| I have counseled 1000's of small businesses during | | | | usage but your investment is also less. |
| my 25 years as a sales consultant with the Yellow | | | | So you have your "placement" picked out and we |
| Pages. I have also designed 1000's of ads. Most of | | | | can move on to the "design." The ad creation |
| mine worked because I stayed with the basic | | | | depends on the size you chose. A two-inch |
| principles of advertising success. It all boils down to | | | | alphabetical ad has enough room for several lines of |
| just four main areas. I know that other consultants | | | | copy and little else. That's okay if you realize that |
| may tell you there are five, ten, or fifteen rules to | | | | every word must be sales copy describing the |
| follow, but let's not get ahead of ourselves. My four | | | | benefits of using your business. If, on the other hand, |
| will at least put you on the right track. The rest are | | | | you have a larger display ad that has space for a |
| enhancements that help the ad draw more | | | | bold headline and a picture, you are now in the realm |
| customers or help track results. | | | | of putting together a dynamic and compelling story. |
| It's rather like building a house. First, you buy the land | | | | That's where we can turn to the final structure. |
| in the best "location." Second, you decide about the | | | | The "elements" of a creative ad are typically the |
| house's "placement" on the property. Will it face the | | | | headline, a picture or photo, the sub-headline, copy, |
| right direction for the best views, access, etc.? Then | | | | and contact information. This is where it gets |
| you draw up the plans for the basic "design." Finally, | | | | interesting. The headline must provoke the viewer to |
| you pour the foundation on which the structure or | | | | read more. It should make a statement about your |
| "elements" will stand. Without all of this, nothing gets | | | | business. "We Sell Good Lumber" is not what I mean. |
| done. So, let's compare that idea to your ad. | | | | "Reliable Moving" is no better. Focus on a feature or |
| First, where is the best "location for your ad? In | | | | benefit that sets you apart from the competition. |
| other words, which Yellow Page directory will bring | | | | "Wholesale Lumber Direct to the Public" or "Free |
| you the best ROI, or return on your investment? | | | | Packing Boxes with Every Move" has far more |
| Contact each of your local Yellow Page companies | | | | impact. Then explain the headline in a second line. |
| and ask them to supply you with their usage data. | | | | "We buy lumber in huge quantities and pass the |
| That's the information on how many people get the | | | | savings on to you," is one idea. |
| book and how many use it. Unless it is terribly | | | | Or try "We offer FREE unlimited packing boxes for |
| expensive, always choose the Yellow Page book that | | | | any move, local or long distance as our way of |
| has the highest usage and therefore reaches the | | | | saying thanks for choosing us." Now, doesn't that |
| most potential customers, Some books tout the fact | | | | make sense? Insure that your picture or photo |
| they charge less, but that's because they also have | | | | illustrates the headline. If not, leave it out. Then in |
| the smallest reach, or readers. Go fishing where you'll | | | | detailed bullet form, list a few other reasons to buy |
| find the most fish. | | | | from you and add complete contact information. |
| Fine, so now you have your location. The next | | | | Don't forget a map for retail stores and your website |
| challenge is the placement. This is determined by the | | | | or email address, Keep the phone number bold and |
| size and heading. More well-developed headings that | | | | easy to read. Those are the elements of a good ad. |
| have many ads require larger ads to be seen. In | | | | There are several other things to remember that will |
| other words, a small ad placed in a plumbing heading | | | | aid in a better ad that costs less in the long run. I've |
| consisting of 20 pages will most likely go unnoticed. | | | | spelled them out in a book I wrote about my |
| Unless you can afford a large ad, you might consider | | | | experiences in the Yellow Page industry and how to |
| a lesser heading like "sewer and drain" or "water | | | | design effective ads. It's a best-seller on and will |
| heaters" for your small ad. The heading gets less | | | | educate, entertain, and inform. |