'How am I supposed to Make an Offer'? Hey, Chuck...this is a YELLOW PAGE AD. We don't make offers in the Yellow Pages.

Usually true. But as Doctor Phil would say 'And.... how's that working out for you'?

In other words why leave something out of your Yellow Page ad that works in every other medium. So get your mind a'whirling. What can you OFFER in a Yellow page ad that stays in print all year? For one, you can offer your services.....only to business people. Or only to homeowners. Or you only build the best redwood decks on the south side of town.

But why leave out the north side? I can tell you. There is one guy who operates a truck cleaning business. They never take new customers off the normal route! Never. But on the route.....they clean up! (Sorry) By limiting the customer base, they service the established customers right on schedule, every week. And get paid nicely. But what if they didn't?

And what IF your margins are slim? Lifetime value. Why give away free samples and cut your profits or offer special deals if you don't intend to have that same customer for life?

If your don't have enough staff to answer the phones when a call comes in from your Yellow Page ad, then hire a Professional Maid or a Butler. Those people have training and understand about who is calling.... ROYALTY. Let your customer know in your ad that you don't deal with Riff-Raff, slackers, and price shoppers in that order. Price shoppers are going to weasel the lowest price out of you and never return.

When you design your Yellow Page Advertising you need to keep in mind who your 'Perfect Customer' is.