Almost three out of five (58%) of all adults say they check the Yellow Pages for a phone number and/or address at least once per week, with 77% using the book monthly.

While the Yellow Pages are an excellent reference tool, they fare less well when considered as an advertising medium. People use the Yellow Pages to look for a familiar name. If your other advertising works, then fining you in the Yellow Pages should be a snap.

Remember, once the book is published, you can't change your ad until the next publish date.

Here BIG Mike's 5 Tips to make a Hot Yellow Pages ad

1 - Sell the benefits

Put a headline on your ad pushing benefits. Explain how the benefits will help your prospect fulfill their needs.

2 - Forget extra cost color

The only thing color has been proven to do in Yellow Pages advertising is increase the price you pay for the ad.

3 - Ask for the order

Writing "Call us now at xxx xxxx" will get more responses than if you simply listed you phone number.

4 - Write like you talk

Inject your personality into everything you write. No-one wants to read boring and stuffy legal-ease. Use short sentences and words. Use simple language Use the word ‘you'.

5 - Avoid Bragging

Don't boast "biggest and best". It turns people off, even if it is true. Being number one won't sell any product for you.

Remember, the Yellow Pages is generally a reference tool. People look for a name they recognize (or can't remember) or for a name given by a friend. Your ad should help them remember. The only other use of the Yellow Pages is to look for an emergency services. That's why you see lots of tow truck ads and no ads from Sears. Design your ad accordingly