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What Your Yellow Page Ad is Missing (Part 2 of 5) Even though you and your directory rep are relatively satisfied with your current ad, you have the nagging feeling it could be improved. The problem is you’re (a) right, (b) don’t know enough about advertising to know what, (c) too cheap to hire a consultant to uncover the issue, or (d) all of the above. Most Yellow Page ads are missing an essential ingredient to really make it soar about the comp... What Your Yellow Page Ad is Missing (Part 1 of 5) Okay, it has a headline, picture, copy, and even a map. Heck, you’ve been running it for years. It seems to get lots of calls and everything is wonderful in “Directory-Land.” But there’s something wrong. Did you spot it? How do you know it’s doing as well as it could? Where’s the feedback? If you’re receiving plenty of response, which part of the ad is wor... What Your Yellow Page Ad is Missing (Part 3 of 5) You’re had that large display ad for the last three years and it’s appears to be working. At least you get calls and they say they found you in the Yellow Pages. Each year, you change a word or two, try a new border and last year you even added a map. Yep, life is good and it’s working pretty well. That nice digital photo of your carpet cleaning van is right up to date and takes up about a third o... What Your Yellow Page Ad is Missing (Part 4 of 5) Even with the best of intentions, you still may have overlooked the obvious. Suppose you spent hours on a good headline, took a pretty picture of your storefront and covered all the who, what, where, when, and why questions, did you still forget the most important reason you ran the ad in the first place? Of course you want customers, but which ones? If you said, “all of them,” then shame on you. ... What Your Yellow Page Ad is Missing (Part 5 of 5) Have you looked at your Yellow Page ad recently? You know, the one you’ve had for years. Has it changed much? Is it getting all the customers you want? Are you really tracking the results? Perhaps you are doing everything you can or don’t have the time to do anything at all. The day will come when the rep calls to renew the ad and you should take a few moments to make sure it’s working hard for yo... The Auto Repair Shop’s Guide to Effective Yellow Page Advertising I’m proud of the fact that you have a business that helps people in need. I’m happy that you can trouble-shoot just about any engine/transmission/electrical failure that comes your way. You probably have certified technicians and a state-of-the-art facility. That’s a mighty-big investment, to say the least. You should have a pretty loyal customer base as well. But are you aware that one out of fi... The A/C Contractor's Guide to Effective Yellow Page Advertising Being able to replace a compressor and fix a furnace is only part of what you do. The public expects at least that you are a competent professional. You may also have a few helpers and have established a nice sized business. You have a few choices to make along the way. Assuming you have some sort of business plan for the next several years, how are you going to achieve all your goals? Who will yo... Designing the Perfect Business Card I’ve been a designer and advertising consultant for over 35 years. I’ve seen my share of business cards and I have a few words addressed to those companies that might benefit from my expertise. I’m not talking to those professionals that are categorized by attorneys, physicians, dentists, insurance agents and accountants. You’ve seen their cards that are traditional black raised print on a white u... Why Your Yellow Page Ad is Failing It’s probably not even your fault. You are great at insurance or plumbing, but clueless when it comes to creating effective marketing in the local directory. So you rely on gut instinct and input from friends, relatives, and finally the Yellow Page rep. You piece together an ad and hope and pray it works. After all, isn’t that how everyone does it? How do you know that there isn’... The Electrician's Guide to Effective Yellow Page Advertising I can guess that if your are any kind of electrician at all, you can do all the basic trouble-shooting, rewiring, and replacement that any homeowner or business person would require. After all, you are a licensed professional, right? But knowing how to replace a circuit breaker is not what’s going to pay the bills. So what is going to ultimately make you successful? Your accountant, insurance agen... The Adventures of Wolley Segap -- Knowing the Drill It all started a week ago. I was driving home from another long, waste-of-time sales meeting, at the office, when I noticed a strange sensation in my mouth. It began as a slight annoying throbbing. Being the macho-type guy I was, I tried to ignore it while getting through the following day. But it persisted and eventually commanded my full attention. So, days later, when I woke up and decided that... The Adventures of Wolley Segap -- Lifesaver