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Seeing red over badly executed Yellow Pages ads
 Many companies invest heavily in Yellow Pages advertising. Yet they spend little or nothing on the content and design of the ads. Result: badly designed ads with say-nothing text of little interest to the customer. Worse still, all the ads look the same. (If you don’t believe us, take a look at the Yellow Pages and notice the number of pages that look similar).
Check out our latest Yellow Pages ad, created for plumbPERFECT, and decide for yourself if it is an improvement on the do-it-yourself placement plumbPERFECT was happy to abandon once they had some professional help.
PS: One of the myths of Yellow Pages advertising is that people don’t read Yellow Pages ads. Wrong, wrong, wrong. Just the opposite is true. People go into the Yellow pages with just one purpose: to read the ads. Just the opposite is true in newspapers and magazines, where the reader is interested in the articles and may, or may not, read the ads.
Your product must have good selling points (or it won’t be a product for a long time). Don’t hide them. Pack every single one into your Yellow Pages ad. They will be read. And they will make the cash register ring.
PSS: How do you make a Yellow Pages ad stand out? Make sure it doesn’t look like a Yellow Pages ad. Click on the image for a larger view in a new browser window.
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