Grabbing a customer's attention in the phone book takes strategy.
I see too many Yellow Pages ads that miss the point. The idea behind advertising is very simple: generate business. You want people to call you instead of the competition.
Any part of an ad that doesn't contribute to that goal takes away from the effectiveness of the ad, reducing the results you get while costing you money. I want to review some common mistakes and share some ideas that have proven successful for Yellow Pages advertising.