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Seven Ways to Waste Your Money on Yellow Pages Advertising


Each year there is a Yellow Pages arms race where competitors in each category are encouraged to out spend each other. There is only one winner in this arms race, and it is not you! Too many advertisers waste their money on Yellow Pages advertising without first considering their marketing strategy. Here are seven ways you can waste your money.

1. Attempting to outspend your competitor

As soon as Yellow Pages has convinced you to increase the prominence of your ad, they get your competitors to match or outbid you. This becomes an annual auction, with some categories containing pages of half and full page ads. A buyer can be overwhelmed with choice and may make their decision before they even get to your ad. Priority in listing is given to those who have advertised the longest in a category for a given ad size. You can only get closer to the front by upsizing your ad or if someone else closer to the front ceases advertising.

2. Putting all your eggs in the Yellow Pages basket

An advertising decision is something you should only make after you have developed a marketing strategy. Many businesses rush into advertising in the Yellow Pages, just because that's what everyone else does. You don't become a leader by following the herd. You need to consider your payback for your investment in this marketing channel. Ask your Yellow Pages consultant how many leads a particular size ad generates in your category. Then ask yourself how many of these leads will you convert into sales, and then decide whether this is a good investment.

3. Engaging in destructive Head to Head Competition

When you advertise in the Yellow Pages, not only can potential customers see your ad and your offer, so can your competitors. This can result in price competition that can turn your product or service into a commodity. Yellow Pages make comparison shopping easy for buyers and market research easy for competitors.

4. Spending too much on prominence

When spending on a Yellow Pages ad, you can invest in size and color. Size is important, but what you put in the ad, your copy, is far more important. It is better to go down a size and spend the money you save on a copywriter. Good copy can generate up to 20 times the response as poor copy. color is also important, but not as important as size, so go up a size rather than go to color, which is expensive for its return. If your category is cluttered with large ads, investing in your copy is essential.

5. Relying on Yellow Pages free design service

Ad design is important. Yellow Pages do offer a free design service, but its worth what you pay. The typical design is done in 15 minutes. As they are designing tens of thousands of ads you can't really expect any special attention- especially as there is no charge for the service! When they design your ad, they will appeal to your vanity rather than to your customers. So they will put "Joe's Plumbing" in the headline. But buyers don't care who Joe is, and are far more interested in why they should use Joe. This requires some marketing analysis of your points of difference and ultimate service benefits, which won't happen in 15 minutes!

6. Putting your ad in the wrong category

If you are a plumber, the decision of where to place your ad is easy. But if your business is in a fairly specialised market such as oil refinery plumbing, there probably isn't a good category for you. In fact, for many B2B businesses Yellow Pages is a poor marketing tool. Ask yourself the question, where would a buyer look to find out about your business- it might not even be in the Yellow Pages.

7. Depending on old technology advertising

Every year internet advertising increases, with less being spent on print advertising. Yellow Pages is now available online and for certain businesses this is a better option, particularly with a link to their website. When being sold paper Yellow Pages ads, you may be offered complimentary online advertising. However, unless your ad is near the front, you will be invisible to buyers who rarely will browse further than three pages. It is also worth paying for a link to your website.

The Yellow Pages consultants are on commission to sell you advertising. They only interested in getting you to spend as much as possible, not on providing the best marketing solution for your business. Advertising is not the same as marketing! Good marketing advice on whether and how you should advertise is money well spent. Not only can this increase sales, but it can save you thousands of dollars in advertising.

Before making a decision on Yellow Pages advertising, you should consider all your marketing channels, and make decisions on how much you invest in each dependent on their ability to attract leads. Having determined how much you will invest in Yellow Pages, do some market analysis and invest in your ad copy. This is particularly important for larger ad sizes. Yellow Pages advertising can be rewarding, but should only be considered as just one part of your overall marketing strategy.

