Youve invested time and money in your business and want your Yellow Page ad to work. You and your YP rep designed an ad and think its pretty good. So you run it and sit by the phone. Before it even hits the streets, I can predict the results. Did you do one of the following things in your ad

1. Put your name, big and bold across the top?
2. Place a stock photo of a truck or any other generic object in the ad?
3. Forget to mention what makes you different from your competition?
4. Use really small type or an unusual typeface anywhere?
5. Did you use any of the following words in the headline: Quality, Reliability, Low-cost, Expert, Professional, Complete, Reasonable?

If you only did 2 or the 5 things Ive mentioned, than shame on you. You are wasting value space in an ad that is supposed to get you customers. Lets look at the problems:

1. Unless youre name is Wal-Mart, try using a feature statement at the top.
2. A truck picture says nothing. Try a smiling, satisfied customer, instead.
3. There most be something you have to offer that sets you apart, right?
4. Why make it hard to read your ad?
5. Grab the phone book and turn to any heading. Youll see all these modifying words.

Why is that a troublesome? Because they are so common, theyre not even seen or highl-regarded any more. Try using a benefit statement like Offering a Lifetime Guaranty, instead. The sad part is that you are probably destroying your ads potential without realizing it. So, how can I criticize you without even seeing your ad? Thats a fair question.

I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. Ive been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together the most effective YP ads. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in the headline, artwork, body text, placement, book, or heading. You must understand the ROI or return on investment and learn how to track the results as well.

So consider getting some expert advice before you place your next ad. There are many good and inexpensive places to turn, some available on the internet. Make sure the consultant is well qualified with at least 25 years experience. Otherwise, youll be wasting your own time and money.

Jeffrey Hausers latest book is, "Inside the Yellow Pages, which can be viewed at http://www.poweradbook.com

He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.