Ads: Direct Connection

Sometimes more is better. About two-thirds of prospects assume you don't offer a product or service if it's not in your directory ad, says research by Donnelly. Three out of four people won't respond to a directory ad if it doesn't specify what they want.

Remember "directory" is a broad category covering a wide range of things: membership books, buyers guides, yellow pages, tradeshow directories, Thomas Register, etc. These ads are different because prospects aren't just browsing -- they're ready to buy. And they know exactly what they want.

I recommend making a bulleted list of all your products or services. It makes scanning the ad easier. I also suggest cross-listing your company under all the headings someone might look up. And refer to your ad in your listing (i.e. "see our ad under 'diagnostic equipment'.") Directory ads reach motivated buyers. Make the most of it.

- Phil Sasso