Ninth Commandment: Thou Shalt Not Squander Yellow Pages Dollars on White Pages advertising.
If your customers are looking for you alphabetically in the white pages, they will find you. You have no competition there. So why are you considering that expensive white pages ad?
Tenth Commandment: Have Faith - But Get a Proof.
Always insist on a proof for your display ad. Remember the attorney who found herself advertising under REPTILES rather than ATTORNEYS. Perhaps a bit more truth in advertising than she counted on?
Barry Maher is the author of the completely-revised third edition of "the bible of Yellow Pages advertising," Getting the Most from Your Yellow Pages Advertising. www.barrymaher.com. TIME says "Barry Maher has helped thousands of businesses get the most effective and cost effective Yellow Pages advertising possible." Contact him and/or sign up for his newsletter at www.barrymaher.com.