I was sitting at my walnut desk in my faux-wood paneled den on a sunny Saturday morning, staring at a stack of mostly white and a few, multi-colored, papers. I had decided to evaluate my current insurance situation and was working my way through the various policies for my car and myself. But with all those terms and all that fine print, my poor head was swimming. There were items like deductibles... Finding Cheap, but Effective, Yellow Page Advertising If you are a typical Yellow Page advertiser, this headline is what you want to hear. Either from me, your YP rep, or the publisher. Why? Because you are paying too much already, or at least you think you are. I should know. I was a YP consultant for a Bell publishing company for 25 years and always heard how expensive we were. Whether it was for a $10 listing or a $1500 full page, it didn’t matte... The Plumber's Guide to Effective Yellow Page Advertising Great, so you can repipe a home or seal a leak in virtually anything made, so what? Is it enough that you and maybe a few of your employees are in business and pretty darn good at what you do? What is going to ultimately make you successful? Your accountant, insurance agent, landlord, truck fleet dealer, or your parts supplier? A big “No” should be the answer in all those cases. How about your Yel... Yellow Page Advertising for Smarties After all, you’re no dummy or idiot. You’re a talented business person that wants to make his or her Yellow Pages effective and profitable. The only problem you have is that you’re good at fixing water heaters or painting houses, not doing marketing. So you have come to rely on your YP rep when they come out each year for guidance. Is that a bad thing? It depends. Who are they working for? If y... What Every Yellow Page Advertiser Needs to Know Do you know the five things to ask your Yellow Page representative? You should, because they determine a lot about your advertising. How about the best type of headline? Okay, what about ad costs? How much should you be spending? Still in the dark? You’re not alone. Most business people know little about a media that’s been around over 100 years and is a fixture in every consumer&rsquo... Is Your Yellow Page Ad a Wimp? That’s right, a wimp: a poor performing weakling among a group of muscle-builders. Did you slap it together in an attempt to get the Yellow Page rep off your back or was it something that they suggested? How do you know if it is competitive or not? You need to understand these things way before you place the ad. You have a lot at stake. There’s all that money you are spending annually. Then the... 5 Ways to Improve Your Yellow Page Ad To begin with, I’ve been designing Yellow Page ads for the past 25 years. During that time, I was a YP rep and consultant and, prior to that, had my own advertising agency. I also have a degree in marketing. 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... 5 Ways to Destroy Your Yellow Page Ad You’ve invested time and money in your business and want your Yellow Page ad to work. You and your YP rep designed an ad and think it’s pretty good. So you run it and sit by the phone. Before it even hits the streets, I can predict the results. Did you do one of the following things in your ad… Put your name, big and bold across the top?Place a stock photo of a truck or any oth... Reducing the Cost of Your Yellow Pages If you are a typical YP advertiser, you read this headline and now this article, hoping to find a way to lower your YP investment. After all, who likes writing that huge check to the publisher every month, not even knowing if the ad is worth it or not? I’m on your side. I’ve even been in your shoes. I ran a YP ad for five years. But now I’m coming from a different direction. And, yes, I feel your ... Why Aren't You in the Yellow Pages? 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: You are too cheap.You think your business won’t benefit.You actually never thought about it. Let’s examine each one. To ... Hiring a Yellow Page Consultant Let’s face it. Not every business person is a marketing expert. Sure, you’re great at plumbing, moving, or appliance sales, but that’s where it ends. After all, you have an accountant, insurance person, financial planner, and perhaps an attorney to guide you in those areas you are not familiar with. So why not admit that you are also uneducated when it comes to promotion and advertising? Now, was ... The Best Yellow Page Ad in the World Whew, that’s a big declaration. But just how and where did I find such an ad? There’s a great story behind it, but first a few words about my personal qualifications. 