Sad but true, you may be an absolute whiz with your equipment and you may be a virtual expert in your chosen field, but if your company looks like a bunch of amateurs, you personally may be treated like one, and not get respect (or big budget projects) that you so rightfully deserve.

If you've ever worked for a big corporation, no doubt you've been specifically told how to use their logo, what typeface to use for their name, and what corporate colors you must use for reproduction of same. You may even have been handed a bulky "Corporate Graphics Standards" binder, replete with color swatches and exacting dimensions of everything from door signs to envelopes. The name of game is "corporate identity." And it's just as important for you as it is any Fortune 500 company.

When you strip away all clutter and marketing gobbledygook, real purpose of a corporate identification program is to produce a system of graphics that is professional, attractive and that will enhance image of your firm. Such a program should encompass all aspects of visual communications --including your stationery, advertising, packaging, brochures, signage, trade show booth design, and other printed material that will be viewed by both current and potential clients.

Okay, so you're not quite at level of General Motors or Microsoft. It doesn't matter what size you are. Establishing and maintaining your corporate identification is very important in your marketplace --whether you're doing business on a local, regional or national scale.

Why? Simple. Because whether you're a company of one, or a company of 100 people, you want people to remember you; you want to look like you know what you're doing; you want to look stable, creative and --most of all --professional.

Let me tell you how we made my last company look much larger than life.

Great Lakes Video Services was incorporated about a dozen years ago. At time of our inception, staff consisted of yours truly, my partner and two part-time technicians, and we had two dinky offices on a side street office building.

Which means you can(and should)load up your ad with everything you want to say about your capabilities and services --and people will read literally EVERY word. Because for most part, they've already decided to buy, and your Yellow Pages ad is your best possible opportunity to get them to call you so you can CLOSE sale!

What should go into your ad -the RASCIL factors...

People are influenced in their Yellow Pages calling (and buying) decisions by several factors:

-Reliability -Authorization -Security -Completeness of Service -Illustrations -Location

Let's take each point, one at a time, starting with RELIABILITY. Key phrases you should use in your ad include: * Your XX years of experience * Are you a member of a professional association? Say so. * Satisfaction guaranteed or any other guarantees you offer

AUTHORIZATION * Authorized sales/service for name brand manufacturers? Say so.

SECURITY * Do you store goods in a safe? * Are you insured, bonded? * Is your work done on-premises?