Business Promotion Basics: Make Your Yellow Pages Ad Count

I work with graphics every day; it’s my job, to create visually pleasing pieces of … well, stuff. Because of this, I’m constantly asked for advice on graphic design and the most popular question is, “How do I advertise in…”

Before I even get going, take a look at the Before and After advertisements in this article. They represent a “Before Professional Help” and “After Professional Help” perspective which begins to illustrate my point more clearly than words possibly can.

Have you taken a quick peek? Okay, now imagine yourself flipping through the phone book. I don’t know about you, but the sheer volume of businesses listed in the Yellow Pages is enough to frustrate me at times. The advertisement that catches my eye is, almost without exception, the one I’m most likely to consider. If an advertisement looks professional, it makes the viewer feel “safe”; they feel that the business is more reliable.


Advertising in the Yellow Pages

When you make the decision to invest in a Yellow Pages advertisement, you’re taking a big leap toward gaining new customers or widening your client base. Yellow Pages ads are one of the most effective forms of advertising available today – potential customers see your ad precisely because they are seeking the services or products you provide. Qualified leads were never easier to come by, and if you can grab their attention in a positive way, you’re going to get the chance to grab a new customer as well.

The first step you need to take is place a simple call to your local Yellow Pages and ask for ad specs. They will tell you how much it will cost to insert advertisements of specific sizes, which will be one of your first concerns. Jot down the size of advertisements you feel that you can afford, and you’ll be ready to take the next step.

Along the lines of cost, I strongly suggest that a larger portion of your marketing budget go toward this type of advertising campaign – but you do need to fit it into your budget.