The Yellow Pages are one of the few places that I know of that a business owner pays money to be placed right in the midst of their competition. Now think about that for a minute. How come you, as a business owner, are so willing to pay money to be put in the sea of competition?

Do you have a good answer? Your answer probably sounds something like this, because I have to or because my competition is doing it. Great answers, but what makes you think you'll get the business over your competitor? Here is the correct answer: when people are ready to buy and have no one to turn to, they turn to the Yellow Pages. Therefore, go ahead and advertise in the Yellow Pages of your local phone directory.

However, here are a couple of cautions to be aware of before you do.

1. Do not let the Yellow Page people design your ad for you. Think about it, these graphic artists are given who knows how many ads a day that they have to design. They really don't have a lot of time to focus on your ad. (Look in the Yellow Pages right now at your industry, I bet I'm safe to say they all look pretty much the same.)

2. Think about your headline. This is what should capture the attention of the prospective client. Hint: this should not be your company name.

3. Be creative and different. How are you going to set yourself apart in the sea of competition? What makes you unique? Why should I pick you out from the competition?

Let me give you an example. I'll use the chiropractic industry since that is the one I'm most familiar with. However, I want you to do this same exercise with your Yellow Page advertising (and all your marketing as far as that goes). Replace your name and logo with one of your competitors. Can you or anyone else tell the difference?

The other day I was looking thought the Yellow Pages in the chiropractic section, guess what? They all looked the same. It did not matter whose name or logo I put in the ad, I could not tell the difference. They all took credit cards, they all accepted insurance and they all dealt with injuries. Ninety percent used the company name as a headline. There was one that was slightly different; they mentioned that they where the lowest price. Now that is a subject for a different article.

Your goal is to have your ad jump off the page. How do you get that to happen? Here is an idea. Have a compelling headline that will not only get your readers attention, but will draw them into the ad. Sorry, your company name is not going to do that. What are you about? To learn more about writing headlines go to the super market checkout stand and look at the magazines, they are masters at writing headlines to get attention. Once the reader is in your ad, give them a reason to choose you (buy from you) now. Sorry, "bonded and insured" is not enough.

Keep the general stuff for the bottom of the ad if you use it at all. The real key is if you look like everyone else it will go in through one eye and out the other (so to speak), without ever making an impression in the consumer's mind. You have got to stand out and set yourself apart.

Do your Yellow Pages advertising correctly and you can dominate that media. Do it wrong and you can throw money down the drain year in and year out. The choice is yours.