Earn New Business through the Yellow Pages

For many small businesses, the Yellow Pages is their first foray into advertising. And for good reason: A Yellow Pages ad is accessible all day, every day, to people who are ready to buy.

If you're a first-time advertiser on a limited budget, start

small and test your results. Begin, for example, with an in-column ad, where you can include some copy and spot color. Then, track the response by asking your new customers how they found out about your business or by listing a special discount in the ad. If the in-column listing delivers, move up to a display ad. Read Three Things Every Yellow Pages Advertiser Needs to Know for more information on putting together an ad.

When you advertise in the Yellow Pages you need to remember that you're cheek by jowl with competitors. Your ad has to be strong and eye-catching. Consider some of the ways to make your ad stand out and get results:

• Size and placement. Go for the largest ad that you can afford. Bigger ads attract more customers and earn better placement. Placement can be even more important than size, especially in a crowded category. Find out if a bigger ad will move you closer to the front of the category or whether a smaller ad will affect negatively your placement.
  
• Headline. Use a strong headline that trumpets a key feature of your business. Highlight a facet of your organization that grabs attention and distinguishes you from your competitors: "Largest Selection of Bathroom Fixtures," "Huge Savings on Office Supplies," "Only Computer-Repair Shop on the West Side," or "Fast Emergency Plumbing Service." Don't use the name of your business as a headline unless it happens to make a strong selling statement, like 24-Hour Locksmiths.
  
• Copy. Research indicates that copy-heavy ads draw about twice as many customers. But be careful: Don't pack in so much copy that your ad is hard to read. List key selling points and all of the information that potential customers might need, including the following:
  • A brief but complete rundown of your products or services, and any specialties
  • Your credentials, including years in business, licenses, certifications, awards, and professional or industry-association memberships
  • Special services, such as pickup or delivery, free estimates, evening or weekend hours, same-day service, money-back guarantees, senior discounts, or free parking
  • Basic information, such as service area, location (with directions and even a map), business hours, brand names available, credit cards accepted, and your phone number in large, bold type
  
  If you need help crafting the copy in your ad, read Finding Copywriting Inspiration.
  
• Graphics. Design your ad with enough blank space to prevent clutter. Consider an illustration or photo, but keep it simple. Use color to add impact, but if your ad budget dictates choosing between color and a larger ad, go for size.
  
• Categories. If your business fits in two categories but you can afford only one ad, pick the category where the largest number of your competitors advertise. You'll be vying harder for attention, but the popularity of the category proves its efficacy.