4. Make location easy to find. Half of all directory users scan ads for business location first, and then only consider those ads which are convenient. Location of enterprise overrides an ad's size or placement in directory.

5. Display your expertise, along with a reason for buyers to seek out your specialized knowledge. Offer a booklet, class, in-depth information on your Web site, etc. This also establishes your credibility in customers' eyes, which is crucial to building sufficient trust to complete a purchase.

6. Buyers are hunting for information that can assist in making a purchase. When they open directory, they're hoping to find a business that in some way communicates, "I'm one you're looking for." Make it easy for them to know it's you, by giving ample information directed at their concerns. Organize it in bulleted lists.

7. Add your Web site address (domain name) and/or email address. Treat your Web site as a place to expand size of your Yellow Page ad. Then state a reason why a person wants to check your site: www.mysite.com for 23 simple ways to keep your dog from over-eating Or www.myrestaurant.com for recipes to our award-winning desserts.

8. Arrange it all so information flows logically, and to please eye.

9. Eliminate images or phrases that appear in other ads. Find a different, more interesting way to express it.

10. Don't let directory do your ad for free. It will end up costing you too much.

The Ideal Yellow Page Ad The very best ad is intersection between what a buyer is looking for, and what a business provides. When a business is attuned to its customers' priorities and needs, it can say exactly what rings their bell. For example, a harried mother will respond with relief to phrase, "Free Childcare Provided." That service carries no weight with a business person, who may consider "No extra charge for weekend service calls" clincher.

What really makes an ad stand out is specifics, not generalities (which is what every other ad says). Visit www.yellowpagesage.com for advice from many experts about getting more mileage from your ad. Or obtain a customized critique of your ad, that eliminates guesswork about what needs fixing.

Directory users are ready to buy. Simplify their lives by making your products and services so "just right" that choosing you is their only sensible choice.