Yellow Pages Advertising Tip #4

Identify Underdeveloped Headings

Some secondary or subheadings have little or no advertising in them. Place a small, well-targeted ad that will appeal to the people who look under that heading.

A small, inexpensive ad may capture most of the buyers and provide an outstanding return on your investment.

For example, the “Attorneys” heading has more ads than most other headings. An attorney who specializes in tax representation may be better served advertising under “Tax Preparation” because it has fewer ads and it is more in line with the attorney’s specialty.