Your business is listed in the Yellow Pages whether you buy an ad or not. Your business is listed in the Yellow Book and the other phone books, too, no purchase necessary.

The trick is to get people to remember your name when they look in the book. That's advertising's job. If you stress what's in it for them they will remember who you are when they go looking. Many times they go looking a year, or more, after hearing or seeing your ads. If it is all about them, they will remember all about you.

Surveys show the majority of people look in the Yellow Pages for a name that seems familiar, either through past dealings or because of advertising or referral. Only the people who don't have a clue go there to make a decision based on the ad copy or size of the ad. And color doesn't make a difference to the clueless.

You have seen it and heard it, "See our ad in the Yellow Pages". Furgitaboutit! Don't encourage them to go look for your ad, instead, show them how to find your number.

Why send 'em to the yellow section where they could be swayed by ads from your competitors. Most folks can't remember numbers seen in print or heard on the radio and few carry around a pad and pencil. Your job is to help them associate your name with their ability to find your number. "In the white pages under B for BIG Ideas Group"."In the white pages under M for Moritz Engine Repair. Moritz, M-O-R-I-T-Z."

Keep a little yellow ad if you want, for the clueless. Use your advertising to help people remember how to find you when the time comes. Advertising is for them and then they remember you.

For more about Yellow Pages, get my article "7 Tips Better Ads" MailTo:7Tips@BigIdeasGroup.com