Get Maximum Impact With Your Yellow Pages Ad!

Written by Steve Yankee

Continued from page 1

ILLUSTRATION * Use your logo; a silhouette of something relevant to your business; a photo or drawing of your store, your truck.repparttar logo of a professional association to which you belong; evenrepparttar 100954 Visa/Master Card logos, if you take bankcards. Something to catchrepparttar 100955 reader's eye quickly.

LOCATION * Your address! If your location is hard to find and you depend on walk-in business, give readers a clue. "One block south of City Hall," or "Just north of Quincy Street off US-131."


The extras that will help your ad pull even better...

There are two things that will help your hard-working ad work even harder. The first is using a second color in your ad. I know it costs you more, but adding a color improves readership by a factor of THREE TIMES.

The second thing is something that won’t cost you extra. Do something with your ad border. Don't just haverepparttar 100956 Yellow Pages ad production people run a thin line aroundrepparttar 100957 ad. If you’re selling boats, use a drawing of a rope. A film company? Make it look like film perforations. You can even incorporate your artwork into itrepparttar 100958 design. The trick is to makerepparttar 100959 ad as eye-catching as possible. Ask your yellow pages sales rep for help in design, and even in writing --as long as you rememberrepparttar 100960 sure-selling phrases that we've already discussed.

Excerpted from “Yellow Pages Power” by Steve Yankee, author of over 50 books, videos and reports for small business success. For more information on how to maximize your yellow pages budget, visit

Make your Advertising Profitable

Written by Will Dylan

Continued from page 1

Don’t Over-Commit – Many small businesses jump atrepparttar chance to buy ads at a volume discount, cutting their cost per ad buy purchasing 6 months to a year’s worth of advertising up front. Onrepparttar 100953 surface this may seem like a good way to maximize on your advertising dollars. However, if you’ve done a good job of targeting your potential customers, you may be purchasing too much advertising. It is said that it takes 7 messages from a company to getrepparttar 100954 average customer to act and actually purchase their product. As you define your target market more effectively (from pet websites to dogs to dog food), that number decreases, as you don’t need to do as much “convincing” to motivate a potential customer to purchase your product. Your advertising dollars, therefore, would be better spent in 3 month advertising programs. Afterrepparttar 100955 3 months, move to another website or magazine, and continue to rotate your ads to maximizerepparttar 100956 reach of your message.

Measure Your Results – Without tracking your ad responses and measuring your results, you’ll never know how well your ads are performing. It is critical to track your response rates, primarily thoughrepparttar 100957 use of tracking URLs. ( This URL will still direct surfers to your site but it will also capturerepparttar 100958 site from which they came, giving you some valuable feedback onrepparttar 100959 performance of your ad.

Many people measure ad placements, but this is onlyrepparttar 100960 beginning. You must also evaluate ad copy, timing, and layout. Ads may have seasonal fluctuations in responses rates and your potential customers may respond differently to a change in your ad copy. So keep a detailed tracking spreadsheet to record your ad response in all of these areas. This will give yourepparttar 100961 information you need to make informed decision about your small businesses advertising budget.

Will Dylan is the Author of “Small Business Big Marketing” a powerful e-book for small businesses available through his website . Will also offers article and news release writing services.

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