Tips on Creating Your Small Business Yellow Page Ad

First, a few words about my qualifications. I was a Yellow Page consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have experience in creating ads and have advised almost 7000 companies on how to put together the most effective ones. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in essentials areas like the headline, artwork, body text, placement, book, or heading. So, whether you have an ad or are thinking about placing one, please read on.

The small, home-based business was the backbone of our directory. Because they wanted to target a localized market area, the Yellow Pages was ideal. It allowed them to choose the heading, the directory and work within their budget. So, assuming that you are like them, how should you proceed? I’m so glad you asked. Here are a few things that every successful ads should contain, regardless of size. That is, if you decide on at least an in-column (alphabetical) or display-type ad.

• A focus: What’s the purpose of the ad? Begin with a strong headline.
• A benefit: Why should I buy?
• A way to fill a need: How can you solve my problem?
• Easy-to-read text: Does it have nice, bold type?
• A picture that supports the theme or shows a good outcome: i.e. happy people.

• A description of the product or service: What are you really selling?
• Your uniqueness: What sets you apart from the other guys?
• Understandable location info: Do you have a map or directions?
• Contact data: Do you have a website, fax, e-mail?
• Plus something to attract attention: Color, white background, clever headline, etc.

Article Source: http://www.content.onlypunjab.com

Jeffrey Hauser’s latest book is, "Inside the Yellow Pages,” which can be viewed at www.poweradbook.com He 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 ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.

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