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 creatio... Yellow Pages 101 - An Introduction Hello, students, and welcome to my classroom. Go ahead and have a seat anywhere. I assure you that they’re all comfortable and have ideal viewing. I assume you’re all business people with an interest in placing or designing cost-effective ads. Then sit back, relax and learn. I am your humble instructor in the mystical and confusing world of Yellow Page advertising. My name is Jeff Hauser and I hav... Why I Hate Your Yellow Page Ad - by a True Psychic That’s right, I am a psychic Yellow Page consultant. As soon as you began reading this article, I peered into your mind and read your thoughts. I had a vision of your current YP ad and it’s not a pretty sight. I see a jumble of different type styles, your business name at the top, and no apparent focal point. There are key elements missing that should be in place and…oops, I lost you, Sorry. My mi... The Adventures of Wolley Segap - Taking Love for a Spin Our love affair was coming to a close, I was afraid. I had done my best, but the handwriting was on the wall. She had been really good to me all those years. She had provided everything a man could want, and probably more. She was always prompt, efficient, reliable and there for me. And the way she moved and gyrated. Oh my! I even liked her fresh smell after taking in a particularly large load. ... What Do You Know about Yellow Journalism? No, it’s not the historical battle between two New York newspapers in the late 1800’s to see who could dig up the biggest scandal to sell papers. It’s the world of directory publishing you know as the Yellow Pages. Yet ironically, it’s been around as long, if not longer. But it’s gone through many changes in the past century. For instance, it’s in full-color and... It's Time to Hire an Advertising Expert When ... …You finally admit you don’t know what you’re really doing. Mind you, that’s not a bad thing at all. It’s just that you realize that perhaps you aren’t knowledgeable in all areas of business. Don’t you have an accountant, attorney, and insurance agent already? Why? Because they know their own fields of expertise best. So, its only makes sense to consider using a professional in the complex and con... 10 Things Every Successful Yellow Page Ad Needs I should probably begin with my qualifications that allows me to proclaim what an ad requires. I was a Yellow Page 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... You Know You Need an Advertising Expert When... …You don’t even know whether your program is working or not. Sure, you think it’s fine, but you also don’t call the doctor when you have a severe cough or cold. It’s the same thing. Of course, you have to recognize you actually have a problem to begin with. Your miserable promotions won’t hack and sneeze to alert you. But they still may be ill just the same. So how can you tell? You could ask y... Yellow Page Ads No-No's -- Part 1 You may have an ad that’s barely holding it’s own and not even know it. But there is a simple test. Make a copy and ask for feedback from employees, friends, relatives and total strangers. In fact, the last group is best because they will be the most honest. If you have a store, it’s pretty easy. Post the ad at the front counter and ask your customers to fill out a form explaining you need to find... Yellow Page Ads No-No's -- Part 2 I’ll assume you have a Yellow Page ad and have been tracking the results. If you haven’t, then the next few sentences won’t mean much because I’m writing about the things that may be wrong with your ad. So, hopefully, you asked employees, friends, relatives and total strangers to rate your ad and tell you what they liked and didn’t like. So now you can read on. Let’s pretend the ad is basically fi... Yellow Page Ads No-No's -- Part 3 If you have a Yellow Page ad and think it’s doing it’s job, think again. After all, when was the last time you tracked the results? In fact, before you even placed the ad, did you pass a copy around to employees, friends, relatives and total strangers to get a reaction? That’s your first problem. Then, did you set up a tracking device like a special phone number within the ad to measure the number... The Adventures of Wolley Segap -- Hot Stuff It was one of those hot August nights. The type Neil Diamond used to write about in the sixties. Sweltering and breezeless, it came creeping into the house like a heat stroke. The air conditioner had been out of commission since this morning, and the afternoon sun was baking me, even while I sat in my boxer shorts in the kitchen. I had checked all the usual suspects; the thermostat, the fuses, the... The Adventures of Wolley Segap-Powerless I wasn’t facing a severe problem until the sun went down. It was nightfall and now, I was forced to light a bunch of dusty old candles and place them around the living room. The power had been out for several hours now and I was getting pretty grumpy. Besides the lack of air conditioning, I missed my television and microwave. Yes, I had checked the fuse box and called a few neighbors, only to di... The Adventures of Wolley Segap-Drive Me Crazy I was at my wits end. I had looked under the hood, tried the key several times and even replaced the battery on my own, but nothing worked. My beloved ‘57 Corvette was as dead as a doornail. I leaned against it’s shiny red exterior