k the results, beginning with the ad itself. You could place a special phone number in the ad that isn’t listed anywhere else. When that line rings, it’s from a specific ad. Or place a line of copy that says, “Ask for Fred for a discount.” In another Sorry to be bugging you on your day off, but after you’ve been to church, had lunch with the family or been out golfing, return with me to your den and take a moment to look at your ad. In review, until now, I’ve had you create a more effective headline, sub-head, photo, body text, and made you consider your ad size, placement, and type of customer you are targeting. So, what could possibly be so important that I would bother you on a Sunday afternoon? Well, it’s just this very important thing you have to do to measure your ad if you don’t want to waste your money. It’s called tracking.

Even if all the elements are in place, you have to know if the ad is getting you the results you hoped for. This is especially crucial if you have other forms of advertising. Suppose you have newspaper, direct mail, and Yellow Pages. When the customer calls in, how do you know which of the media is working? Or, if you have several YP ads, which is the one carrying its weight? There are many ways to track the results, beginning with the ad itself. You could place a special phone number in the ad that isn’t listed anywhere else. When that line rings, it’s from a specific ad. Or place a line of copy that says, “Ask for Fred for a discount.” In another a

ine, sub-head, photo, body text, and made you consider your ad size, placement, and type of customer you are targeting. So, what could possibly be so important that I would bother you on a Sunday afternoon? Well, it’s just this very important thing you have to do to measure your ad if you don’t want to waste your money. It’s called tracking.

Even if all the elements are in place, you have to know if the ad is getting you the results you hoped for. This is especially crucial if you have other forms of advertising. Suppose you have newspaper, direct mail, and Yellow Pages. When the customer calls in, how do you know which of the media is working? Or, if you have several YP ads, which is the one carrying its weight? There are many ways to track the results, beginning with the ad itself. You could place a special phone number in the ad that isn’t listed anywhere else. When that line rings, it’s from a specific ad. Or place a line of copy that says, “Ask for Fred for a discount.” In another

have to do to measure your ad if you don’t want to waste your money. It’s called tracking.

Even if all the elements are in place, you have to know if the ad is getting you the results you hoped for. This is especially crucial if you have other forms of advertising. Suppose you have newspaper, direct mail, and Yellow Pages. When the customer calls in, how do you know which of the media is working? Or, if you have several YP ads, which is the one carrying its weight? There are many ways to track the results, beginning with the ad itself. You could place a special phone number in the ad that isn’t listed anywhere else. When that line rings, it’s from a specific ad. Or place a line of copy that says, “Ask for Fred for a discount.” In another

orms of advertising. Suppose you have newspaper, direct mail, and Yellow Pages. When the customer calls in, how do you know which of the media is working? Or, if you have several YP ads, which is the one carrying its weight? There are many ways to track the results, beginning with the ad itself. You could place a special phone number in the ad that isn’t listed anywhere else. When that line rings, it’s from a specific ad. Or place a line of copy that says, “Ask for Fred for a discount.” In another k the results, beginning with the ad itself. You could place a special phone number in the ad that isn’t listed anywhere else. When that line rings, it’s from a specific ad. Or place a line of copy that says, “Ask for Fred for a discount.” In another ad, it says, “Ask for Bob.”

If the ad is already in the book, jot down every page number with the various ads and have the person answering your phone ask for that number at the end of the call. Then have a notepad next to each phone and tally the results weekly or monthly. Of course, you have to train each employee to ask for that number. But it’s important to know how many calls come directly from your YP ad to gauge the effectiveness. Anyway, it’s a day of rest but I just wanted you to be thinking of ways to insure that your program is a success.

Speaking of success, you may want to learn about all the other vital elements to your ad. Right about now, you also might also be asking yourself how I know so much about directory advertising.

Well, I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have experience in creating