Think of your Yellow Pages ad as your local business card.
The term "Yellow Pages" may seem old-fashioned, but the company has brought its Yellow Pages to the online venue, as well. Still, there are steadfast users of the print Yellow Pages, and whether you use advertising space online or in print, your goal is the same: grab your potential customer's attention, illustrate the benefit to him of contacting you, and give him a call to action.
"Size" Up Your Competition
Imagine you are your potential customer. Open your local Yellow Pages (print or electronic) and critique the ads of your competitors --- especially that of your biggest competition. Make note of the sizes of your competitors' ads and plan to spend the money for an ad at least one size larger than your competition, ideally, or at least the same size and not smaller. Also, take notice of headlines and graphics used and list any that appear in more than one ad.
Graphics
A picture is worth a thousand words, especially in the Yellow Pages. Your potential customer is looking at your industry section to choose the company he will contact, not shopping for leisure. In addition to your graphic logo (if you have one), choose or design at least one graphic that will grab your potential customer's attention at first glance. Your graphics should be simple but stunning. You don't want your ad to feel cluttered, because you will also be including text. Make sure any graphics you choose are visually appealing in black and white, in keeping with Yellow Pages printing, and that they are different from any used by your competition.
Text
In addition to your contact information, develop a headline for your ad. Your headline may be your slogan or tagline if you have one, or a testament to why you are the company your potential customer should call. If you listed any repetitive text used by your competition, such as "fastest delivery" used in more than one ad, try to avoid similar text. If your industry (especially locally) relies on fast delivery, make your text more specific by including an award you received or quoting a mention from your newspaper, for example. A potential customer will have more confidence in your qualified statement of fact than an empty promise.
Design
Keep it simple. Whether through a graphic or your text, tell your potential customer what she will get if she contacts you and do so. Your ad should clearly illustrate a benefit for her, and set you apart from your competition. Your graphic and text elements should work together, with the main goal being a call to action for your potential customer. All graphics and fonts should be as simple and clutter-free as possible and look elegant and clear in black and white for Yellow Pages printing.
