"Delivered Same Day Guaranteed!"   Give your reader your strongest selling points - or the single biggest benefit theyre likely to care about most. The benefits you list should clearly separate you from your competition. Readers should be able to look at your ad and say to themselves, "Id be a fool not to call this business."   Make a Specific Call to Action   Dont be vague. End your ad with a firm call to action. In other words, you want your reader to do something, dont you? Well, youve got to tell him or her exactly what you want done.   Tell the reader to pick up the phone and call now, or tell them how theyll benefit from calling you right now. People need to be led. If you ran two Yellow Pages ads that were identical in every way, but one had just a phone number, while the other one instructed the reader to "pick up the phone and call now," the one with the call for action would out- pull the other by a large margin.   Consider Including Some Customer Testimonials   Testimonials are a powerful tool for creating trust and believability. We as humans have an internal urge to follow what other people do; we have an internal resistance to venture out on our own and be guinea pigs. If we see someone else do it, then something triggers inside of us and tells us its OK for us to do it too.   Why do you think people put a few dollar bills in their tip jars at the beginning of the night to simulate tips left by prior customers? Or why do you think some Evangelical preachers have been known to seed their audience with "ringers" who come forward at a specific time to give witness and donations? Its the same reason we label some of our products "best sellers." You dont have to convince your customer that it is a good product. The fact that so many other buyers cant be wrong is proof enough.   Be Easy to Contact   Nothing is worse from a customers perspective than not being able to contact you. Include your email address, phone number, fax number, address and if youre the owner, you might even consider leaving your personal number! Take customer calls at home? Egad, no!   What stronger statement can you make about customer service than to give your personal home number? The fact is that most people wont call you. They will respect your privacy and admire you for being courageous enough to include your personal phone number.