I could probably say this more tactfully, but here's the truth:

• If you're spending thousands of dollars for space to
  be seen and heard, and then run a Yellow Page ad that fails to
  grab your prospect's eye and say something compelling, well
  you're wasting your darn money!

Sounds obvious put into black and white, doesn't it? But take a
look in your Yellow Page directory and see for yourself. Do
any ads grab you by the collar and pull you in? Is there one
Yellow Page ad that speaks directly to YOUR felt needs, wishes
and emotional state of mind? Or are your eyes skimming over a
sea of clip-art images, trite clichés, and the same dull
promises?

So lose that "break-even mentality" and expect your next Yellow
Page advertisement to use that expensive ad space wisely - by
muscling out every other ad on the page, captivating the
prospects attention, and compelling those same prospects to call
you. Yes, a Yellow Page ad can (and should) do that, but you
have to insist on an ad specifically designed for your business
and precisely targeted towards your ideal customer.

"But my Yellow Page Rep told me this ad was designed
specifically for my business?" Well, frankly, I doubt it. It
may have been put together for your account. But tell me this,
if you replaced your business name and phone number, could your
current Yellow Page ad be used by half the other companies in
your category? How much did the ad designer or sales rep ask
you about your business and target customers before designing
the ad? Did they spend more than twenty minutes creating
your Yellow Pages advertisement?

For roughly the cost of running your ad for a single
month, an experienced Yellow Pages ad design consultant will
take the time to learn about your business and your most
important customers - specifically to tap into the emotional
state and mindset of your prospects - before setting down to
design your ad. And this kind of emotional insight, combined
with real design expertise, can catapult your Yellow Page ad
response to herculean levels.

How do I know this? I've learned it through 30 years of
advertising design experience, 15 of which have been spent
designing effective Yellow Page ads exclusively. From my
extensive experience, a highly targeted, professionally designed
ad normally generates ad response improvements of 30-70%. A few
of our clients have even heard their phones ring 500 - 800% more
often!

Of course there are various factors that will effect your
response rate but the most important point to remember is this:
If you're going to hand over all that cash every month to
your publisher, run the most powerful, phone-call-generating
Yellow Pages ad possible. Otherwise, tear your business out
of the Yellow Pages and invest your money wisely, elsewhere.

Are you ready to transform your lifeless Yellow Page ad into a
monster? Take a look at a couple of my href="http://www.max-effect.com/yellow_pages_ad_samples.html">bef
ore and after examples and my href="http://www.max-effect.com/yellow_pages_ad_guarantee.html">1
00% confidence guarantee. Then call me at 800-726-7006 and
let's unleash an ad that will dominate your category -
increasing your calls, customers, and ROI by multiples
instead of percentages.

About the author:
Explosive Yellow Pages advertising...Yellow Pages advertising
design that works! Call John Morana at 800-726-7006 for expert
advice and a FREE no-obligation Yellow Page ad evaluation. Learn
more about maximizing your Yellow Pages advertising ROI at
href="http://www.max-effect.com">http://www.max-effect.com