Yellow Pages Advertising Articles

1). Yellow Page Ad Design Blunders - The 8 Deadly Sins You MUST Avoid! By : John Morana
Ok, you realize that print Yellow Page advertising is STILL a very powerful way to reach your local prospects. You've also learned that you can't rely on the publishers' overworked Yellow Page ad designers. Those poor souls have to crank out 20 or so Yellow Page ads a day! How much time can they spend on your Yellow Page ad design? More importantly, how much could they possibly know about your business other than its category? YOU must take charge! Prospects don’t call categories; they don’t even call businesses; they call solutions.
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2). Knockout Yellow Page Ad Design That'll Knock Your Competitors Out Cold! By : John Morana
"My Yellow Page ad just isn't bringing in the calls I need!" I've worked with Yellow Pages advertising (in one form or another) for 30 years and of all the complaints I’ve heard about this unique medium, this is by far the curse most often thrown at them. It's no surprise. Flip through your directory and you'll see why. Same dusty ads... telling the same tired story.
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3). Yellow Pages Advertising New Business Generating Phone Calls By : Valipat Muenpan
Yet many small business owners are unsure about how to get the most out of their Yellow Pages advertising. is that business owners shell out more than 11 billion dollars every year on Yellow Pages advertising... Remember, effective Yellow Pages advertising design has only one objective: to bring you new business by generating phone calls. If you've got a local business, make no mistake about it: Done well, yellow pages advertising, while competitive and "tricky" .
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4). Effective Yellow Pages Ad Design - 8 Steps to Guarantee Your Success By : John Morana
If your phone stopped ringing, would your business be in trouble? That’s my usual answer to business owners who ask me if “dishing out money to the Yellow Pages every month" is still a wise investment. If customers don’t normally think of your service or product until they need it, and a lot of your business is done by phone, an effective Yellow Pages ad design still rings in the most local customers for the money.
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5). Yellow Page Ad Design: Does Adding Color Make Sense For You? By : John Morana
You know Yellow Page advertising isn’t cheap. But you probably also know that a high-performing Yellow Page ad can pay for itself ten times over. One easy way to both economize and maximize your return on investment is to forget about costly color options such as white knockouts, spot colors and the very expensive "4-color process" option. Your Yellow Page sales rep will eagerly show you multiple studies claiming that color always increases ad response.
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6). Yellow Pages Advertising Design: Must You Use That Gargantuan Phone Number? By : John Morana
Have you ever noticed that a lot of Yellow Page advertisers like to display gigantic telephone numbers in their Yellow Page ads? Do you happen to be one of them? After 3 decades of designing print ads, I'm still perplexed (and amused) when clients occasionally comment on their Yellow Page ad proof with... "The ad is perfect, just make the phone number 5 times larger".
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7). Yellow Pages Advertising: Just Define Your Best Customer And He'll Call You By : John Morana
There is no shortage of Yellow Pages advertising gurus and their various (and often contradictory) "secrets" for success! Some preach that it's your WORDS (aka copy) that are most important. Others claim that all you need are eye-grabbing IMAGES to suck readers into your ad. Some say that cartoon-type ads are rare in the Yellow Pages so therefore; CARTOONS are most likely to attract attention and rake in the calls.
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8). Yellow Pages Advertising in a Digital Age? By : John Morana
Do customers still use PRINT Yellow Page directories, or has everything gone digital? Well, physicians, auto repair shops, attorneys, dentists, plumbers, insurance agencies, veterinarians and florists... Just these 8 (out of 300) categories alone were referenced nearly 3 BILLION times in 2005. Now consider that “online Yellow Pages” were referenced a measly 1.
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9). Vital Component to Marketing Success: Establishing Credibility By : Joel Sussman
Copyright 2006 Joel Sussman As a salesperson or the owner of a small business, do you consider yourself to be qualified, experienced, and dependable? More importantly, have 95% of your customers had a satisfying experience doing business with you or your company? If your answer is ‘yes’ to all those questions, then your services or products have the potential to be in high demand.
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10). Yellow Pages Advertising: The Awesome Power of Nothingness By : John Morana
We all want our moneys worth! Whether it’s a new car purchase or that huge high-def plasma TV you’ve been eyeing for the past year, you want the maximum benefits from every single purchase you make. A perfect example of this is when businesses purchase Yellow Pages advertising. Go ahead, open your directory and thumb through a few pages. What do you see? Lots of ads.
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11). Yellow Pages Advertising Design: Choose Your Expert With Eyes Wide Open! By : John Morana
Even with today's technology, it's nearly impossible to construct a persuasive, phone-ringing Yellow Pages advertisement in under 30 minutes. Where did I get thirty minutes from? In 1975, my first gig was designing Yellow Page ads for a large national Yellow Pages publisher. I considered it my "dream job." Our tight-knit group of creatives would dole out dozens of Yellow Page ads per day, every day.
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