You know Yellow Page advertising isn’t affordable. One easy way to both economize and optimize your return on investment would be to forget about expensive color options such as white knockouts, spot colors and the very expensive “4-color procedure” alternative.
Your Yellow Page sales rep will eagerly show you several studies claiming that color always increases ad response.
Do not buy into it! Color is your “golden egg,” high-profit item for Yellow Page publishers… Most will bend over backward and sideways to convince you to get.
The fact is color has little to do with how well an ad will “perform.” Even though a multiple color ad will be flashy to the eye, a blur of color cannot speak to the want or felt needs of your prospects.
Color just cannot maintain a prospect’s attention long enough for an ad’s message to sink. How efficiently are you currently able to display out neon signs, full-color billboards, etc.?
How easily does the new car that you’re considering leap out at you in the blur of visitors? Color alone simply doesn’t talk about prospects’ needs.
The truth is, there are only two variables that will decide how many CALLS your new Yellow Page ad will generate:
The superior layout is more than eye-catching – great layout brings attention AND speaks to the need of the client.
This is a challenging balance, and it’s why you’d be smart to leave the design of your ad to a real Yellow Page ad design specialist.
Successful Yellow Page ad design requires a special set of skills, and few individuals have the direct reaction background and expertise in the Yellow Page moderate to make your phones ring off the hook.
Do not let anyone fool you! The manner in which your Yellow Page ad is developed will largely determine your success or failure! Your Yellow Page advertisement is going to be surrounded by ALL of your competitors.
Your ad MUST visually stand out from the pack and be in a position to draw readers to the content. A professionally implemented one color Yellow Page advertisement with a compelling copy will always value a banner that are improperly designed and is filled with generic, meaningless ad copy.
So, if you’re considering expensive color selections for your next Yellow Pages ad put your money where it matters most: Successful ad design and persuasive content FIRST, placement (ad size) SECOND and color LAST!
Many Yellow Page advertisers greatly underestimate the importance of practical Yellow Page ad design.
It’s unfortunate because print pages jaunes directories are among the best strategies to reach the hearts and minds of your regional industry. If you would like additional tips and hints on effective Yellow Page ad design, don’t hesitate to drop me a line.