Frequently Asked Questions (FAQs):
Q. Why should I pay for an ad? My Yellow
Pages rep designs it for free.
A. You've already invested five or six figures
in the Yellow Pages, we can make your investment attract significantly
more of the most profitable business.
For slightly more, you can make that investment work for you, and
gain a substantial new influx of profitable clients and customers.
Q. My ads
work fine. Why should I change them?
A. Because better ads generate better calls.
There is a direct correlation between the strength of the ad and
the amount and quality of clients that respond to it. You should
change them only if you want to earn more money.
Any kid with a graphics program can put together an ad. But improving
its visual impact is only part of the solution. The strategy and
message is what causes them to call.
Q. I already have an ad agency. Why haven't
they proposed this to me? Why should I use your ads?
A. Because ours are proven to work much
Your current agency has helped you get where you are today, and
if they could do better, they would have done so already. If you
were where you wanted to be financially, you wouldn't have read
this far. Sure, you can ask your agency to design you something
"prettier," but can you trust that it will be strategically
customer focused? That it will work? Has it been researched and
You should use one of our ads because we have already done so much
legwork that can produce concepts and approaches to meet your next
deadline. You don't have to use your current ad for much longer.
Q: My Yellow Pages Representative says
size is everything. Is it?
A: It's important, but not as important
as great creative.
Obviously size matters, it can help put you in the competitive
front section of your category, where most of the purchasing occurs.
Which among them gets the business is based upon whose ad in this
group stands out from the crowd and commands more attention with
the right headline and message. If all the ads look alike, it's
only luck if you get the business. An ad from Red Jackal Ads makes your
getting the call a near certainty.
Q: I have a lot of useful information to
convey, should I put it all in the ad?
A: No, readers flip past cluttered ads;
they're too hard to read.
A great ad does a few things. It: (1) stops the readers
on your page; (2) demonstrates that you understand them and
that you represent people like them, and (3) persuades them
to pick up the phone and CALL you.
If you've created enough interest, your ad needn't answer every
possible question; specifics can be answered when they call. Studies
show that less than half the ad should have text on it, or readers
will simply flip to the next ad.A client's decision to call typically
occurs in 30-60 seconds -- no one wants to spend a lot of time reading
through endless text.
Open areas, called "white space",
gives your eyes a visual break and makes it easier to read. This
is why a Stop sign is surrounded by empty
space. Your overall ad should be simple and concise with lots of
open space. An advertising Stop sign.
Photos or other images are helpful to attract attention, although
using the same clichéd images as your competitors is much
A few, well-crafted words with a compelling visual is a great ad.
Q: Are color ads more effective?
A: Not as effective as creativity.
Studies show color is only the fourth most influential element,
but it's much more expensive than the other elements. And great
creativity in black and white is much more effective than a big,
colorful, bland ad.
Q: Is my Yellow Pages sales rep trying
to grow my business?
A: Actually, he's working to grow your account.
Yellow Pages representatives are paid a commission based upon how
much more money you spend over the previous year's contract. Think,
did they ever make a strategic recommendation that resulted in your
paying less money?
Q: My Yellow Pages rep says they have great
designers. Is that true?
A: The average Yellow Pages ad is designed
in less than 15 minutes.
At Red Jackal Ads, we have spent hundreds of hours conceiving, designing,
refining, testing, revising and re-testing each ad.
Think of the Yellow Pages publishing companies as advertising assembly
lines. Cavernous rooms full of faceless typists stamping out four
ads per hour, every hour, 40 hours per week, all year long. These
"designers" are paid for volume, not creativity.
CONSIDER: Your Yellow Pages rep needs every
one of his advertisers to get an equal amount of business.
Using similar ads ensures that every advertiser in each category
gets roughly the same number of calls, so they all sign up again
next year -- with an even bigger, or more colorful ad. If your ad
were to start getting all the best calls in your category, your
competitors would be furious at their rep.
At Red Jackal Ads, that's exactly what we expect to happen.
Q: CMRs can design my ad for free too.
Should I use them?
A: CMRs can be useful, but they're not advertising
specialists. You get what you pay for.
Certified Marketing Representatives ("CMRs") can be useful
for placing national ads, but they have an inherent conflict --
their hefty commission. The publishers quietly kick back to them
10-25% of your annual directory payments.
In other words, if you spend a million dollars per year on directory
advertising, the book publishers return to your CMR $100,000 to
$250,000 of your money every year. So they also need you to spend
more money on bigger, more colorful, and more numerous ads.
It would be against their financial interest to sell you smaller,
more effective ads.