uating. You could ask your friends, relatives or employees about the ad, but you really require impartiality. So asking total strangers is the better way to go. Or, have those YP book users tell you by using a tracking method. Regardless, you can’t assume you have a perfect ad. It most probably has a fatal flaw that spoiI’ve been designing Yellow Page ads for the past 25 years. During that time, I was a YP rep and consultant and, prior to that, had my own advertising agency. I also have a degree in marketing. 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 guarantee you that it has a problem. It might be in the headline, artwork, body text, placement, book, or heading(category). So, how can I be so certain?

It’s the laws of probability and human nature at work. To begin with, there is no such things as a perfect ad. Just as there is no such thing as a perfect house, relationship, job or business. They can always use a few tweaks and sprucing up. Move a door, repaint the bedroom, add a skylight, etc. Or, in the case of a spouse, pay more attention, help around the house or with the kids. Or, on the job, get to work earlier, get organized, and pay more attention to the customer, or as a businessman be kinder to employees, offer better incentives, or do more marketing. You see?

So your YP is no different. The problem is uncovering what needs the remake. The easiest way for you to go about this process is through tracking or evaluating. You could ask your friends, relatives or employees about the ad, but you really require impartiality. So asking total strangers is the better way to go. Or, have those YP book users tell you by using a tracking method. Regardless, you can’t assume you have a perfect ad. It most probably has a fatal flaw that spoil

u have a display or in-column ad, regardless of size, color or position, I can guarantee you that it has a problem. It might be in the headline, artwork, body text, placement, book, or heading(category). So, how can I be so certain?

It’s the laws of probability and human nature at work. To begin with, there is no such things as a perfect ad. Just as there is no such thing as a perfect house, relationship, job or business. They can always use a few tweaks and sprucing up. Move a door, repaint the bedroom, add a skylight, etc. Or, in the case of a spouse, pay more attention, help around the house or with the kids. Or, on the job, get to work earlier, get organized, and pay more attention to the customer, or as a businessman be kinder to employees, offer better incentives, or do more marketing. You see?

So your YP is no different. The problem is uncovering what needs the remake. The easiest way for you to go about this process is through tracking or evaluating. You could ask your friends, relatives or employees about the ad, but you really require impartiality. So asking total strangers is the better way to go. Or, have those YP book users tell you by using a tracking method. Regardless, you can’t assume you have a perfect ad. It most probably has a fatal flaw that spoi

such things as a perfect ad. Just as there is no such thing as a perfect house, relationship, job or business. They can always use a few tweaks and sprucing up. Move a door, repaint the bedroom, add a skylight, etc. Or, in the case of a spouse, pay more attention, help around the house or with the kids. Or, on the job, get to work earlier, get organized, and pay more attention to the customer, or as a businessman be kinder to employees, offer better incentives, or do more marketing. You see?

So your YP is no different. The problem is uncovering what needs the remake. The easiest way for you to go about this process is through tracking or evaluating. You could ask your friends, relatives or employees about the ad, but you really require impartiality. So asking total strangers is the better way to go. Or, have those YP book users tell you by using a tracking method. Regardless, you can’t assume you have a perfect ad. It most probably has a fatal flaw that spoi

work earlier, get organized, and pay more attention to the customer, or as a businessman be kinder to employees, offer better incentives, or do more marketing. You see?

So your YP is no different. The problem is uncovering what needs the remake. The easiest way for you to go about this process is through tracking or evaluating. You could ask your friends, relatives or employees about the ad, but you really require impartiality. So asking total strangers is the better way to go. Or, have those YP book users tell you by using a tracking method. Regardless, you can’t assume you have a perfect ad. It most probably has a fatal flaw that spoi

uating. You could ask your friends, relatives or employees about the ad, but you really require impartiality. So asking total strangers is the better way to go. Or, have those YP book users tell you by using a tracking method. Regardless, you can’t assume you have a perfect ad. It most probably has a fatal flaw that spoils the effectiveness and you don’t even know it.

How do I know so much? 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 your own time and money.