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.
About the Author:
-Dr. Lynella Grant, an expert in visual communication. How printed materials
send signals that strengthen or undo the words. Author, The Business Card Book &
Yellow Page Smarts
http://www.yellowpagesage.com Off the Page Press (719) 395-9450
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