The bottom line is to get the greatest amount of exposure. That's the directory that delivers the best value for your money. Another key factor determining whether your ad will be read is the size of ad you decide to buy. Obviously, the larger the ad, the more attention it gets. Once you've decided on directories, headings and ad sizes, concentrate on creating an ad that both attracts attention and stimulates customer response.
Artwork is the greatest eye-catcher for an ad, after size.
Stick with illustrations whenever possible, since photographs may reproduce poorly. And keep areas of blank space around your artwork, and throughout your ad as well, so your ad is uncluttered-looking and easy to read. A headline that says what makes you special. Identify the special or unique characteristic that, for your target customer, puts you ahead of the competition. If your headline must focus on just one of your products or services, choose the one that is most profitable.