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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 Mon. August / 02 / 2021

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Zenith Media Projects Significant Rebound in Advertising Spend  MediaVillage

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What marketers need to know about TikTok advertising  AdAge.com

Framingham Library Advertising For Assistant Head of Information and Research Experience – Framingham SOURCE - framinghamsource.com
Framingham Library Advertising For Assistant Head of Information and Research Experience – Framingham SOURCE  framinghamsource.com

Daily Crunch: European privacy regulators fine Amazon $887M over targeted advertising practices - TechCrunch
Daily Crunch: European privacy regulators fine Amazon $887M over targeted advertising practices  TechCrunch

Lamar Advertising Company Names Sukhvinder Singh Senior VP - GlobeNewswire
Lamar Advertising Company Names Sukhvinder Singh Senior VP  GlobeNewswire

Nintendo and Sony are playing different games when it comes to TV advertising - VentureBeat
Nintendo and Sony are playing different games when it comes to TV advertising  VentureBeat

The UAE's Advertising Business Group Releases Its First Ethical Guidelines For Gender Portrayal In Advertising And Marketing Communication - Media, Telecoms, IT, Entertainment - United Arab Emirates - Mondaq News Alerts
The UAE's Advertising Business Group Releases Its First Ethical Guidelines For Gender Portrayal In Advertising And Marketing Communication - Media, Telecoms, IT, Entertainment - United Arab Emirates  Mondaq News Alerts

LLYC Acquires Spanish Advertising Agency China - PRovoke Media
LLYC Acquires Spanish Advertising Agency China  PRovoke Media

Lee Enterprises announces new strategic initiative with Amazon Advertising to bring “Over The Top” video services to local businesses customers - Waco Tribune-Herald
Lee Enterprises announces new strategic initiative with Amazon Advertising to bring “Over The Top” video services to local businesses customers  Waco Tribune-Herald

Amazon’s advertising business is surging amid industry-wide ad sales boom for tech giants - GeekWire
Amazon’s advertising business is surging amid industry-wide ad sales boom for tech giants  GeekWire

Insights on the $58.4 Billion Direct Mail Advertising Global Market to 2030 - Identify Growth Segments for Investment - PRNewswire
Insights on the $58.4 Billion Direct Mail Advertising Global Market to 2030 - Identify Growth Segments for Investment  PRNewswire

Google revenue jumps 62%, fueled by demand for online advertising - CNN
Google revenue jumps 62%, fueled by demand for online advertising  CNN

Global Print Advertising Market Report (2021 to 2030) - COVID-19 Impact and Recovery - PRNewswire
Global Print Advertising Market Report (2021 to 2030) - COVID-19 Impact and Recovery  PRNewswire

Providence Group spends $ 100 million on advertising blitz in August American Florida Pete Buttigiegne Badated Cruz - Floridanewstimes.com
Providence Group spends $ 100 million on advertising blitz in August American Florida Pete Buttigiegne Badated Cruz  Floridanewstimes.com

GOP gubernatorial candidate Scott Jensen restricted by Facebook from advertising - Minneapolis Star Tribune
GOP gubernatorial candidate Scott Jensen restricted by Facebook from advertising  Minneapolis Star Tribune

Amazon Advertising Revenue Eclipses $7B – And Is Still Picking Up Speed - AdExchanger
Amazon Advertising Revenue Eclipses $7B – And Is Still Picking Up Speed  AdExchanger

Court panel weighs Google bid to move advertising antitrust cases - Reuters
Court panel weighs Google bid to move advertising antitrust cases  Reuters

Town of Natick Advertising For Health Director – Framingham SOURCE - framinghamsource.com
Town of Natick Advertising For Health Director – Framingham SOURCE  framinghamsource.com

"We need to use technology to catch up with fraud" – UK advertising regulator - Texasnewstoday.com
"We need to use technology to catch up with fraud" – UK advertising regulator  Texasnewstoday.com

$88.83 Billion TV Advertising Global Market to 2030 - Identify Growth Segments for Investment - PRNewswire
$88.83 Billion TV Advertising Global Market to 2030 - Identify Growth Segments for Investment  PRNewswire

Post-Pandemic Advertising Trends Are Changing Franchise Strategies - 1851 Franchise
Post-Pandemic Advertising Trends Are Changing Franchise Strategies  1851 Franchise

Olympics Ratings Slump Forces NBC to Haggle With Advertisers - Bloomberg
Olympics Ratings Slump Forces NBC to Haggle With Advertisers  Bloomberg

Hawkins Police Blotter: Phony Dasani vehicle advertising job costs man $2560 - Kingsport Times News
Hawkins Police Blotter: Phony Dasani vehicle advertising job costs man $2560  Kingsport Times News

MyPillow to withdraw commercials from Fox News after advertising disagreement - WGHP FOX 8 Greensboro
MyPillow to withdraw commercials from Fox News after advertising disagreement  WGHP FOX 8 Greensboro

Facebook (FB) Reduces Advertising Targeting for Teenagers - Bloomberg
Facebook (FB) Reduces Advertising Targeting for Teenagers  Bloomberg

