The Basics
But before we get knee-deep in yellow, let's cover some basics. Most phone books offer basic listings for free, but that doesn't mean you're there or that the information is correct. Even if you don't want to spend a dime on phone book advertising, it's a good idea to make sure your business is listed correctly. That free and proper listing can bring some customers your way.

The real question is whether or not you should go above and beyond the basic organization name and phone number. Do you want bold type, a web site address, or even an ad? The answer depends on the nature of your business. If people look to a general resource like a phone book for an organization like yours, you better be there. But if you offer a professional service that works more on referrals, it may not be important. If you focus on national clients, a local ad won't work either.

Grab a phone book and see what your competition is doing. Are none of your competitors advertising? It may not be effective (though it may also be a way to reach customers the competition isn't). Pay attention to the size and appearance of your competitor's ads, as well as what category they advertise under.

Once you decide you want to advertise in the phone book, it's time to make it work.

Be Different
You've looked through the phone book and seen what your competition has done. Now it's time to do what they're not doing. Design an ad that stands out from all the others. If they're doing half-page ads, do a full-color quarter page. If they overload text and graphics, consider a basic, no frills approach.

Be Informative
People go to the phone book because they want to know information. Give them as much as you can. Just be sure you're giving the appropriate information. If you're listing your organization under "Furniture," it probably won't help to focus on your selection of carpet and wallpaper. People are looking for a furniture store, so emphasize why you're the place to go.

Be Realistic
We are talking about the phone book here. It's not likely an ad printed on newsprint and bound in a three-inch book is going to win awards. While you want the ad to look good, it won't compare to a glossy magazine ad. Just make sure the writing is good and the design is clean.

Be Available
Of course a phone book ad only serves to direct people to your organization. You may list a phone number, address, web site, or e-mail address. You may list all of them. Just make sure your potential customers can contact you in the most appropriate means possible. If you don't plan to answer the phone, it might not be worth listing the phone number. If you have a hard to find location, you might want to include a small map or driving directions. If you have more info online, by all means give the web site.

The phone book: It's not just for kids to sit on anymore. And we can help you make the most of it.