to Walmart) JanisPools.com Give Your Prospect a Reason to Call You   When your prospect finds your ad and reads it, he is determining whether or not to call you. Give him a good excuse or strong reason to pick up the phone and call you. I cant think of a better reason to call a business than to receive free, valuable information.   This form of marketing is commonly referred to as Education-Based Marketing, and is in my opinion, the most effective marketing that a business can engage in. If you do it right, youll have customers running to your doorsteps.   Your first step is to create a report that you think would be valuable from your prospects point of view. "Five Things You Must Know Before You Buy a XXXXX" or "How to Shave Thousands of Dollars off the Price of Your XXXXX." Your prospects desperately need this information and will want to contact you to get the information.   You can ask them to call you directly, go to your website, dial a local 24-hour voice recording to give their name and address, or come down for a personal store visit to pick up the information.   If you were an attorney you might include phrases in your Yellow Pages ads such as:   1. See Why Law Magazine Rated Us #1 in "Best Bang for the Buck": www.yourfirm.com 2. In the Dark about Divorce? Download "Divorce By the Numbers" at www.yourfirm.com 3. Find Out More About How To Get Your Share Of The Divorce Settlement At www.yourfirm.com     Another tactic would be to use a toll-free recorded message system that captures peoples names and addresses. For example, assume you were an accountant. You might include a section such as:   Dial 1-800-000-0000 to Get the Answers to These Questions:   1. What is the single biggest overlooked tax deduction for small businesses? Ext. 1453 2. What is the number one mistake that small business people make when doing their own books? Ext. 2213 3. Want to know a local Friendswood small business has legally avoided paying taxes for the last 10 years? Ext. 4453