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Making the Most of Yellow Page Ads
June 3, 2002

"Earth laughs in flowers."—Ralph Waldo Emerson


One of our all time favorite books is Guerilla Marketing by Jay Conrad Levinson (Boston: Houghton-Mifflin, 1993). It contains a wealth of practical ideas for marketing that orgnizations large and small can put to use. For example, it offers the following do's and don't's for using yellow page advertising:

* Do list a whole lot of facts about yourself;
* Do make your ad look and feel classier;
* Do treat it like a personal communication, not a cold listing;
* Do let folks know if you accept credit cards;
* Do gain the reader's attention with a strong headline;
* Do let people know all the reasons they should buy from you;
* Don't let the yellow pages people write your ad for you;
* Don't run small ads if your competitors run large ads;
* Don't make your ad boring;
* Don't forget to use graphics to communicate handsomely;
* Don't treat your add less seriously than a magazine ad;
* Don't hold back on the data -- people are looking in the yellow pages for information.

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