I sold Yellow Page ads as a sales consultant for 25 years. During that time, I was on commission and therefore preached the value of larger ads in competitive headings. It made sense. If there are 10 full pages under, "Attorneys," and you wanted your fair share of business, then wouldn't it be smart to also choose the big ad for a big return? The problem was that not everyone could afford a full or even half-page ad. Let alone adding color for more impact. Yet every sales person will tell you that the largest ads draws the most customers.
Now that I'm retired, I can tell you the truth. Yes, larger ads are placed first and must be seen first, but are they the ones that people will always call first? Let's try a little experiment. Suppose you need a pair of nuts and bolts for a project. They cost about ten cents. Would you drive out of your way to go to Home Depot, or drop in your local hardware store where you could get in and out quickly? Now, for a larger purchase, you might end up at Home Depot, but here's the lesson. Larger isn't always better and there will always be a segment of the population that will gravitate to smaller ads for a variety of reasons.
They might be easier to read, have less copy or confusing pictures, and might convey a lower cost. Why? Because some people are convinced that smaller ads cost less and therefore the business might charge less. This is hardly true and I have dozens of examples of larger companies with full-page ads out-pricing the little guy because of purchasing power, the way Wal-Mart can beat the local merchant. But public perception can work in your favor if you are considering placing a small ad. In fact, many two by two inch display ads begin with, "Small Ad, Small Prices." It's a nice concept that sometimes works or sometimes doesn't. I have a few ideas for businesses with small ads and how they can still be competitive. It starts with the headline.
Let's assume you have an ad about two or three inches across, with little space to fill. It's going to have to do terrific job in attracting the reader, so let's get started. With a tiny space we need a big message. Think of what you are selling and what it means to the customer. Florists aren't really selling flowers, they are sending greetings and messages. And because we know you are a florist, listed under that heading, don't waste that space. Tell them something different like, "Worldwide Love" or "Budding Romances." Then list the best three things you offer and a huge phone number. Keep it simple and bold.
An insurance agent offers, "Peace of Mind." A dentist might suggest, "Smile Repairs." In every case, forget adding a picture or fancy border. Keep the type as large as possible and if you have a website, send them there. But have the phone number the final contact information, big and bold. Ignore adding color unless it's relatively cheap and concentrate on content instead. I have dozens of other ideas in my book, "Inside the Yellow Pages," on my website, http://www.poweradbook.com or off amazon.com. There are chapters on every part of your ad and tons of money-saving tips and secrets. It's small in price but large in effective ways to improve your ads.
Jeffrey Hauser 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. He authored a book about his directory years, "Inside the Yellow Pages" which can be seen at his website, http://www.poweradbook.com and he is officially retired.
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