a yellow pages

O.K., let's suppose you are a chiropractor. Here in L.A., when I look under "chiropractors" I find there are 34 different listings. And, out of those 34, 12 of those doctors have gone to the additional expense of taking out a display ad. Their ads vary in size. The smallest one is 1-7/8 by 2 inches and the largest is 8 by 5 inches. Now, before I go on, I want you to go ahead and look at (and read) those 7 ads which I have reproduced.

Alright, you tell me... is there anything in any of those ads that would make you 400% more likely to go to one of those chiropractors instead of all the others?

I don't think so, either. And remember, these are the doctors who have paid extra for a display ad. The other doctors (the ones who are merely listed and don't have an ad) are even worse off. All they can hope for is their office happens to be geographically closer to whomever is "letting his fingers do the walking" than the other doctors.

Not good enough. Let's see if we can do better. First, there is something you should remember...

Research Has Proven

People Are 5-Times

More Likely To Read

What Is (Or Appears To Be)

Editorial Matter Than

That Which Is Obviously

An Ad!

And, here is something else for you to remember...

When People Look

In The Yellow Pages

They Are Looking For

A "Solution."

In other words, when a person looks under "chiropractor", he's not only looking for a convenient doctor of chiropractic, he's also looking for a cure for his back pain, his migraine headaches, or whatever. So, let's say our relief seeker, when he gets to the section on chiropractors, not only sees all those "look-alike" ads, he also sees an "editorial" message with a headline something like this:

WARNING: Don't Call

Any Chiropractor Until

You Read This Announcement!

Or perhaps, like this:

DOES YOUR BACK HURT?

Read This Before You

Make A Mistake And

Choose The Wrong Doctor!

Or this:

ARE YOU IN PAIN? If So,