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If your phone stopped ringing, would your business be in trouble? Thats my usual answer to business owners who ask me if dishing out money to the Yellow Pages every month" is still a wise investment. If customers dont normally think of your service or product until they need it, and a lot of your business is done by phone, an effective Yellow Pages ad design still rings in the most local customers for the money. So how do you design for this one-of-a-kind medium? The following eight guidelines will keep your phone dancing across your desk with new business.

1) Choose the Right Yellow Page Ad Size, You'll Save a Bundle. Don't sweat about buying your way into first position by having the largest Yellow Page ad in your heading! Few people call only the first few (or largest) ads. Undecided customers are still looking for the company they can feel the best about, not the first company they come across. Prospects will respond to the Yellow Page ad design that A) Visually captures their attention and B) Engages and persuades them with ad copy that speaks to their emotions. Ad size is not as important as your sales rep claims. In fact, appearing in the first third of your heading is considered good positioning as long as your Yellow Page ad is properly developed.

2) Technicolor or Black & Yellow? Put Your Money Where It Matters Most. If you're considering costly colors, spend your money on design first, positioning second, and color last. A properly designed, one color Yellow Page ad will easily outperform a larger, full-color ad that's poorly designed and without compelling copy. Bottom line? A bad Yellow Pages ad will get bad results regardless of color, size or positioning, because these things have little to do with convincing the customer to call you!

3) Ignore Most Readers; Embrace Your Most Important Prospects. Tightly focused Yellow Page ad designs convince more customers to actually call and do business with you. Casting the widest net possible in an attempt to reach everyone forces you to compete with all the others in your heading and dilutes your message. Would you rather persuade 10% of the market 100% of the way into becoming customers, or reach 100% of the market and convince them only 10% of the way? Speak to your most important prospects directly, and theyll reply by calling.

4) A Masterfully Crafted Headline Nearly Guarantees Success. If your headline fails (or worse, is missing), your ad will fail. Crucial is an understatement. Make sure your headline appears prominently at the top of your Yellow Page ad design and that it fills these main functions:

• Snares readers eyes as they scan the page.
• Conveys your most important benefit (Unique Selling Proposition), setting you apart from your competitors in a meaningful way
• Strikes an emotional chord with the reader, compelling them to read further. Spend 60% of your design time developing your unique, benefit-related headline. It's that important! Do NOT use your business name, logo or characterless copy. Your headline must set you apart from the others, prove that you fully understand your prospect's problem, and convince readers that you genuinely care about helping them.

5) Persuasive Body Copy Always Touches Their Hearts. Once youve gained prospects attention with your lead (and image), youll need to convert their interest into confidence with copy that speaks to their needs. Undecided prospects are looking for the company they can feel the best about doing business with, so crawl deep into the buyers mind, and think like they're thinking at their moment in need.

Now write copy that addresses your prospects emotional state of mind, uses electric words that shock readers with the truth, and speaks to your prospects in the second person (you, you, you - remember, it's ALL about them). Do this and youll be overwhelmed at the number of customers that end up feeling the best about your business. Customers who are confident that you understand their problem and can solve it better than anyone else are customers confident enough to call you.

6) Eyeball-Popping Images and Clutter-Free Layouts. NEVER use "expected" images in your Yellow Pages ad, EG: plumbers who display a fleet of trucks; lawyer ads that show gavels, eagles and flags; or storage companies that picture a row of meaningless storage doors. Washed out in a sea of insignificant clip art, these images blur into a quickly scanned background and push readers eyes to rest on images and designs that DO stand out. If you've done a good job creating your main headline, choosing an image for your Yellow Page ad will be easy. Your graphic should be an arresting, eye-grabbing image that:

• Reinforces your main headline concept, and
• Differentiates your business from the others, in a meaningful way

"Meaningful" is the key word. Clever and creative ad design that fails to persuasively address your prospects' needs might make readers smile, but your phone will hang dead in the receiver. You must both arrest prospects attention and draw them into reading the copy, AND persuade readers to do business with you. Its a tough juggling act that most advertisers and greenhorn ad designers have a hard time with, but its the only act that increases sales.

7) Call Them to Action or Kiss Them BUH-BYE. Prospects only read Yellow Page ads as a prelude to calling -- to give someone their business! Dont frustrate potential customers by trying to send them to your Web site, giving them your email address, or worse yet, trying to brand an image. Your prospects are intending to call someone, so make sure youre the business they call by asking them: call right now! Include a distinct call-to-action near your phone number. EG, "Call and get your FREE analysis now." Don't haphazardly place your phone number just anywhere. Your number and call-to-action should appear in the bottom portion of your ad, along with your address and other contact info.

