The Yellow Pages are an expensive weapon in your marketing arsenal, but they can have excellent Return On Investment - if you use them correctly.

Inline ads (those that are still in the alphabetical listings column) are cheaper than the display ads, and can be even more effective.We often advise clients to make that move, or to cut the size or color of their display ad in order to do both. It's even better if you have more than one number and use them to "test" which works better.

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Our biggest piece of advice...

is to not use standard yellow pages designs. They are notoriously bad. Just look at this example for an Auto Repair / Tire Shop that was opening it's first store in a new market. We've included both the yellow pages design and our design to show you the difference. Which do you think will be more effective ?

By the way, we were working through an independent marketing rep on that one and he said the Yellow Pages Salesperson asked if we might be available to help her with some special clients!