Yellow Pages Strategy
Display ads in the Yellow Pages are different from those
in most other publications since they are in customers' hands for a full
year. For that reason, it's often prudent to start with relatively small
display ad. If the ad proves cost effective, consider enlarging it next
year. If it isn't, you can fine-tune the ad at a relatively modest cost.
All successful display ads-and especially those in the phone book- should
state clearly why the reader should do business with your company. List
the main benefits of choosing your company, and always give them several
ways to contact you...phone number, web site, e-mail, FAX.
(Taken from Bottom Line Business-November 1999.)