10 Tips for Better Yellow Page Ads

by June Van Klaveren

• Use only one large graphic - your logo or a photo.
• Reduce other logos (NPCA, state associations, Sentricon, MasterCard, etc.) to be as small as possible.
• Put your main benefit in the headline.
• Limit copy to 5-7 bullets covering your benefits.
• Small ads can work as well as large ones IF your company is well-know and IF you have a cleanly designed ad.
• Use one of the following strategies when writing a headline:
  • Promise a benefit
  • Ask a question
  • Issue a warning
  • Offer a guarantee
• Use words that sell: free, new, you, your, how, what.
• Prove your claims with guarantees, warranties, free offers, testimonials.
• Keep it simple. Leave plenty of blank space around your type and graphic.
• Select the directory that covers your geographical service area.

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