Category Archives: Uncategorized

In this post I want to differentiate the difference between a utility directory and an independent publisher directory. A local phone company usually publishes a utility directory. Many times a phone company will contract out with a publisher. An example … Continue reading →

ROI work sheet 1. # OF CALLS TO SECURE ONE SALE _____ 2. AVERAGE CUSTOMER WORHT $__.00 3. RECOMMENDED YELLOW PAGE INVESTMENT $__.00 4. ROI EXPECTATIONS (YP INV. + PROFIT) $__.00 5. # OF SALES NEEDED (LINE 4 / LINE … Continue reading →

Examples of creative advertising include billboards, radio, TV, newspaper, Internet banner ads and magazines. Businesses use creative advertising to gain name recognition. When we think about a hamburger what fast food restaurant comes to mind? For most it is Mc … Continue reading →

One of the nice things about yellow page advertising is that it is what is termed directional advertising. What that means is that most people that use a phone book to look for a product or service are ready to … Continue reading →

Should there be only one phone book in one city? Absolutely not! Here is the reason why. Lets begin with you, the business owner. What if you could be the only business in town that does what you do? Wouldn’t … Continue reading →

In the markets that I have worked, there have always been no less than 3 phone books. With so many choices, what is a business owner supposed to do? The truth of the matter is that there is no way … Continue reading →

The best time for a phone book to be distributed is summer. Here are the reasons why. Lets say that in your area there are more than one book, very likely by the way. I know proof positive that when … Continue reading →