For Yellow Pages Advertising:

 
By Rich Harshaw
  1. The Salesman Is Your Enemy: His only goal is to make you spend a lot more money than you need to. Promptly disregard any and all advice that comes from his mouth. Most deadly could be his advice on the content of your ad; repeat--do not pay any attention at all to his advice.
  2. Decide If You Should Be In The Book In The First Place: Call several of the companies currently in your classification an ask them how their ad is doing for them. You may not want to reveal your real identity! If other companies aren't getting any results, you may want to skip being in the book altogether.
  3. Size of Your Ad: If you're a major competitor, your ad needs to be at least average size for your classification. If you have to choose between size and color (due to your budget), ALWAYS pick a bigger size instead of extra colors. Buy the biggest ad your budget can afford.
  4. Avoid Extra Colors: Spot color is fine. Try a white background and black text. NEVER buy four color...it just adds extra expense... without extra results.
  5. Focus On Benefits: No one cares who you are until they know what you can do for them. Your ad should contain a headline that instantly draws the reader in, then separates you from your competition. Never put your company name as the headline. Fax your current yellow pages ad in to us for a quick evaluation.

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