We have previously explored the copy requirements for print ads. This time we'll examine yellow pages and classified ads. Guerrillas have found these media formats to be very effective in reaching a large number of people.

Yellow Pages

Anyone with a business phone line is automatically listed in the Yellow Pages. Many entrepreneurs also take out a display ad to magnify their marketing message.

Only advertise in the Yellow Pages if you see your competitors there. For many business, advertising in the yellow Pages is mandatory. Retailers and some service providers (like locksmiths, plumbers, restaurants, and hotels) rely on placement. However, if you get most of your business through referrals or other media, then you might want to pass.

Since your ad will be listed next to your competitors, you must find a way to stand out. Consider color if it's in the budget. If your competitors run large ads, you should too in order to avoid getting lost on the page. Use a strong headline to grab the reader's attention. Display the name of your company prominently, in a larger type size than your body copy. Also, be sure to identify the area you serve.

Write personally, listing the reasons people should buy from you. Briefly state what your business is about, using your Unique Selling Proposition (USP) to stand out from your competitors. Then go on to list your benefits - key services, and any incentives you offer. You can use bullets and short phrases.

It's important that your phone number stands out by using a point size than the body copy, or second color. Include your address set apart from the body copy, along with any other pertinent contact information. Be sure to let readers know if you accept credit cards.

Classifieds

Many Guerrillas have found classified ads to be cost-efficient and effective. Less expensive than display ads, they often achieve a better response. Most newspapers and magazines have classified sections in the back. If you have a local business, explore your local newspaper. If you have a national clientele, look toward national magazines. Before you place any ad, read through the classified sections carefully, noting categories where your product or service would fit.

Don't rely on the helpful classified ad employees who will offer to write the ad for you. You want to stand out from the competition, remember?

There are two types of classified ads. One-step ads ask the reader to send money in exchange for the product. With two step ads you offer to send free information (such as a sales letter or brochure) to get the sale. The reader must respond again, or you need to follow up to get the sale.

Whatever type of ad you choose, use simple, clear, friendly language. Begin with a catchy headline to grab the reader's attention quickly. Keep it brief and use capital letters or bold face type. Avoid abbreviations, acronyms, unusual words, and punctuation marks. Use short sentences and include contact information.

Finally, be sure to tell the reader what action to take. Otherwise, there's a good chance they won't take any. Tell them to "call" or "write" or "send money."