Yellow Pages Advertising ... 13 Ways to Spice Up Your Results

Written by Kris Mills

Each year businesses aroundrepparttar world spend a small fortune on Yellow Pages advertising. It's perhaps one ofrepparttar 101018 largest single investments you'll make in advertising all year so it makes sense to ensure your ad packsrepparttar 101019 biggest punch and gives yourepparttar 101020 very best return on your advertising dollar.

Doing this is simple if you knowrepparttar 101021 right formula.

Unlike with press advertising, people looking inrepparttar 101022 Yellow Pages are ready to buy right now. While onrepparttar 101023 surface of things thatís great news,repparttar 101024 challenge is that you need to ensure that your prospect sees your ad first and acts upon it ... amongstrepparttar 101025 sea of competitorís ads.

So you donít need to sell them onrepparttar 101026 idea of needing your type of product or service, all you need to sell them onrepparttar 101027 benefits of your particular business.

Sell them onrepparttar 101028 reason why they should call you and nobody else.

Getting your ad noticed first ISNíT about being creative by using thick borders and attractive graphics. You see, many people mistakenly believe that if they include huge logos and thick borders their ad will get noticed first.

Thereís two challenges with that:

First, if everyone hasrepparttar 101029 same idea of using a thick border and big bold graphics, your ad wonít in fact, stand out.

Second, even if your ad does get noticed first, it doesnít necessarily mean your prospect will readrepparttar 101030 ad and act on it.

The key to writing a sizzling Yellow Pages ad is to sell your services in print.

It's about standing out from every one of your competitors by offering your readersrepparttar 101031 solution to their problems in a way that your competitors canít match. And projecting that "uniqueness" in your headline.

If you like, your Yellow Pages ad is your silent salesperson. It needs to attract attention, create interest and desire and incite action.

~~~~~~~~~~~~~~~~~~~~~~~~ The nuts and bolts ~~~~~~~~~~~~~~~~~~~~~~~~

Earlier we talked about uniqueness. Before you put pen to paper writing your ad, take a few minutes to consider what your prospects really want to achieve by doing business with you.

Write a list. Next to each point then list how your product or service helps them achieve their goals. Then next to these points, prove your claims.

Why is it unique?

How (specifically) do you deliver these results?

Is itrepparttar 101032 43 point checklist?

Is it a unique secret formula?

Is it a money back guarantee? These points now formrepparttar 101033 basis of your ad.

The most important part of your Yellow Pages ad is your headline. If you have a hard hitting headline that projects a strong benefit and relates torepparttar 101034 needs of your prospect, halfrepparttar 101035 work is done.

Some headlines that help you do that include:

"How to xxxxx"

"6 reasons why ..."

"Before you xxxxx here are 6 vital factors to consider"

Once youíve got a strong headline, itís then time to work on your body copy. Your body copy should expand onrepparttar 101036 benefits you've mentioned in your headline and show specific ways you'll help your prospect fulfil their needs.

Your ad then finishes off by telling your reader what to do. You MUST spell out your instructions. "Call us NOW on 939 9897 for a copy of our FREE report titled 'How to Write Powerful Ads'."

It has been proven that by writing 'Call us now on xxx xxxx' you'll get more responses than you would if you simply listed a phone number.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ 13 ways to spice up your Yellow Pages Ad ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

1) Write as you speak

Inject your personality into everything you write. Youíll be amazed byrepparttar 101037 response. No-one wants to read boring and stuffy legal-ease. It makes them switch off.

Today's Copywriting Classics Quick Tip answers the question "What is advertising?"

Written by Bret Ridgway

According to a new survey carried out by Alliance & where ID_NUM=9270; Leicester, one in five small business owners view tax as their greatest concern. The Chancellor has announced in his last budget that companies with profits below œ10,000 will not have to pay any corporation tax with effect from 1 April 2002. The question to be asked is: does that announcement make incorporation a more attractive option compared to being a sole trader?

The answer is that from a tax point of view, it is advantageous to trade through a limited company as long asrepparttar income is drawn fromrepparttar 101017 company byrepparttar 101018 owners as dividends from their shares andrepparttar 101019 amount of dividends drawn is restricted belowrepparttar 101020 40% band rate (i.e. œ31,063 for tax year 2002/03). That way,repparttar 101021 owners have no further personal tax ("income tax") to pay. Moreover, dividends are not subject to national insurance contributions. This is excellent news of course. But, if dividend income falls withinrepparttar 101022 higher rate bracket of income tax (i.e. above œ34,515), they will be taxed at 22.5% onrepparttar 101023 excess, which of course will increaserepparttar 101024 tax burden. The company profits are subject to corporation tax rates. Those are lower than income tax rates.

The most catastrophic scenario is whenrepparttar 101025 director takes his reward fromrepparttar 101026 company as salary. Then his/her salary is taxed at income tax rates (like a sole trader's income). That is because, unlike sole traders,repparttar 101027 tax system treats companies as separate from their owners because a company is a separate legal entity. The problem is thatrepparttar 101028 income taxes are higher than corporation tax rates. On top of that, they will be subject to employee and employer national insurance contributions, which of course increaserepparttar 101029 tax burden and render his position worse than even an unincorporated business ("sole trader"), because NIC Class 1 on payroll are higher than NIC Class 2 paid by self employed.

In contrast, a self employed person ("sole trader") is taxed at income tax rates onrepparttar 101030 profits from his business, which are added to his other sources of income. As it has already been mentioned, income tax rates are overall higher than corporation tax rates. On top of income tax, national insurance contributions class 4 are payable onrepparttar 101031 business profits within a specified band (7% on profits between œ4,615and œ30,420). National insurance contributions Class 2 are also paid by self-employed people, although those are lower than those payable by company directors on their salaries.

To illustraterepparttar 101032 above, let's take a simple example. We have a limited company and a sole trader. They both make œ60,000 profits each inrepparttar 101033 tax year 2002/03. We assume thatrepparttar 101034 company director takes a salary equal torepparttar 101035 amount of his personal allowances (untaxed income) of œ4,615 andrepparttar 101036 balance as dividends. The company will pay corporation tax at 19% equal to œ10,523 and nothing else. The sole trader will pay income tax œ16,542, National insurance Class 2 œ104 and National insurance Class 4 œ1,806. Total œ18,452. The bottom line is thatrepparttar 101037 person that has incorporated his business into a limited company will make a tax saving of œ7,929 compared to a sole trader! Isn't that fantastic?

Somebody might be wondering: why is this entire happening? The official explanation is that, this government, to helprepparttar 101038 economy grow, encourages people to leave as much profits within their businesses to be reinvested, instead of being taken out and spent.

The "unofficial line" is that, as a matter of fact, for yearsrepparttar 101039 Inland Revenue has tried to reclassifyrepparttar 101040 self-employed. The 1% in NIC hike on staff salaries aboverepparttar 101041 NIC threshold from next April adds to bothrepparttar 101042 employees' and employers' tax burden and may more than offsetrepparttar 101043 saving fromrepparttar 101044 corporation tax zero rate onrepparttar 101045 first œ10,000 of profits.

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