Newsletters by the Yellow Pages Commando

Yellow Pages Sales Contest

2009-05-27T05:39:00.000-07:00

This is a really fun sales contest held at HomePages Directories. The HomePages are hyper-local community directories that are reshaping the Yellow Pages industry. The concept isn't new by any means. In fact, the original Yellow Pages were focused on gathering information on every business in a community. The HomePages are going back to basics, and it's working extremely well.

EMAIL MARKET1NG _8940

2009-04-18T10:13:00.000-07:00

For rlarkin.ypnews@blogger.com:

1. Provide e-mail lists as your require.

2. Customize this e-mail list for you and send your letter
to the lists.

* We also provide broadcast server to send e-mails.

Please contact us with any questions.

Contact e-mail:
Contact@whjy.net

The e-mail is to rlarkin.ypnews@blogger.com.
For go-out: 4Out@whjy.net

Is Search Writing the Yellow Pages Obituary?

2004-10-28T13:30:00.000-07:00

MediaPost Advertising & Media Directory

Is Search Writing the Yellow Pages Obituary?

by Neg Norton

Thursday October 28, 2004

WHILE THERE HAS BEEN MUCH

recent speculation that search engines are bringing the Yellow Pages industry to its knees, naysayers should take another look at the industry that founded local search more than 100 years ago with the first print Yellow Pages directory.

Search engines are not the only medium reaching consumers online with local search services. Most Yellow Pages publishers reach online audiences through their Internet Yellow Pages (IYPs). Print Yellow Pages directories offer electronic and online versions that provide contact information, driving directions, special promotions, links to advertiser Web sites, and other Web-enabled features.

Meanwhile, there are "online-only" directories such as YellowPages.com and others.

The Yellow Pages industry has a long history of providing advertising services to local businesses and a localized informational directory for consumers, so it's no surprise that search engines have formed strategic relationships with Yellow Pages publishers in an effort to improve the online local search experience.

The Yellow Pages are a $26 billion global industry that benefits from a "people-on-the-street" sales force. According to The Kelsey Group, 22 million small- and medium-sized businesses spend 46 percent of their advertising budgets on Yellow Pages marketing, and put only 3 percent into search engine keywords. In addition, only 30 percent of small- and medium-sized businesses have a Web site.

With the emerging trend of Internet local search, Yellow Pages publishers have enhanced their IYP Web sites to suit technologically savvy consumers and advertisers by adding Internet-based advertising models, such as pay-per-click.

Verizon SuperPages.com, which has been selling online directory listings since 1996, this year redesigned its Web site and business model to include pay-per-click listings. SBC SmartPages.com recently added a pay-per-call feature and additionally, both SuperPages.com and SmartPages.com made local search listings available via wireless devices.

While search engine attempts to localize content are extremely impressive - and we embrace them as part of our industry - the models are patterned after the Yellow Pages. They offer Yellow Pages-type content/results and often link to online Yellow Pages directories. In other words, Yellow Pages content is still the gold standard for local search.

Search engines still have a long way to go to improve local search relevancy. For example, when a consumer in New Jersey types "pizza Berkeley Heights" into one search engine, almost 26,000 results appear - and the top returns are Domino's, two online phone directories, MapQuest directions, the local brewpub and a sponsored link for pizza in Berkeley, Calif. Meanwhile, due to its more local nature and higher relevancy, the print and online Yellow Pages offer listings from which 86 percent of consumers ultimately make a purchase.

To create a better local search experience, many analysts believe local search will become a hybrid of Yellow Pages and search engines, combining the strengths of content and distribution. This trend is apparent with the recent strategic partnerships between Verizon SuperPages and FindWhat, Switchboard and InfoSpace, and the Yellow Pages Group and Google.

These relationships prove that the Yellow Pages industry is here to stay, and it will evolve by continuing to partner with online services to provide advertisers the most efficient tools to reach consumers.

