|Breast Cancer Information|
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
Customer-Involving Signage and Selling
Here's some easy ways to create signage that will attract, not annoy customers (and local government agencies that regulate signage):
Understanding The Basics Of Advertising
I get the L.A. Times delivered to my door every day, but I don't read it for the articles. It is a Pulitzer Prize winning newspaper, but the articles just don't interest me. Unlike most people, I read the paper for the advertisements because there is a lot to learn from them.
10 Tips to Use Giveaways Effectively
Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties, or giveaway items all designed to promote. But look a little more closely. How many really do an effective job? How clearly do they get a message across? Is the message sufficiently visible? Is the giveaway useful or unique enough that you would want to keep and use it? All these questions, and more, need to be considered before jumping into the giveaway game.
Small Cards, Big Ideas: Alternative Uses for Business Cards
Aggressive business card marketing isn't about handing your business cards out to everyone you see.
Using Flyers to Advertise Your Online Business
Using flyers is one commonly overlooked method of advertising offline. Flyers are extremely easy to create. They also allow you to exhibit some of your creative side, making it just that much more fun to make money.
100 Excellent Words and 70 Action Getting Phrases for Ad Writing
100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain. Beautiful. Better. Big. Colorful. Colossal. Complete. Confidential. Crammed. Delivered. Direct. Discount. Easily. Endorsed. Enormous. Excellent. Exciting. Exclusive. Expert. Famous. Fascinating. Fortune. Full. Genuine. Gift. Gigantic. Greatest. Guaranteed. Helpful. Highest. Huge. Immediately. Improved. Informative. Instructive. Interesting. Largest. Latest. Lavishly. Liberal. Lifetime. Limited. Lowest. Magic. Mammoth. Miracle. Noted. Odd. Outstanding. Personalized. Popular. Powerful. Practical. Professional. Profitable. Profusely. Proven. Quality. Quickly. Rare. Reduced. Refundable. Remarkable. Reliable. Revealing. Revolutionary. Scarce. Secrets. Security. Selected. Sensational. Simplified. Sizable. Special. Startling. Strange. Strong. Sturdy. Successful. Superior. Surprise. Terrific. Tested. Tremendous. Unconditional. Unique. Unlimited. Unparalleled. Unsurpassed. Unusual. Useful. Valuable. Wealth. Weird. Wonderful.
How to Save Money by Making Your Own Sign
In the sign industry we commonly refer to the material that the sign is made out of as the substrate. Examples include, wood, vinyl banners, aluminum, coroplast, etc. But what many customers do not realize is that they can purchase vinyl lettering or vinyl decals and apply them directly to typical substrates themselves. Translation ? saving money by buying blank substrates inexpensively at local hardware stores such as Home Depot and Lowes and avoiding the prices sign companies need to charge to apply the material. Although you do pay tax by buying locally on the substrate, you can save tax on the vinyl by ordering over the internet.
Online vs. Offline Advertising
Let's face it. Email marketing and publishing have became very popular tool for promoting your business, especially in the USA. Many people use email in everyday communication. Email is fast and cheap. What would you like more? Many people subscribe to ezines about Internet, Jokes, Tips, Recipes, Horoscopes... Majority of these emails are free and very quality.
The SKINNY on Radio Advertising
From meager beginnings in 1920, radio has grown with us to be a major player in advertising. The radio industry says they get about 8 percent of all advertising bucks. Not bad when you consider the many ways to hawk your service or product
Good Design Makes Good Sense
Organized your pencils and pens lately? Sorted your clothes into a logical system in your drawers? Then you already understand the basic elements of good design: it's practical, it's systematic, and it makes life easier.
The Importance of Your Business Card
What are you trying to say with you business card?
The Secrets of High Money Classified Ads
When used effectively, classified ads can be one of the quickest and most inexpensive ways to increase your sales. A well written classified ad can generate thousands in sales, yet could cost you pennies to write and run.
Consider These Pressing Facts Before You Renew Your Yellow Page Ad
Your Yellow Page Ad Deserves More than 10 Minutes of Thought a Year
Fax Advertising : Hitting Your Target Immediately
In the business of marketing and advertising, it used to be that companies that wanted to get the word out quickly to key customers on a new development would rely on email with follow-up phone calls. But with the new technologies available in fax broadcasting, fax advertising has taken over as the advertising medium of choice when it comes to contacting your customers at the speed of light.
Get Free Radio Advertisement
Here's a neat trick to get lots of radio advertisement time, TOTALLY FREE! Imagine...absolutely free access to millions of listeners of offline and online radio!
Should You Advertise on TV?
When people discover my background in advertising, the questions flow. One of the most frequent questions is "Should I advertise on TV?"
Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency
This is the third article of a three-part series. I'm illustrating the marketing challenges of PrescottWeddings.com, a small business.
Getting the Most Out of Your Networking Group
Here is my personal list of things to do at your networking group:
Tips for Using Paid Advertising
Quite a few business out there can't survive without some type of advertising and/or brand recognition, so advertising your business is one of the most important aspects in running certain types of business. It's also one of the most frequently asked questions for "how to". This article is especially important for direct sales reps and those with company websites that need to make themselves "stand out" among hundreds of others that are selling similar products.
Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part One
The decision on whether or not someone will read your brochure is usually decided in the first 5 seconds they look at it. What kind of message are you communicating in that five seconds? Will you make a favorable impression with your prospect? Will you move your prospect closer to the sale?
|home | site map|
|Copyright © 2005 Bisey.net|