Studies show that shoppers who consult the yellow pages are ready to make a purchase. That's a compelling reason for any small business to advertise in this time-honored medium. However, that's the same reason why so many of your competitors might already be advertising there, too. If you want consumers to spend their dollars with your company, you'll need an effective strategy. Getting the most out of a yellow pages advertising campaign involves:

1. Deciding if you want print or online yellow pages advertising, or both.
2. Choosing the right directory.
3. Choosing the best size for you ads.
4. Focusing your ads on the benefits of your products or services.
5. Using your ads to inform customers why they should choose your business over the competition.

Action Steps
The best contacts and resources to help you get it done

Choose your ad size

Yellow pages ads come in all sizes and shapes, including display ads that can take up several columns, in-column ads that fit within a single column and double-truck ads that occupy two full pages.

I recommend: BellSouth Yellow Pages offers examples of the various types of ads, including double-truck ads and in-column ads, which it prints on a white background to stand out on the page. R. H. Donnelley, a yellow pages publisher in 28 states, explains other yellow book display options, such as blow-in cards and ads printed on the edge of the book or on the plastic delivery bag.

Write ad copy that sells your business

Your ad copy should include a headline, the type of business you run, an incentive, a call to action and your contact information. A common mistake: putting your company name as a headline. Instead, your headline should focus on a benefit you provide.

I recommend: Review a sample ad that includes the key elements of an effective ad at YellowBook.com.

Design your own ad

Most ads are designed by the directory's design department. This leads to a lot of ads looking the same. Differentiate yours with a unique design. Color, which is more expensive, isn't the only way to make your ad stand out.

I recommend: Take an active role in the design of your ad. If you want something truly unique, hire a freelance graphic designer who specializes in ad design at Guru.com.

Try online options

Online directories allow you to update information in your ads faster, attract customers outside your local area and provide a link to your Web site. They also offer ways to target your ads to a particular demographic, to offer online coupons and to take advantage of reporting tools. These extra features cost more, of course.

I recommend: Consider the many advertising options available from major online directories including SuperPages.com, YellowPages.com and Dex.

Use specialty directories

Several yellow pages publishers also offer specialty directories that give you an opportunity to zero in on your niche market.

I recommend: If you market to Hispanics, try the Bilingual SuperPages, which reaches 10 million Hispanics in more than 50 major markets. The BellSouth Yellow Pages' specialty directories include a Hispanic section, a dining guide and a community guide that allows you to target your closest customers.

Find yellow pages professional help

Some ad agencies specialize in creating and coordinating yellow pages advertising. If you're planning a widespread yellow pages campaign, hiring such a firm can improve your results.

I recommend: Companies that specialize in developing and coordinating yellow pages campaigns include Ketchum Directory Advertising, YPM and the Wahlstrom Group.

Spend your ad dollars wisely

If you're new to yellow pages advertising and working with budget restraints, start with a small box in the listings column.

I recommend: If you choose a more expensive display ad, ask to participate in the Yellow Pages Association's Marketing the Medium program, in which new advertisers receive larger ads on a trial basis and can track sales to measure the ad's effectiveness. Save money with YellowPageHelp.com, which promises to help you lower the cost of yellow pages advertising.

Measure the payoff

Measuring the effectiveness of online directory advertising is relatively simple. Proving that print works is a little more difficult. The most straightforward way is to ask your callers and walk-in customers how they found you.

I recommend: If you're using an online directory, Google Analytics offers effective analysis. Companies like Directory Assistants can analyze the effectiveness of your print yellow pages ads.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Focus your ad copy on why shoppers should choose your company over the competition rather than on products and services.
• •  Be skeptical. Don't take everything the yellow pages advertising salesman says at face value.
• •  Demand proof that your yellow pages ads work.
• •  Don't over-commit yourself. You can always spend more next year.
• •  Ask for free yellow pages advertising artwork.
• •  Make sure your ad distinguishes your company from the competition.