Michaels Wilder, Inc.'s media planners and design specialists know the most important fact about successful Yellow Pages advertising: What you say and how you say it is what makes YOUR phone ring instead of a competitor's.

Here are some critical questions that have to be answered before we submit ads to our clients for review:

• Does the headline get the attention of the Yellow Pages shopper?
• Does it list specific products and/or services offered?
• Does the ad use keywords, such as guarantee, best value, largest selection, etc.?
• Does it anticipate the user's questions and answer them?
• Does it make it easy to get in touch with the business?
• Does the ad feature the competitive advantages that set this business apart from its competitors?

At Michaels Wilder, Inc. - the Yellow Page Experts - we know that the Yellow Pages shopper will give our ads about 30 seconds before making a decision to call. The ads we design take into consideration the above questions and many more, along with a design layout that draws the eye to the ad, through the ad, and straight to the phone number.