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<title>John Morana - EzineArticles Expert Author</title>
<link>http://EzineArticles.com/expert/John_Morana</link>
<pubDate>Wed, 15 Feb 2012 02:49:22 -0600</pubDate>
<image><title>John Morana - EzineArticles Expert Author</title>
<link>http://EzineArticles.com/expert/John_Morana</link>
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<copyright>Copyright 2012 EzineArticles.com - All Rights Reserved.</copyright>
<description><![CDATA[EzineArticles.com is Trusted By Millions as The Source For Quality Original Articles]]></description>
<lastBuildDate>Fri, 13 Apr 2007 15:25:39 -0500</lastBuildDate>
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<title>The Secret to Yellow Pages Advertising Nirvana? The Unexpected Takes You There</title>
<link>http://EzineArticles.com/525210</link>
<guid>http://EzineArticles.com/525210</guid>
<pubDate>Fri, 13 Apr 2007 15:25:39 -0500</pubDate>
<description><![CDATA[CONTRAST is The Secret! 

Visual and verbal contrast can pop your Yellow Page ad to the very top of your prospects' mind and attention.  Open the Yellow Pages to your ad right now.  Does your ad visually leap out from the clutter and background noise of your competitors?  If not, if it blends into the sea of yellow, then your ad stands little chance of being seen or heard.  
]]></description>
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<item>
<title>Designing Yellow Page Ads For A Living Doesn't Make You A Professional!</title>
<link>http://EzineArticles.com/497703</link>
<guid>http://EzineArticles.com/497703</guid>
<pubDate>Thu, 22 Mar 2007 09:16:49 -0500</pubDate>
<description><![CDATA[Yellow Page ads are a form of direct response advertising.  Meaning people either respond to the ad by picking up the phone, or the ad is a failure - there's no chalking up poor response to "creating awareness" or "building the brand."  And in direct response ads, small subtleties often create vastly different response rates. So simply assembly-lining Yellow Page ads while on a payroll doesn't count as real experience.  Being held accountable for results is the only experience that matters! Want to know more? Read on...]]></description>
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<title>Yellow Page Ad Design: The Top 5 Serial Killers of Yellow Page Advertising ROI</title>
<link>http://EzineArticles.com/440508</link>
<guid>http://EzineArticles.com/440508</guid>
<pubDate>Tue, 06 Feb 2007 19:06:37 -0600</pubDate>
<description><![CDATA[After thirty years in the ad design business (a dozen of them devoted exclusively to Yellow Pages advertising), I've always felt irritated when business owners blamed the Yellow Pages themselves for a badly designed ad.  Especially when my clients' Yellow Page ads were driving tons of customers and phone calls to them.  So I've listed the top 5 Yellow Page design blunders below so that you can know and avoid them.  Each mistake will bludgeon your ROI to a pulp.  So read 'em, DON'T do 'em and you'll be overjoyed when your ad response jets off into the stratosphere.
]]></description>
</item>
<item>
<title>Yellow Page Ad Design: Selling to Your Ideal Customer</title>
<link>http://EzineArticles.com/365251</link>
<guid>http://EzineArticles.com/365251</guid>
<pubDate>Tue, 21 Nov 2006 15:49:29 -0600</pubDate>
<description><![CDATA[The more clearly you can define and picture your ideal customer, the better you'll be able to speak to him.  Or her.  And that brings up an interesting question: should your Yellow Page ad target a specific gender?  

If the majority of your calls - or at least the majority of your best customers - are a specific gender, then yes, you should craft your ad with an eye toward gender preference.  Here's why:
]]></description>
</item>
<item>
<title>Yellow Pages Advertising: Your Prospects Don't Buy Woofers and Tweeters</title>
<link>http://EzineArticles.com/322852</link>
<guid>http://EzineArticles.com/322852</guid>
<pubDate>Tue, 10 Oct 2006 09:06:44 -0500</pubDate>
<description><![CDATA[Ready to spend several thousand dollars at a local business, I reached for my Yellow Pages directory.  I "needed" to upgrade my stereo system and knew I wanted in-town service support - I wanted to buy local.  So while in this "Rarin' To Buy" frame-of-mind, I opened my tattered Yellow Pages directory, gazed upon a handful of Yellow Page ads and - I was utterly un-moved and underwhelmed!]]></description>
</item>
<item>
<title>Your Yellow Pages Advertising Contract - What Did I Just Buy?</title>
<link>http://EzineArticles.com/322211</link>
<guid>http://EzineArticles.com/322211</guid>
<pubDate>Mon, 09 Oct 2006 11:28:32 -0500</pubDate>
<description><![CDATA[You've signed on the dotted line!  You're now committed to make twelve, hefty monthly payments to your Yellow Pages publisher.  So what exactly have you purchased? 

