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For Yellow Pages
Advertising:
By Rich
Harshaw
- The Salesman Is
Your Enemy: His only goal is to make you spend a
lot more money than you need to. Promptly disregard
any and all advice that comes from his mouth.
Most deadly could be his advice on the content of your
ad; repeat--do not pay any attention at all to his
advice.
- Decide If You
Should Be In The Book In The First Place: Call
several of the companies currently in your
classification an ask them how their ad is doing for
them. You may not want to reveal your real identity! If
other companies aren't getting any results, you may
want to skip being in the book
altogether.
- Size of Your
Ad: If you're a major competitor, your ad needs to
be at least average size for your
classification. If you have to choose between size
and color (due to your budget), ALWAYS pick a bigger
size instead of extra colors. Buy the biggest ad your
budget can afford.
- Avoid Extra
Colors: Spot color is fine. Try a white background
and black text. NEVER buy four color...it just adds
extra expense... without extra results.
- Focus On
Benefits: No one cares who you are until they know
what you can do for them. Your ad should contain a
headline that instantly draws the reader in, then
separates you from your competition. Never put your
company name as the headline. Fax your current
yellow pages ad in to us for a quick
evaluation.
Next
Tip
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