If you're a first-time advertiser on a limited budget, start small and test the results. Begin, for example, with an in-column ad, where you can include some copy and spot color. Then track the response by asking your new customers how they found out about your business or by listing a special discount in the ad. If the in-column listing delivers, move up to a display ad.

When you advertise in the Yellow Pages you need to remember that you're cheek by jowl with competitors. Your ad has to be strong and eye-catching. Consider some of the ways you can make your ad stand out and get results:

Size and placement. Go for the largest ad you can afford. Bigger ads attract more customers and get better placement. Placement can be even more important than size, especially in a crowded category. Find out if a bigger ad will move you much closer to the front of the category, or if you can cut back a bit in size without losing much in the way of placement.

Headline. Use a strong headline that trumpets a key feature of your business. Highlight something that grabs attention and distinguishes you from competitors: "Largest Selection of Bathroom Fixtures," "Huge Savings on Office Supplies," "Only Computer-Repair Shop on the West Side," or "Fast Emergency Plumbing Service." Don't use the name of your business as a headline unless it happens to make a strong selling statement, like 24-Hour Locksmiths.

Copy. Research indicates that copy-heavy ads draw more customers by about two to one. But be careful: Don't pack in so much copy that your ad is hard to read Use balance- great eye-catching graphics and copy that gives customers a reason to buy- or call you! List key selling points and all the information potential customers might need, including the following:

• A brief but complete rundown of your products or services, and any specialties
• Your credentials, including years in business, licenses, certifications, awards and professional or industry-association membership.
• Special services, such as pickup or delivery, free estimates, evening or weekend hours, same-day service, money-back guarantees, senior discounts or free parking
• Basic information, such as service area, location (with directions and perhaps a map), business hours, brand names available, credit cards accepted and your phone number in large, bold type

Graphics. Design your ad with enough white space to prevent clutter (but remember- in Yellow Pages, white space costs plenty). Consider an illustration or photo, but keep it simple. Please- no outdated clip art! Use color to add impact, but if your ad budget dictates choosing between color and a larger ad, go for size or a professional design. Chances are your competition will stick to the cookie cutter ads designed by Yellow pages.

Categories. If your business fits in two categories but you can afford only one ad, pick the category where the largest number of your competitors advertise. You'll be vying harder for attention, but the busy category has obviously proven to be the most effective for your type of business.