8) A Professional Yellow Page Ad Designer? Choose Wisely. Want results from your ad? Ensure your designer has experience obtaining those results for his customers! Many Yellow Page ad design "connoisseurs" are actually marketers with sparse ad design skills and experience. Some have simply chosen to mimic other successful Yellow Page design sites (so much for their creativity). Many offer the same lackluster skills your Yellow Page publisher provides for FREE. Ask for references and make sure their Yellow Page advertising design clients have, in fact, experienced improved response rates. If they haven't, keep looking. Never try to save a few hundred dollars in design fees at the expense of thousands in lost sales.

Effective Yellow Page ads skillfully combine these eight (and many other) design elements to work together to create a powerful emotional connection with the audience. Does your Yellow Page ad design move your prospects deeply and compel them to call you? Or are you waiting for the phone to ring? Let me know...

John Morana is president of MaxEffect Yellow Page Ad Design and has specialized in print advertising design for over 3 decades. He has developed advertising materials for Bausch & Lomb, Kodak, Time Warner Communications, Xerox, USA Today and countless small businesses throughout the world. For more tips and quick answers to your Yellow Page ad design questions OR to request a free, no-obligation Yellow Page ad design evaluation: Call toll-free 800-726-7006 or Visit: http://www.max-effect.co m/

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Are YOU Ready For Golf Lessons?

Most golfers don't realize that they end up paying for golf lessons in more ways than one. The fact of the matter is this: Things are going to get worse before they get better.

Boulder City, Nevada - 5/8/2007 - Are YOU Ready For Golf Lessons?

As a golf teacher I encounter many people who just don't understand what golf instruction is all about. They are looking for the quick fix, and they want it yesterday.

There is no quick fix. Improving your golf swing is a process that takes time. How much you improve depends on how much time you are willing to devote to the process.

At the heart of the problem is something called "muscle memory". Your brain and body have internalized the faulty moves in your golf swing over the years. You can't feel it because it becomes as natural as breathing. Do you have to tell yourself, "put my other leg out in front this time", when you walk? No, you just walk.

Same principle applies to the golf swing. You just swing.

To compound the problem add your grip, posture, alignment, and stance to the equation. Chances are very good that you have engrained very bad habits in all four categories!

It is impossible to tell your brain and body to just "override" all these bad habits with one or two lessons.

If you don't believe me consider this. The best player in the world has changed his swing twice since turning pro in 1996. It took him a minimum of 2 years each time before he was confident with his new swing and felt he had gained a good sense of control!

If it takes the best player in the world 2 years, how can you realistically expect to do it in 2 hours?

When I interview someone for lessons I find out what expectations they have. If they want to fix their slice or gain 30 yards off the tee with one lesson, I don't take them on as a student. The reason is simple. They are NOT ready for lessons and I don't want them out there saying I'm not a good teacher because I couldn't fix their problem.

They just don't understand the process and I won't give them the opportunity to blame me for that.

You have to ask yourself if you're ready for lessons. Its a process, and you have to be willing to get worse before you get better.

Looking for information on custom fitted golf clubs? Get a copy of "Custom Fitted Golf Clubs - Can They Help Me?" at http://www.WhyCustomFit.com

Deron Frederickson is owner of Frederickson Custom Clubs (http://www.fccgolf.com) and a Professional Clubmakers Society (PCS) Certified "Class A" clubmaker with 8 years experience. He is also a USGTF Associate Teaching Professional with 3 years teaching experience.

Contact Deron Frederickson for more on this topic. Direct line: (702) 374-7232 Email: deronf@fccgolf.com

Other helpful information regarding custom golf clubs can be found at: http://www.WhyCustomFit.com

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It is an increasingly tech-savvy world. Why not let that work for you when choosing promotional items for your customers or your next advertising campaign? Whether they are tech toys themselves or designed to be used with the latest high tech gadgets, these are the top tech promotional items currently seen at trade shows and other events.

1. Mouse pads

Mouse pads come in all shapes and sizes, and make wonderful promotional items for any business that relies on computers. Mouse pads fit all the rules for an effective advertising promotional gift they take up desk real estate where they will be seen daily. They offer a large surface for printing. They can be printed with nearly any message or image. They come in so many styles that it is easy to create a unique mouse pad for your own business. In addition, they come in a broad range of prices to suit almost every budget.

