one of your Yellow Pages ads. Add Action Pictures   Nothing can turn a mediocre Yellow Pages ad into a great one faster than the right picture. It can be, in some instances, even more of a grabber than the headline. If you decide to include a photo in your small business Yellow Pages ad, ensure that it depicts the benefits of you are selling. You want your prospect to see themselves receiving the same benefits that they see in the photo.   With that said, dont go overboard with the size of your picture. Remember, the bigger the picture the smaller the selling space you have to work with. Your photo should support the ad copy, not overpower it. In fact, big pictures attract attention but do little to get your reader to actually call you.   The whole reason you want to use a photo is to obtain some kind of emotional response from your reader and to catch their eye. Make the picture an eye-grabber and make sure that it shows people using and enjoying the benefits of your product or service.   On the other hand, you could also effectively use a "before" picture of someone (or something) before theyve received the benefit of your product or service. Over dramatize the picture so it catches peoples eyes. For instance, a "before" picture for a drycleaner would be a man in a suit that has thousands of crumples and crinkles.   Another good example for a house cleaning service would be a picture of a business woman with here hair going in a thousand directions (like she just put here fingers in a light socket) while shes crying and her makeup is streaking. Your headline could say, "Help! My House is a Freakin Mess!" OK, you might want to leave out the word, "Freakin" but you get the idea.   Be sure to put your photo on the left side of the ad. This is very important as people read from left to right and if you put you graphics on the right side their eyes will pull directly to the photo and miss all of your content. In addition, dont include drawings and sketches. They reek of cheapness. If you are going to use illustrations always use photos.   Include Benefits, Benefits, Benefits   Leave room for your biggest customer-centered benefits. Ask yourself why people would want to do business with you and not anybody else. Dont tell me its because you or your business has won a bunch of awards. Your customers dont care about that. They care about what THEY get out of the deal.   For example:   - "100% No-Questions Money-Back Guarantee"   - "Houstons ONLY Board-Certified Specialist" - "Well Do It Right, Or Youll Get It FREE"