se to be a feature and benefit story in itself. Your customers will tell you why they hate your headline, but not what they would prefer to see. That’s your job. So perhaps it’s time to brainstorm and create that next ad for the future directory. You’ll finally be on the right track. Okay, so how do I know so much?

I was a YP rep and consultant for nearly 25 years and, prior to that, had my own

You may have an ad that’s barely holding it’s own and not even know it. But there is a simple test. Make a copy and ask for feedback from employees, friends, relatives and total strangers. In fact, the last group is best because they will be the most honest. If you have a store, it’s pretty easy. Post the ad at the front counter and ask your customers to fill out a form explaining you need to find out what they would change in the ad in exchange for 10% off their next purchase. Therefore, assuming they gave their response, you now know that everyone hates your headline. So what do you do?

First, realize why they disliked it. Did you just put your name out there, big and bold? Shame on you. Unless you’re Wal-Mart or Microsoft, how important is Smith Carpet Cleaning? Or, are you “Qualified,” or “Low-Cost,” or “Reliable,” like everyone else? What is it that will grab the reader’s attention? You would be better off saying, “We aren’t particularly special or interesting, but we paid for this ad space so we thought we would just bore you to death.” Now that’s honesty in advertising and I love it. Fine, perhaps that’s not the way to win over customers, but it’s better than trite and mundane.

No, you need to solve a problem or fill a need. Carpet cleaners don’t just clean rugs, they “Eliminate Dust Mites that Causes Allergies.” Plumbers don’t fix leaks, they, “Get Your Water Flowing and Protect Your Pipes.” Dentists don’t fill cavities, they, “Help Prevent Gum Disease that can Cause Strokes.” Get the picture? See a trend? The headline sets the tone for the entire ad, which is suppose to be a feature and benefit story in itself. Your customers will tell you why they hate your headline, but not what they would prefer to see. That’s your job. So perhaps it’s time to brainstorm and create that next ad for the future directory. You’ll finally be on the right track. Okay, so how do I know so much?

I was a YP rep and consultant for nearly 25 years and, prior to that, had my own

t what they would change in the ad in exchange for 10% off their next purchase. Therefore, assuming they gave their response, you now know that everyone hates your headline. So what do you do?

First, realize why they disliked it. Did you just put your name out there, big and bold? Shame on you. Unless you’re Wal-Mart or Microsoft, how important is Smith Carpet Cleaning? Or, are you “Qualified,” or “Low-Cost,” or “Reliable,” like everyone else? What is it that will grab the reader’s attention? You would be better off saying, “We aren’t particularly special or interesting, but we paid for this ad space so we thought we would just bore you to death.” Now that’s honesty in advertising and I love it. Fine, perhaps that’s not the way to win over customers, but it’s better than trite and mundane.

No, you need to solve a problem or fill a need. Carpet cleaners don’t just clean rugs, they “Eliminate Dust Mites that Causes Allergies.” Plumbers don’t fix leaks, they, “Get Your Water Flowing and Protect Your Pipes.” Dentists don’t fill cavities, they, “Help Prevent Gum Disease that can Cause Strokes.” Get the picture? See a trend? The headline sets the tone for the entire ad, which is suppose to be a feature and benefit story in itself. Your customers will tell you why they hate your headline, but not what they would prefer to see. That’s your job. So perhaps it’s time to brainstorm and create that next ad for the future directory. You’ll finally be on the right track. Okay, so how do I know so much?

I was a YP rep and consultant for nearly 25 years and, prior to that, had my own

or “Low-Cost,” or “Reliable,” like everyone else? What is it that will grab the reader’s attention? You would be better off saying, “We aren’t particularly special or interesting, but we paid for this ad space so we thought we would just bore you to death.” Now that’s honesty in advertising and I love it. Fine, perhaps that’s not the way to win over customers, but it’s better than trite and mundane.

No, you need to solve a problem or fill a need. Carpet cleaners don’t just clean rugs, they “Eliminate Dust Mites that Causes Allergies.” Plumbers don’t fix leaks, they, “Get Your Water Flowing and Protect Your Pipes.” Dentists don’t fill cavities, they, “Help Prevent Gum Disease that can Cause Strokes.” Get the picture? See a trend? The headline sets the tone for the entire ad, which is suppose to be a feature and benefit story in itself. Your customers will tell you why they hate your headline, but not what they would prefer to see. That’s your job. So perhaps it’s time to brainstorm and create that next ad for the future directory. You’ll finally be on the right track. Okay, so how do I know so much?

I was a YP rep and consultant for nearly 25 years and, prior to that, had my own

No, you need to solve a problem or fill a need. Carpet cleaners don’t just clean rugs, they “Eliminate Dust Mites that Causes Allergies.” Plumbers don’t fix leaks, they, “Get Your Water Flowing and Protect Your Pipes.” Dentists don’t fill cavities, they, “Help Prevent Gum Disease that can Cause Strokes.” Get the picture? See a trend? The headline sets the tone for the entire ad, which is suppose to be a feature and benefit story in itself. Your customers will tell you why they hate your headline, but not what they would prefer to see. That’s your job. So perhaps it’s time to brainstorm and create that next ad for the future directory. You’ll finally be on the right track. Okay, so how do I know so much?

I was a YP rep and consultant for nearly 25 years and, prior to that, had my own

se to be a feature and benefit story in itself. Your customers will tell you why they hate your headline, but not what they would prefer to see. That’s your job. So perhaps it’s time to brainstorm and create that next ad for the future directory. You’ll finally be on the right track. Okay, so how do 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.”