Isn't that interesting?

I had never thought of repeating the heading at the top of an ad, but Rich says that it works well in his directories.

Since most companies use their name as the headline, someone who simply repeats exactly what the shopper is already looking for will have a distinct advantage.

It all comes back to the same thing . . .

The ad that gives the shopper what he / she wants is more likely to get the business.

Also, shoppers decide whom to call for a weird variety of reasons (not all of them rational). The person who's willing to try something that is unusual is most likely to find a new avenue.

5-second question back to top
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What's your opinion?

Should a professional services firm (such as dentist, chiropractor, or attorney) put the photograph of the owner or staff in the ad? Why or why not?

I'll pull the opinions together and report them in an upcoming issue.

Send your opinion to Dick@YPcommando.com

Answer to Last Week's Brainteaser back to top
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When asked this riddle, 80% of kindergarten kids got the answer, compared to 17% of Stanford seniors:

What is greater than God
More evil than the Devil
The rich need it
The poor have it
and if you eat it, you will die?

This riddle was submitted by:
Kathy Dix
Managing Editor, Today's SurgiCenter magazine
Staff Writer, EndoNurse, Forensic Nurse, Infection Control Today

See the Answer & Our Celebrity Winner

Yellow Pages Advertising for Lawyers back to top
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This is my favorite book on Yellow Pages advertising. It helps anyone who relies on the telephone directories for customers to design ads that will have the maximum impact.

It's specifically targeted to attorneys, but the lessons apply to every Yellow Pages advertiser. I like that it's filled with specific tips that any business owner can immediately use to create advertising that is much more appealing to the precise customers he wants.

I've had the opportunity to talk with Kerry Randall, the author. He's a delightful guy who approaches Yellow Pages advertising through the eyes of a designer and an advertising agency strategist.

Get Your Copy of Yellow Pages Advertising for Lawyers

This Week in Pictures back to top
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Children's literature is much more realistic than it was when I was a kid.

++++++++++++++++++++++++++

Here are some other Yellow Pages books I recommend

The School for Gifted Hillbillies back to top
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Where to study if you aspire to be a monster truck driver.

I update my Hot News often

Just add beans . . . back to top
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What do you want to bet that a female has never set foot in this hot tub?

Do you know "The McDonalds Close"?

Ferrari Parking back to top
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Next time, you might want to consider using our complimentary valet service.

~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~

Why BAND-AIDs are so cool

Build a better mousetrap . . . back to top
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The good news is that we are 100% effective in exterminating mice . . .

We're still working on our termite solution.

Check out my newest testimonials

Which came first . . . back to top
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This is either the ugliest hat I've ever seen, or that chicken's laid a seriously rotten egg.

This Week's Brainteaser back to top
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Three friends check into a motel for the night and the clerk tells them the bill is $30, payable in advance. So, they each pay the clerk $10 and go to their room.

A few minutes later, the clerk realizes he has made an error and overcharged the trio by $5. He asks the bellhop to return $5 to the 3 friends who had just checked in.

The bellhop sees this as an opportunity to make $2 as he reasons that the three friends would have a tough time dividing $5 evenly among them; so he decides to tell them that the clerk made a mistake of only $3, giving a dollar back to each of the friends.

He pockets the leftover $2 and goes home for the day!

Now, each of the three friends gets a dollar back, thus they each paid $9 for the room which is a total of $27 for the night.

We know the bellhop pocketed $2 and adding that to the $27, you get $29, not $30 which was originally spent.

Where did the other dollar go????

Email your answer to puzzler@dicklarkin.com

We'll select one entry to win one of the few remaining bottle-poppers with a year's supply of bragging rights.

To improve your random chances of winning, please include your name, company name and mailing address.

Want some free airtime? Send me a photo, idea, tip, quote or cash, and I'll throw you a link.
Quote of the Week back to top
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"You cannot truly listen to anyone and do anything else at the same time."

M. Scott Peck
Author, "The Road Less Traveled"