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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 awakening. Let me put it this way; who pays their salary, commissions, and provides their benefits? So they actually work for publisher and owe all their allegiance to them. Therefore, when you ask them for information or explanations, it’s always tempered by that one factor. In that instance, they are giving you the facts and references that support their suppositions. Is it unbiased and not-self serving? What do you think?This is not a knock against all Yellow Page reps. They do a great job and truly want to help the business. But are they totally honest? It depends. If they have been told to push a particular product, say a coupon or Internet item, they will offer a plethora of reasons that it will succeed. After all, they have a quota to reach. So expect a pitch regarding the latest and greatest new marketing idea as conceived by the publisher. But you simply want the straight talk on how your ad is working, without all the additional hype or frills. Then you’re in a bind. I’m afraid it’s a matched set of responses and you have to accept the situation I just described.Where does that leave you? You just want to know if the color is effective, is the ad too large or small, whether it’s placed in the correct heading and is it in the proper book? Your rep is paid by commission, according to how much you buy. Will they recommend that you remove the color or reduce the size? Hardly. They have a vested interest in keeping your current spending the same or more. There must be a better method. Hire a good consultant. So, how do I know so much?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.
Article Source: http://www.content.onlypunjab.com
Jeffrey Hauser’s latest book is, "Inside the Yellow Pages,” which can be viewed at 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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