and groaned a bit. This beauty was the result of years of intense restoration and I loved that car. It had only been a few days ago that I took my wife for a spin and... Why Most Marketing Fails It’s a sad fact that four out of five businesses will fold within the first five years of operation. And the number one reason they will do so is because of poor. or non-existent, advertising or promotion. Assuming they have a sensible product or service at a reasonable price, they should be able to survive. Yet, many small. or start-up enterprises, will spend all their investment on the nut... Your Yellow Page Ad Has a Fatal Flaw! I’ve been designing Yellow Page ads for the past 25 years. During that time, I was a YP rep and consultant and, prior to that, had my own advertising agency. I also have a degree in marketing. 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,... The Adventures of Wolley Segap -Plumb Out It was dark in the cellar, but I had no choice. That’s where the object of my extreme misery stood. It had been hours since I noticed that we had no hot water. So, here I was, standing on the cold, concrete floor staring at the large, white cylinder formerly filled with hot water. Something was obviously wrong, but what. I could hear the wind whistling outside on this cold, February night. ... The Adventures of Wolley Segap -- Moving On I loved the old gal, but every good relationship has to come to an end. We had been together almost 20 years, but it was time to move on. When we first met, she had been perfect. She had a great foundation with classic lines, sturdy, yet inviting, friendly, and warm. She provided every comfort a man could want. Sure, we had been through many changes and she had only improved with age. Even though ... What's Black and Yellow and Read All Over? It could be a month old banana with an interesting label, but it’s not. It happens to be the Yellow Pages and it’s actually been around well over 100 years since it started out as a pamphlet of local business listings in Wyoming. If you’re typical, you use them to find something at least once a week, according to national statistics. If not, you still know where to find them in your home or office... The Adventures of Wolley Segap -- Home Invasion The invasion had begun. It was right out of “War of the Worlds.” Hideous creatures with multi-legged covered torsos with shiny black exteriors and serrated mandibles that would crunch at anything in their path. It was a veritable army that I watched in horror as it moved at will toward all that I held near and dear. They must have been in the thousands, no, make that the millions. They stretched a... The Adventures of Wolley Segap - Dog-Gone Problem Technically, it wasn’t Suzi’s fault. She was basically a good dog. I had her since she was a pup, but now, 11 years later, she was behaving as an older dog might. I watched her white-gray-tan form sleeping on the tile floor. When she slept, she was as cute as any other Shih-Tzu could be. But, when a storm approached, she was a terror. It didn’t even have to be a storm, mind you. It could be a chan... Yellow Page Jabberwocky for Business People Have your ever tried to decipher the various possible ad types, configurations and potential results available and which ones would be the most effective? Imagine that you just landed in Wonderland and the locals are speaking to you about your program. Did you want to palver the framus or the waskar? What type of dilvige could your qumsqat urge? How many regerhappers could the average thezaxact... Having a "Souper" Business Plan to Avoid Failure I’ve been a marketing consultant to over 3000 companies for over three decades. I’ve worked with mom and pop businesses and mega-corporations. Four out of every five of these, large or small, will fail. Most in the first year. These are scary, but real statistics. So, why all the problems? It all comes back to soup. Perhaps I should explain before you think this has turned into a recipe, which ... Is Your Yellow Page Rep Working for You? The real question would be, how are they actually paid? But let’s start at the beginning. Assuming you are the archetype small, family-run business, that is the typical Yellow Page advertiser, you probably have a YP rep that sees you every year. Or perhaps you are a moderate spender that only warrants a telephone call instead. Either way, you will be contacted by the rep and should be aware of som... The Yellow Pages Aren't Really Yellow - and Other Myths Most of the current Yellow Page directories are printed on white paper. Yellow ink is printed over it to merely give the appearance of yellow paper. That allows the ability of the publisher to print full color on white paper, as with magazines and newspapers. There are many other misconceptions that most businesses and consumers assume. Here are a few more: The largest ads mean the product... Is Your Yellow Page Ad a Success? Every month you write that check to the directory publisher for your ad or program. Do you ever stop to wonder if it’s worth it? Have you had the same one for years? Is it bringing in the type of customer you prefer? Where do you go for these answers? The obvious choice is your local Yellow Page rep. But guess who he or she works for? If you answered, the customer, you’re in for a rude awakenin... 