New York Times

General Election 2019: Facebook takes down 'political' advertising - BBC News
General Election 2019: Facebook takes down 'political' advertising  BBC News

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss - Business Insider
Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss  Business Insider

GroupM To Advertisers: The Next New Thing May Be Outdoor, Radio & Print 11/04/2019 - MediaPost Communications
GroupM To Advertisers: The Next New Thing May Be Outdoor, Radio & Print 11/04/2019  MediaPost Communications

Netflix 'n' spills: How the streaming wars could hurt advertisers, consumers and platforms - AdAge.com
Netflix 'n' spills: How the streaming wars could hurt advertisers, consumers and platforms  AdAge.com

Don’t abolish political ads on social media. Stop microtargeting. - The Washington Post
Don’t abolish political ads on social media. Stop microtargeting.  The Washington Post

General election: The Independent needs you to send us any political advertising you see on Facebook - The Independent
General election: The Independent needs you to send us any political advertising you see on Facebook  The Independent

Microsoft Advertising unveils interface redesign - Search Engine Land
Microsoft Advertising unveils interface redesign  Search Engine Land

Do advertisements on the side of vans and trucks violate Vermont billboard ban? - Burlington Free Press
Do advertisements on the side of vans and trucks violate Vermont billboard ban?  Burlington Free Press

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

How top health websites are sharing sensitive data with advertisers - Financial Times
How top health websites are sharing sensitive data with advertisers  Financial Times

Where does Twitter’s decision to ban political advertising leave its peers? - Marketplace APM
Where does Twitter’s decision to ban political advertising leave its peers?  Marketplace APM

UK advertisers balk at high cost of targeted TV ads - Digiday
UK advertisers balk at high cost of targeted TV ads  Digiday

Bravo Fans Get First Taste of Pepsi Champagne as NBCU Lures Madison Ave. to New Events - Variety
Bravo Fans Get First Taste of Pepsi Champagne as NBCU Lures Madison Ave. to New Events  Variety

‘Digital is the testbed’: Why the 2020 election is focused on online advertising - Digiday
‘Digital is the testbed’: Why the 2020 election is focused on online advertising  Digiday

Brave 1.0 browser review: Browse faster and safer while ticking off advertisers - CNET
Brave 1.0 browser review: Browse faster and safer while ticking off advertisers  CNET

Snapchat’s new ad format lets advertisers extend 6-second non-skippable ads - Marketing Land
Snapchat’s new ad format lets advertisers extend 6-second non-skippable ads  Marketing Land

Oops! Chick-fil-A sends 'awkward' apology email after advertising National Sandwich Day on Sunday - WTAE Pittsburgh
Oops! Chick-fil-A sends 'awkward' apology email after advertising National Sandwich Day on Sunday  WTAE Pittsburgh

Site ranks best, worst stores for Black Friday based off their advertisements - WFSB
Site ranks best, worst stores for Black Friday based off their advertisements  WFSB

Inside Facebook’s bid to woo TV advertisers - Digiday
Inside Facebook’s bid to woo TV advertisers  Digiday

Farmers Insurance Pulls Million-Dollar Ad Campaign With G/O Media After Editorial Staff Raises Hell - The Daily Beast
Farmers Insurance Pulls Million-Dollar Ad Campaign With G/O Media After Editorial Staff Raises Hell  The Daily Beast

Target reveals ‘biggest’ Black Friday advertisement ever, featuring thousands of deals - Boston News, Weather, Sports | WHDH 7News
Target reveals ‘biggest’ Black Friday advertisement ever, featuring thousands of deals  Boston News, Weather, Sports | WHDH 7News

Online Advertisers Float CCPA Compliance Framework - Multichannel News
Online Advertisers Float CCPA Compliance Framework  Multichannel News

Facebook Launches New Option Which Enables Advertisers to List Ad Text Variants - Social Media Today
Facebook Launches New Option Which Enables Advertisers to List Ad Text Variants  Social Media Today

Semi carrying mail advertisements causes major delays on SB I-75 near Big Bend Road in Hillsborough - ABC Action News
Semi carrying mail advertisements causes major delays on SB I-75 near Big Bend Road in Hillsborough  ABC Action News

A Reality Check On Advertising Relevancy And Personalization - Forbes
A Reality Check On Advertising Relevancy And Personalization  Forbes

Digital Advertising Trends To Watch In 2019 And Beyond - Forbes
Digital Advertising Trends To Watch In 2019 And Beyond  Forbes

Gender Stereotypes Banned in British Advertising - The New York Times
Gender Stereotypes Banned in British Advertising  The New York Times

Amazon is turning advertising into its next huge business — here's how - CNBC
Amazon is turning advertising into its next huge business — here's how  CNBC

When A Recession Comes, Don't Stop Advertising - Forbes
When A Recession Comes, Don't Stop Advertising  Forbes

The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products - Business Insider
The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products  Business Insider

YouTube is letting politicians reserve advertising space for 2020 election - The Verge
YouTube is letting politicians reserve advertising space for 2020 election  The Verge

Juul halts advertising in United States, replaces CEO - The Verge
Juul halts advertising in United States, replaces CEO  The Verge

AR Advertising: A Gimmick Or A New Advertising Frontier? - Forbes
AR Advertising: A Gimmick Or A New Advertising Frontier?  Forbes

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