Whew, that’s a big declaration. But just how and where did I find such an ad? There’s a great story behind it, but first a few words about my personal qualifications. I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together the most effective YP ads.
With that in mind, allow me to describe the incredible ad I discovered. It was buried in the attic of a older home that needed to be remodeled. It was in an old YP directory along with stacks of library books and magazines. I was up there looking for a antique when I saw the book. Because I always look through old phone books, I couldn’t resist this one. After just a few minutes, I saw the ad. It was in the insurance section. I brought it downstairs so I could see it better. There, outside on the front porch, the magic happened. As I began at the headline, the words became larger and more intense. The whole book shook. The picture of the agent grew as well. Soon, to my amazement, he was now standing right next to me, shaking my hand. Startled, I dropped the book to the ground and stared as the miracle continued.
He told me that I was a wise man and how I must have realized that I was woefully lacking in various insurance areas: my home, car, life, and medical, to be more specific. But he was there to help and gathered just enough personal data to recommend the perfect programs. Before I knew it, I was reaching for his pen and actually thanked him for the amazing customer service. I’ll think you’ll agree that it turned out to be one terrific Yellow Page ad.
Whether you believe that story or not, as a business person, you would love to have your ad perform as that one did. Grabbing my attention, offering me wondrous things with so many good features and benefits, that I couldn’t resist. Then getting me to move into action and buy the offer. That’s what a good YP ad does. And if yours isn’t, then it’s time you rethought your own YP ads.
It would take a book to explain everything at fault, and lucky for you, there is one. If you have a display or in-column ad, regardless of size, color or position, I can tell you how to improve it, to varying degrees. It might be in the headline, artwork, body text, placement, book, or heading (category). That’s right, I wrote the definitive book on YP advertising. It’s called, “Inside the Yellow Pages” and it will teach how to redesign your Yellow Page ads to become one of the best in the world! Or at least in your small part of it.
Jeffrey Hauser’s latest book is, “Inside the Yellow Pages, ” which can be viewed at http://www.poweradbook.com
He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.