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copywriting :: Internet Marketing :: Copywriting
How to Critique Your Own Yellow Page Ad
Have you ever wondered if what you know
about business is accurate? Consider the following paragraphs and
compare what you know to the latest info on business.
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Forget
what you know about your business Your goal is to see your Yellow Page
display advertisement the way a directory user sees it. You can’t act
like you know anything about your enterprise that isn’t there, on the
page. Look at your ad without pride or being identified with your
operation. If you pretend it’s someone else’s, you can spot the flaws
you’d otherwise overlook.
Mentally put the competition’s name on your ad. Does what you say
apply equally well to them? If it does, you haven’t effectively set
yourself apart. When all the ads seem alike buyers think they can get
the same thing from any of them (and are more likely to select by
price). The goal isn’t just to look different, but to actually be
different in ways customers notice and care about.
Does the ad provide the facts readers and callers need? Directory
users have already decided to buy something. So they’re looking in the
Yellow Pages to find who provides it. This is the educational phase of
the buying process. As soon as a person finds enough information to
take the next step, they close the directory and move on.
Customers want information. They’re looking for some reason to
prefer some business over the rest. Well-thought-through ads make their
job much easier. So give readers the precise information they’re
looking for. It’s hard to do that unless you understand your customers’
mindset and priorities. It helps to be absolutely clear about how
you’re different from other businesses in the heading.
Look at the ad as a whole Now squint your eyes so you can’t make
out the words. This lets you get the overall impression. Most ads just
get scanned, so the words themselves are only read if there’s a
double-take that captures the reader’s attention.
Is the whole image pleasant to look at? Does it reveal an
attractive, unique personality of the business? Is there a
business-like, competent tone? Do all the parts, from the fonts and
images, to messages, all mesh and express the same distinctive flavor?
Are there distractions from the image or message? Does every
element carry its weight and support the whole mood? Fat borders and
cutesy graphics use valuable space, without much pay-off. If there’s
color, is it used effectively? Does it contribute or distract?
Notice the business name. Does it tell you what the
enterprise actually does (aside from the category it’s in)? Generic
names like R&J Enterprises don’t cut it. If the name isn’t
informative, you might need a slogan or tagline - but do make it unique
to you.
Is the information arranged to be easy to read? Every ad is a
compromise between saying enough and arranging it to clearly
communicate an attractive impression. Does the most important
information stand out? Is it easy to find (without being too packed
in)? What catches the eye first? Second? Third?
How complete is the information? Does it provide what callers are
most likely to ask about? Customers are concerned about convenience.
Does the ad include crucial location, hours, extra services, parking,
payment options, after-hours contact, etc.? Is there a way for them to
get extra information (like a booklet or from a Web site)? Give bonus
points for that.
Look word for word. Is every one essential? Is anything important
left out? Is it organized with bullets or clusters so related
information hangs together?
Next, consider the ads around it A Yellow Page ad never appears in
isolation. And what goes on with the nearby ads influences the way
people respond to yours - more than the specifics of your ad. What else
is on the page, and the pages before and after yours? Be honest now, do
they do a better job of grabbing the eye? Is the whole page a blur -
without a clear attention grabber? And if there is one, what makes it
stand out better than yours? How can you improve on it?
Assessing your ad is the first step to making a better one The real
value of critiquing your Yellow Page ad is to sharpen your own eye to
pick up the crucial differences among competing ads. Practice in other
categories where you don’t have a stake. Soon you can tell in a glance
which ads have more appeal - and why.
Find free expert assistance in developing a first-rate Yellow Page ad at http://www.yellowpagesage.com.
Or arrange for a professional critique of your ad, so you don’t miss a
trick. Either way, you’ll find ample ways to improve your ad that will
improve its performance. And you will be ready when the next directory
comes around.
©2004, Lynella Grant
About The Author
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
grant@giantpotatoes.com
When word gets around about your command of business
facts, others who need to know about business will start to actively
seek you out.
We hope you found the information on this page useful and will return often to browse
the many articles throughout our site. We will be adding new material on an ongoing
basis in order to keep our visitors up to date on the latest promotion and marketing
information and tools that allow so many marketers to earn a full time living on the
internet.
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