or, in other words, it takes five buyers to pay for the monthly cost. But, because you’re fifth in line, you barely get those five customers. But what if the first position full page for $2000 geIt’s now the fifth day of your journey through your Yellow Page advertising. You’re picked a great headline, sub-head, picture, and text. You’re almost done. But there is some work ahead. Have you chosen the proper size, colors, and placement? Because of your budget constrains, you probably chose an ad based on what you could afford at the time. So let’s say you bought a quarter-page for $500 a month and figure it’s doing it’s job. Or is it? Suppose your main competition has a full-page, and then there are two half-pages and a one-third page ad, all before yours. Being fifth isn’t so bad, right? Well, did you do an ROI study first?

ROI is “return on investment.” Here’s how it works. You have an ad that costs $500 and you profit $100 per customer. So you have a 5 to 1 ROI, or, in other words, it takes five buyers to pay for the monthly cost. But, because you’re fifth in line, you barely get those five customers. But what if the first position full page for $2000 get

chosen the proper size, colors, and placement? Because of your budget constrains, you probably chose an ad based on what you could afford at the time. So let’s say you bought a quarter-page for $500 a month and figure it’s doing it’s job. Or is it? Suppose your main competition has a full-page, and then there are two half-pages and a one-third page ad, all before yours. Being fifth isn’t so bad, right? Well, did you do an ROI study first?

ROI is “return on investment.” Here’s how it works. You have an ad that costs $500 and you profit $100 per customer. So you have a 5 to 1 ROI, or, in other words, it takes five buyers to pay for the monthly cost. But, because you’re fifth in line, you barely get those five customers. But what if the first position full page for $2000 ge

0 a month and figure it’s doing it’s job. Or is it? Suppose your main competition has a full-page, and then there are two half-pages and a one-third page ad, all before yours. Being fifth isn’t so bad, right? Well, did you do an ROI study first?

ROI is “return on investment.” Here’s how it works. You have an ad that costs $500 and you profit $100 per customer. So you have a 5 to 1 ROI, or, in other words, it takes five buyers to pay for the monthly cost. But, because you’re fifth in line, you barely get those five customers. But what if the first position full page for $2000 ge

bad, right? Well, did you do an ROI study first?

ROI is “return on investment.” Here’s how it works. You have an ad that costs $500 and you profit $100 per customer. So you have a 5 to 1 ROI, or, in other words, it takes five buyers to pay for the monthly cost. But, because you’re fifth in line, you barely get those five customers. But what if the first position full page for $2000 ge

or, in other words, it takes five buyers to pay for the monthly cost. But, because you’re fifth in line, you barely get those five customers. But what if the first position full page for $2000 gets 20, $100 calls a month. You would say that it’s the same ROI, right? Wrong! Because even if his ad just broke even, he has a larger base of customers to spread the word-of-mouth and give you referrals. Wouldn’t you rather have more customers and still cover your ad cost?

Think about it. If both ads cost you nothing each month, which is a better deal? And what if adding color got you five more customers but only cost $200 more? Finally, what if you had a second ad that also cost you nothing in a secondary heading? For instance, if you are a plumber and could have a smaller ad in “Water Heaters” or an air conditioning repair person under “Furnaces,” that could get additional buyers. If the ad is virtually free, then why not make the investment? Hey, it’s Friday, so take t