So, while search engines are extremely useful when conducting broad information searches, the Yellow Pages, in any format, offer ready-to-buy consumers a number of convenient search options and relevant results -- at home, in the office, or on the go. Therefore, the Yellow Pages will continue to be at the forefront of helping consumers find a local business, product, or service -- no matter where they are or what means they use to do so.

Neg Norton is president of the Yellow Pages Association, a trade organization representing a $26 billion industry comprised of Yellow Pages publishers, marketers, and advertisers worldwide. He can be reached at neg.norton@ypassociation.org.

Google to Acquire Yellow Pages Publisher for $3.7 Billion

2004-10-26T16:44:00.000-07:00

Google to Acquire Yellow Pages Publisher for $3.7 Billion

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Yellow Pages Commando News by Dick Larkin
Google to Acquire Yellow Pages Publisher for $3.7 Billion

October 26, 2004
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

-- The "Real Recovery" in Online Advertising
-- How to Out-Smart a Mega-Marketer
-- Answer to Last Week's Brainteaser
-- (hic) or Treat
-- Peter, Peter, Pumpkin Eater
-- This was Really Something to See . . .
-- Wipeout Technique Plus, Plus, Plus
-- ADP Weighs in on Verizon v. Yellow Book
-- Who Let the Dogs Out?
-- How Quickly They Turn
-- This Week's Brainteaser
-- Quote of the Week

Dear Friends,

OK, I just made that headline up, but it really got your attention, didn't it?

The acquisition of a national premise sales force by a major search engine is the step that could bridge the local search gap. The search engines have focused their energies on technology, but somebody forgot to tell the local advertisers to show up.

That's because non-Yellow Pages companies believe that businesses BUY Yellow Pages advertising. In reality, YP advertising is always SOLD to the business owner.

This week's article is one that I wrote for Ken Clark's outstanding YPtalk newsletter, and it describes some of the major impediments that the kings of search have in taking their advertising model to main street.

However, most of those issues could be resolved with a few strategically placed zeros on a check.

By the way. . .
If you have trouble seeing the photos in this newsletter, simply go to this web site.

http://ypcommando.com/articles/10-26-04.html

You can read the newsletter as a webpage.

The "Real Recovery" in Online Advertising back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
The Interactive Advertising Bureau, a nonprofit trade association reports that Internet advertising revenues for the first half of 2004 topped $4.6 billion, a 40% increase over the first half of 2003.

I saw one version of the press release using the spin that total Internet advertising has surpassed the levels reached at the peak of the dotcom bubble. While that spin makes the release more newsworthy, it misses the real story.

Stupid is as stupid does. Let me tell you why . . . . . . .

Read the entire article.

How to Out-Smart a Mega-Marketer back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Nearly every industry in every city has a "mega-marketer." You know the type. They advertise like crazy, have huge selections, lowest prices, blah, blah, blah. It doesn't matter if it's a carpet dealer, attorney, or window replacement firm. The "mega-marketer" is out there blasting his message 24/7.

Mega-Marketers often intimidate their competitors from doing any advertising. Intimidation is one of their objectives.

If you read Chapter 16 of Win the Yellow Pages War, you'll learn a workable strategy to out-market the loudmouth and spend only a fraction of the amount.

That's just one of the many easy exercises in this book that guide advertisers how to be smarter with their YP investment. Pretty cool, huh?

I'll email the book to you as a PDF document that can be read and printed with the Adobe Acrobat reader.

If you read it and don't believe that it has huge value, I'll cheerfully refund all your money. It's that good.

Download this book now.

Answer to Last Week's Brainteaser back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Festus and Buford were making fun of each other's accent. They asked Cousin Daisy, a native of Kentucky, to decide who is more smarter.

Festus says, "Loo-uh-vill" is the capital of Kentucky, but Buford says "Loo-iss-vill" is the capital of Kentucky.

Which one will Daisy say is correct?

See the Answer & Our Celebrity Winners

(hic) or Treat back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Now this dude (and I'm positive it was a guy) knows how to carve a pumpkin.

