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?

Target your Advertising – Ideally, every ad that you place would be seen only by potential customers for your business. In reality, you won’t find very many advertising opportunities that deliver such a utopian business proposition. The real key is to locate advertising opportunities that will target your potential customers as closely as possible. When evaluating every advertising offer, ask yourself “How closely will this hit my target audience? Could I do better?”. If you are advertising your new website that offers a new vitamin supplement for dogs, advertising on a pet website would not be as advantageous as a dog related website. A website on topic of dog food and nutrition would be even more targeted, as almost 100% of visitors to that site would have some interest in dog food and nutrition That’s exactly audience you are looking for.