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170 Part III: Creating and Placing Ads

Creating and placing directory ads

To get your money’s worth out of your directory ads, do some advance plan-
ning. Use the following as a checklist:

ߜ Choose the right classifications. Each category you add costs more
money, so limit your entries to the sections your prospects are most apt
to check. New businesses should place only in one most promising cate-
gory and test results for a year before increasing exposure.

ߜ Choose the right size. In the Yellow Pages, biggest isn’t always best.
Begin by studying how many businesses appear in your Yellow Pages
category. If your crowd isn’t very big, you hardly need a large ad to
stand out in it. Also consider the nature of your competitive arena. In
some business categories, the most established and respected firms run
the smallest and most subdued ads. Think about your own experiences:
If you’re looking for a plumber, you might look for large ads as an indica-
tion that the plumber is established and large enough to meet your
immediate plumbing needs. But if you’re looking for a good corporate
attorney or business advisor, you might shy away from the largest ads,
assuming that smaller, discreet ads better represent respected profes-
sionals who don’t need to clamor for business.

ߜ Choose whether to add color. Study the section where your ad will run.
See whether color is necessary to compete on the pages. If you opt for
color, read the rate card carefully because color charges vary from one
directory to another but always mount up quickly.

ߜ Choose the right directories. Before investing in independent and
upstart directories, ask for proof regarding how they will be distributed.
Then do your own research. If you know owners of businesses with ads
in the directory, call to ask how well the book worked. Or get old copies
of the directory and compare ads in your category. If your competitors
were in the book a few years ago and are either out of it this year or in
with reduced-size ads, read your findings as proof that the ads pulled
less-than-impressive results. Small-budget and service-based businesses
should start with one directory and expand based on results.

ߜ Write the right ad. Regardless of size or color, what your ad says deter-
mines its success. Research shows that directory readers are looking
for 1) a solution and 2) a business they can trust. Your ad will appear
alongside ads for your competitors — so present the unique, beneficial
attributes that set you apart and make you the best choice.

Consumers consider the following kinds of information valuable:

• Offers of brochures, catalogs, demonstrations, estimates, and so on

• Listings of products or brands (including logos)

• Special qualities and services