15 Sure-Fire Yellow Page Headlines Guaranteed to Get Attention I’ve been advising and counseling businesses on their Yellow Page advertising since 1976. During that period, I’ve placed ads in every media imaginable and consulted to over 7000 businesses. With those credentials, I feel capable and confident in recommending the easiest way to achieve a more successful marketing program. Whether it’s a newspaper, magazine, Yellow Page ad, or direct mailer, the he... A Yellow Page Expert Speaks Out You first may be asking: what qualifies me as a Yellow Page expert? I worked as an advertising consultant for a Bell System division for nearly 25 years. During that time, I counseled about 3000 businesses in advertising design, marketing programs, and promotional campaigns. I was a top performer for about half that time and won numerous awards and honors. With that background, let me discuss the ... Advertising Your Business by Word of Mouth To begin with, we need to get something straight. Word-of-mouth advertising is a misnomer. The dictionary definition of “advertising,” according to Webster is: “The action of drawing something to the public’s attention with a paid announcement, often through a printed notice or a broadcast.” Therefore, WOM is NOT advertising. It is neither bought nor controllab... The Wonder Book I’m an avid reader and published author, so I know my books. When I came upon this one in particular, I was hooked. It had a relatively unassuming title, which I’ll get to later. Its cover wasn’t particularly interesting, and it was a paperback. Though it was fairly large, I decided to flip through it and was amazed at what it contained. I decided it was worth the investm... The Yellow Pages Expert: Where To Find One I worked for 25 years as a Yellow Page consultant along with almost 100 fellow sales people. During that time, I was in the top for most of my tenure, but I can’t say the same for many of my cohorts. I got to see the good, the bad, and the ugly in sales and advice. Most of these people were well-meaning, but many lacked an essential element. They we’re not customer-oriented. Because o... Maybe It's Time to Hire a Yellow Page Expert The problem with most successful business owners is that they tend to be control freaks. That can be both good and bad. Micromanagement has it’s place in the corporate structure but can also be a two-edged sword. When the owner must be involved in every single decision and forgets that he or she hired people to oversee the very things they are criticizing, then the system fails. But, if you are re... Monday: Your Daily Yellow Page Ad Review It’s the first day of the week and time to evaluate your current Yellow Page ad. You should realize that this ad has a variety of elements that can determine whether it attracts the right customer or, for that matter, any at all. Each has a specific function that can work on it’s on or support a cohesive theme. But let’s concentrate on the first item that more consumers will see and therefore, the... Tuesday: Your Daily Yellow Page Ad Review You’ve come to the second day of the week in our examination of your yellow Page advertising. With so many elements that are tucked into your Yellow page ad, it’s not often easy to know where to start, when looking what to change or evaluate. The very first is most likely the headline. The second, although sometimes equally important, is the sub-head or sub-title. It functions as a supporter for t... Wednesday: Your Daily Yellow Page Ad Review It’s mid-week and we’ve been going over your directory marketing. Okay, so you have a pretty good Yellow Page ad, but is “pretty good” enough? You have so many parts of the ad to work well, where do you begin to make it better? Assuming that you have a solid headline and sub-head, the next place the reader will turn is to the picture or photograph. If you are an emergency service firm like a plum... Thursday: Your Daily Yellow Page Ad Review With three days behind you and a thorough dissecting of your Yellow Page ad, you should be happy with the results. But not so fast. Sure, you’re looked at the headline, sub-head, and picture, but what about the meat and potatoes? That would be the text itself. Did you spend more than a minute writing it? Does it tell the entire feature and benefit story? Well it should. It must give the consumer t... Friday: Your Daily Yellow Page Ad Review It’s now the fifth day of your journey through your Yellow Page advertising. You’re picked a great headline, sub-head, picture, and text. You’re almost done. But there is some work ahead. Have you chosen the proper size, colors, and placement? Because of your budget constrains, you probably chose an ad based on what you