Test and measure. Use a sales script to answer the calls. Rating: 5/5 White Pages White Pages are often underrated by businesses. Of course, you can't advertise, but it's important that people can find you. You may want to go for a bold heading so you're easily seen. If you're doing radio, there's no harm in adding the line Find us under 'V in the White Pages to your script. Also remember the White Pages are available across the whole country; it could be an idea to put yourself in all of them. Hints and Tips: 1. Use BOLD so you stand out. 2. Make sure you list as many numbers as you can and in as many directories as you need to. Rating: 4/5 Other Directories Other phone directories are generally a risky proposition, as the Yellow Pages are so established as the standard. Before deciding on another directory, see if you can find out how it works for people who are currently advertising. Also, think about how many sales you need to make in order to pay for the listing. If it's a reasonable gamble, take it. One last thing: If you're going to use another directory, remember that the rules of advertising in the Yellow Pages apply. Hints and Tips: 1. Call several current advertisers and get feedback. 2. Set the ad yourself with a benefit-oriented headline. 66