Guide to Maximizing Your Yellow Pages Advertising

Choose your ad size

Yellow pages ads come in all sizes and shapes, including display ads that can take up several columns, in-column ads that fit within a single column and double-truck ads that occupy two full pages.

I recommend: BellSouth Yellow Pages offers examples of the various types of ads, including double-truck ads and in-column ads, which it prints on a white background to stand out on the page.

Write ad copy that sells your business

Your ad copy should include a headline, the type of business you run, an incentive, a call to action and your contact information. A common mistake: putting your company name as a headline. Instead, your headline should focus on a benefit you provide.

I recommend: Review a sample ad that includes the key elements of an effective ad at YellowBook.com.

Design your own ad

Most ads are designed by the directory's design department. This leads to a lot of ads looking the same. Differentiate yours with a unique design. Color, which is more expensive, isn't the only way to make your ad stand out.

I recommend: Take an active role in the design of your ad. If you want something truly unique, hire a freelance graphic designer who specializes in ad design at Guru.com.

Try online options

Online directories allow you to update information in your ads faster, attract customers outside your local area and provide a link to your Web site. They also offer ways to target your ads to a particular demographic, to offer online coupons and to take advantage of reporting tools. These extra features cost more, of course.

I recommend: Consider the many advertising options available from major online directories include SuperPages.com and YellowPages.com.

Use specialty directories

Several yellow pages publishers also offer specialty directories that give you an opportunity to zero in on your niche market.

I recommend: If you market to Hispanics, try the Bilingual SuperPages, which reaches 10 million Hispanics in more than 50 major markets. The BellSouth Yellow Pages' specialty directories include a Hispanic section, a dining guide and a community guide that allows you to target your closest customers.

Find yellow pages pro

Some ad agencies specialize in creating and coordinating yellow pages advertising. If you're planning a widespread yellow pages campaign, hiring such a firm can improve your results.

I recommend: Companies that specialize in developing and coordinating yellow pages campaigns include Ketchum Directory Advertising, YPM and the Wahlstrom Group.

Spend your ad dollars wisely

If you're new to yellow pages advertising and working with budget restraints, start with a small box in the listings column.

I recommend: If you choose a more expensive display ad, ask to participate in the Yellow Pages Association's Marketing the Medium program, in which new advertisers receive larger ads on a trial basis and can track sales to measure the ad's effectiveness. Save money with YellowPageHelp.com, which promises to help you lower the cost of yellow pages advertising.

Measure the payoff

Measuring the effectiveness of online directory advertising is relatively simple. Proving that print works is a little more difficult. The most straightforward way is to ask your callers and walk-in customers how they found you.

I recommend: If you're using an online directory, Google Analytics offers effective analysis. Companies like Directory Assistants can analyze the effectiveness of your print yellow pages ads.