could afford at the time. So let’s say you bought a quarter-page for $500 a mo... Saturday: Your Daily Yellow Page Ad Review I know, you don’t work weekends. But you should because your competition does. Or at least, they should. Either way, it’s time for your daily directory check-up. Let’s assume you’ve been diligent and done all your homework up until now. The ad contains a solid headline, sub-head, photo, body text, and is in the correct heading and of the appropriate ad size. What more can you ask for? So, you plac... Sunday: Your Daily Yellow Page Ad Review Sorry to be bugging you on your day off, but after you’ve been to church, had lunch with the family or been out golfing, return with me to your den and take a moment to look at your ad. In review, until now, I’ve had you create a more effective headline, sub-head, photo, body text, and made you consider your ad size, placement, and type of customer you are targeting. So, what could possibly be so... When is a Yellow Page Consultant Not Your Consultant? It’s strictly a matter of semantics. Notice the difference between “a” and “your.” It makes all the difference in the world. Let me explain. But first a word about my background. I was a Yellow Page consultant for almost 25 years. During my tenure, I advised various businesses on planning their programs. It involved recommending headings, sizes, directories, layout... How Much Should You Spend on Your Yellow Page Advertising Budget? When it comes time set up a budget for your advertising, I have a simple rule of thumb: whatever it takes. Okay, maybe I’m being a bit flippant, but after three decades in advertising that’s almost the best I can do. I could give you the standard answer that most marketing textbooks offer. An average business should allocate about between two to five percent of your gross revenue. A startup ... How Should a Yellow Page Advertiser Use the Internet? You must consider the two types of Internet solutions: the local YP Internet that mirrors the printed directory or the general, all-purpose web that links everyone globally. There are distinct advantages and disadvantages to each. Starting with the local search, I assume you are targeting your regular customers that would normally use the paper directory. There, you list yourself as you woul... What Makes a Successful Yellow Page Ad Headline? Be daring and be different! As a former Yellow Page consultant for 25 years, I would recommend you take the time to figure out what makes you different from your competition and work from that base. After all, how else is Mrs. Jones going to choose from the hundreds of plumbers in the directory? Begin in the beginning. That’s not as easy as it sounds. Build your ad from the headline on d... How Much Should I Pay My Advertising Consultant? Whatever they are worth! As a consultant, that’s my standard answer. But I know it’s a bit more complicated than that. Hourly rates run the gamut from $50 to $500. Some are worth it and some aren’t. You could probably say the same about your attorney, accountant, and physician. Each is an expert that should be looking out for your self-interest. After all, if you’re successful, then they be... Should I Hire a Professional to Do My Advertising? You wake up one morning with a stabbing pain in your back. It’s in the lower part and hard to reach. You decide to take some aspirin or Tylenol. It seems to help and you forget about it. A week later you’re in the hospital in traction. What went wrong? It’s a scenario that describes many small businesses that refuse to pay for expert advertising advice. Sure, they know all about tire sales o... What Type of Advertising is Most Effective? Word of mouth! Next question! That was the typical answer of most of my clients over a 25 year period of consulting. Why? Because it was (a) free, (b) easy, (c) obvious, (d) what their customer told them, and (e) free. Did I mention it was free? That seemed to be their criteria in choosing an effective media. What they didn’t want to hear from me was how expensive their campaign might be. B... Preparing for an Effective Advertising Campaign Sometimes it’s necessary to go back to the basics. I know many small businesses that do their own advertising and struggle to understand what they are doing and how to enact a marketing program. I’ll give you my take after thirty years on the job. Assuming you have a product or service, a basic logo and direction, we need to look at your market. Who are you customers? You can take that right f... When to Establish an In-House Advertising Agency In my thirty years as an advertising consultant, I ran into many businesses that could have benefited from an in-house advertising agency. Instead, they spent fortunes on various agencies that were more concerned with making money than helping the client. So perhaps it’s time to set the record straight and offer some advise to anyone that fits the following criteria. There are several types of...

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