Seven
Powerful Tips to Dominate your Yellow
Page Advertising Competition.
Yellow Page Advertising > Design
Tips >
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| Yellow Page Ad Design Tip #5 |
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Stay away from clever, "magazine
-style" ads.
We see this all
the time. Business owners come to us
because the brand new Yellow Page ad
design they just paid $3000 for is doing
just as badly as the ad the Yellow Page
directory gave them. This is because
"magazine style" advertising just doesn't
work
in the Yellow Pages.
Running a "magazine
style" ad in your local Yellow Pages
is like
wearing a tuxedo to a baseball game.
It just doesn't make a whole lot of sense.
The psychology
of 'magazine style' advertising is
completely different from the psychology
of Yellow Page advertising. In a magazine
or newspaper
you're dealing
with a leisure shopper—someone
who may buy now or a year from now. Someone
who might be enticed by a clever
headline, and as a result, read the
entire ad. In Yellow Page advertising
this will never happen.
Let me make this clear. Yellow Page shoppers
are ready to buy. They have already made
the decision to purchase something. Now
they want to get to it.
Very, very few
people will take the time to read your
entire ad when they are already geared
up to make a purchase. Yellow Page
shoppers are not in the leisure state-of-mind
"magazine style" advertising works
on. Yellow Page shoppers are in a buying
state-of-mind. It's a completely different
thing. They would just as soon sit down
and read a
dictionary
as read through your entire Yellow Page
ad.
This is how
"magazine style" ads
fail. "Magazine style"
ads have a very specialized look. We
have all
seen them. We can spot them from a
mile away and when we see them we know
what to expect.
Very few magazine ads are informative.
Most rely on an inquisitive
headline that works with
a picture. It's like a puzzle. I see this
style of advertising on billboards all
the time. Some are so baffling I can't
even
figure them out in the time it takes to
drive past.
Could this be why Yellow Page shoppers
tend to glance right over 'magazine style'
ads? Do they instinctively reject them
fearing some kind of confusing word puzzle
might
get in the way of what they really want
to do—buy something.
Regardless of the reason behind
it, the thing to remember is—"magazine
style" ads deliver lack-luster
performance in most Yellow Pages advertising situations.
Never sacrifice your Yellow Page advertising
sales for clever a "magazine style"
ad.
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