Are you spending a large portion of your budget advertising in The Yellow Pages, or another medium? Have you ever wondered if these types of advertising truly worked?

Unfortunately, in some industries, such as businesses that tend to get called in an emergency (e.g. plumbers, electricians, and dentists) you need to advertise in places such as the Yellow Pages. I say unfortunately because this type of advertising is so expensive. However, the majority of us may not need to use such advertising mediums.

I am not saying that you must go out and cancel all of your Yellow Page advertisements; however, I recommend that you take a close look at the options in renewing before you get sold by the salesperson. Check to see how many advertisers have listed within your category and, how large they are. If there are 10-15 full page ads and another 10 half page ads, this may be a good medium for you; however, you will either need to spend a large part of your budget to advertise in the top 5-10 ads, or you will need to design your ad so that it stands out among your competitors'. Another option is to purchase a listing, not an ad, if you cannot compete, and then use your budget more effectively in another advertising medium.

If you are considering other print mediums such as newspaper or magazines, you must ensure that those mediums reach YOUR target market first. Ask the publication to provide you with their circulation (actual number of printed copies they produce), how and where it is distributed, and their readers' demographic profile. Next, be sure that this information matches that of your target market. Calculate what the cost is per thousand. That is the cost for each thousand pieces printed and distributed. For example, if a 1-month advertisement costs $600 in a magazine and they print 25,000 copies, your cost per thousand is $24 or $.024 cents per person it reaches. This assumes that one person only reads each magazine. They will, however, claim is not the case.

Next, compare this cost to other mediums, such as coupon books and direct mail. As long as the medium reaches your target market, you can make some better marketing decisions.

I cannot tell you which form of advertising to use since we all have different businesses, target audiences, and marketing style. However, instead of just looking at other advertisements to determine where you should put in your ad, remember your target audience. What will attract them to your ad?

Remember, prospects do not care what your name is. Therefore, do not put it at the top of your ad; instead, put it at the bottom with all of your contact information and logo. They will have specific "Hot Buttons" that they care about and that you need to address those in your heading.

These rules apply to most print advertising as well as TV and radio. Of course you need to grab the reader, viewer and/or listener's attention; however, do not try to do it with your name unless you're McDonald's and it's lunchtime. Identifying your customer's "Hot Buttons" is the key to creating a more effective ad. Remember, you only have 1.5 - 3 seconds to grab someone's attention in any medium. How are you doing with your advertising?

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