an information product to entice readers to call you. Use eye-catching pictures sparingly and include your biggest unique benefits. Consider using customer testimonials to build trust and make sure you tell the reader to call you now!   The bigger the ad the better, but always remember to get a proof before the ad is placed. Mistakes can be deadly. Use color if you can afford it, but make it a low priority. Before placing your ad, test it in the newspaper to see how well it pulls and then track its effectiveness throughout the year on a month-to-month basis.   Hold out to the end of the phone books promotional period and then ask for a significant discount. Call other advertisers to get a feel for the types of discounts each Yellow Pages directory gives out. Dont accept less than a 50% discount.   The information in this chapter will save you thousands of dollars if used correctly. If you have any follow up questions about Yellow Pages advertising, for your small business dont hesitate to call me. May your Yellow Pages ads attract new prospects like flies on molasses!       Not long ago while I was giving some advice to a client of mine I brought up the topic of direct mail and immediately her eyes started to roll. You know, that look that says, "Oh gosh, here we go again." Sure enough, she began to tell me that she had already tried direct mail and it never worked. In fact, it turned out to be a colossal waste of time and money for her and her business.   I have to tell you, I often get this same response from business owners who have "dabbled" in direct mail marketing and achieved dismal results. As I usually do, I began to question my client. "Did you do this?", "Did you do this?", and "Did you do this?" The answers were as I suspected "No, I didnt do it that way."   Now youre going to learn how to do direct mail the right way.   Eight Reasons Why Direct Mail Is So Powerful   Direct mail is perhaps, one of the most powerful marketing media in use today. Few other marketing tools can deliver your message with exact precision at such a low cost. The amount of mail in your mailbox everyday attests to the effectiveness of this medium. (If it didnt work, your mailbox would be empty!)   Here are eight reasons why I believe direct mail is still king:   Reason # 1: It works when youre not   Like the old saying goes, "in rain, sleet, or snow" the mail arrives. Whether youre sleeping, vacationing, working, or walking, your direct mail is working for you. It gives your best sales presentation over and over again without you having to be present.