Why Aren't You in the Yellow Pages?

Jeffrey Hauser

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The Yellow Pages has been around for over 100 years, making it one of the oldest and most used media in the world. Yet there are many businesses that choose not to advertise. So what’s your excuse?

There’s actually only three reasons:

  1. You are too cheap.
  2. You think your business won’t benefit.
  3. You actually never thought about it.

Let’s examine each one. To begin with, have you ever had a Yellow Page representative give you all the rates, or did you just assume that they’re too expensive? Maybe you figured that only a full page would do the trick and how could you ever afford that? But there are many sizes and colors and a variety of books that make sense. Of course, you have to have all the prices to make that decision, before you have your mind made up.

Next, you might think that nobody would ever look for a custom home builder, financial planner, or other expensive specialty in the lame old Yellow Pages. So why does Cadillac have a trademark or pool builders advertise? Do they know something you don’t? Even Sears now has ads in many headings, so the retailers are getting wise as well.

The last excuse is probably the most common. Sure, you love those direct mailers you use where you have to offer a terrific discount to get any attention. And do you also love the typical one to two percent return on your investment, as well? I think it’s time you reconsidered a Yellow Page ad. How about using a consultant to help you?

I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together the most effective YP ads. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in the headline, artwork, body text, placement, book, or heading. You must understand the ROI or return on investment and learn how to track the results as well.

So consider getting some expert advice before you place your next ad. There are many good and inexpensive places to turn, some available on the internet. Make sure the consultant is well qualified with at least 25 years experience. Otherwise, you’ll be wasting your own time and money.

Jeffrey Hauser’s latest book is, “Inside the Yellow Pages, ” which can be viewed at http://www.poweradbook.com

He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.


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