Great, so you can repipe a home or seal a leak in virtually anything made, so what? Is it enough that you and maybe a few of your employees are in business and pretty darn good at what you do? What is going to ultimately make you successful? Your accountant, insurance agent, landlord, truck fleet dealer, or your parts supplier? A big “No” should be the answer in all those cases. How about your Yellow Page rep?

Getting the phone to ring is your number one priority, not fixing plumbing. Because, without customers, all the other fancy things from the neat full-color printed t-shirts to the well-stocked trucks don’t mean a thing. Instead, concentrate on your marketing strategy. For a plumber, let’s assume it’s a nice sized ad in your local Yellow Pages. You say they’re too expensive and that’s why you don’t have one? Shame on you. Look at all that overhead I just mentioned that doesn’t bring in a single new client. Yet you don’t mind paying for liability insurance, right? So, why not do something for yourself that creates business?

Okay, so now I have your attention, what next? Get a picture of what you hope to accomplish overt the next few years and make up a business plan. Who do you want to reach and how will you get there? Set aside a reasonable advertising budget that has room to grow as you do. Now, pick up the local directory and survey the YP heading. How many of your competitors are in the book and what are their ad sizes? What will it take to meet or beat them? Now you have an idea of size, it’s time to get to the content of the ad.

What makes you better than all of them? Don’t say your price and experience. Everyone of them already says that somewhere. You have to come up with something that will get the readers attention and set you apart from the other guys. Hey, I didn’t say that this would be easy. It’s about time to seek out an expert, wouldn’t you agree?

I should know, 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 expertise in YP creation and have advised almost 7000 companies on how to put together the most effective YP ads. 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 the headline, artwork, body text, placement, book, or heading. You must 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. There are many good and inexpensive places to turn, some available on the internet. Or read any on my online articles here and you’ll probably pick up some terrific tips. Then go to my website for more great stuff.