What Your Ad Should Look Like
Bottom Line Management provides professional design services
but we know that you need to be satisfied with the ads we create. No
one design works for everyone. Different headings need different
approaches. Your specific marketing goals and competition also affect
format. But certain principles generally apply that you can keep in
mind:
Ad Flow/Design
Generally, you should be able to place your finger wherever your eye is
first drawn and then move through all of the information in the ad
without lifting your finger.
• Grab the readers attention with a large photo or graphic showcasing
what you do.
• While yellow pages ads can often carry more copy than other print
ads, try to keep your ad clean, uncluttered, and easy to read.
• Illustrations should point into your ad -- not towards your
competitor's ad.
• Reverse type can be a very effective highlight, especially for things
like your company name and phone number.
• Use a distinctive company logo somewhere in your ad.
• Consistency in copy and look from book to book as well as with other
media in your mix tends to reinforce and enhance all of your
advertising's effectiveness.
• Keep your reader's eyes heading to the phone number.
Headlines
Headlines should capture the readers' attention, draw them into your ad
and give the reader a quick summary of what services you offer or idea
you want to convey.
• Simple, bold statements, humor, or questions can grab a reader's
interest.
• Identify the single most important feature of your business that sets
you apart from your competition.
• Unless yours is a very well known name, or your name describes a
product/service which is otherwise hard to quickly understand, your
name is usually not a good headline.
Copy
Keep copy succinct and to the point -- but be complete. Different
people are looking for different things when they shop.
• Emphasize features and benefits of your product or service.
• Specify brand names, specialties, qualifications, and other
information that makes you stand out from the competition.
• Include vital information such as location, hours, parking, credit
cards, and your web site address, if applicable.
Borders
Distinctive borders can help create a mood or tie in with your products
and services.
• Bold borders tend to be effective and separate you from other ads on
the page.
• Allowing an illustration or other element to break the border can
create visual interest and create extra "white space" around your ad.
In Conclusion
There are many things to keep in mind for successful yellow
page advertising. Bottom Line Management can simplify things for you to
ensure that you have the most impactful eye-catching ads on the page.