Return-on-investment

A customer of mine said this to me the other day...

Whats the difference between Yellow Pages and an Iranian terroist?

You can negotiate with an Iranian terroist.

It's great that you would like to know more about how to make our products work for you because we are as passionate about YP as this author obviously is.

It's an accolade to the undeniable success of Yellow Pages that a book like this has been written so if it helps you guys get the most from us; then all the better.

I would say buy this book but also listen to what your rep has to say...we may not all be marketing experts but we do know the book cover to cover and inside out. We know what makes a bad advert and what makes a good one. We understand what buttons to press for the users of the product and we honestly do try to make you guys as much money as possible no matter how small your investment.

Bear in mind though that a wonderbra does nothing for a flat chest...we try to move your advertising programme forward for that very reason. The title of this book may mislead you into thinking that you can still have a tiny advert in one classification in one area of your country when in reality, you really may need to cover a wider area and appear in all the classifications that are relevent to your business. If no-one sees your advert then it makes no difference how good the information is contained there because you have just lost an enquiry.

I suggest that you closely monitor the response of your advert with YP, ask your rep to carefully go through all the demographics and take the time to listen what s/he has to say. Then make a decision based on fact.

For those companies who only spend a few hundred dollars but expect to make a million ask yourself why you are surprised when it doesn't happen.

I hope this book gives your business the edge that you're looking for with your Yellow Pages advertising but bear in mind that cost wil always be inextricably linked to reward.

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