For my two international subscribers, on October 31, Americans disguise their children as satanic creatures, some of which are Disney characters, and send them to shake down the neighbors for candy.

Should the neighbor not fork over some "loot," the young hooligans vandalize his property as a gentle reminder for next year.

You may draw your own conclusions as to parallels between this practice and the Yellow Pages industry.

Which font should you avoid in your YP ad?

Peter, Peter, Pumpkin Eater back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Personally, I bought a plastic jack o'lantern at Wal-Mart for $5.

I feel like such a loser after seeing this.

+++++++++++++++++++++++++++

We finally closed on my wife's vacation rental town home in Carlsbad. She decorated it and put several photos on her website.

Check out the photos of Deborah's vacation rental.

This was Really Something to See . . . back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

. . . until the trailer caught fire.

The last words you're likely to hear a redneck say . . .

"Hey, y'all watch this!"

This costume was a little too racy for the newsletter

Wipeout Technique Plus, Plus, Plus back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Steve Hackney, a truly brilliant marketer has assembled a complete marketing system for small businesses.

I used to only promote The Wipeout Technique, his book on successful Yellow Pages advertising.

Now that I've read all of his other products, I can see that I was only focusing on a tiny portion of his powerful advice.

It's all worth a look.

Get Steve's complimentary marketing series.

ADP Weighs in on Verizon v. Yellow Book back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Larry Angove (not pictured here) Imperial Commander of the Association of Directory Publishers issued the following comments regarding Verizon's lawsuit against Yellow Book.

"Many, including myself, suspected from the beginning that this lawsuit was more about competition than advertising legalities.

Now Verizon, in my view, clearly is confirming those suspicions. Apparently without regard for the yellow pages industry as a whole, Verizon has instead chosen to air, for competitive purposes, this bit of dirty laundry in the public through full page ads in major newspapers in areas where it competes with Yellow Book.

The newspaper ads contain cherry-picked, self-serving snippets from the Court's decision that, based on my multiple readings of the 15-page opinion, can only be characterized as malicious, mean-spirited spin inconsistent with the facts and plain language of the judgment."

Read Larry's complete memo and see Yellow Book's rebuttal WSJ ad

Who Let the Dogs Out? back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Better give this gang some good treats, or you'll be stepping in their tricks all winter.

Do purple cows give purple milk?

How Quickly They Turn back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Hey, I think I voted for that clown in the last election.

Now this is getting personal.

I wrote this back when the Krispy Kreme doughnuts were still hot.

This Week's Brainteaser back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
We had a lot of fun with Buford and Festus mispronouncing Louisville. Another city that is often mispronounced is New Orleans. Locals say "Naw-lins," or something like that.

However, one word is pronounced incorrectly more often than these or any other word in the English language.

Can you guess which word it is?

Email your answer to . puzzler@dicklarkin.com

The winner will receive 15 minutes of uninterrupted fame.

To improve your random chances of winning, please include your name and company name.

I draw the winner the day before I send the following newsletter, so keep voting until the polls close.

Quote of the Week back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

"There is one thing I would break up over and that is if she caught me with another woman. I wouldn't stand for that."
- Steve Martin

Bonus Quote:

"In real estate, it's location, location, location. In business it's differentiate, differentiate, differentiate."
-- Robert Goizueta

Check out the Brain Teaser Archive

Contact Information back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
email: news@ypcommando.com
voice: 858-614-5425
web: http://www.YPcommando.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Yellow Pages Commando · 8344 Clairemont Mesa Blvd · San Diego · CA · 92111

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This email was sent to rlarkin.ypnews@blogger.com, by Dick Larkin, Yellow Pages Commando.
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Disgruntled Advertiser (Part 2) - Yellow Pages Commando News

2004-09-28T08:53:00.000-07:00

Disgruntled Advertiser (Part 2) - Yellow Pages Commando News

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Yellow Pages Commando News by Dick Larkin
Disgruntled Advertiser - Part 2

