a yellow pages

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,

Call (000) 000-0000 And Listen

To An Amazing Free Recorded Message

That Reveals An Amazing Way

To Stop Hurting Fast!

There is one thing common about all these headlines and that is...

They All Offer

News!

Now, the copy underneath those headlines must deliver on the promise in the headline. It should inform, educate, and then finally, give a compelling reason why the reader should choose the chiropractor who has written this "announcement" instead of all the others. And... not only is the message important... the format or the "look" of the message/ad can be crucial.

And, how should it look? The answer to that one is simple...

It Should Look Like

A Hot News Story

Taken Right Out A Newspaper!

WARNING: DON'T CALL

ANY CHIROPRACTOR UNTIL

YOU READ THIS!

Did you know not all chiropractors are the same?