Eugene ‘Gene’ Azzam, Baltimore advertising executive and former creative director for W.B. Doner and later his own agencies, dies - Baltimore Sun
Eugene ‘Gene’ Azzam, Baltimore advertising executive and former creative director for W.B. Doner and later his own agencies, dies  Baltimore Sun

Lee Enterprises joins Amazon Advertising on initiative | Local | journalnow.com - Winston-Salem Journal
Lee Enterprises joins Amazon Advertising on initiative | Local | journalnow.com  Winston-Salem Journal

Coalition of Privacy-Focused Tech Companies Calls for Ban on Surveillance Advertising Technologies - CPO Magazine
Coalition of Privacy-Focused Tech Companies Calls for Ban on Surveillance Advertising Technologies  CPO Magazine

VentureBeat: “Nintendo dominated video game national TV advertising for the first half of 2021” - My Nintendo News
VentureBeat: “Nintendo dominated video game national TV advertising for the first half of 2021”  My Nintendo News

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Cody OUT OF HOME inks exclusive advertising deal with Tate's Cairn Tunnel  Marketing Interactive

Amazon to Appeal Record $886 Million Fine Over Advertising Practices - Gizmodo
Amazon to Appeal Record $886 Million Fine Over Advertising Practices  Gizmodo

Brands that Cracked the Advertising Code in 2021 - Radio World
Brands that Cracked the Advertising Code in 2021  Radio World

Permission-Based Advertising Is The New Click-And-Collect - Forbes
Permission-Based Advertising Is The New Click-And-Collect  Forbes

Demand for Digital Advertising Is Exploding - Motley Fool
Demand for Digital Advertising Is Exploding  Motley Fool

Lee Enterprises and Amazon Advertising offer Over The Top video service - Mooresville Tribune
Lee Enterprises and Amazon Advertising offer Over The Top video service  Mooresville Tribune

Skipping the Olympics Is ‘Not an Option’ for Many Advertisers - The New York Times
Skipping the Olympics Is ‘Not an Option’ for Many Advertisers  The New York Times

Why Q3 will be a big test for the digital ad duopoly - Business Insider
Why Q3 will be a big test for the digital ad duopoly  Business Insider

Advertising Industry Must Overcome Its Anxiety Around Disability Representation - Forbes
Advertising Industry Must Overcome Its Anxiety Around Disability Representation  Forbes

(Extra Crunch) Can advertising scale in VR? - TechCrunch
(Extra Crunch) Can advertising scale in VR?  TechCrunch

The advertising secret enabling this entrepreneur to take his business up a gear - iNews
The advertising secret enabling this entrepreneur to take his business up a gear  iNews

Lee Enterprises announces initiative with Amazon Advertising to bring video services to local businesses - Bristol Herald Courier
Lee Enterprises announces initiative with Amazon Advertising to bring video services to local businesses  Bristol Herald Courier

Lee Enterprises and Amazon Advertising to offer Over The Top video service to local advertisers - Lincoln Journal Star
Lee Enterprises and Amazon Advertising to offer Over The Top video service to local advertisers  Lincoln Journal Star

Google's advertising revenue rose 69% in Q2 - Morning Brew
Google's advertising revenue rose 69% in Q2  Morning Brew

What Facebook's new privacy protections for teenagers means for advertisers - AdAge.com
What Facebook's new privacy protections for teenagers means for advertisers  AdAge.com

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Dentsu: The Invisible Advertising Giant Behind the Tokyo Games  The New York Times

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Upcoming Android privacy changes include ability to blank advertising ID, and 'safety section' in Play store  The Register

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Google cruises the resurgence of digital advertising and the interests of retail clients  Illinoisnewstoday.com

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NFFT As the Future of Digital Advertising  MarTech Series

Largest Advertising Agencies in Massachusetts - Boston Business Journal - Boston Business Journal
Largest Advertising Agencies in Massachusetts - Boston Business Journal  Boston Business Journal

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Contextual Advertising Strategies for Marketing Financial Services  Business 2 Community

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Children's Advertising Review Unit Issues Revised Guidelines for Responsible Advertising to Children, Effective January 1, 2022  PRNewswire

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Katie Price 'faces social media ban as Advertising Standards Authority launch investigation'  Daily Mail

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Time to end the advertising hype  Otago Daily Times

US B2B Advertising Forecast 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
US B2B Advertising Forecast 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

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Navigating ad fraud and consumer privacy abuse in programmatic advertising  TechCrunch

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Advertising shows signs of surging recovery as holding companies report earnings  CNBC

Facebook eyes a future beyond social media - The Economist
Facebook eyes a future beyond social media  The Economist

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10 Companies Winning at Instagram Advertising  Search Engine Journal

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JCDecaux wins a 10-year contract for advertising bus shelters in the city of Antwerp  GlobeNewswire

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Fury as billboards shame brands for advertising with GB News - 'shutting down free speech'  Express

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Realty One Group Connect Brings Online and Streaming TV Advertising  MarTech Series

