Yellow Page Ad Design Tip #4

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Yellow Page Ad Design
Use a Headline
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Seven Powerful Tips to Dominate your Yellow Page Advertising Competition.

Yellow Page Advertising > Design Tips >
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Yellow Page Ad Design Tip #4

Never give your potential customers a reason to back out.

Okay, you've blown them away with your headline. Your clutter-free design shouts professionalism. Yellow Page readers can see the obvious value you have over all your competitors. They're basically hooked—ready to get in their car, invite you over to fix their sink, call for a free consultation, whatever it is they need to do to do business with you. They are fully engaged and ready to hand you their money, so...

Don't give them any reason to doubt their decision.

One thing we see all the time is two completely different ads, side by side, and both say, "fastest service". What?! Wait a second. One of these guys must be a shyster. How can both these companies have the fastest service?

This may seem obvious, but people hate to be lied to. Ninety percent of customer complaints come from people that feel they were somehow deceived. If you truly have the fastest service this side of the Mississippi, back it up. Say something like, "Awarded Fastest Service 3 years in a row by the American Automobile Association". That's something you can take to the bank.

If you don't have any prestigious awards, focus on what makes you unique, and say it as honestly as humanly possible.

They are looking for any reason to call the whole thing off. Never give it to them.



6 Key Yellow Page Elements

"At some point, you may choose to discuss your advertising plans with some marketing professionals. Their experience and expertise can be helpful. They can also do a lot of damage. I have seen some really successful ads—ads that
were dominating their headings—torn apart by very good, very experienced, knowledgeable marketing professionals.

"With their marketing experience, they 'proved' these ads could not work. And, they were right: high-performance Yellow Pages ads usually do not work well in other media. The media that carries the message is at least as important a variable as the content of the message.

"Advertising professionals—no matter how skilled—cannot give useful advice on Yellow Pages ads unless they know the Yellow Pages medium."

— Kerry Randall, pg. 75
Effective YELLOW PAGES Advertising.
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