September 28, 2004
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

-- Disgruntled Advertiser - Part 2
-- My New Favorite Book on Yellow Pages
-- Answer to Last Week's Brainteaser
-- We Need to Talk
-- Oh Yes, That's Much Better
-- Fear Factor for Kids
-- Substantial Penalty for Past Due Accounts
-- Maxi Cooper
-- Calvin Klein for the Straight Guy
-- Poppin' Wheelies
-- This Week's Brainteaser
-- Quote of the Week

If you have trouble seeing the photos in this newsletter, simply go to this website.

http://ypcommando.com/articles/9_24_04.html

You can read the newsletter as a webpage.

Disgruntled Advertiser - Part 2 back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
A few weeks back, I published a real letter from a disgruntled former Yellow Pages advertiser.

Rather than do any real work myself, I asked my subscribers for their thoughts. Man, if I get any lazier, I'll qualify for a position in senior management. :-)

I never anticipated I'd receive such a wide variety of responses.

This week, I'll give you the surprising highlights of the responses to the second through fourth objections.

If you still wanna put in your two cents, send your comments to Dick@YPcommando.com.

Dear Dick,

Obviously, you are sold on the value of Yellow Pages advertising. So, I must ask your thoughts on the following:

I owned a heating and air conditioning company for more than 20 years. Yellow Pages was a terrible headache for me.

First, heating and air conditioning were divided headings and I was forced to buy ads under both headings.

Second, each ad only generated business on a seasonal basis with few or no calls during the remaining months of the year.

Third, calls for repair service on heating and cooling equipment only came in during the hottest or coldest times of the year . . . times when my technicians were already loaded with work.

Fourth, calls for quotes on new heating and cooling systems only resulted in a 10% closure rate. It appeared that Yellow Pages inquiries were generally from price shoppers.

With all that said, what I want to hear is how I was totally wrong in my opinion and how Yellow Pages advertising could have been a boom to my business. Am I nuts...or what?

Richard O.
Jacksonville, FL

I received responses several folks including:

Lee Rubner, BellSouth
Kristin Salerno, SBC
Steve Clark, TransWestern Publishing
Rich Hargrave, Ambassador Publishing
Terry Pacelli, Haines Directories
James Thessen, National Direct Media Services
Alan Saltz, Author of "Legal Theft 2.0 - Using Yellow Pages Advertising to Ethically Steal Business from Your Competition"
Beverly S. Sundstrom, international Yellow Pages advertising, inc.
Drew Cameron, Supernova Selling Systems
Adams Hudson, Hudson Ink (marketing consultant to the HVAC trade)
Andy Summerlin, DataNational
Stephanie Crammond, Deep Data
Randy S. Mitchell, Yellow Page Group
Eric Groves, Constant Contact

You won't believe their responses.

My New Favorite Book on Yellow Pages back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
I've been bragging about Kerry Randall's book on Yellow Pages Advertising for Lawyers as being simply the best book I've read for Yellow Pages advertisers. The problem was that it was targeted toward lawyers and didn't address other business types.

Wisely, Kerry updated the wonderful tips and marketing plans for any business that advertises in the Yellow Pages.

He sent me a copy for review, and I liked it so much that I bought the exclusive rights to market the electronic version.

His book is loaded with very specific examples and exercises that are easy to follow. I can honestly say that every advertiser (even a guy with a little in-column ad) will benefit by reading this book.

I've seen, and even promoted other very good YP books that sell for $50 - $150, but nothing cuts to the chase like Winning the Yellow Pages War. Kerry focuses on the critical issues that will have the biggest impact. He uses solid examples and shows examples of ads created using his techniques.

I'm selling copies of Winning the Yellow Pages War for only $15.00. That price is far too little for the value the book contains.

However, my mission as the Yellow Pages Commando has always been to help more people be successful with their Yellow Pages advertising rather than to get rich off a few that can afford a higher price.

