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Lots of ads. Lots of BLOATED ads. Ads that are chock full of photos, graphics, logos and type. Top to bottom and left to right. And why shouldnt you fill your Yellow Page ad to the very brim? At $2,000 per month, a full-page ad is costing you roughly $25 per square inch. Total up just four square inches of empty space and youre wasting $100 a month! Thats $1,200 a year for NOTHING! Thats nuts! Or is it? Lets examine the power of nothingness (white space) and why paying for empty space isnt quite as nutty as it sounds. 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. Consider that the strategic use of negative space:
Notice how these points parallel the selling process itself: gain the prospects attention, differentiate your business from the rest, make the sale, and close. Negative space actually increases your ads ability to sell prospects on calling! If you cram your Yellow Page ad with too much stuff, you will NOT achieve a visually pleasing and inviting ad. Then, your information will be irrelevant because it will have blended into the background with other cramped, too-busy ads no one will be reading. How to save space for white space without paying a mint for a larger ad:
Yellow Pages advertising experts that advise against the proper use of Negative Space simply arent experts. Very likely they lack the direct response and ad design background needed to really make this medium work for your business. If youd like a professional opinion on your Yellow Page ad, please contact me. |
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