that will make them call you. They dont want to shop all day and make a bunch of calls. They want to find a business that advertises benefits that match their wants, and then move on with the buying process.   You must be different! You must design your ad so that it stands out and provides the right information for your customer, which forces him to call YOU instead of your competition. With this in mind we are ready to talk about the key elements of your winning Yellow Pages ad. Your Attention-Getting Headline   All good ads start with a dynamic, attention getting headlineNOT your company name or logo. I repeat, dont start your Yellow Pages ad with your company name or logo! Your heading area is the most important real estate in your entire Yellow Pages ad. Dont blow it by splashing your company name. Remember, people dont care who you are; they care about what you can do for them!   The headline is the lure that instantly communicates your primary advantage over all others. Up to 75% of the impact of your ad is determined by the headline. And a strong benefit-oriented headline can increase the pull of your ad by up to 20 times. You may also want to put a sub-headline to support the main headline.   Here are a few examples of headlines and sub-headlines from the spa and pool industry to get your juices flowing. Dont get hung up on the spa and pool stuff. Apply the style to your own small business:   Headline and Sub-headline # 1:   FREE Report Reveals 10 Important Ways to Save Money on Your Custom Gunite Pool   "Learn the Insider Secrets to Getting a Great Pool at a Great Price Without All the Hassles"   Comment: Who says that your headline has to be about the product you offer or about you in general? Remember, your headline must be eye-catching and must invite your prospect to call you. This headline does both! It will also give you a chance to tackle the price issue right up front.   Headline and Sub-headline # 2:   Discover the Worlds First Surround Sound Entertainment Packed Spa   "Relax to Your Favorite Music While Enjoying a Warm, Soothing Rest in Your Own Jacuzzi-Equipped Concert Hall"   Comment: This headline calls out a package option that provides a unique selling