Digital Wandering

In a smaller town with one main book, the Yellow Page ad usually proves to be a valuable investment for most business owners, but only if the ads are good! Let’s start off by looking at some of the common mistakes that are made in Yellow Page ads and how to avoid them. 1) Unless your business is almost totally dependent on the yellow pages, say like a rental car company, a self-storage facility, or a locksmith, do not spend all of your advertising money on yellow pages. Do not go in several different books either; it costs too much money. Pick the best book and spend the rest of your money on local print and direct mail advertising. Try to keep your yellow-page cost to a maximum of 30% of your monthly advertising budget, prefera allied interstate bly less. 2) Do not waste space with useless information. The space costs too much money to waste. Every time you design a Yellow-Page ad, picture a square filled with hundred-dollar bills, because that’s what that ad really is — your money. Come up with the very best way to use this space to your advantage. 3) Do not, as many businesses do, put a big headline like AUTO SALES, when the yellow pages have already done that for you at the top of the page. If you are in the auto section, you don’t have to waste space telling people that. 4) Do not use reverse type for any more than a single line. While ad reps will tell you that it makes your ad stand out, what it actually does is makes your ad 25% harder for the human eye to read.