| Even with today's technology, it's nearly impossible to | | | | Pages Advertising for Lawyers" written by the late |
| construct a persuasive, phone-ringing Yellow Pages | | | | Kerry Randall. It was written for attorneys but its' |
| advertisement in under 30 minutes. Where did I get | | | | principles apply to any business appearing in the |
| thirty minutes from? In 1975, my first gig was designing | | | | Yellow Pages. After exhaustive analysis, Kerry |
| Yellow Page ads for a large national Yellow Pages | | | | determined that nearly all effective, call-generating |
| publisher. I considered it my "dream job." Our tight-knit | | | | Yellow Page ads include six key elements. He taught |
| group of creatives would dole out dozens of Yellow | | | | that all high-performance Yellow Page ads should |
| Page ads per day, every day. We did our best to | | | | contain: |
| make each ad a selling masterpiece BUT we did have | | | | - Strong headlines that command attention and engage |
| a daily quota of 10-15 ads to contend with...Arrange | | | | readers |
| time for breaks, paperwork, etc. and that rate works | | | | - A laser-sharp focus; a willingness to ignore most |
| out to about 30 minutes per ad. | | | | readers |
| OK, so it takes more than 30 minutes, but why worry | | | | - Arresting, eye-captivating illustrations or photographs |
| about Yellow Page ads? | | | | - Clearly identifiable differences ( from competitive |
| Even as "online local search" continues to grow at a | | | | advertisers) |
| rapid clip, today's print Yellow Page directories | | | | - Relevant copy (text) that covers less than 50% of |
| represent a not-too-shabby $14 billion a year industry, | | | | the ad space |
| and has morphed into a broader medium that includes | | | | - Professional-looking, clutter-free layouts |
| BOTH print and online capabilities. In fact, directional | | | | I've developed and been preaching very similar |
| media (Yellow Pages, online local search and classified | | | | principles to my Yellow Page clients for a decade so I |
| advertising) is expected to top $119 billion by 2010. For | | | | wasn't overly surprised when Mr. Randall emailed me |
| all of this, print Yellow Pages are still what they have | | | | kudos for our Yellow Page advertising efforts. Kerry's |
| always been, a very effective means of generating | | | | recent passing was a big loss for the industry but he |
| telephone calls and revenue from your most important | | | | left behind a sparkling gem of a book that will continue |
| local prospects. | | | | to help countless Yellow Page advertisers. Whether |
| So if the Yellow Pages designers can't always | | | | you're determined to create your very own Yellow |
| produce great ads, who can? | | | | Page ad or looking to hire an independent designer, |
| My two year stint working for a Yellow Pages | | | | Kerry's masterful dissertation is an invaluable guide. |
| publisher taught me a great deal about ad design and | | | | And you'll need a guide in picking out an effective |
| Yellow Pages advertising. But despite a promotion to | | | | designer. Remember, every industry has it's share of |
| Art Director status, I soon left the Yellow Pages to | | | | sneaky imposters. It only takes about $20 a month to |
| start my own graphic design company... | | | | hang out your electronic shingle these days and some |
| After twenty years of running a successful design | | | | Yellow Page ad "professionals" lack even a formal |
| studio and servicing Fortune 500 members, the | | | | advertising design background, let alone a solid, |
| corporate advertising world had become stale and left | | | | direct-response experience, or a successful |
| me underwhelmed. I decided to re-visit the Yellow | | | | track-record for their clients. |
| Pages industry and created a niche service that, at the | | | | Scrutinize prospective designer's Yellow Page ad |
| time, practically didn't exist: "The Yellow Page Ad | | | | samples in light of these 6 principles. Make sure that |
| Design Specialist." By improving the message and | | | | the ads clearly and honestly speak to the prospects' |
| visual impact in my clients' Yellow Page ads, I was able | | | | emotional needs and effectively persuade prospects |
| to unleash the incredible potential of the medium. Over | | | | by presenting the very best solution to their specific |
| the last decade, my clients and I have enjoyed | | | | problem. Also verify that the Yellow Page design |
| phenomenal success, and my niche market has | | | | specialist you choose has a solid direct-response |
| spawned many competitors. | | | | background and a successful track-record for their |
| How can you outmaneuver and outsell your Yellow | | | | clients. |
| Page competitors? | | | | Otherwise, you'd be better off doing a little reading and |
| While designing phenomenal Yellow Page ads takes | | | | create your own persuasive Yellow Pages |
| more than a few tips - it takes real design talent, | | | | advertisement. One that will deliver "off-the-hook" |
| advertising experience, and expertise in the dynamics | | | | phone calls for you, 365 days a year! If you stumble |
| of Yellow Page advertising - the very best guidelines | | | | along the way or you need a few pointers, let me |
| for Do-It-Yourselfers can be found in "Effective Yellow | | | | know if I can help. |