I'll email the book to you as a PDF document that can be read and printed using the f,ree Adobe Acrobat reader.

Buy this eBook now for only $15.

Answer to Last Week's Brainteaser back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Buford was being audited by the IRS.

He figured that even if his son, brother in-law and his half-uncle were the same person, he should still be able to claim three dependents.

The poor IRS auditor was so flustered that he gave Buford the opportunity to plead his case with a single statement.

If the statement was true, Buford would be fined $10,000. If the statement was false, 'ol Buford would rot in prison for 10 years.

What did Buford say that got the auditor to dismiss the charges altogether?

See the Answer & Our Celebrity Winner

We Need to Talk back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Many of the signs and billboards in the area were no match for Hurricane Charley. However, one billboard resisted the 100-mile per hour winds of the storm. While the billboard still stands, the advertisement that was there when Hurricane Charley hit was pealed back to reveal an earlier message. When the sun rose the next morning on Sand Lake Road in Orlando the words on the billboard clearly read, "We need to talk. God."

This was sent in by my friend Michelle Nichols who is a sales trainer extraordinaire. She's a writer for BusinessWeek Online and walks the talk.

Check out Michelle's cool website, SavvySelling.com.

Oh Yes, That's Much Better back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

I'm so glad that the state invested the time and money to rename all of the freeway exits.

++++++++++++++++

The Kelsey Group has lined up an amazing array of speakers for their upcoming conference; Interactive Local Media.

Basically, everyone who is anyone in the exploding fields of local search and internet marketing will be there.

I honestly can't think of an industry that has more opportunity for changing the way buyers and sellers interact than local internet search.

I was razzing John Kelsey about hosting a conference in Jersey City in November, and he rationalized that being 25 minutes away from Manhattan attracts a much different audience than the conferences in places with mild climates such as Orlando and Boca Raton. I think the real reason is that it's close to his office.

Since I'm coming from San Diego, I'll pack an insulated Hawaiian shirt.

See who's revolutionizing local marketing.

Fear Factor for Kids back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

This is one of those new reality show inspired playgrounds.

In my day, we only had to worry about the upperclassmen.

Enjoy "The Apprentice?" - read about the Donald's greatest marketing move.

Substantial Penalty for Past Due Accounts back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

I imagine that there are a lot of painters out there who have wanted to do this a time or two.

++++++++++++++++++++++

Alan Saltz, author of Legal Theft 2.0 offered a very good tip that would improve almost any YP ad.

Got a good tip for YP advertisers? Send it my way, and I'll make you rich and famous.

The "post headline paragraph" WILL make ads more successful.

Maxi Cooper back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

I think the Mini Cooper is the coolest car going, and now it's available in the economical family size.

Martha Stewart should have listened to my advice.

Calvin Klein for the Straight Guy back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

On second thought, maybe $60 is too much for a bottle of aftershave.

Should a business owner put his/her photo in a YP ad?

Poppin' Wheelies back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

I was popping wheelies in the driveway when I had a slight mishap.

Has anyone seen Fluffy?

This CMR chewed my butt out for something I wrote.

This Week's Brainteaser back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Here are a few fun stumpers.

Removing an appendix is called an appendectomy, removing tonsils is called a tonsillectomy. What is it called when they remove a growth from your head?
What are three things you often eat that you can never have for breakfast?
If a farmer raises wheat in dry weather, what does he raise in wet weather?
Which is greater: six dozen dozen or half a dozen dozen?
Why do Chinese men eat more rice than Japanese men?

Email your answer to puzzler@dicklarkin.com

The winner will receive an amazing array of WorldPages.com goodies.

To improve your random chances of winning, please include your name, company name and mailing address.

I draw the winner the day before I send the following newsletter, so enter early and often.

Quote of the Week back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

"Stress occurs when you know the right thing to do but you do the wrong thing anyway."

