| ||
| ||
|
Marketing Information | |
| Domain Names | E Books | Email Marketing | Ezine Marketing | |||
| Internet Marketing | Marketing | PPC Advertising | SEO | |||
| Traffic Building | Web Design | Web Development | Web Hosting | |||
| ||||||
|
| ||||
|
How to Critique Your Own Yellow Page Ad
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 --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
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
The Testimonial Writing Machine Almost every small business marketer knows that they should gather testimonials to use in their marketing materials.The problem though is that getting your clients, the ones who know your greatness, to sit down with a blank sheet of paper and crank out a glowing testimonial can be a bit of a chore. Where to Find Cheap Brochure Printing Whether it is for is a real estate listing, a trade show handout, a data sheet, or another application, brochures can be a great promotional tool. They can be very expensive or surprisingly affordable, depending on your needs and where you look. Top Ten Blunders Exhibitors Make in Expos/Tradeshows Triple your response from expos by avoiding the top ten blunders at expos. Turn disappointment into sales success!If you are like most exhibitors, you were disappointed from the results at your last expo. How To Create Urgency So People Buy Now .. CRM System: Give Meaning to Your Data A customer relationship system (CRM) system uses technologically-driven strategies to assess customer needs and buying behavior. This allows businesses to market their products and services more effectively. Lessons From a Six Year Old My 6 year old daughter Emily knows exactly what she wants to be when she grows up. Two weeks ago she knew that she wanted to be a teacher. Getting Your Marketing Message Across with CD Business Cards CD Business cards allows any type of business that dynamic look. Hand out your business card on disc and see the expression on your clients faces. Using a Marketing Calendar Template Owning a small business isn't easy, especially if you are running it alone. Between moving products, taking orders, paying bills, and taking care of family, it is easy to lose track of everything you need to do. The First Rule of CRM for Financial Services Things have to change. Cross selling is not going to happen simply by installing new CRM technology. Out of Sight, But Not Out of Mind What's black and white and read all over? A newsletter of course! And while there are perhaps hundreds of ways to market your business and increase your bottom line, one of the singlemost effective tools in marketing is your own business-building newsletter.The Power of Newsletters:Newsletters show the customer you care - even when you can't be there. 2 Step Marketing Do it Right.I receive postcards all the time. Everybody Loves Raymond....You Should Too! Popular TV Series Provides a Powerful Marketing LessonSmall Business owners spend a great deal of mental effort and time trying to dream up the next big marketing idea for their business. I'm all for that. Postcard Mania Will postcards be an advantage for you?The latest craze these days is to send a postcard advertisement to everyone on a mailing list. It is both good and annoying to customers. The Secret to Adding Credibility to Your Business - Testimonials! You may not realize it, but you already have a gold mine of endorsements waiting to be created. Everyone who is serious about building a business and creating credibility uses this idea. Business Marketing Strategies For many small business managers, finding the time and commitment to develop business marketing strategies is difficult. There are so many other obligations vying for our attention it is tempting to push formal strategy development to the back burner. Key Marketing Strategy - You Need To Stay Visible! If you want to get consistent results from your marketing, you need to stay visible to clients and prospects. But, how do you do that?It's not going to do you a whole lot of good if you produce a bunch of great marketing stuff and nobody ever reads it. Don't Put All Of Your Eggs Into One Basket I vaguely remember a particular story from my childhood. It had something to do with transporting eggs to market. The Real Marketing Genius I spend a lot of my time reading books and listening to tapes about business and marketing. I guess that's understandable. Resume Writing Service Marketing Marketing A Resume BusinessWhen starting a resume business, your marketing campaign is the most important aspect of your business plan. Without clients being able to find your services, you will not have orders! We suggest starting out with local advertising. Marketing For Profit - 6 Critical Traits Develop These Six Critical Marketing Traits..
|
| Domain Names | E Books | Email Marketing | Ezine Marketing | |
| Internet Marketing | Marketing | PPC Advertising | SEO | |
| Traffic Building | Web Design | Web Development | Web Hosting |
|
Home | Site Map | Traffic Building
| Free
Classified Ads | Free-For-All
Ads | Reciprocal
Links | Search
Engines | |
| Copyright © 2006-2007. The Highland Marketing Group. All Rights Reserved. |
|
| ||
|