But now I've tried about ten kinds of advertising, and the yellow pages has been the only medium that has worked!  Yellow pages advertising is expensive, but it brings results -- so much so that I've increased the size of my ads each year.

     I'll continue to experiment with other forms of advertising but, until I find one that brings me the kind of results I get from the yellow pages, I'll keep the majority of my advertising there.

Sincerely,

     I must have gotten 50 calls a day from that ad under Legal Forms.  The only problem was that I don't do legal forms!  Last year I put a dollar-bill size ad under Copying & Duplicating Service, and it seems like the phone is ringing every time I turn around -- this time with calls I can use.

     I've gotten several big copying jobs from my yellow pages ad.  I'm making my Copying ad bigger this year with confidence that I'll get even more business from it.

Sincerely,

     When the new [City] directory came out, a decorator called with a job for us to do out at [Affluent Neighborhood].  He said he was impressed with our yellow pages ad.  That one job paid for the ad for the whole year!

     Ninety percent of our calls come from [Publisher's Directory Brand Name].  Some are from new customers, and some are from referrals who have seen our work and used the yellow pages to find us.

     This year I increased my ad to a dollar bill size.  [Publisher's Directory Brand Name] have made me a believer out of me!

Sincerely,

     This year, for the first time, we ran a joint ad for both locations in the Yellow Pages.  Our marina is filled to capacity, and we've had the best first quarter in our history!  We also get a tremendous amount of telephone inquiries daily, mostly from new customers.

     A good ad can say a lot about a business.  We feel that our ad in [Publisher's Directory Brand Name] is clean, conservative and professional.  We've always put the largest ad possible in the Yellow Pages because the look of success is important in the restaurant business.

     Independent of all others, [Publisher's Directory Brand Name] is the one form of advertising we will always have.  It's the first place everybody looks for a restaurant.  Even if we cut some of our other media, count on us to continue our "look of success" in [Publisher's Directory Brand Name]!

Sincerely,

Coupons in [Directory Brand Name] offer you:

• Year-round Coverage at a Lower Cost Per Thousand!
  One coupon per week for a year in the [Local Newspaper] would cost you $78 per 1,000 households reached.
  One coupon in [Directory Brand Name] costs $15 per 1,000 households reached in [County].*
  Added Bonus:  You only have to place a Yellow Pages coupon once a year instead of 52 times!
• Higher Circulation!
  With 66,850 [Company Name] directories in circulation in the [County] area, that's 66,850 of your coupons in circulation!
  That compares with a figure of 20,000 for [Local Newspaper].
  A full page of coupons in [Company's] Yellow Pages would mean 802,200 coupons in circulation.  If only 1% of these are redeemed (the national average for coupon redemption), that means 8,022 customers for you!
• Proof of Performance!
  What better way to track the effectiveness of your advertising in the yellow pages than to count the number of coupons redeemed?
• Help Newcomers Establish A Buying Habit With You!
  Most people have several firms with whom they regularly do business.  This buying pattern is established almost immediately upon arrival in a new city.  These people can become your loyal, repeat customers -- if they are encouraged to do business with you first!
• The Opportunity to Improve Your Business...
  ...on your slowest day
       (see coupon at right that's good only on Mondays)
  ...during your slowest season
       (see coupon at right for pre-winter tune-up)
  ...on your slower-moving items
       (see coupon at right for specific auto parts from dealer's
       parts department)
  ...on your highest-profit items
       (see coupon at right for specific auto parts)
  ...during your slowest hours
       (see coupon at right for "early bird" dinner special)
• Permanence & Customer Retention
  Coupons received in the mail or in newspapers often end up in the trash.  Your coupon in [Publisher's] Yellow Pages will be in your customers' homes for a full 12 months -- people don't throw away their telephone directory!
• A Tie-in With Your Regular Yellow Pages Ad!
  [graphic appeared here]  This symbol will appear in your ad when you purchase a coupon in [Publisher's] Yellow Pages.  Within the coupon section of the directory, an index by firm name will be provided to make it easier for your customers to find your coupon!
• Complete Use of Co-op Funds
  Many co-op plans will allow funds to be used toward coupons, thus making coupons more affordable!  Have your [Company] Yellow Pages Rep check with the local co-op coordinator for details.

* Based on residence telephones only.

Tips on designing effective
Yellow Pages Coupons:

• Keep it simple.
  Just as with a regular ad, a coupon that is too cluttered is harder to read and discourages usage.  Try to limit the information in the coupon to:
  --Your business logo or firm name
  --The offer
  --Your address
  --Your telephone number
  --An expiration date (usually, one year after the directory's
     effective date)
  Elaborate artwork, other than your logo and any requirements for co-op, tends to detract from the offer and should usually be avoided in a coupon.
• Target the coupon to a specific need.
  Giving your customers the idea of what they can use the coupon to buy encourages them to use it.  An offer that is too general does little to spark the imagination.
  To promote a variety of products or services, use several specific coupons in lieu of one generalized coupon.
• Explore co-op possibilities.
  Find out if any of your suppliers will allow you to utilize co-op funds for your coupons as well as your regular yellow pages ad.  Be sure to include the logo for the product in the coupon.  Promoting the product with a coupon will also increase your co-op accrual fund on the product for next year's ad by increasing your sales of the product!