How to Critique Your Own Yellow Page Ad

How to Critique Your Own Yellow Page Ad
Dr. Lynella Grant

Forget what you know about your business
Your goal is to see your Yellow Page display advertisement
the way a directory user sees it. You can’t act like you
know anything about your enterprise that isn’t there, on the
page. Look at your ad without pride or being identified with
your operation. If you pretend it’s someone else’s, you can
spot the flaws you’d otherwise overlook.

Mentally put the competition’s name on your ad. Does what
you say apply equally well to them? If it does, you haven’t
effectively set yourself apart. When all the ads seem alike
buyers think they can get the same thing from any of them
(and are more likely to select by price). The goal isn’t
just to look different, but to actually be different in ways
customers notice and care about.

Does the ad provide the facts readers and callers need?
Directory users have already decided to buy something. So
they’re looking in the Yellow Pages to find who provides it.
This is the educational phase of the buying process. As soon
as a person finds enough information to take the next step,
they close the directory and move on.

Customers want information. They’re looking for some reason
to prefer some business over the rest. Well-thought-through
ads make their job much easier. So give readers the precise
information they’re looking for. It’s hard to do that unless
you understand your customers’ mindset and priorities. It
helps to be absolutely clear about how you’re different from
other businesses in the heading.

Look at the ad as a whole
Now squint your eyes so you can’t make out the words. This
lets you get the overall impression. Most ads just get
scanned, so the words themselves are only read if there’s a
double-take that captures the reader’s attention.

Is the whole image pleasant to look at? Does it reveal an
attractive, unique personality of the business? Is there a
business-like, competent tone? Do all the parts, from the
fonts and images, to messages, all mesh and express the same
distinctive flavor?

Are there distractions from the image or message? Does every
element carry its weight and support the whole mood? Fat
borders and cutesy graphics use valuable space, without much
pay-off. If there’s color, is it used effectively? Does it
contribute or distract?

Notice the business name. Does it tell you what the
enterprise actually does (aside from the category it’s in)?
Generic names like R&J Enterprises don’t cut it. If the name
isn’t informative, you might need a slogan or tagline - but
do make it unique to you.

Is the information arranged to be easy to read?
Every ad is a compromise between saying enough and arranging
it to clearly communicate an attractive impression. Does the
most important information stand out? Is it easy to find
(without being too packed in)? What catches the eye first?
Second? Third?

How complete is the information? Does it provide what
callers are most likely to ask about? Customers are
concerned about convenience. Does the ad include crucial
location, hours, extra services, parking, payment options,
after-hours contact, etc.? Is there a way for them to get
extra information (like a booklet or from a Web site)? Give
bonus points for that.

Look word for word. Is every one essential? Is anything
important left out? Is it organized with bullets or clusters
so related information hangs together?

Next, consider the ads around it
A Yellow Page ad never appears in isolation. And what goes
on with the nearby ads influences the way people respond to
yours - more than the specifics of your ad. What else is on
the page, and the pages before and after yours? Be honest
now, do they do a better job of grabbing the eye? Is the
whole page a blur - without a clear attention grabber? And
if there is one, what makes it stand out better than yours?
How can you improve on it?

Assessing your ad is the first step to making a better one
The real value of critiquing your Yellow Page ad is to
sharpen your own eye to pick up the crucial differences
among competing ads. Practice in other categories where you
don’t have a stake. Soon you can tell in a glance which ads
have more appeal - and why.

Find free expert assistance in developing a first-rate
Yellow Page ad at http://www.yellowpagesage.com. Or arrange
for a professional critique of your ad, so you don’t miss a
trick. Either way, you’ll find ample ways to improve your ad
that will improve its performance. And you will be ready
when the next directory comes around.
©2004, Lynella Grant