Yellow Pages Advertising: Will Funny Make You Money?

How many times has a humorous radio or TV ad caused you to actually buy the advertised product? While some of the most successful ads have used humor Wendys Wheres the beef? ads for example - far too many funny ads utterly fail to generate increased business or ROI; more than half the ads on any given Super Bowl fall into this category - anyone remember the Petco sock puppet?

For radio and TV ads, humor or surprise serve the same purpose as eye-catching graphics in a Yellow Pages ad. A humorous ad will actually get you to consciously listen to the ad and this is a good thing in an age when more and more of us are tuning out (physically and mentally) advertising. But, when the humor is a separate element from the message of the ad, prospects remember the joke but not the business, and the ad budget is wasted on entertaining prospects rather than persuading them to buy.

So does this mean Yellow Page advertisers shouldnt worry about eye-catching graphics? Of course not! Yellow Pages advertising is one step up over other mediums because rather than tuning the ads out as background noise, prospects are actually looking for them! But you still have to break through the clutter. Your Yellow Page ad has to have the design chops to visually overpower the other ads, relegating the competition into the background as the prospect focuses on what YOU have to say.

The point is that eye-popping graphics are discarded by the reader when they are gratuitous. The message carried by the graphic has to be tied into the emotional needs of the customer and has to reinforce and lead into the persuasive message of the copy. Otherwise, your Yellow Page advertising budget will be wasted as people smile at your graphic and then move on to call someone else.

A genuine Yellow Page ad design expert doesn't think of your ad in terms of separate elements. They dont use separate or stand-alone strategies to design your graphic, then use another strategy for the headline, and another for the copy, etc. The "successful" Yellow Page ad design process simply isnt modular; all of the elements have to work together to move your reader to call YOU first!

So forget about catching their eye with graphics and THEN persuading prospects with the copy. The graphic elements of your ad have to catch their eye WHILE SIMULATNEOUSLY establishing an emotional connection with and persuading your customer.

Also, notice I said graphic elements and not graphics. The font size and style, spacing, proper use of negative or white space, and eye-flow contribute as much to the visual appeal of your Yellow Page ad as the pictures. Make sure your Yellow Page ad design professional has the design background to successfully orchestrate these elements for maximum impact!

Are you contemplating humor in your next Yellow Page ad design? Remember, there's nothing funny about wasting ad dollars on a loser Yellow Page ad that will run for an entire year. A holistic approach that considers both the emotional needs of your target audience AND the interdependence of its parts is crucial to your success.

John MoranaCriminal Seacrh
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Punished for Doing The Right Thing

Back in May of this year my son, Jacob, had to return an item he bought from Radio Shack that didn't work properly. Jacob did not have a drivers license so he asked his friend, Andy, for a ride. Another kid asked Andy if he could tag along for the ride. While Jacob was filling out forms to return the item he had bought, this kid, Jared, stole two cell phones. After Jacob had gotten his money back while they were on their way back home he found out what Jared had done. Jacob then contacted the Head of security of Radio Shack on his own and arranged to get them back the phones.

Fast forward 6 months, my wife and I and Jacob had moved to Georgia where life would be more comfortable and less costly, Jacob was finishing his High School and then had plans to enter Americorps after he graduated. We all of a sudden receive a summons in the mail that the State of Florida has filed Grand Theft charges against Jacob. Just to appear in Florida for court would have cost us at least $500 per trip and I am on Disability. We were able to arrange to do the thing completely by phone. In the police report it says that Jacob was the one to return the phones but the state of Florida is still chosen to prosecute him.

In the state of Florida you are still considered a juvenile until you are 19 years of age. The Judge told us that if the case doesn't get settled soon that the prosecutor will move it into adult court. Because of this Jacob has to wait on living until this case is over, in the meantime it shows that he is being prosecuted for 2 counts of Grand Theft because 2 phones were originally stolen. Americorp now may never let him join and this will make him fail all background checks.

To hire an attorney for this would cost at least $10,000 and could go as high as $50,000. We are on a budget so we had no choice but to get a public defender. Jacob is very upset over this entire ordeal and truth be told the only lesson he is learning right now is to keep your mouth shut, never do the right thing.

What has this country come to. The United States has a greater number of citizens being prosecuted that any other place in the world yet there are other countries with a much greater population. The reason the authorities have such a large prosecution percentage is because they let these cases go on and on forever until finally, the person being prosecuted, is in a hurry to end this ordeal and they are forced to cop a plea.

No wonder there are so many innocent people in our jails and prisons. There needs to be greater punishment for the prosecutors and police when they wrongfully prosecute someone and they end up losing part of their lives. I can remember awhile back a story about 2 kids who had to do 30 years in a state prison for rape. After 30 years it was found out that they were completely innocent. The state offered them the measly sum of $30,000 each. $30,000 for taking away life that cannot be replaced. These kids had pending college scholarships when they were first accused of this crime, now what has become of them. Were they able to get back the 30 years that they had to spend in prison?

Jeffrey Solochek is the Purple Cow of todays writers always adding his own unique wit and humor to everything. http://www.nosugarcoating.infoFree Canadian Criminal Backgronud Check
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