• A headline that gives the customer a reason to call. Your subhead should sum up your business benefit to customers, possibly including a special offer or a unique aspect of your business the others can't match.
• Clear copy points that give ready to buy customers exactly what they need to make a purchase decision.
• Photography or graphics to highlight your business and show a solution, not a problem.
• Convenience factors to enhance the customer experience like an emergency phone number, pager or Web address or e-mail. Be sure to list all of your locations and phone numbers.
• Additional headings to reach a broader range of potential customers and leverage similar or overlapping headings, e.g., a florist with ads under “Weddings” and “Corporate Events” and “Funerals”.
• Additional directories to target prospective customers in nearby areas or in Specialty Guides to reach specific audiences, e.g., “Restaurants” or “Hardware”. What's more, Companion directories have been shown to deliver twice the ROI of main directories when added to the mix.*
• A large ad to stand out from competitors and to provide enough information for a customer to make a purchase decision on the spot. Research proves that doubling the size of your display ad yields a 45% increase in phone calls.
• Color to increase the attention paid to your ad by 25% on average among prospective customers.**

For more information contact an Idearc Media Representative.

*Source: CRM Associates, 2004
**Source: Yellow Pages Association, 2004