Tips on Creating Your Small Business Yellow Page Ad

First, a few words about my qualifications. I was a Yellow Page consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. Ive been designing Yellow Page ads for the past three decades. So I have experience in creating ads and have advised almost 7000 companies on how to put together the most effective ones. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in essentials areas like the headline, artwork, body text, placement, book, or heading. So, whether you have an ad or are thinking about placing one, please read on.

The small, home-based business was the backbone of our directory. Because they wanted to target a localized market area, the Yellow Pages was ideal. It allowed them to choose the heading, the directory and work within their budget. So, assuming that you are like them, how should you proceed? Im so glad you asked. Here are a few things that every successful ads should contain, regardless of size. That is, if you decide on at least an in-column (alphabetical) or display-type ad.

• A focus: Whats the purpose of the ad? Begin with a strong headline.
• A benefit: Why should I buy?
• A way to fill a need: How can you solve my problem?
• Easy-to-read text: Does it have nice, bold type?
• A picture that supports the theme or shows a good outcome: i.e. happy people.

You must have at least one of these in your ad. Therefore, it needs focus with a headline, consumer benefits, must fill a need, be easily read and show a positive outcome, if there is room for a picture. Of course it has to be placed properly, in the appropriate heading and the proper book, such as in either the area or Metro directory. There are more elements it should include, which are:

• A description of the product or service: What are you really selling?
• Your uniqueness: What sets you apart from the other guys?
• Understandable location info: Do you have a map or directions?
• Contact data: Do you have a website, fax, e-mail?
• Plus something to attract attention: Color, white background, clever headline, etc.

It all begins with describing your ideal customer, and zeroing in on what they would want to see in your ad. If the ad is small, you have to be very fussy when choosing your words. You might only have room for a headline and a line of text. And that would be great if you have chosen wisely. I have written many articles about Yellow Page advertising on and you can search my name for others. Or you can get the definitive source for everything you ever wanted to know about how to create effective YP ads by buying my book. Either way, become educated and dont just rely on your YP rep to guide you along. After all, its your hard-earned money and your business at-stake.

Jeffrey Hausers latest book is, "Inside the Yellow Pages, which can be viewed at http://www.poweradbook.com

He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.

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