Yellow Pages - White Background Option

[Hypnotist]

Hello

Is having a white background ad in Yellow Pages directory actually more effective?

Also with regards to cost, it gets a bit confusing as on their site it says Semi-display WKO (white knock out) costs are additional to the traditional Black on Yellow advertisements rates. Does this mean you pay twice, a yellow display rate with an added white display rate? If so this would mean paying almost triple for the same ad.

Meeting one of their sales reps this Fri 13th, so would be useful to know.

Many thanks

Scott Burke
Hypnotherapist
www.ScottBurke.com
www.MoneySavingHypnotist.com (being updated)

 

[Business News]

It really does depend what the other ads are displaying within the section that your ad will be displayed in. If there are lots of ads there on white backgrounds then yours would blend in. If there are none with white backgrounds then there a great chance your ad will stand out. It just comes down to is it different (in terms of the look of the rest of the page) and then what the graphics look like to retain the initial eye contact.

I'm not a great proponent of YP ads and you may wish to peruse a thread from another era at http://www.ukbusinessforums.co.uk/forums/showthread.php?t=98029&highlight=yellow+pages+dying before taking an expenditure level decision.

 

[KidsBeeHappy]

White background is usually 50% more than the yellow background.

 

[Lasting Designs]

Go the solid black with white/yellow writing if there's no other around.

 

[KidsBeeHappy]

Also remember that last years book is not a good basis to design this years advert. Those with yellow backgrounds may have white this year. Those with white last year may have colour this year. Everyone elses ad could be 50% bigger than it was the previous year, etc etc etc

 

[wevet]

Take a look at what your competitors are using and then use a contrasting colour scheme to stand out.

 

[directmarketingadvice]

The quality of your headline, copy and offer will do more for your response rate than having a white background.

So, if you're deciding whether to pay for a white background or whether to pay for a pro copywriter, spend the money on the copywriter.

Steve

 

[mikelaluz]

Hi Scott

If you check the other thread you'll know my point of view. If you let me know the section you're intending to use and the book (area) I'm happy to give your ad a critique.

A quick rule of thumb on relevance is the number of display ad's in the section - Plumbers and Accountants have up to 15 pages in large directories (classed as grade 5 by YP) so there's clearly a demand. If there are only a smattering of display ad's for your section it may not be worth advertising.

Will it reach your target market and is it the most cost effective way to get there? If not maybe better spending on another route.

What works for you now? And can it be improved and rolled out further.

All these questions you need to ask are probably in the wrong order but I'm sure you get the point

Pm me for any further help and make sure you get all the stats off the YP Rep

Kind Regards

Mike
PS Download Steve Gibsons excellent Marketing download from his thread this morning - not YP related but will answer lots of questions for you

 

[Lasting Designs]

The OP would do some subliminal adverts, "when you read this you will...." type thing surely

 

[art4dreamers]

Hi,
I had a white background and a box on my ad, I got quite a bit of text, what I do, name contact, could have added web site too. I'm the only one in my section with a white boxed ad and it really stands out - it cost me £200 for the year, with an option to pay by installments.
A good way to start off is advertise for free at yell.com - someone will call you within a couple of weeks to talk about a paid ad in the yellow pages. I found the guy I spoke to, to be most helpful. He looked not only at selling me a product, but also at selling me something that would work, by looking at what other advertisers had used within my section. Also, the text he created within that box, (i just described what I do, he composed the actual text) was really punchy and I feel to be well worth the money. Hope that helps

 

[mikelaluz]

Hi,
I had a white background and a box on my ad, I got quite a bit of text, what I do, name contact, could have added web site too. I'm the only one in my section with a white boxed ad and it really stands out - it cost me £200 for the year, with an option to pay by installments.
A good way to start off is advertise for free at yell.com - someone will call you within a couple of weeks to talk about a paid ad in the yellow pages. I found the guy I spoke to, to be most helpful. He looked not only at selling me a product, but also at selling me something that would work, by looking at what other advertisers had used within my section. Also, the text he created within that box, (i just described what I do, he composed the actual text) was really punchy and I feel to be well worth the money. Hope that helps

I reall hope this works well for you and have no knowledge of what you do.

However I would say you've made the classic mistake of letting YP take over the ad and copy. Why do you think the majority of YP Ads look the same? Because they write the copy and set a high percentage of the Ad's.

This is in effect (or should be) your marketing advantage because you can stand out from the YP crowd with a great Headline and benefit driven copy which presents your unique offer.

Regards

Mike

 

[art4dreamers]

mike - you missed the point, on the contrary, my ad looks completely different from everyone elses - in fact, I've just this minute put the phone down to someone who wanted to use my sevices and found me in yellow pages. I was very impressed by what yellow pages did - I'm not in advertising and sales because I'm no good at it, and these guys know what they're talking about, it's their job. If they composed my ad just to get money out of me, then it wouldn't do the job, and I wouldn't go back to them next year, because the cost wouldn't warrant it, so it wouldn't be in their interests. I had the option of an ad that looked the same as everyone elses, and yes it would have been around £80 cheaper. I guess you get what you pay for, and I certainly made the final decision.
regards
R

 

[mikelaluz]

mike - you missed the point, on the contrary, my ad looks completely different from everyone elses - in fact, I've just this minute put the phone down to someone who wanted to use my sevices and found me in yellow pages. I was very impressed by what yellow pages did - I'm not in advertising and sales because I'm no good at it, and these guys know what they're talking about, it's their job. If they composed my ad just to get money out of me, then it wouldn't do the job, and I wouldn't go back to them next year, because the cost wouldn't warrant it, so it wouldn't be in their interests. I had the option of an ad that looked the same as everyone elses, and yes it would have been around £80 cheaper. I guess you get what you pay for, and I certainly made the final decision.
regards
R

Hi

Really pleased that your Ad works.

However I would still never recommend anyone uses YP to write copy.

The important point of any ad is the copy and if your headline and copy is better than the others in your section you will be the one that they call. Because when someone picks up YP they're generally ready to engage.

Kind Regards

Mike Smith

 

[Hypnotist]

I have been advertising in Yellow Pages for about 10 years now, and like most advertising, it works for some and not for others. For me it has been worthwhile, so no complaints there.

I think I will try for the white background on a 15mm ad on the basis no-one else is doing it, and it would stand out. I also have a 30mm ad for my other practices which lists all their addresses, but is essentially the same as the 15mm....just more addresses.

Now it is a question of whether I can get a discount given the financial climate, long serving customer and the fact that I am not making it difficult for them by chopping and changing previous ads...................wish me luck!........

Many thanks

Scott Burke
Hypnotherapist (Individual and Groups)
http://www.ScottBurke.com
http://www.mp4Hypnosis.co.uk (being developed)

It really does depend what the other ads are displaying within the section that your ad will be displayed in. If there are lots of ads there on white backgrounds then yours would blend in. If there are none with white backgrounds then there a great chance your ad will stand out. It just comes down to is it different (in terms of the look of the rest of the page) and then what the graphics look like to retain the initial eye contact.

I'm not a great proponent of YP ads and you may wish to peruse a thread from another era at http://www.ukbusinessforums.co.uk/forums/showthread.php?t=98029&highlight=yellow+pages+dying before taking an expenditure level decision.

 

[directmarketingadvice]

However I would still never recommend anyone uses YP to write copy.

Agree 100%.

They're just not going to spend the time learning about your business and your USPs.

They'll have your name as the headline and a list of your services. And, it'll look like all the other ads.

Steve