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Yellow Pages Commando News by Dick Larkin
The ONLY Yellow Pages directory you'll ever need. August 15, 2005
The ONLY Yellow Pages directory you'll ever need.
 "Why are there so many Yellow Page directories? Which one should I advertise in?" Bruce is a personal injury and bad faith insurance attorney in San Diego. Our daughters go to school together, so Bruce and I hang out every couple of weeks while our kids OD on sugar at birthday parties. We usually talk about Yellow Pages. That's lucky for me, because if we talked about insurance law, I'd have to shoot myself. Bruce is a big Yellow Pages advertiser spending a couple of hundred thousand dollars each year across several directories. Every time we talk, he complains that there are too many directories and he doesn't believe that it is profitable to advertise in all of them. Last Saturday, he asked his regular, whiny question; "How should I know which directories to advertise in? They can't all be valuable. Tell me which ones to dump." The answer I wanted to give him was; "For God's sake, Bruce. You ask me this question every time I see you. Get a life already." Instead, I used a colorful analogy. By the way, colorful analogies are useful for avoiding serious debates when you really want to have a beer and relax. I told Bruce that he should select Yellow Pages directories to advertise in by using the same process that the Chairman of a major oil company uses when deciding where to drill oil wells. Bruce said, "So you're telling me that I should exert political influence to pressure the White House into overthrowing a country that has vast oil reserves while claiming to be acting in the interest of national security? Well Brucester, that's not exactly what I had in mind, but it sounds like you have more pressing issues to deal with than Yellow Pages advertising. Actually Bruce, I was thinking in basic terms. First of all, you seem to have this idea that you should only advertise in one directory per year. We need to challenge that assumption, my friend.
Ringing Up Profits - Available to the Public
Answer to July's Redneck Riddle™
See the Answer & the Celebrity Winner of Win the Yellow Pages War. Sign of the times
My childhood was sheltered
On a more serious topic . . . Busy people have very little time to imagine what your product or service can do for them. Regardless of your industry, you will be more successful if you can show your prospect how your product will look rather than expecting him to use his imagination. The more homework you do preparing for your meeting with a customer, the more likely you will be to close the deal. Here's an unprepared sales rep's sketch drawn during a fact finding session with a potential advertiser.  Here's a prepared color process spec art specifically designed in advance for the same business.  See what I mean? Del Snyder's thoughts on Spec Ads Coolest taxi ever
Glossary of Yellow Pages terms This must make Al Gore cry.
In this photo, he probably said, "Dang, these
night vision goggles really work."
Do you know the name of Dubya's dog? Take this quiz.
If Monty Hall offers you a chance to pick door #2, should you take it?
Email your answer to
gw@redneckriddles.com Killer Techniques to Succeed with Newspaper, Magazine and Yellow Pages Advertising (more)
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I've been bragging about Kerry Randall's book on Yellow Pages Advertising for Lawyers as being simply the best book I've read for Yellow Pages advertisers. The problem was that it was targeted toward lawyers and didn't address other business types. Wisely, Kerry updated the wonderful tips and marketing plans for any business that advertises in the Yellow Pages. He sent me a copy for review, and I liked it so much that I bought the exclusive rights to market the electronic version. His book is loaded with very specific examples and exercises that are easy to follow. I can honestly say that every advertiser (even a guy with a little in-column ad) will benefit by reading this book. I've seen, and even promoted other very good YP books that sell for $50 - $150, but nothing cuts to the chase like Winning the Yellow Pages War. Kerry focuses on the critical issues that will have the biggest impact. He uses solid examples and shows ads created using his techniques. I'm selling copies of Winning the Yellow Pages War for only $25.00. That price is far too little for the value the book contains. However, my mission as the Yellow Pages Commando has always been to help more people be successful with their Yellow Pages advertising rather than to get rich off a few that can afford a higher price.  I'll email the book to you as a PDF document that can be read and printed using the free Adobe Acrobat reader. I offer a 100% money back guarantee if you are not completely satisfied with your investment. You have nothing to lose. | |
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