“My Yellow Page ad just isn’t getting the calls I need!” I’ve worked with advertising in the Yellow Pages (in one form or another) for 30 years and of all the complaints I’ve heard about this unique medium, this is by far the most common curse thrown at them. It’s not a surprise. Browse their directory and you’ll see why. The same dusty ads… telling the same tired story… to the same undefined audience (everyone). Of course, prospects aren’t responding—these ads don’t speak strongly to ANYONE!

Blame “the message” dear friends, not the messenger! When all the ads say the same tired phrases to the same “general buyer,” prospects have no reason to choose one ad over another, and your competitors are likely to be picked and named after you. Poor ad response is the inevitable result. But do not worry! Learn how to talk about prospects’ needs and fears and you’ll bring competitors to their knees, while filling your wallet for the next 365 days.

Do you want to talk to the prospect? Well, who are you trying to persuade? Exactly who do you want to call you? I know, I know… you want as many calls as possible, so your answer is “everyone in town.” The problem is that yellow page ads that try to persuade ALL readers end up motivating very few. People are looking for someone “special” who really cares about solving their specific problem… someone they can really trust. Speaking specifically about these needs as a specialist will allow you to powerfully connect with your target audience and create these warm and fuzzy feelings, creating a unique place in the market for your business.

Here is an example. Let’s say his obsession with baseball has left him with a painful arm injury and his doctor tells you that chiropractic care can help ease his pain. Soon, he’ll be flipping through the chiropractor title in his yellow pages directory. Your eyes get cloudy quickly when you’re bombarded with a bunch of ads that all come up and say basically the same thing… “Are you suffering?” Uh no, I’m browsing here because I have something for chiropractors! Don’t waste precious space by telling your prospects what they already know!

Chances are there isn’t a single message that makes a personal and emotional connection to YOUR specific problem. But what if you come across an ad with the following? (Heading) “Fast and gentle relief for your sports injury…” (Subheading) “From the chiropractor trusted by professional athletes.” The body of the text goes on to explain how this chiropractor has earned a glowing reputation with the local sports teams and even includes some of his testimonials. The ad’s large, unexpected graphic (a batter throwing a ball into space) reinforces the ad’s headline and conveys the benefit of calling this doctor (regained mobility). So, are you going to call one of the many chiropractors who promise pain relief for “everything under the sun” (including migraines, ear infections and scoliosis) or are you going to put your trust in a sports injury specialist who Do you perceive yourself as a sports fanatic, like you?

The more targeted your ad is, the higher response you can expect to achieve. It is much better to persuade 10% of the audience 100% of the way, than 100% of the audience only 10%. Talk only to the people you most want to attract and they will respond to you. It will set your business apart from the rest in a powerful way and basically eliminate the competition!

Speaking of being different. What kind of graphics are you using in your yellow page ad? Does your “unexpected” image grab the reader’s attention and set you apart from the rest in a meaningful way? Or are you running the same expected yawn-inducing images that everyone else is using? The image you choose should stand out on the page, reinforce your headline concept (benefit), and highlight the “solution” to the prospect’s problem, NOT the problem itself.

It sounds obvious, but you’d be surprised at the number of chiropractic ads in the yellow pages that show sad, aching people clutching their backs in agony. What are these doctors thinking? Probably the same thing personal injury attorneys think when they put horrific car accident photos in their ads. Or plumbers showing a panicked homeowner standing knee deep in toilet water!

The image you choose for your Yellow Page ad you need to be positive and make your prospects feel comfortable (and safe) calling you. There are exceptions, of course, but unless you’re an expert in yellow page direct response ad design, stay away from any images that might have negative connotations. Show prospects an image that reinforces the reason for their call (the solution to their problem) and They are much more likely to notice your ad, read it in full, and call you!

How about the overall visual impact of your Yellow Page ad? Does your ad stand out above all the clutter and “entice” readers in? If not, you are losing money. Learning the secrets of effective ad design will make your ad jump off the page and draw readers in to the rich content they’ll need to make an informed decision. Successful yellow pages ads usually contain 4 or 5 main elements. They are: a powerful headline (and possibly a subtitle), based on emotion body copya flashy visual and a convincing call to action. How these key elements are presented and interact with each other will largely determine your success or failure in the Yellow Pages. So wait… Introduction to Yellow Page ad design…

Your main goal in the Yellow Pages is to get noticed in the midst of a host of competitors. After all, they will never read your content if they don’t even notice your ad. Don’t worry, it’s not that difficult.

• Run your headline BIG and bold at the top of your ad.
• Use a large, unique and unexpected graphic that catches the eye and reinforces the main concept of your headline.
• Keep your body text fairly small (9-11 points) to conserve space for your big, eye-catching headline and graphic.
• Take care of your white space! The empty space in your ad is just as critical as the content because it makes your message stand out that much more. Ample white space also makes the layout easier to navigate, giving it a neat and attractive presentation.

As you design the main elements of your Yellow Page ad, try to create a logical visual “eye flow” that directs the reader’s gaze from the “entry point” (your main headline) at the top, through the body. of the text in the middle and then gently deposits them into the call to action, which should appear at the bottom of the ad. Note that the visual entry point can also be your unique graphic image. Whatever your appeal, just make sure it helps identify your target audience, draws attention, conveys the solution, and makes the reader want to continue reading.

These are just a few suggestions to help your phones sound great. There are dozens more on the way, so stay tuned! Contrary to what most Yellow Pages marketers claim, there really are no “secrets” to successful Yellow Pages ad design. High-performing yellow page ads contain a few key elements that are combined using established and proven strategies. Incorporate them into your next Yellow Page ad campaign and you’ll get stellar results. If you can use some tips along the way, feel free to let me know.