Stand Out in Ways that Matter to Directory Users A Yellow Page directory presents a difficult challenge for advertisers. All competitors are packed together, within space of a few pages. Each ad within directory category screams "Notice me!" so insistently, they blend into an muffled chorus. It's not easy for one to stand out with a clear, distinctive voice - like a soloist above choir. That only happens when business is clear about expressing its unique "song," and understands what buyers most want to hear.

It isn't surprising that most Yellow Page ads say pretty much same thing. They were all prepared by same directory employees. What do they know about marketing? About copywriting? About what's unique and desirable about your enterprise?

The people making ads "grind them out," using same templates and guidelines for every ad, in every category. Originality isn't in their job description. Following formulas for how an ad "should look" is a formula for being ignored.

These quick fixes cut away bland sameness afflicting most ads. Disregard for now related issues like ad's size and placement. Such factors just amplify (or diminish) an ad's impact. A poor ad is still a poor ad, even if it's very large. Coupled with fine-tuned copy (its own topic), these fixes will improve impact of any size of ad, for any directory heading.

Try these Quick and Easy Fixes You don't have to be a designer or copywriter to make your ad stand out. You just have to understand your customers' unstated wants, so you supply precisely information that they're looking for. And you need to know how you're different than your competitors. Set yourself apart, so you don't fade into background, as most ads do.

1. Shrink business name. That is NOT most important part of ad in reader's mind. And it crowds out space for information that that could sell them on you. Once you can get them to want you, they'll be able to find your name and contact information OK.

2. Ditto, shrink graphics. They may be helpful to catch eye initially, but add nothing to what directory users want to know. Images often distract from ad's message, wasting its moment of attention on trivialities.

How should you be using PPC? If you are you only trying to “make sale,” you could be losing visitors who are looking for information about your products or services. By exchanging informational sales material for a prospect’s contact information, you will dramatically increase your long-term return on investment.