p>Try a picture of a smiling child playing on the carpet. It’s the “after” picture. Use happy people with a good outcome. That’s something they can relate to. Then make sure that the body text talks about the benefits of clean carpet. It’s that simple. Then you have a unified theme that will lead to increased results. Are I’ll assume you have a Yellow Page ad and have been tracking the results. If you haven’t, then the next few sentences won’t mean much because I’m writing about the things that may be wrong with your ad. So, hopefully, you asked employees, friends, relatives and total strangers to rate your ad and tell you what they liked and didn’t like. So now you can read on. Let’s pretend the ad is basically fine, but not earth-shaking, The headline could use a little work (see Part 1 of this series) but the body is weak. Do you have a piece of artwork or photo? Does it support the tone, mood or headline? For example, if you clean carpets, is it a picture of your truck or a man with a vacuum? If so, you’ve just wasted value ad space. Why?

Because, trust me, everyone knows what a truck and vacuum look like. So where ‘s the excitement, the drama, and the human element? What is the customer wanting by asking for your service? If you answered a clean carpet, go to the corner for time-out, because you’re wrong. They want a safe, dirt-free, and safe place for the kids to roll-around or an allergy-free floor. In other words, results. And they don’t really care whether you use a truck, vacuum, bicycle, or toothbrush on your hands and knees to get it. So, where am I heading with all this?

Try a picture of a smiling child playing on the carpet. It’s the “after” picture. Use happy people with a good outcome. That’s something they can relate to. Then make sure that the body text talks about the benefits of clean carpet. It’s that simple. Then you have a unified theme that will lead to increased results. Are y

nd didn’t like. So now you can read on. Let’s pretend the ad is basically fine, but not earth-shaking, The headline could use a little work (see Part 1 of this series) but the body is weak. Do you have a piece of artwork or photo? Does it support the tone, mood or headline? For example, if you clean carpets, is it a picture of your truck or a man with a vacuum? If so, you’ve just wasted value ad space. Why?

Because, trust me, everyone knows what a truck and vacuum look like. So where ‘s the excitement, the drama, and the human element? What is the customer wanting by asking for your service? If you answered a clean carpet, go to the corner for time-out, because you’re wrong. They want a safe, dirt-free, and safe place for the kids to roll-around or an allergy-free floor. In other words, results. And they don’t really care whether you use a truck, vacuum, bicycle, or toothbrush on your hands and knees to get it. So, where am I heading with all this?

Try a picture of a smiling child playing on the carpet. It’s the “after” picture. Use happy people with a good outcome. That’s something they can relate to. Then make sure that the body text talks about the benefits of clean carpet. It’s that simple. Then you have a unified theme that will lead to increased results. Are

of your truck or a man with a vacuum? If so, you’ve just wasted value ad space. Why?

Because, trust me, everyone knows what a truck and vacuum look like. So where ‘s the excitement, the drama, and the human element? What is the customer wanting by asking for your service? If you answered a clean carpet, go to the corner for time-out, because you’re wrong. They want a safe, dirt-free, and safe place for the kids to roll-around or an allergy-free floor. In other words, results. And they don’t really care whether you use a truck, vacuum, bicycle, or toothbrush on your hands and knees to get it. So, where am I heading with all this?

Try a picture of a smiling child playing on the carpet. It’s the “after” picture. Use happy people with a good outcome. That’s something they can relate to. Then make sure that the body text talks about the benefits of clean carpet. It’s that simple. Then you have a unified theme that will lead to increased results. Are

ner for time-out, because you’re wrong. They want a safe, dirt-free, and safe place for the kids to roll-around or an allergy-free floor. In other words, results. And they don’t really care whether you use a truck, vacuum, bicycle, or toothbrush on your hands and knees to get it. So, where am I heading with all this?

Try a picture of a smiling child playing on the carpet. It’s the “after” picture. Use happy people with a good outcome. That’s something they can relate to. Then make sure that the body text talks about the benefits of clean carpet. It’s that simple. Then you have a unified theme that will lead to increased results. Are

p>Try a picture of a smiling child playing on the carpet. It’s the “after” picture. Use happy people with a good outcome. That’s something they can relate to. Then make sure that the body text talks about the benefits of clean carpet. It’s that simple. Then you have a unified theme that will lead to increased results. Are you convinced, yet? So you want to know how I know so much.

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 the most effective YP ads. 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 the headline, artwork, body text, placement, book, or heading. You must 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. There are many good and inexpensive places to turn, some available on the internet. Make sure the consultant is well qualified with at least 25 years experience. Otherwise, you’ll be wasting money and committing another “no-no.”