By Dr. Lynella Grant
Street Directory Editorials

Abstract by Allison Sundberg

In this article, Grant points out common mistakes business owners make when advertising their company in the yellowpages. She describes the ideal ad as one that marks an “intersection between what a buyer is looking for, and what a business provides.” She also gives 10 quick-fix ideas to “cut away the bland sameness” that characterizes so many ads to make yours stand out among the rest.

For example, shrinking things that are less important in catching the reader’s eye such as the title of the company and graphics is a great idea since these things are often perceived as distractions. To make your ad different from others, avoid using the same phrases that appear in the other ads. Instead, think of different phrases to make your company appear totally unique. Also very importantly, give the consumers exactly what they are looking for in your yellowpage ad so that your company is the only logical choice for them.

Here is a complete list of Dr. Grant’s 10 ideas:

• Shrink the business name
• Shrink the graphics
• Hook the readers’ interest with a headline
• Make the location of your ad easy to find
• Display your expertise
• Give info directed at their concerns
• List your web site and a reason to visit it
• Make info flow logically
• Don’t use the same images or phrases other ads are using
• Don’t just rely on a free directory listing