When you purchase Yellow Page ad space, all you're buying is the "potential" to increase your business.  That's IT! Unlocking this potential is completely up to YOU.  To be blunt, the sole objective of your Yellow Page ad is to generate new business.  And, that business will materialize through phone calls.  Therefore, getting the prospect to call YOU (rather than your competitors) is the ONLY objective of your Yellow Page ad.  This article presents crucial design pointers on maximizing your Yellow Page ad ROI.

]]></description>
</item>
<item>
<title>Yellow Pages Advertising: An Eye(flow) For Maximum Profits!</title>
<link>http://EzineArticles.com/320764</link>
<guid>http://EzineArticles.com/320764</guid>
<pubDate>Sat, 07 Oct 2006 10:37:35 -0500</pubDate>
<description><![CDATA[Bullhorn in hand, the man on the downtown street corner screams his message out to whoever can hear.  I'm sure you've heard one of these guys, but have you ever listened?  Neither have I.  The fact is, loud and intrusive just doesn't cut it when it comes to persuading - people just tune that stuff out as "noise."

The same holds true with your Yellow Page ad design.]]></description>
</item>
<item>
<title>Your Next Yellow Page Ad Could Have Competitors Weeping!</title>
<link>http://EzineArticles.com/315926</link>
<guid>http://EzineArticles.com/315926</guid>
<pubDate>Mon, 02 Oct 2006 12:10:29 -0500</pubDate>
<description><![CDATA[You want your new Yellow Page ad to reach out and grab as many eyeballs as possible. You want to magically draw prospects into the meaty content of your ad in order to persuade them that YOU offer the very best solution to their problem. Simply put, you want your next Yellow Page ad to generate as many phone calls as possible. Follow these tips and your competitors may soon be crying the "Yellow Page Advertising Blues." ]]></description>
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<item>
<title>Yellow Page Ad Design: Second Opinions That Will Kill You</title>
<link>http://EzineArticles.com/310798</link>
<guid>http://EzineArticles.com/310798</guid>
<pubDate>Tue, 26 Sep 2006 16:23:00 -0500</pubDate>
<description><![CDATA[One of the first things our Yellow Page ad design clients like to do is get other opinions on their newly designed Yellow Page ad before committing it to print.  They ask employees, friends, their spouse, and even their current customers. They may even seek the opinion of a marketing specialist.  Once, a client told me he asked his 14-year old daughter for her input (She hated it).   The logic is, "the more feedback I get, the better!"  But you don't want bystanders to like your Yellow Page ad, you want PROSPECTS to be persuaded by it.  ]]></description>
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<title>Yellow Pages Advertising: Will Funny Make You Money?</title>
<link>http://EzineArticles.com/310198</link>
<guid>http://EzineArticles.com/310198</guid>
<pubDate>Tue, 26 Sep 2006 12:46:50 -0500</pubDate>
<description><![CDATA[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 -- Wendy's "Where's 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? ]]></description>
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<title>Yellow Page Ad Design Problems? Then Why On Earth Should You Rely On A Salesman?</title>
<link>http://EzineArticles.com/301815</link>
<guid>http://EzineArticles.com/301815</guid>
<pubDate>Mon, 18 Sep 2006 11:22:12 -0500</pubDate>
<description><![CDATA[When it comes to successful Yellow Pages advertising, there are sales and marketing theories galore.  Witness the recent explosion of Yellow Page consultants hawking CD's, tapes, manuals, seminars, textbooks - you name it! My God, you'd think we're in the midst of a Yellow Pages advertising renaissance!]]></description>
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<item>
<title>Yellow Pages Advertising: Are You Wasting Ad Dollars?</title>
<link>http://EzineArticles.com/298624</link>
<guid>http://EzineArticles.com/298624</guid>
<pubDate>Mon, 18 Sep 2006 08:31:24 -0500</pubDate>
<description><![CDATA[If you're going to hand over all that cash every month to your publisher, run the most powerful, phone-call-generating Yellow Pages ad possible.  Otherwise, tear your business out of the Yellow Pages and invest your money wisely, elsewhere.]]></description>
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<item>
<title>Yellow Pages Advertising in a Digital Age?</title>
<link>http://EzineArticles.com/283519</link>
<guid>http://EzineArticles.com/283519</guid>
<pubDate>Tue, 05 Sep 2006 10:40:30 -0500</pubDate>
<description><![CDATA[Do customers still use PRINT Yellow Page directories, or has everything gone digital?  Well, physicians, auto repair shops, attorneys, dentists, plumbers, insurance agencies, veterinarians and florists... Just these 8 (out of 300) categories alone were referenced nearly 3 BILLION times in 2005.  Now consider that "online Yellow Pages" were referenced a measly 1.8 billion times for ALL BUSINESS CATEGORIES, and you can see that print Yellow Page directories are still one of the very best ways to reach valuable local prospects at the very time they're in the market for your product or service.

