Yellow page ad fixes

By
Angie Herrera

An [article](http://www.logodesignarticles.com/2007/09/24/advertising/attention-grabbing-fixes-that-make-your-yellow-page-ad-leap-off-the-page/) over at [LogoDesignArticles.com](http://www.logodesignarticles.com/) goes over some tips on how to make your yellow page ad to "leap off the page". For the most part the list of tips are right on the money but I would go a bit further on a few points. > 1. Shrink the business name. That is NOT the most important part of the ad in the reader’s mind. And it crowds out the space for information that that could sell them on you. Once you can get them to want you, they’ll be able to find your name and contact information OK. I agree but I think it also depends. If we're talking small business that's somewhat unknown, for the most part this is 100% true. But if we're talking any business that is already well-known I would say that too small a logo or business name is a mistake. There are businesses -- small and not so small -- that have done well in their region and communities that have built brand recognition. For those folks, having an appropriately sized logo in the ad isn't necessarily a bad thing. > 2. Ditto, shrink the graphics. They may be helpful to catch the eye initially, but add nothing to what directory users want to know. Images often distract from the ad’s message, wasting its moment of attention on trivialities. In many cases this is very true. But I wouldn't call it a surefire thing. It depends on the industry. If you flip through the phone book some industries use imagery more than others. There are other variables to consider here. But in general, graphics may become a waste of good ad space. > 7. Add your Web site address (domain name) and/or email address. Treat your Web site as a place to expand the size of your Yellow Page ad. Then state a reason why a person wants to check your site: www.mysite.com for 23 simple ways to keep your dog from over-eating Or www.myrestaurant.com for recipes to our award-winning desserts. I'd take this one step further. Set up a landing page for the ad and make sure it ties in with both, your website and your ad. This not only gives you the opportunity to expand the ad further, you will then be able to track your visits allowing you to see how well the ad is doing and if it's worth doing again in the future. > 10. Don’t let the directory do your ad for free. It will end up costing you too much. Couldn't agree with this more. While free ad design is appealing, the truth is (as the author mentions at the beginning of the article), the "artists" (I have yet to hear them be called designers) are following templates and guidelines for the phone book, **not** for your business. Even when you do provide your own ad artwork, be sure to get a proof. Phone book companies have a nasty habit of changing things to what *they think* works. Two of our clients have experienced this firsthand. Overall, if you follow the tips listed in the article and take them just a bit further, chances are your ad will do well.