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You want your new Yellow Page ad to reach out and grab as many eyeballs as possible. You want to magically draw prospects into the meaty content of your ad in order to persuade them that YOU offer the very best solution to their problem. Simply put, you want your next Yellow Page ad to generate as many phone calls as possible. Follow these tips and your competitors may soon be crying the "Yellow Page Advertising Blues."

' Carefully define your "most important" target prospect and make sure your ad speaks ONLY to this group. The more tightly focused your message is, the better your response rate will be.

' Scrutinize every one of your competitors' ads. Notice the words they use, the pictures they show and the type of customer they're trying to attract. Carve a "unique place" in the market by making sure your ad doesn't include any of them.

' Develop a powerful, unique, benefit-related headline that sets you apart in a meaningful way. Run it BIG and run it BOLD at the very top of your ad. Spend 60% of your time developing your headline. It's THAT important!

' Incorporate a photo or illustration that helps reinforce your headline concept. Pick an unusual (and unexpected) type of graphic that stands out from the other yawn-inducing images. Your photo or illustration must jar prospects' senses and jolt their brain cells. Images with negative connotations are the kiss of death. Illustrate their solution, NOT their problem!

' Write your body copy in a friendly, one-on-one fashion as if your prospect is standing right in front of you. Convey honesty and spell out your most unique benefits. Explain exactly how YOUR solution will solve your prospects problem better than the others. Tell them how they'll FEEL once they've called you. Remember, you MUST make a strong "emotional connection" with your target audience!

' Include a strong call-to-action near your phone number. "Call now, mention this Yellow Page ad and get a FREE _ _ _ _ !" Make them an offer they can't refuse, TELL THEM to call you and... they'll call you.

' Layout the 4 Yellow Page ad elements (headline, body copy, photo / image and call-to-action) in a way that effortlessly guides their eyes from the headline at the very top of your ad down to your "call-to-action" at the very bottom. The call-to-action section should include your business name, logo, address, hours, etc.

' Carefully consider your use of white (negative) space. If your Yellow Page ad is too cluttered it will easily blend in with the rest and turn readers away in droves. Your ad must instantly LOOK inviting. The proper use of white (empty) space will extend an irresistible invitation to your special target audience.

Although it takes hours (sometimes days) to create a truly effective Yellow Page advertisement, the steps above will help you get the response rate you've been longing for and deserve. If you stumble along the way and would like some free advice, call me at 800-726-7006. I'll be happy to help you.