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Marketing Quick Tips
Yellow Pages Advertising - Part 2
1. Avoid "Off Brand" Books: Yes, they can give you a lot cheaper price than the more well known books ... and there's a reason. They typically don't have the readership and/or distribution of the big books, which means if you're lucky, one of the 16 people who actually uses the book will call you.
2. Change Your Name To AAA Services, Inc.: Different books arrange ads different ways. Some put them in alphabetical order. Others go by seniority - whoever's been there the longest gets the best spot. If the book goes by alphabetic order, consider changing your company name, or creating a DBA, to something that's in the A's or B's. The closer you can get to the front of the book, the better.
3. Make Sure You're In The Right Category: If you're an attorney, it's pretty easy to know what category you should be in. But not so for all businesses. If you sell toner cartridges, do you go under "T" for toner, or "P" for printers, or "C" for copiers? Do this: Dor whatever you sell, randomly call 25 likely prospects and ask them, "If you were looking for (product or service), what section of the yellow pages would you look?" Let your prospects tell you where to be - don't just guess!
4. Don't Waste Your 'Real Estate': Don't spend time, money, or effort telling people stuff they already know. If you build fences, don't say "We build fences." Instead, spend your real estate talking about what prospects need to know about fences, and what you do that makes you a better value than your competitors.
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