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Copy
Copy should be easy to read; avoid
using all capital letters, thin
curly or ornate typefaces. Descriptive
headlines grab attention. It’s
best to include something your
competitors don’t have:
super fast response, immediate
delivery, drive through window,
certified technicians. Ads with
scattered information do not communicate
information quickly and easily.
They are ultimately less successful
than well-planned ads with good
flow and design.
White
Knockout
White backgrounds behind your
ad provide a clear contrast in
the yellow pages, helping to make
your ad stand out from the yellow
background. The end result is
more calls because your ad is
more noticeable.
Color
Color can make your ad more than
twice as likely to be selected
over a black and yellow ad. Color
creates a positive impression
of your business. Customers may
think you are larger, more concerned
about satisfying the customer
and capable of doing quality work.
Color gets peoples attention!
Color can make a real winner from
a simple ad. Color can communicate
both the physical and emotional
benefits of your products and
services.
Art
Art or illustration can help make
your point quickly. People think
in pictures. The key is to use
an image that communicates your
central theme without any explanation
necessary, a pool for a pool builder,
a pizza on wheels for a delivery
pizzeria, or a hammer and square
for a builder.
Size
Size determines where your ad
appears. The bigger ads are placed
in front of the smaller ads, which
means they are more likely to
be seen first. A full page ad
is noticed first 357 times more
than a quarter column. As your
ad size grows, so does your potential
business. A larger ad also gives
you more room to tell your story
and impress your potential customers.
Sources: 1995 Yellow Pages Color
Study, Micromeasurements, Inc.,
Study Conducted by Stratford Associates,
1998, and the Response Center,
1993.
