We’ve spent several weeks now, focusing on how to manage yourself through the negotiation process when dealing with phone book publishers. But what happens after that? Where do all the ads in the phone book come from? Who makes the decisions on layout, fonts, images and everything else?
More often than not, law firms and other businesses are so busy or exhausted after the negotiation process, they never give the creative process a second thought. This is a tragic misstep and a missed opportunity for you to keep control of your message to the public.
Telephone directories usually employ a stable of ad designers to pump out pages of similar looking pieces. The use of these designers is often included in your negotiated rate. And that may seem like a good thing, but remember:
- You are paying premium money for this ad space, why leave it up to someone with no personal investment in the ad’s success?
- Phone book designers don’t know you, your competitors or your brand.
- They are working on hundreds of ads for long distance advertisers at the same time.
We recommend working with an advertising firm, an in-house designer or contracting with someone so that they can help you create a unique ad showing off your voice and vision.
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But you may be thinking, “That’s just going to cost me more, on top of the rate I already negotiated!” Not if you know you’re paying a designer when you go into contract negotiations. Remember those rules of negotiation we talked about earlier– If you want an independent designer, then ask for it!
So what happens after you hire a designer? What should you ask for from them? What separates the great ads from all the rest? Here are a few helpful tips on your priorities when designing an phone book ad —
- Keep your phone number prominent! That is what a customer is looking for — if they’ve sought you out in the phone book, then they want a phone number. And remember — this should be a different number than those listed in your commercials, on your website, or in the white pages!
- Your ad should look like you! This is where the idea of “brand” becomes so important. Your brand is the “personality” your firm uses to separate yourself from the competitors. If all the other firms in your market have huge offices with fifteen partners, and you’re a smaller three-man office — your brand might be, “With a smaller office you get more personal attention!”Whatever your brand is, everything about your ad should scream it — from color to font to pictures and graphics!
- Your logo should be prominent, large and legible. When prospective clients turn the page or close the phone book they aren’t going to remember your number (unless you have secured a number with a built in slogan or gimmick like 1-800-YOUR LAW). But what they might remember is any slogan or your logo — make it easy for them to remember! Make big and loud!
Finally, if you are comfortable in the design phase (or have hired someone who is,) and you are running ads in multiple phone books. You might do some demographic research as to what type of prospects each book is attracting. If you know that one book brings in a lot of personal injury cases, while another finds more calls from estate disputes — you can run ads in each book pointed to those specific need and prospects! Just like focusing on your brand, focusing on prospective clients’ needs is a great way to set yourself apart from the crowd!
Hopefully you realize the importance of maintaining control of your phone book ad, past the negotiation phase and all the way into printing. It is a tiring, arduous process — but it is worth it. Again — looking into hiring a freelance graphic designer or an advertising agency could help cure some of the headache.
If you have any thoughts or questions about phone book advertising or graphic design, please contact Kirkpatrick Creative, today!