Is it because they feel bad? Is it because they are cheaper? Or is it because they see level of creative talent of smaller agencies?

Lets take a quick look at why this is happening and how this is good for consumers and advertisers. When I use term smaller it doesn’t mean that it’s a one-man show, but that they aren’t part of “BIG 6”. Now with that said lets continue, smaller agencies have a hunger to succeed, they have a need to be customer service oriented, they have a desire to be more creative without fear of upsetting upper management. Take these points into account and you have an agency that will be tenacious and with number one goal of showing their clients results.

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

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

Customers want information. They’re looking for some reason to prefer some business over rest. Well-thought-through ads make their job much easier. So give readers 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 heading.

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

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