"The truth hurts. That's how you know it's the truth. If somebody is telling you something that makes you feel nicey-nice, it probably ain't the truth."
- Larry Winget

Larry Winget is a "tell it like it is" guy who is as entertaining as he is thought provoking. His new book, "Shut Up, Stop Whining & Get a Life," is #1 on the New York Times Best Seller List.

Shut Up, Stop Whining and Get Your Own Life.

Disgruntled Advertiser (Part 1) - Yellow Pages Commando News

2004-09-02T12:42:00.000-07:00

Disgruntled Advertiser (Part 1) - Yellow Pages Commando News

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Yellow Pages Commando News by Dick Larkin
Disgruntled Advertiser - Part 1

September 2, 2004
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

-- Disgruntled Advertiser - Part 1
-- My Favorite Book on Yellow Pages
-- Answer to Last Week's Brainteaser
-- What I Learned in College
-- The Ultimate "Dummies" Book
-- Homemade Guitar
-- All the Cool Guys are Named Dick
-- What to Do if Monty Asks You
-- Nigerian Restaurant
-- Ironman Competition
-- This Week's Brainteaser
-- Quote of the Week

If you have trouble seeing the photos in this newsletter, simply go to this website.

http://ypnews.blogspot.com

You can read the newsletter as a webpage.

~~~~~~~~~~~~~~~~~~~~~~~~
I'm gearing up to begin publishing "This Week in Pictures" an e-zine with funny photos, brainteasers and quotes. It's kind of like the YPcommando without the YP. To get on the list, send an email to photos@ypcommando.com

~~~~~~~~~~~~~~~~~~~~~~~~

And now, on with the show . . .

Disgruntled Advertiser - Part 1 back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
A few weeks back, I published a real letter from a disgruntled former Yellow Pages advertiser. Imagine that. He posed several objections that are common to many business people.

I asked the subscribers of my Yellow Pages Commando newsletter to send in their responses to his objections.

The results were overwhelming. I received over 23 pages of responses! This week, I’ll share with you highlights of the responses to the first objection. Over the coming weeks, I will go through all of the objections.

There’s still time to respond. Send your comments to Dick@YPcommando.com.

Dear Dick,

Obviously, you are sold on the value of yellow pages advertising. So, I must ask your thoughts on the following:

I owned a heating and air conditioning company for more than 20 years. Yellow Pages was a terrible headache for me.

First, heating and air conditioning were divided headings and I was forced to buy ads under both headings.

Second, each ad only generated business on a seasonal basis with few or no calls during the remaining months of the year.

Third, calls for repair service on heating and cooling equipment only came in during the hottest or coldest times of the year . . . times when my technicians were already loaded with work.

Fourth, calls for quotes on new heating and cooling systems only resulted in a 10% closure rate. It appeared that Yellow Pages inquiries were generally from price shoppers.

With all that said, what I want to hear is how I was totally wrong in my opinion and how Yellow Pages advertising could have been a boom to my business. Am I nuts...or what?

Richard O.
Jacksonville, FL

I received responses from

Lee Rubner, BellSouth
Kristin Salerno, SBC
Steve Clark, TransWestern Publishing
Rich Hargrave, Ambassador Publishing
Terry Pacelli, Haines Directories
James Thessen, National Direct Media Services
Alan Saltz, Author of "Legal Theft 2.0 - Using Yellow Pages Advertising to Ethically Steal Business from Your Competition"
Beverly S. Sundstrom, international Yellow Pages advertising, inc.
Drew Cameron, Supernova Selling Systems
Adams Hudson, Hudson Ink (marketing consultant to the HVAC trade)
Andy Summerlin, DataNational
Stephanie Crammond, Deep Data
Randy S. Mitchell, Yellow Page Group
Eric Groves, Constant Contact

You really must read how these enlightened thinkers responded.

My Favorite Book on Yellow Pages back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
This is my favorite book on Yellow Pages advertising. It helps anyone who relies on the Yellow Pages for customers to design ads that will have the maximum impact.

