Unused Picture Postcard
Have you ever wondered why two identically sized ads under the same heading receive totally different results? It's obviously a combination of elements and placement at work. Think of similar cars, both being four-cylinder, compact sedans and comparably priced. One has a better finish, control layout, and more efficient engine. The other might have better seating, but drives rather unevenly and has a poor suspension system. They both serve the same purpose but offer different features and benefits. Therefore one sells better than the other because of the care the designer took in the original concept. The Yellow Page ads are no exception. It all begins with that marketing concept.
The car company designs a car with their target consumer in mind. They may be attracting the typical family driver by offering a safe, four-door mid-sized sedan. They then add in the features for that particular buyers group. Then they advertise it to those same potential buyers by touting the benefits they seek. The most effective designs and marketing promotions win over the largest share of the market. Compare that to your Yellow Page program. It must be created to go after a certain consumer group and will work well if it is crafted well. But like a poorly conceived automobile, if not correctly produced, it will sit there dormant and unused.
I have been a Yellow Page sales consultant for 25 years and helped 1000's of businesses with their directory ads. Like the car companies, I've seen every type of make and model, size and color, small and large budget, and watch them succeed and fail. The ones that did well all had something in common. They had a sense of purpose because they were designed to perform as a spokesperson for the company. They told what was for sale and what the product or service could offer the consumer. Like the cars, they were built for the long haul and solved a problem or filled a need. Like the min-van for the family or the sports car for the single man, they targeted their individual buyer.
It comes down to a consistent sense of direction. You choose the size and heading, based on the item for sale, and then load it up with features that the consumer will desire and recognize. Be direct and focus on the main element. Write a headline that attracts the viewer and add a picture if needed. Insure you cover the reasons to buy and finish with contact information. There are several ways to track your results and things to consider that could fill a book. So I wrote one that does exactly that. "Inside the Yellow Pages" describes my years as a Yellow Page consultant and a dozen chapters on how to design cost-effective Yellow Pages ads. And that's the final and best advice I can offer.
Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and runs a consulting and design firm, Advertising Business Consultants for Yellow Page advertisers in Phoenix, AZ. His latest book is, "Inside the Yellow Pages." is available on amazon.com. He can be reached by email at jph948@yahoo.com.
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