pictures then throw the brochure away. Of course, it depends upon the situation. In the case where the decision is a big one (car, home, major electrical, investment, etc.), a brochure can be just the sort of backup you need during the sales process. People will often hang onto a brochure for a long time, so it's worth making it attractive and glossy. However, don't make the mistake of relying on your brochure to sell-it's only an aid. Hints and Tips: 1. Use to help you sell, not to generate leads. 2. Invest in glossy paper, as people are likely to keep it a while. 3- Test and measure. Rating: 1/5 Yellow Pages Excellent for some products, especially the types that people buy only occasionally. Yellow Pages will work for you as long as you realize statistics show that more than 35 percent of people turn to the Yellow Pages when they're ready to buy. Also their own statistics show response increases with an increase in ad size, or Unit Display (UD) size. The increase in responses is one for a 1UD, four for a 2UD, seven for a 3UD, and eleven for a 4UD. Therefore, the bigger the better. The important thing is to stand out. Do something different than what everyone else is doing, and remember that your readers are already buyers; they're just deciding who they should buy from and, in general, they will call three advertisers before making a decision. Remember, you can advertise in more than just your local Yellow Pages. Hints and Tips: 1. Run a benefit-filled headline. 2. Use a photo rather than a line drawing. 65