Page 187 - Duct Tape Marketing

171Chapter 11: Creating Print Ads

• Professional endorsements or affiliations

• Length of time in business

• Business open hours

• Map or directions to the business

• Parking instructions

• Phone, fax, and toll-free numbers, and Web site address

• Street address

• Credit card options

• Bonding, licenses, and related information
ߜ How should your ad look? Keep it clean and simple. Yellow Pages are a

cluttered ad environment. Use a strong border to set your ad apart.
Prominently display your phone number and address so they stand out.
And whether you use your own designer or let the directory create your
ad, insist that the ad match your unique brand image.

When placing a Yellow Pages display ad, include a line in your alphabetical
listing that reads See our ad on page XX. Or, if you decide not to place a dis-
play ad, consider an in-column ad that expands your alphabetical listing into
a bordered presentation for your business. Finally, don’t use ads in other
media to direct prospects to see you in the Yellow Pages. If you do, you’ll be
sending them not only to your ad, but to ads for all your competitors as well.

Using the online Yellow Pages

Local market customers increasingly search online listings instead of
printed directories. Some of the big-name sites include local.google.com,
superpages.com, smartpages.com, switchboard.com, and yellowpages.
com. Go to www.telephonebook.com for a list of online Yellow and White
Pages sites and then visit various ones to see that your business is included
with an accurate, complete listing.