In fact, certain companies live and die by the Yellow Pages...]]></description>
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<title>Yellow Pages Advertising: Just Define Your Best Customer And He'll Call You</title>
<link>http://EzineArticles.com/275992</link>
<guid>http://EzineArticles.com/275992</guid>
<pubDate>Sat, 26 Aug 2006 19:06:06 -0500</pubDate>
<description><![CDATA[Prospects don't search the Yellow Pages for ads that stand out; they search them for solutions.  Prospects only search the Yellow Pages because they don't yet know who to call for a particular need or problem.  So while almost any company within any business category has an ad offering their services as a "solution," the prospect is still forced to do business with a company they won't know.

For most people, this situation produces a little anxiety.  Not "fear of public speaking" anxiety, but the anxiety is there, and it's why most prospects choose to call those specialists with ads that reduce their felt anxiety.  Ads that make them feel... "This guy is speaking exactly to my needs, he knows where I'm coming from and he sincerely cares about solving my problem." 

But you can't make that connection with a prospect unless you very narrowly target your audience and then speak to his felt anxiety...
]]></description>
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<item>
<title>Yellow Pages Advertising: The Awesome Power of Nothingness</title>
<link>http://EzineArticles.com/267091</link>
<guid>http://EzineArticles.com/267091</guid>
<pubDate>Tue, 15 Aug 2006 13:26:14 -0500</pubDate>
<description><![CDATA[You (and even some Yellow Pages advertising "experts") may not be aware that the empty space (known to design professionals as "negative space" - go ahead and Google it) in your Yellow Page ad has many very important functions.  Negative space:helps attract your prospects' attention; sets your business apart by conveying a clean, uncluttered and professional image; lets you organize and emphasize the key, business generating elements of your ad; allows for effortless navigation (eyeflow) through your ad, from top to bottom.
]]></description>
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<item>
<title>Yellow Pages Advertising Design: Must You Use That Gargantuan Phone Number?</title>
<link>http://EzineArticles.com/250967</link>
<guid>http://EzineArticles.com/250967</guid>
<pubDate>Mon, 31 Jul 2006 10:33:30 -0500</pubDate>
<description><![CDATA[Have you ever noticed that a lot of Yellow Page advertisers like to display gigantic telephone numbers in their Yellow Page ads?  Do you happen to be one of them?  After 3 decades of designing print ads, I'm still perplexed (and amused) when clients occasionally comment on their Yellow Page ad proof with... "The ad is perfect, just make the phone number 5 times larger."   I guess the thinking goes like this: The larger the numerals appear, the more likely your prospect will be to punch in those numbers.  Sounds funny when put into words doesn't it? The truth is that displaying a HUGE phone number doesn't mean your prospects are any more likely to call you. ]]></description>
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<title>Yellow Page Ad Design: Does Adding Color Make Sense For You?</title>
<link>http://EzineArticles.com/242849</link>
<guid>http://EzineArticles.com/242849</guid>
<pubDate>Tue, 18 Jul 2006 12:00:07 -0500</pubDate>
<description><![CDATA[You know Yellow Page advertising isn't cheap.  But you probably also know that a high-performing Yellow Page ad can pay for itself ten times over.  One easy way to both economize and maximize your return on investment is to forget about costly color options such as white knockouts, spot colors and the very expensive "4-color process" option.  Your Yellow Page sales rep will eagerly show you multiple studies claiming that color always increases ad response.  Don't buy into it!  Color is the "golden egg," high-profit item for Yellow Page publishers...  Most would bend over backwards and sideways to convince you to buy.]]></description>
