ing each month, which is a better deal? And what if adding color got you five more customers but only cost $200 more? Finally, what if you had a second ad that also cost you nothing in a secondary heading? For instance, if you are a plumber and could have a smaller ad in “Water Heaters” or an air conditioning repair person uIt’s now the fifth day of your journey through your Yellow Page advertising. You’re picked a great headline, sub-head, picture, and text. You’re almost done. But there is some work ahead. Have you chosen the proper size, colors, and placement? Because of your budget constrains, you probably chose an ad based on what you could afford at the time. So let’s say you bought a quarter-page for $500 a month and figure it’s doing it’s job. Or is it? Suppose your main competition has a full-page, and then there are two half-pages and a one-third page ad, all before yours. Being fifth isn’t so bad, right? Well, did you do an ROI study first?

ROI is “return on investment.” Here’s how it works. You have an ad that costs $500 and you profit $100 per customer. So you have a 5 to 1 ROI, or, in other words, it takes five buyers to pay for the monthly cost. But, because you’re fifth in line, you barely get those five customers. But what if the first position full page for $2000 gets 20, $100 calls a month. You would say that it’s the same ROI, right? Wrong! Because even if his ad just broke even, he has a larger base of customers to spread the word-of-mouth and give you referrals. Wouldn’t you rather have more customers and still cover your ad cost?

Think about it. If both ads cost you nothing each month, which is a better deal? And what if adding color got you five more customers but only cost $200 more? Finally, what if you had a second ad that also cost you nothing in a secondary heading? For instance, if you are a plumber and could have a smaller ad in “Water Heaters” or an air conditioning repair person un

d afford at the time. So let’s say you bought a quarter-page for $500 a month and figure it’s doing it’s job. Or is it? Suppose your main competition has a full-page, and then there are two half-pages and a one-third page ad, all before yours. Being fifth isn’t so bad, right? Well, did you do an ROI study first?

ROI is “return on investment.” Here’s how it works. You have an ad that costs $500 and you profit $100 per customer. So you have a 5 to 1 ROI, or, in other words, it takes five buyers to pay for the monthly cost. But, because you’re fifth in line, you barely get those five customers. But what if the first position full page for $2000 gets 20, $100 calls a month. You would say that it’s the same ROI, right? Wrong! Because even if his ad just broke even, he has a larger base of customers to spread the word-of-mouth and give you referrals. Wouldn’t you rather have more customers and still cover your ad cost?

Think about it. If both ads cost you nothing each month, which is a better deal? And what if adding color got you five more customers but only cost $200 more? Finally, what if you had a second ad that also cost you nothing in a secondary heading? For instance, if you are a plumber and could have a smaller ad in “Water Heaters” or an air conditioning repair person u

“return on investment.” Here’s how it works. You have an ad that costs $500 and you profit $100 per customer. So you have a 5 to 1 ROI, or, in other words, it takes five buyers to pay for the monthly cost. But, because you’re fifth in line, you barely get those five customers. But what if the first position full page for $2000 gets 20, $100 calls a month. You would say that it’s the same ROI, right? Wrong! Because even if his ad just broke even, he has a larger base of customers to spread the word-of-mouth and give you referrals. Wouldn’t you rather have more customers and still cover your ad cost?

Think about it. If both ads cost you nothing each month, which is a better deal? And what if adding color got you five more customers but only cost $200 more? Finally, what if you had a second ad that also cost you nothing in a secondary heading? For instance, if you are a plumber and could have a smaller ad in “Water Heaters” or an air conditioning repair person u

00 gets 20, $100 calls a month. You would say that it’s the same ROI, right? Wrong! Because even if his ad just broke even, he has a larger base of customers to spread the word-of-mouth and give you referrals. Wouldn’t you rather have more customers and still cover your ad cost?

Think about it. If both ads cost you nothing each month, which is a better deal? And what if adding color got you five more customers but only cost $200 more? Finally, what if you had a second ad that also cost you nothing in a secondary heading? For instance, if you are a plumber and could have a smaller ad in “Water Heaters” or an air conditioning repair person u

ing each month, which is a better deal? And what if adding color got you five more customers but only cost $200 more? Finally, what if you had a second ad that also cost you nothing in a secondary heading? For instance, if you are a plumber and could have a smaller ad in “Water Heaters” or an air conditioning repair person under “Furnaces,” that could get additional buyers. If the ad is virtually free, then why not make the investment? Hey, it’s Friday, so take the afternoon off and think about it. It’s the way many successful advertisers expand their programs. Speaking of success, you may want to learn about all the other vital elements to your ad. Right about now, you also might also be asking yourself how I know so much about directory advertising.

Well, 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 experience in creating ads and have advised almost 7000 companies on how to put together the most effective ones. 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 essentials areas like the headline, artwork, body text, placement, book, or heading. You must also 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. If you want to more detailed instruction on all the inside secrets to better YP marketing, then please visit my website listed below.