r headline in town, but if it brings in the wrong type of customer, then it’s time for a revision. Decide what is the most profitable part of the business and concentrate on that. You can still add in all the other things you do, but start with the filet mignon and end with the hamburger. Then the ad will more than pay for itself and you will cI know, you don’t work weekends. But you should because your competition does. Or at least, they should. Either way, it’s time for your daily directory check-up. Let’s assume you’ve been diligent and done all your homework up until now. The ad contains a solid headline, sub-head, photo, body text, and is in the correct heading and of the appropriate ad size. What more can you ask for? So, you place the ad and wait for the results. It’s three months down the road and how is it doing? Are you getting the right kind of calls? What do I mean, you ask?

It’s fairly simple. If you are selling discount carpeting and your headline reads, “The Cheapest Guy in Town,” then you are probably getting the price shoppers and that’s good. But, if you have better, brand-name carpeting and said, “Carpet at Low Prices,” is it any wonder that everyone is expecting a discount? Remember, be careful what you wish for. When you mention price in the headline, you are asking for price-shoppers. If you concentrated on quality, warranty, and expert installation, you’ve targeted the quality consumer. It works for most industries. An auto repair shop that profits more from engine work shouldn’t waste an ad that focuses on oil changes. By just stating “engines” up front, they are far more likely to get that type of work.

It’s called asking for the business. You can have the most clever headline in town, but if it brings in the wrong type of customer, then it’s time for a revision. Decide what is the most profitable part of the business and concentrate on that. You can still add in all the other things you do, but start with the filet mignon and end with the hamburger. Then the ad will more than pay for itself and you will co

riate ad size. What more can you ask for? So, you place the ad and wait for the results. It’s three months down the road and how is it doing? Are you getting the right kind of calls? What do I mean, you ask?

It’s fairly simple. If you are selling discount carpeting and your headline reads, “The Cheapest Guy in Town,” then you are probably getting the price shoppers and that’s good. But, if you have better, brand-name carpeting and said, “Carpet at Low Prices,” is it any wonder that everyone is expecting a discount? Remember, be careful what you wish for. When you mention price in the headline, you are asking for price-shoppers. If you concentrated on quality, warranty, and expert installation, you’ve targeted the quality consumer. It works for most industries. An auto repair shop that profits more from engine work shouldn’t waste an ad that focuses on oil changes. By just stating “engines” up front, they are far more likely to get that type of work.

It’s called asking for the business. You can have the most clever headline in town, but if it brings in the wrong type of customer, then it’s time for a revision. Decide what is the most profitable part of the business and concentrate on that. You can still add in all the other things you do, but start with the filet mignon and end with the hamburger. Then the ad will more than pay for itself and you will c

getting the price shoppers and that’s good. But, if you have better, brand-name carpeting and said, “Carpet at Low Prices,” is it any wonder that everyone is expecting a discount? Remember, be careful what you wish for. When you mention price in the headline, you are asking for price-shoppers. If you concentrated on quality, warranty, and expert installation, you’ve targeted the quality consumer. It works for most industries. An auto repair shop that profits more from engine work shouldn’t waste an ad that focuses on oil changes. By just stating “engines” up front, they are far more likely to get that type of work.

It’s called asking for the business. You can have the most clever headline in town, but if it brings in the wrong type of customer, then it’s time for a revision. Decide what is the most profitable part of the business and concentrate on that. You can still add in all the other things you do, but start with the filet mignon and end with the hamburger. Then the ad will more than pay for itself and you will c

t installation, you’ve targeted the quality consumer. It works for most industries. An auto repair shop that profits more from engine work shouldn’t waste an ad that focuses on oil changes. By just stating “engines” up front, they are far more likely to get that type of work.

It’s called asking for the business. You can have the most clever headline in town, but if it brings in the wrong type of customer, then it’s time for a revision. Decide what is the most profitable part of the business and concentrate on that. You can still add in all the other things you do, but start with the filet mignon and end with the hamburger. Then the ad will more than pay for itself and you will c

r headline in town, but if it brings in the wrong type of customer, then it’s time for a revision. Decide what is the most profitable part of the business and concentrate on that. You can still add in all the other things you do, but start with the filet mignon and end with the hamburger. Then the ad will more than pay for itself and you will consider it a true success. Speaking of success, you may want to learn about all the other vital elements to your ad. Right about now, you also might also be asking yourself how I know so much about directory advertising.

Well, I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve 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. You must also understand the ROI or return on investment and learn how to track the results as well.

So consider getting some expert advice before you place your next ad. If you want to more detailed instruction on all the inside secrets to better YP marketing, then please visit my website listed below.