10 Things Every Successful Yellow Page Ad Needs

Writen by Jeffrey Hauser

I should probably begin with my qualifications that allows me to proclaim what an ad requires. I was a Yellow Page rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I've been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together the most effective YP ads. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in the headline, artwork, body text, placement, book, or heading. So, with that said, let me enumerate the top ten, in no particular order. Does your ad have:

1. A focus: What's the purpose of the ad?
2. A benefit: Why should I buy?
3. A way to fill a need: How can you solve my problem?
4. Easy-to-read text: Does it have nice, bold type?
5. A picture that supports the theme or shows a good outcome: i.e. happy people. Do you have at least one of these in your current ad? You should. It needs focus, consumer benefits, must fill a need, be easily read and show a positive outcome, if there is room for a picture. Of course it has to be placed properly, in the appropriate heading and the proper book, such as in either the area or Metro directory. There are five more things is should contain, so here they are:
6. A description of the product or service: What are you really selling?
7. Your uniqueness: What sets you apart from the other guys?
8. Understandable location info: Do you have a map or directions?
9. Contact data: Do you have a website, fax, e-mail?
10. ????

The last one is a secret. Actually, there are so many more it would take a book to list them all. If you would like to explore all the possibilities, head for a website that tells it like it is. At poweradbook.com you'll learn what a former YP consultant has to say about every aspect of YP advertising. It's all in his book. Hey, it's a lot cheaper than hiring a private consultant and a lot less painful. It's worth a look if you want to save money on your next YP campaign, while discovering the insider's guide to effective YP advertising.

Jeffrey Hauser's latest book is, "Inside the Yellow Pages," which can be viewed at http://www.poweradbook.com He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.

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