1. Computer mice

Promotional computer mice are among the rising candidates in the promotional items industry. Clever configurations, small sizes, wireless devices and novelty treatments make computer mice interesting and unusual choices as promotional items for an office supply business. One very clever type of computer mouse is the liquid filled mouse. It features a fishbowl that holds floating plastic shapes which can be custom designed for your business.

1. USB Flash drives

As prices drop, USB flash drives are becoming popular mid-range promotional gifts for giveaways and incentives. They are useful, of course, putting them high on the want list for recipients, but theyre also available in a wide range of styles that make them unique and interesting. Keychain and credit card USB drives are especially popular because of their convenience. They can be imprinted with your company logo or slogan to remind your customers often of your generosity.

1. Digital cameras

Digital cameras are another high tech item that has dropped in price, making them affordable as promotional giveaways. They make great purchase incentives for products like computers, or holiday trips. A health or fitness club might offer them with a catchy slogan about before and after pictures, and resorts, hotels and B&Bs might put an inexpensive one-use digital camera in each suite for the use of their guests.

1. Cell phone cradles and accessories

Cell phones are indispensable in todays business world and accessories for cell phones are one more place where you can put your companys mark. Cell phone sleeves, iPod socks and other accessories for small electronics are popular giveaways for youth oriented promotions and sales giveaways.

Take the time to find out more about promotional items by searching through the online catalogues of the leading online suppliers for promotional products. Ensure that your next marketing campaign is well targeted and sets off on the right footing.

Why not request a 1hr quote from YesGifts to find out how easily and inexpensively you can advertise your business today. Dont forget to check out their special offers and great deals on selected items.

Tina Rinaudo is one of the leading lights in the UK promotional products industry. Tina is a key member of YesGifts, the UK's fastest growing online promotional items resource specialising in promotional pens, mugs, mouse mats, umbrellas, conference items and much more. For more information please visit www.yesgifts.co.uk

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I love spoken-word audio. I've been listening to seminars, lectures, and books on tape for years.

I love downloadable audio. Missed that teleseminar you signed up for? Just download the MP3 (or Real Media, or Windows Media, or QuickTime) file and it's almost as good as being there--maybe better.

But I really dislike streaming audio of the kind you can't download, and I find the new trend to use Macromedia Flash to provide audio clips online particularly irritating.

Why? Because I don't want to have to sit in front of my computer screen to listen to something. The only time I might want to do that would be if I were taking notes, or if the recording were a set of instructions on how to do something with a computer program. When I'm at my computer, I'm usually busy doing something that requires concentration (like writing).

I want to do my listening when I'm away from my computer and doing something that occupies my hands but not my full attention. In my case, that's primarily when I'm driving and when I'm cooking. And while I could theoretically prop my laptop on the passenger seat while I drive, I can't (yet, anyway) get a connection to the Internet while going 65 miles an hour. Besides, the car stereo has much better speakers than the laptop does.

The whole point of podcasting, after all, is to allow people to download and listen at their leisure, the same way RSS news aggregators let you collect blog headlines and other news at your own convenience. These streaming-only audio clips (.ram as well as Flash) don't give you that option. And that snarks me off.

And yes, I do realize that people want to protect their intellectual property and that's one reason they use non-downloadable streaming audio. I respect that. But I don't want to sell or otherwise redistribute their material. I just want to listen to it on my time. To users of streaming audio I pose the question: would you rather I just didn't listen? Would you really prefer that I just miss your marketing message altogether?

Because that's what was happening before I thought of a way around the Flash barrier.

In May I made one of my best investments of 2005 and bought a $10 mini-stereo audio cable. I plug one end into the laptop's headphone socket and one end into the cassette recorder's microphone port. Or I plug the other end of the cable into the microphone port on the laptop and record it onto my computer to play on my new MP3 player. (My current preferred recording software is the freeware program Audacity, available at http://audacity.sourceforge.net/download/ in versions for Windows, Mac, and Linux.)

It works like a charm. I now have access to all kinds of things I never would have listened to before, all thanks to a simple cable.

Now all I need is one of those car stereos with an MP3 player built in.

(c) 2005 Sallie Goetsch

"Author-izer" Sallie Goetsch started helping other people with their writing at the age of nine. Before going into business for herself, she translated, directed, produced, and was sometimes forced to act in Greek and Roman plays, as well as founding an electronic journal. Her FileSlinger(TM) Backup Blog (http://www.fileslinger.com/blog) was recently featured in the San Francisco Chronicle. Visit http://authorizer.fileslinger.com to learn how to become an author whether or not you can write.

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