It's specifically targeted to attorneys, but the lessons apply to every Yellow Pages advertiser. I like that it's filled with specific tips that any business owner can immediately use to create advertising that is much more appealing to the precise customers he or she wants.

I've had the opportunity to talk with Kerry Randall, the author. He's a delightful guy who approaches Yellow Pages advertising through the eyes of a designer and an advertising agency strategist.

Give this book to a friend.

Answer to Last Week's Brainteaser back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Buford is holding something in his hand reciting the following riddle.

I started with three and felt a need
to cut one off and so I did the deed.

To my dismay it fell to the floor,
and in my hand I then had four.

Cutting another, I did contrive,
and in my hand I then had five.

Name for me these growing things,
and bask in the glory a correct answer brings!

See the Answer & Our Celebrity Winner

What I Learned in College back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

I didn't get the best grades, but I really picked up some great multitasking skills.

++++++++++++++++

Local search is shaking the YP community by its collective knickers.

The single most impactful conference on this technology will be held in that tech mecca of Jersey City.

Luckily it's in November so the weather should be nice. groan

Interactive Local Media 2004

The Ultimate "Dummies" Book back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

This is so stupid that it cracks me up.

~~~~~~~~~~~~~~~~~~~~~~~~

I'm starting a new newsletter called "This Week in Pictures" that will feature several funny photos, quotes and a brainteaser or two.

To subscribe, send an email to photos@ypcommando.com.

It will be rated PG-13, and include marginal photos that missed the cut in this newsletter.

Not long ago, I found a new crack dealer.

Homemade Guitar back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

I thought it would be cool to make my own guitar, but it sounds like crap.

Why you shouldn't hire a one-legged kid to mow your grass.

All the Cool Guys are Named Dick back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Any guy named Dick needs a sense of humor. Get over it.

++++++++++++++++++++++

Got a good tip for YP advertisers? Send it my way, and I'll make you rich and famous.

I posted some more jokes on the YPcommando site.

What to Do if Monty Asks You back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Monty Hall had a great way of playing with people's heads.

Should you stick with your original guess, or go for Door #3? +++++++++++++++++++++++++++++++++

There really is a scientific answer to this age-old question.

Nigerian Restaurant back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

I ate at a Nigerian restaurant the other day. Imagine my joy after opening this fortune cookie.

Oh dear, the Internet needs a new roof.

Ironman Competition back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

I competed in an Ironman competition last weekend.

Unfortunately, I ran out of spray starch before I finished the second load.

I brought an ironing board on vacation so my wife wouldn't be bored.

This Week's Brainteaser back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Buford was being audited by the IRS.

He figured that even if his son, brother in-law and his half-uncle were the same person, he should still be able to claim three dependents.

The poor IRS auditor was so flustered that he gave Buford the opportunity to plead his case with a single statement.

If the statement was true, Buford would be fined $10,000. If the statement was false, 'ol Buford would rot in prison for 10 years.

What did Buford say that got the auditor to dismiss the charges altogether?

Is your company correctly listed in my link directory?

Quote of the Week back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

"[Time is] the most valuable thing a man can spend."
- Theophrastus (300 BC - 287 BC)

~~~~~~~~~~~~~~~~~~~~~~~

If you'd like to connect with other folks in the Yellow Pages industry, I invite you to join my LinkedIn network.

It's a complimentary service that allows like minded individuals to privately communicate with each other. If you'd like an invitation, please email me at Dick@ypcommando.com

All email addresses are kept private and are never shared, sold or otherwise abused.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Know why I put quotes, jokes and puzzlers in this newsletter? Because everybody likes to smile!

If you like the quotes and puzzlers I use, you will certainly get a kick out of the "Really Good Quotes" newsletter. Every day, they send several great quotes and puzzlers that will keep you on your toes. There are very few ezines that I recommend, but "Really Good Quotes" is pretty dang good.

Sign up now at:
http://groups.yahoo.com/group/reallygoodquotes/

Start every day with a smile (and some fiber).

