NFIB

Yellow Pages Advertising
09/ 23/ 2002

by Vicki Gerson

When you advertise in the Yellow Pages, you receive a basic one-line listing with your telephone number, with numerous options to upgrade your ad. Your listing can be ordered in a variety of ad sizes ranging up to a full page. In addition, your listing can be purchased in boldface type, with a second color to emphasize a logo or graphic. Your listing can also be purchased in as many zones as you wish.

Prices vary according to the type of listing you purchase, and rates vary from state to state and city to city. Taking out an ad in a larger book covering a city or expansive geographic suburban area will cost you more than an ad in a book for a town of 20,000 people.

If you decide to advertise in the Yellow Pages with more than a one-line listing, here are some points to keep in mind:

The Headline

Besides the name of your company, put the area you serve and your hours of operation. For instance, "Serving Northern Illinois" or "24-hour Emergency Service." A headline should be in bold type and a point size or two larger than the body copy.

Ad Body

In as few words as possible state what your business is all about. Make sure you distinguish your company by mentioning any products or services that your competitors donÆt offer. You may want to use bullet points because they are easier to read than full sentences.

For example, an electric supply company puts in its ad, "over 15,000 items stocked" and "customer service first and foremost." This information tells consumers that they will likely find what they need due to the large selection and should receive any help they need in locating it.

Incentives

It is important to list any incentives your business offers, such as free estimates, warranties or a money-back guarantee.

Years of Service

If your ad size is large enough, make sure you include how many years your company has been in business and/or the fact that you are family-owned and operated. Consumers like to call businesses that are well established.

Contact Information

Be sure to list your address, local phone number, toll-free number, fax number, Web site and email address in the ad. You may also want to list what credit cards you accept.

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