ost a copy of the ad at the front counter and ask your customers to fill out a form explaining what they would change in exchange for 10% off their next purchase. You understand that these people will be honest with you and that ongoing dialogue can help improve the bottom line. You need specific commentary to adjusIf you have a Yellow Page ad and think it’s doing it’s job, think again. After all, when was the last time you tracked the results? In fact, before you even placed the ad, did you pass a copy around to employees, friends, relatives and total strangers to get a reaction? That’s your first problem. Then, did you set up a tracking device like a special phone number within the ad to measure the number of responses? Receiving feedback on an ad is as important as the ad itself. Without it, how do you know how well it’s working?

Say you spend $500 a month and think you get about ten customers, valued at $200 each. You figure that the ad is generating $2000 a month, or a four to one rate of return. That’s pretty good, right? Well, what if I told you that in your particular heading, say plumbing, the average rate of return for your size ad is ten to one. You would be surprised and annoyed, correct? And you should be. The ad is failing to get the best return. But then again, you didn’t get a pre-printing test group or a tracking device, so how would you even know?

Most business people ask their customers how they are doing? There are various survey forms or other techniques to arrange for feedback. If you have a store, it’s pretty easy. You can post a copy of the ad at the front counter and ask your customers to fill out a form explaining what they would change in exchange for 10% off their next purchase. You understand that these people will be honest with you and that ongoing dialogue can help improve the bottom line. You need specific commentary to adjus

p a tracking device like a special phone number within the ad to measure the number of responses? Receiving feedback on an ad is as important as the ad itself. Without it, how do you know how well it’s working?

Say you spend $500 a month and think you get about ten customers, valued at $200 each. You figure that the ad is generating $2000 a month, or a four to one rate of return. That’s pretty good, right? Well, what if I told you that in your particular heading, say plumbing, the average rate of return for your size ad is ten to one. You would be surprised and annoyed, correct? And you should be. The ad is failing to get the best return. But then again, you didn’t get a pre-printing test group or a tracking device, so how would you even know?

Most business people ask their customers how they are doing? There are various survey forms or other techniques to arrange for feedback. If you have a store, it’s pretty easy. You can post a copy of the ad at the front counter and ask your customers to fill out a form explaining what they would change in exchange for 10% off their next purchase. You understand that these people will be honest with you and that ongoing dialogue can help improve the bottom line. You need specific commentary to adjus

at the ad is generating $2000 a month, or a four to one rate of return. That’s pretty good, right? Well, what if I told you that in your particular heading, say plumbing, the average rate of return for your size ad is ten to one. You would be surprised and annoyed, correct? And you should be. The ad is failing to get the best return. But then again, you didn’t get a pre-printing test group or a tracking device, so how would you even know?

Most business people ask their customers how they are doing? There are various survey forms or other techniques to arrange for feedback. If you have a store, it’s pretty easy. You can post a copy of the ad at the front counter and ask your customers to fill out a form explaining what they would change in exchange for 10% off their next purchase. You understand that these people will be honest with you and that ongoing dialogue can help improve the bottom line. You need specific commentary to adjus

t the best return. But then again, you didn’t get a pre-printing test group or a tracking device, so how would you even know?

Most business people ask their customers how they are doing? There are various survey forms or other techniques to arrange for feedback. If you have a store, it’s pretty easy. You can post a copy of the ad at the front counter and ask your customers to fill out a form explaining what they would change in exchange for 10% off their next purchase. You understand that these people will be honest with you and that ongoing dialogue can help improve the bottom line. You need specific commentary to adjus

ost a copy of the ad at the front counter and ask your customers to fill out a form explaining what they would change in exchange for 10% off their next purchase. You understand that these people will be honest with you and that ongoing dialogue can help improve the bottom line. You need specific commentary to adjust or change anything that isn’t successful. If you aren’t getting that ten to one return, what’s the issue? Is it the headline, photo, body copy, placement, or heading? Could a simple tweak here and there make all the difference? In most cases, the answer is “yes.” Okay, so how do I know?

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. I’ve 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, you’ll be wasting money and committing another “no-no.”