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It was dark in the cellar, but I had no choice. That’s where the object of my extreme misery stood. It had been hours since I noticed that we had no hot water. So, here I was, standing on the cold, concrete floor staring at the large, white cylinder formerly filled with hot water. Something was obviously wrong, but what. I could hear the wind whistling outside on this cold, February night. But I had to go on, because we needed that hot water. I had exhausted all other possibilities. Just an hour ago, in desperation, I had picked up the Yellow Pages, searching and seeking out a plumber. But all the ads looked alike. They were a sea of black and yellow and color-filled words screaming their clichs at me, as if to add a note of stress and frustration to an already gloomy situation.

Quality, Low cost , Reliable, they announced. Another read, Emergencies! An enormous full page had an image of a wagon and expounded, Here Today! It was confusing and filled me with stress. Page upon page mixed into a morass of incomprehensible words and pictures. Ultimately , I was compelled to close the book and grab my faithful torch. Therefore here I was, facing the dead hot water heater, alone, shocked, and without hope.

But wait. Somebody or even more exactly, something, is coming down the steps. It is becoming closer. I raise my light and see this apparition, in the form of a giant yellow pages with thin small legs. He is screaming something toward me.

I hear, “Don’t panic. I’m here to help. I’m carrying a great ad with a terrific message,”he implores. As he moves toward me, it’s open to a page that reads, “You May Not Need a New Water Heater & Here’s Why!”

it is a ray of sunlight in my darkened world. I’m drawn to this ad and commit to memory the telephone number. Jumping up the steps, 2 steps at a time, I reach the light of the kitchen, find the telephone, and start to dial. Mins later on I’m guaranteed a service call and begin to relax a bit. As a grin creeps back across my face, the puzzle personality which has followed me upstairs lets me know he is Wolley Segap and I thank him for saving my destiny of future cold water days. The end or is it?

This little story was built to serve a purpose and illustrate the need for effective advertising. Therefore attention entrepreneurs : Is your Yellow Page ad doing its job? If not, let this serve as your wake-up call. I have witnessed many corporations that thought they’d an advert that worked, while, actually, it was regarded as having a defective headline, useless copy, or pathetic design. How do I know?

I used to be a YP rep and advisor for almost twenty-five years and, before that, had my own advertising corporation. I also have a qualification in selling. I have been planning Yellow Page adverts for the past 30 years. So I have experience in YP creation and have suggested nearly 7000 corporations on the right way to put together the most efficient YP adverts. If you’ve a display or in-column ad, irrespective of size, color or position, I’ll tell you it most likely wishes improvement in the title, design, body text, placement, book, or heading. You should understand the ROI or ROI and learn the way to track the results too.

So consider getting some expert advice before you place your next ad. There are many good and inexpensive places to turn, some available on the internet. Make sure the consultant is well qualified with at least 25 years experience. Otherwise, you’ll be wasting your own time and money. Then, hopefully, you wont’ really need Wolley Segap coming to the rescue after all.

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