When it comes to successful Yellow Pages advertising, there are
sales and marketing theories galore. Witness the recent
explosion of Yellow Page consultants hawking CD's, tapes,
manuals, seminars, textbooks ... you name it! My God, you'd
think we're in the midst of a Yellow Pages advertising
renaissance!

On the surface, this seems like a good thing for the
long-neglected Yellow Pages advertiser. If you're spending wads
of cash in the Yellow Pages, the more you understand about how
this unique medium works, the better your chances of improving
your ad response rate and overall ROI. There's a problem though,
a big one. There is no one "insider" technique or group of
"paint-by-the-numbers" strategies that will lead to incredibly
effective, phone-ringing Yellow Page ads.

Don't get me wrong! It's wise to learn all you can about
successful Yellow Pages advertising strategies, but at the end
of the day, you will need to put "finger-to-keyboard" and
infuse all those strategies into a coherent, meaningful and
visually appealing advertisement. Sorry but there's no getting
around it. Poor ad design skills can kill (or seriously maim)
the most powerful Yellow Page ad concepts and strategies.
Compelling copy AND superior ad design must work hand in hand in
order to achieve the most effective Yellow Pages ad possible.
When orchestrated by a master designer, your ad elements will
blend into a wonderful symphony that bellows "confidence and
trust" into the ears of your prospects. After all, it's
their trust in your solution that will force them to call YOU,
before any of your competitors.

Unfortunately, this is easier said than done because numerous
factors can effect the success of your Yellow Page ad. Factors
that most Yellow Pages consultants don't tell you about or
worse, are not even aware of themselves. For instance:

* Exactly how do you develop a captivating, "unique" headline
that differentiates your business in a meaningful way and forces