The fact that your business has a directory listing means you can be seen on a page or a screen but that, in itself, won’t guarantee your target market can find you.
Here’s some tips to make sure you're not skimmed over, in favour of something more eye catching or interesting.
Thankfully, there are plenty of tips and tricks for not only capturing people's attention, but magically drawing them into making direct contact with you in some way.
“It needs to be a winner,” says marketing blogger David Frey. “If it isn’t, you’ll be flushing your money right down the tube every month and there’s nothing you’ll be able to do about it.”
“All good ads start with a dynamic, attention getting headline… NOT your company name or logo,” he says in an article on the Business Know-How website.
“Remember, people don’t care who you are; they care about what you can do for them!”
“The headline is the lure that instantly communicates your primary advantage over all others. Up to 75% of the impact of your ad is determined by the headline. And a strong benefit-oriented headline can increase the pull of your ad by up to 20 times.”
“Give your reader your strongest selling points – or the single biggest benefit they’re likely to care about most. The benefits you list should clearly separate you from your competition. Readers should be able to look at your ad and say to themselves, “I’d be a fool not to call this business.”
“Try to give your business a solid, dependable, reliable feel in your ad,” an article on the Business Owner's Toolkit website says.
“List every service you can think of as well as your hours and put some stress on your location so people can relate to it.”
“People have trouble remembering someone's name, let alone a complicated ad message,” the article says. “For print ads, the simpler the headline, the better. And every other ad element should support the headline message, whether that message is 'price', 'selection', 'quality', or any other single-minded concept.”
“Use an updated and visually-appealing logo that is modern, relevant and suitable for any audience or demographic you are trying to reach,” writes digital marketing pundit Bill Ross in a blog on the Linchpin SEO website.
“Having an updated logo is not only a way to stand out as a modern brand, but it is also a way for others to easily remember your brand and what it represents once they are familiarised with your products, services or the content you have available.”
“Choosing the right font when it comes to typography also matters, especially if you are looking to make an impact with a specific message you are sharing.”
“Understanding the importance of type in your ad can ultimately mean the difference from standing out and being glanced over by others when they are viewing or reading your print ad themselves.”
DIRECTORY ADVERTISEMENT MUST-HAVEs
- An eye-catching headline that explains what you do plus a short description of your business.
- Make sure details such as phone number, website and email address plus opening hours are all current.
- Great imagery and links to social media pages will also help if it’s appropriate for your business.
- Your business logo and some simple keywords aligned with your business and industry to ensure that prospective customers can find you when doing searches.