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Advertising sector has #MeToo moment as blog sparks women’s anger  The Guardian

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Olympic Ratings Plunge and Star Athlete Stumbles Heat Up NBC’s Make-Good Talks With Advertisers  Variety

Consumer Attitudes Toward Digital Advertising 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
Consumer Attitudes Toward Digital Advertising 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

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In-App Advertising And Its Benefits to Modern Advertisers  MarTech Series

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Global TV Advertising Market Report (2021 to 2030) - COVID-19 Impact and Recovery  Yahoo Finance

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Hyperlocology And Brickwork To Launch Local Retail Digital Advertising  MarTech Series

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Conviva and the Trade Desk Partner to Improve Contextual Advertising  MarTech Series

Facebook (FB) Advertisers Impacted By Apple (AAPL) Privacy iOS 14 Changes - Bloomberg
Facebook (FB) Advertisers Impacted By Apple (AAPL) Privacy iOS 14 Changes  Bloomberg

Comcast Reportedly Is Offering ‘Makegoods’ To Olympics Advertisers - Forbes
Comcast Reportedly Is Offering ‘Makegoods’ To Olympics Advertisers  Forbes

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How Advertising's Star Model Protects Abusers  MediaVillage

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AdTheorent, a Leader in Data Science and Machine Learning Optimized Advertising, to List on NASDAQ via Merger with MCAP Acquisition Corporation  Business Wire

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Ad Age's ranking of the biggest US advertisers by 2020 advertising and marketing spending  AdAge.com

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No feedback from govt, political parties on advertising guidelines - Standards Commissioner  Malta Independent Online

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Self-regulation at work: Crypto group to issue advertising guidelines  Economic Times

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Nightmare scenario: alarm as advertisers seek to plug into our dreams  The Guardian

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Targeted advertising is missing its target, research claims  Morning Brew

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Companies Like Instacart and Home Depot Are in a War for Advertising Talent  Business Insider

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After Apple Tightens Tracking Rules, Advertisers Shift Spending Toward Android Devices  The Wall Street Journal

Microsoft Advertising Announces New Multimedia Ads For Search - Search Engine Journal
Microsoft Advertising Announces New Multimedia Ads For Search  Search Engine Journal

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New Haven to advertise for vacant position  KYStandard.com

Largest Mass. advertising agencies look to the future of the industry - Boston Business Journal - Boston Business Journal
Largest Mass. advertising agencies look to the future of the industry - Boston Business Journal  Boston Business Journal

Australian advertising industry put on notice in latest #metoo uprising - AdNews
Australian advertising industry put on notice in latest #metoo uprising  AdNews

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Report Finds Increased Adoption of Digital Out-of-Home Advertising in Post-Pandemic Economy  Yahoo Finance

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Ferguson Advertising Adds Senior Account Executive  Inside INdiana Business

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Sinclair gives details on sports betting, advertising, OTT at Kagan Media Summit  S&P Global

Prada Debuts New Advertising Campaign Inviting You to "Feel" - vmagazine.com
Prada Debuts New Advertising Campaign Inviting You to "Feel"  vmagazine.com

The Light And Shadow Of Media Advertising Has The Best Impact - Columnist24
The Light And Shadow Of Media Advertising Has The Best Impact  Columnist24

What's the Future of Social Media Advertising? - Practical Ecommerce
What's the Future of Social Media Advertising?  Practical Ecommerce

TikTok video advertising beer snorkel breaches Ad Standards - Mumbrella
TikTok video advertising beer snorkel breaches Ad Standards  Mumbrella

Advertisements for the Otherworldy - The New York Times
Advertisements for the Otherworldy  The New York Times

Toyota Pulls Its Olympics TV Ads in Japan Over Covid-19 Concerns - The New York Times
Toyota Pulls Its Olympics TV Ads in Japan Over Covid-19 Concerns  The New York Times

Why Apple’s IDFA Update Is Great for Out-of-Home Advertising - Adweek
Why Apple’s IDFA Update Is Great for Out-of-Home Advertising  Adweek

Digital Advertising Global Market Report 2021: COVID-19 Impact and Recovery to 2030 Featuring Google Ads, Facebook, Alibaba, Amazon, Baidu, Tencent, Microsoft, Verizon, Twitter, and Sina - ResearchAndMarkets.com - Business Wire
Digital Advertising Global Market Report 2021: COVID-19 Impact and Recovery to 2030 Featuring Google Ads, Facebook, Alibaba, Amazon, Baidu, Tencent, Microsoft, Verizon, Twitter, and Sina - ResearchAndMarkets.com  Business Wire

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The Best Social Media Platforms For Advertising | Choosing the Right Ad Platform For Your Brand  Neil Patel

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Why advertisers are all in on podcasts  Fast Company

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Fauci Predicts Worsening Virus Conditions  Voice of America

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Advertisers are spending more into gaming as it has become a dominant category: POKKT  Animation Xpress

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Global Location Based Advertising (LBA) Market to Reach US$523.3 Billion by the Year 2027  Yahoo Finance

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