Avoid "Off Brand" Books: Yes, they will 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 boys, which means that if you're lucky, one of the 13 people who actually uses the book will call you.
Don't Fall For The "Internet Ad Included For Free" Ploy: These guys love to make you think that getting a listing on their internet book is going to make you a quad billion dollars. But the fact is, internet yellow pages has not arrived yet. People still love to grab the book and open it so they can find places that are close to home and that they can trust. Check back in 2 years, maybe this will change.
Change Your Name To Aardvark 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 to something that's in the A's or B's... the closer you can get to the front of the book, the better.
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, whatever you sell, randomly call 25 likely prospects and ask them... "If you were looking for toner cartridges, what section of the yellow pages would you look?" Let your prospects tell you where to be--don't guess!!
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.
FREE
MARKETING CONSULTATION
Have questions related to marketing
your business? Get some FREE advice
today!
Check out our FREE 24 Page Monopolize Your
Marketplace Summary:
This information is the perfect introduction to the
MYM System and includes 5 detailed case studies to show you
exactly how this system works in the real world!
The Monopolize Your
Marketplace audio CD program
explains some of the concepts and
techniques that every business owner,
professional, and entrepreneur must
implement to fully optimize their
marketing dollars--a preview of the
concepts we can help you to implement
into your business.