Contact Information back to top Forward to a Friend
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
email: news@ypcommando.com
voice: 858-614-5425
web: http://www.YPcommando.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Yellow Pages Commando · 8344 Clairemont Mesa Blvd · San Diego · CA · 92111

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This email was sent to rlarkin.ypnews@blogger.com, by Dick Larkin.
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Disgruntled Advertiser (Part 1) - Yellow Pages Commando News

2004-09-02T11:48:00.000-07:00

Disgruntled Advertiser (Part 1) - Yellow Pages Commando News

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Yellow Pages Commando News by Dick Larkin
Disgruntled Advertiser - Part 1

Dear Dick,

If you have trouble seeing the photos in this newsletter, simply go to this website.

http://ypnews.blogspot.com

You can read the newsletter as a webpage.

I asked the subscribers of my Yellow Pages Commando newsletter to send in their responses to his objections.

There’s still time to respond. Send your comments to Dick@YPcommando.com.

Dear Dick,

Obviously, you are sold on the value of yellow pages advertising. So, I must ask your thoughts on the following:

I owned a heating and air conditioning company for more than 20 years. Yellow Pages was a terrible headache for me.

First, heating and air conditioning were divided headings and I was forced to buy ads under both headings.

Second, each ad only generated business on a seasonal basis with few or no calls during the remaining months of the year.

Third, calls for repair service on heating and cooling equipment only came in during the hottest or coldest times of the year . . . times when my technicians were already loaded with work.

Fourth, calls for quotes on new heating and cooling systems only resulted in a 10% closure rate. It appeared that Yellow Pages inquiries were generally from price shoppers.

With all that said, what I want to hear is how I was totally wrong in my opinion and how Yellow Pages advertising could have been a boom to my business. Am I nuts...or what?

Richard O.
Jacksonville, FL

I received responses from

Lee Rubner, BellSouth
Kristin Salerno, SBC
Steve Clark, TransWestern Publishing
Rich Hargrave, Ambassador Publishing
Terry Pacelli, Haines Directories
James Thessen, National Direct Media Services
Alan Saltz, Author of "Legal Theft 2.0 - Using Yellow Pages Advertising to Ethically Steal Business from Your Competition"
Beverly S. Sundstrom, international Yellow Pages advertising, inc.
Drew Cameron, Supernova Selling Systems
Adams Hudson, Hudson Ink (marketing consultant to the HVAC trade)
Andy Summerlin, DataNational
Stephanie Crammond, Deep Data
Randy S. Mitchell, Yellow Page Group
Eric Groves, Constant Contact

You really must read how these enlightened thinkers responded.

Give this book to a friend.

See the Answer & Our Celebrity Winner

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I didn't get the best grades, but I really picked up some great multitasking skills.

Interactive Local Media 2004

The Ultimate "Dummies" Book back to top Forward to a Friend
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This is so stupid that it cracks me up.

Not long ago, I found a new crack dealer.

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I thought it would be cool to make my own guitar, but it sounds like crap.

Why you shouldn't hire a one-legged kid to mow your grass.

All the Cool Guys are Named Dick back to top Forward to a Friend
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Any guy named Dick needs a sense of humor. Get over it.

++++++++++++++++++++++

Got a good tip for YP advertisers? Send it my way, and I'll make you rich and famous.

I posted some more jokes on the YPcommando site.

There really is a scientific answer to this age-old question.

Nigerian Restaurant back to top Forward to a Friend
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I ate at a Nigerian restaurant the other day. Imagine my joy after opening this fortune cookie.

Oh dear, the Internet needs a new roof.

I brought an ironing board on vacation so my wife wouldn't be bored.

Is your company correctly listed in my link directory?

Quote of the Week back to top Forward to a Friend
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"[Time is] the most valuable thing a man can spend."
- Theophrastus (300 BC - 287 BC)

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Yellow Pages Commando · 8344 Clairemont Mesa Blvd · San Diego · CA · 92111

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