Display ads in the Yellow Pages are different from those in most other publications since they are in customers’ hands for a full year. For that reason, it’s often prudent to start with relatively small display ad. If the ad proves cost effective, consider enlarging it next year. If it isn’t, you can fine-tune the ad at a relatively modest cost. All successful display ads-and especially those in the phone book- should state clearly why the reader should do business with your company. List the main benefits of choosing your company, and always give them several ways to contact you…phone number, web site, e-mail, FAX.