me at the top. Rather, create a headline that describes your best feature or benefit. Then your name can go anywhere.

Speaking of names, if you made yours with an “a” to get ahead, just placing an alphabetical listing or ad is not going to get you all the business. Just ask Xerox how it stopped them from succeeding. “A” names are very overated.

There are dozens of other tips that you won’t get from your YP rep. They want you to be successful, but also have a bunch of items to sell you too. Tha

Why? Because most of the other people online want to sign you up for some consulting service or sell you their book. I just want to spread good, important information that the average business might use to save money and create a more effective ad.

The fact that I did write a book about that very subject is not relevant right now. You came here to learn something and darn it, that’s what I’m going to do. Teach you some straight facts. But, first let me explain why you should listen to me at all. 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 expertise in YP creation and have advised almost 7000 companies on how to put together YP ads that work hard.

Now, with that out of the way, let’s continue on to the lesson. Here are the basics you should be aware of, in no particular order:

1. Don’t always trust your YP rep to do what’s best for you. They work and get paid by the publisher. Get another opinion. It’s in your best interest to do so.
2. The largest ads don’t always get the most business. It has to do with content; what you say and how you say it, the layout, and illustrations.
3. If you can afford it, go under every single related heading or category; even if it has to be a line listing. In other words, dominate, when possible.
4. Don’t get suckered into large white page programs; they are only for referrals and people that already know you. Put the money into the Yellow Pages.
5. Track every ad, either with special numbers, keywords, or just ask every customer where they found your phone number. You need to know where the calls are coming from.
6. If you’re a service business, make sure you have the largest ad you can afford. They get the best results from the YP.
7. Have professional design your ad and take photos. An ad that’s in the book for a year must be the best possible so don’t take short cuts.
8. Don’t simply use your name at the top. Rather, create a headline that describes your best feature or benefit. Then your name can go anywhere.
9. Speaking of names, if you made yours with an “a” to get ahead, just placing an alphabetical listing or ad is not going to get you all the business. Just ask Xerox how it stopped them from succeeding. “A” names are very overated.

There are dozens of other tips that you won’t get from your YP rep. They want you to be successful, but also have a bunch of items to sell you too. That

p 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 expertise in YP creation and have advised almost 7000 companies on how to put together YP ads that work hard.

Now, with that out of the way, let’s continue on to the lesson. Here are the basics you should be aware of, in no particular order:

1. Don’t always trust your YP rep to do what’s best for you. They work and get paid by the publisher. Get another opinion. It’s in your best interest to do so.
2. The largest ads don’t always get the most business. It has to do with content; what you say and how you say it, the layout, and illustrations.
3. If you can afford it, go under every single related heading or category; even if it has to be a line listing. In other words, dominate, when possible.
4. Don’t get suckered into large white page programs; they are only for referrals and people that already know you. Put the money into the Yellow Pages.
5. Track every ad, either with special numbers, keywords, or just ask every customer where they found your phone number. You need to know where the calls are coming from.
6. If you’re a service business, make sure you have the largest ad you can afford. They get the best results from the YP.
7. Have professional design your ad and take photos. An ad that’s in the book for a year must be the best possible so don’t take short cuts.
8. Don’t simply use your name at the top. Rather, create a headline that describes your best feature or benefit. Then your name can go anywhere.
9. Speaking of names, if you made yours with an “a” to get ahead, just placing an alphabetical listing or ad is not going to get you all the business. Just ask Xerox how it stopped them from succeeding. “A” names are very overated.

There are dozens of other tips that you won’t get from your YP rep. They want you to be successful, but also have a bunch of items to sell you too. Tha

work and get paid by the publisher. Get another opinion. It’s in your best interest to do so.

The largest ads don’t always get the most business. It has to do with content; what you say and how you say it, the layout, and illustrations.

If you can afford it, go under every single related heading or category; even if it has to be a line listing. In other words, dominate, when possible.

Don’t get suckered into large white page programs; they are only for referrals and people that already know you. Put the money into the Yellow Pages.

Track every ad, either with special numbers, keywords, or just ask every customer where they found your phone number. You need to know where the calls are coming from.

If you’re a service business, make sure you have the largest ad you can afford. They get the best results from the YP.

Have professional design your ad and take photos. An ad that’s in the book for a year must be the best possible so don’t take short cuts.

Don’t simply use your name at the top. Rather, create a headline that describes your best feature or benefit. Then your name can go anywhere.

Speaking of names, if you made yours with an “a” to get ahead, just placing an alphabetical listing or ad is not going to get you all the business. Just ask Xerox how it stopped them from succeeding. “A” names are very overated.

There are dozens of other tips that you won’t get from your YP rep. They want you to be successful, but also have a bunch of items to sell you too. Tha

ou. Put the money into the Yellow Pages.

Track every ad, either with special numbers, keywords, or just ask every customer where they found your phone number. You need to know where the calls are coming from.

If you’re a service business, make sure you have the largest ad you can afford. They get the best results from the YP.

Have professional design your ad and take photos. An ad that’s in the book for a year must be the best possible so don’t take short cuts.

Don’t simply use your name at the top. Rather, create a headline that describes your best feature or benefit. Then your name can go anywhere.

Speaking of names, if you made yours with an “a” to get ahead, just placing an alphabetical listing or ad is not going to get you all the business. Just ask Xerox how it stopped them from succeeding. “A” names are very overated.

There are dozens of other tips that you won’t get from your YP rep. They want you to be successful, but also have a bunch of items to sell you too. Tha

me at the top. Rather, create a headline that describes your best feature or benefit. Then your name can go anywhere.

Speaking of names, if you made yours with an “a” to get ahead, just placing an alphabetical listing or ad is not going to get you all the business. Just ask Xerox how it stopped them from succeeding. “A” names are very overated.

There are dozens of other tips that you won’t get from your YP rep. They want you to be successful, but also have a bunch of items to sell you too. That’s just the way the industry works. But they can give you free demographic information and help guide you along.

And if you do require any additional guidance, remember that book I wrote? It gives you all the other things needed for a terrific YP program. Check it out at www.poweradbook.com realizing that you are not a marketing expert and shouldn’t have to be. Leave that part to the experts like myself. I think that the YP is a great media and has aided many small businesses to do well. There’s no reason why you shouldn’t benefit too. You just need an edge and you might have just found one. Good luck.