</item>
<item>
<title>Yellow Pages Advertising Design: Choose Your Expert With Eyes Wide Open!</title>
<link>http://EzineArticles.com/222004</link>
<guid>http://EzineArticles.com/222004</guid>
<pubDate>Wed, 28 Jun 2006 13:22:12 -0500</pubDate>
<description><![CDATA[Even as "online local search" continues to grow at a rapid clip, today's print Yellow Page directories represent a not-too-shabby $14 billion a year industry, and has morphed into a broader medium that includes BOTH print and online capabilities. In fact, directional media (Yellow Pages, online local search and classified advertising) is expected to top $119 billion by 2010.  For all of this, print Yellow Pages are still what they have always been, a very effective means of generating telephone calls and revenue from your most important local prospects.]]></description>
</item>
<item>
<title>Knockout Yellow Page Ad Design That'll Knock Your Competitors Out Cold!</title>
<link>http://EzineArticles.com/221990</link>
<guid>http://EzineArticles.com/221990</guid>
<pubDate>Wed, 28 Jun 2006 12:11:02 -0500</pubDate>
<description><![CDATA[Want to speak to the prospect?  Well, who are you trying to persuade? Exactly who do you want to call you?  I know, I know... you want as many calls as possible, so your answer is "everyone in town."  The problem is, Yellow Page ads that try to persuade EVERY reader wind up motivating very few.  People are looking for someone "special" who genuinely cares about solving their specific problem... someone they can truly trust.  Speaking specifically about these needs as a specialist will allow you to connect powerfully with your target audience and create these warm, fuzzy feelings - carving a unique place in the market for your business.]]></description>
</item>
<item>
<title>Yellow Page Ad Design Blunders - The 8 Deadly Sins You MUST Avoid!</title>
<link>http://EzineArticles.com/195600</link>
<guid>http://EzineArticles.com/195600</guid>
<pubDate>Thu, 11 May 2006 14:13:37 -0500</pubDate>
<description><![CDATA[Ok, you realize that print Yellow Page advertising is STILL a 
very powerful way to reach your local prospects. You've also 
learned that you can't rely on the publishers' overworked 
Yellow Page ad designers.  Those poor souls have to crank 
out 20 or so Yellow Page ads a day!  How much time can 
they spend on your Yellow Page ad design? More 
importantly, how much could they possibly know about your 
business other than its category?  YOU must take charge!  
Prospects don't call categories; they don't even call 
businesses; they call solutions.   Successful Yellow Page 
ads are ones that uniquely and believably speak to 
prospects' needs.  Avoiding the following 8 crucial DONT'S will help ensure that your Yellow Page ad is the one readers call.]]></description>
</item>
<item>
<title>Effective Yellow Pages Ad Design - 8 Steps to Guarantee Your Success</title>
<link>http://EzineArticles.com/184818</link>
<guid>http://EzineArticles.com/184818</guid>
<pubDate>Mon, 01 May 2006 11:27:41 -0500</pubDate>
<description><![CDATA[If your phone stopped ringing, would your business be in 
trouble?  That's my usual answer to business owners who 
ask me if "dishing out money to the Yellow Pages every 
month" is still a wise investment.  If customers don't 
normally think of your service or product until they need it, 
and a lot of your business is done by phone, an effective 
Yellow Pages ad design still rings in the most local 
customers for the money.  So how do you design for this 
one-of-a-kind medium?  The following eight guidelines will 
keep your phone dancing across your desk with new 
business]]></description>
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