Yellow Pages? The answer is slightly different for businesses selling products versus businesses selling services.   People looking in the Yellow Pages for a small business selling products are looking for:   Something that differentiates you from your competitors and matches their wants An indication of price affordability and high quality Specific brands of products or services Location of store and store hours Contact information A warm, fun feeling   People looking in the Yellow Pages for a business selling services are looking for:   Something that differentiates you from your competitors that match their wants An indication of price affordability Quality of your service Experience and credibility An indication of trust and honesty Location of office and office hours Contact information A warm, fun feeling   Notice the slight differences between consumers who are looking for businesses selling products versus businesses selling services. The consumers looking for services want to know about the quality of your work, your experience and credibility, and an indication that you can be trusted. This information makes a BIG impact on how you develop your Yellow Pages advertisement.   Its important to remember that people do NOT look in the Yellow Pages to determine whether or not they should buy a product or service. They have usually already thought that through. That was phase one of their buying process. Now they are moving into phase two: the gathering of pertinent information that will help them make their decision.   You Must Be Different!   Notice the first item on both lists indicates that people who use Yellow Pages ads are looking for something that catches their eye and that differentiates you from all the other "look-alike" ads in your section. Most ads in a given category say the basic same thing.   Why?   Well, usually when the deadline to put in the ad is fast approaching the business owner will often look at what other competitors are doing and create their own, based on what other competitors have done. Now, who do you think has produced many of the other ads in that section? Right, the Yellow Pages ad company, probably the same guy (or gal) who