The art of effective yellow page advertising requires that you provide just the right amount of information without making the ad look cluttered. Clutter allows the message to get lost. Omit a vital piece of information and the prospect may be lost.

To Create a Winning Ad You Need the "Rascil" Factors
The required information you need to make your ad effective are called your RASCIL factors.

R eliability
A uthorized products and services
S afety and protection
C ompleteness of service
I llustrations
L ocation

Reliability: Years of service, size of your firm, family / locally owned
Authorized products and services: Brand names, certifications, special offers
Safety and protection: Licensed, bonded, insured, memberships, guarantees
Completeness of service: List of offerings
Illustrations: Products, photos, slogans, logos
Location: Maps, landmarks, convenience of area, address