Copyright 2005 Empower Business Solutions

Dr Greg Chapman assists small to medium sized businesses with business planning, business systems and marketing strategy. To find out how you can Multiply Your Profits & Make Your Business Run without You, and to find out How Good Your Business Really Is with a Free Online Business Medical, go to Empower Business Solutions website at: http://www.empowersolutions.com.au


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. September / 30 / 2020

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Permission.io Has Quietly Raised $50M to Make Advertising Personal and Data Private  Yahoo Finance

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Firstleaf Wine Club Increases Wine Subscriptions by 478% Advertising on Taboola's Platform  wineindustryadvisor.com

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Invibes Advertising : H1 2020 results.  Yahoo Finance

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TV Could Lose $5 Billion In Advertising Through 2023: Analyst 09/30/2020  MediaPost Communications

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SpotX Leads SSPs for Political Advertising Across OTT and CTV with over a 900% Ad Spend Increase on its Platform Since April  PRNewswire

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How the 5 Unwavering Rules of Advertising Were Demolished  Muse by Clio

INEO Announces Strategic Advertisement Partnership with Consumer Media Solutions - Yahoo Finance
INEO Announces Strategic Advertisement Partnership with Consumer Media Solutions  Yahoo Finance

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'Advertising was a canary in the mine': Keith Weed hails industry's Covid-19 response  Campaign US

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SaTT Smart Advertising Token to List on WhiteBIT, an EU-Compliant Exchange  GlobeNewswire

B2B Digital Advertising Spend Growth Stays Steady in 2020 While Everything Else Changes - KoMarketing Associates
B2B Digital Advertising Spend Growth Stays Steady in 2020 While Everything Else Changes  KoMarketing Associates

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Biden campaign launches Creole TV spot in Florida  South Florida Sun Sentinel

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Former Google Engineer Joins Instacart As VP Of Engineering, Advertising 09/30/2020  MediaPost Communications

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Rapid TV News - Discovery selects Magnite to strengthen DTC advertising proposition  Rapid TV News

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Kenshoo Supports Instacart Advertising with Data-Driven Insights to Optimize the Endless Aisle  MarTech Series

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Letter: Stand up to advertising that aims to smear Homola's name  Whidbey News-Times

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Aqilliz Integrates BritePool Solution to Power Global Transformation of Programmatic Advertising  AiThority

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4 Things Marketers Should Keep in Mind About Podcast Advertising  Adweek

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Advertising company In San Francisco - San Francisco, CA  Patch.com

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FIFA Called Out For Advertising MTX To Young Players In Toy Catalog  Screen Rant

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Microsoft Advertising adds brand safety with IAS partnership  MarTech Today

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The Week Ahead: Advertising Week begins and brands market around the presidential debate  AdAge.com

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Programmatic Advertising Market Share 2020 | Qualitative and Quantitative Analysis Research Report 2016-2027 - The Daily Chronicle
Programmatic Advertising Market Share 2020 | Qualitative and Quantitative Analysis Research Report 2016-2027  The Daily Chronicle

Contextual Advertising Market Statistics and Research Analysis Released in Latest Industry Report 2020 | Coronavirus-COVID19 Impact Analysis With Top Manufacturers Analysis: Google, Beijing Miteno Communication Technology, Facebook, Microsoft, Amazon, etc. | InForGrowth - The Daily Chronicle
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Advertisers Rush to TV’s Debates, Election Coverage - Variety
Advertisers Rush to TV’s Debates, Election Coverage  Variety

Major European Gambling Brands Cut Advertising on IPR-infringing Sites - European Gaming Industry News
Major European Gambling Brands Cut Advertising on IPR-infringing Sites  European Gaming Industry News

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TV Advertising Market Development Trends, Key Makers and Competitive Analysis 2020-2026  The Daily Chronicle

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Pay-per-click (PPC) Advertising Market From 2020-2026: Growth Analysis By Makers, Regions, Sorts And Applications  The Daily Chronicle

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Global Internet Advertising Market Trends, High Demand, Growth Factors, 2026 Forecast Overview By Linkedin, Alibaba, Soho, Baidu, EBay, IAC, Tencent  The Daily Chronicle

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Outdoors Advertising Market 2020 Segmentation By Manufacturers, Countries, Type and Application, Forecast till 2026  The Daily Chronicle

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Express Vehicle Contracts launches nationwide advertising campaign  Tyrepress.com

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Out-of-home Advertising Market Size, Status and Forecast 2020-2025 | JCDecaux, Clear Channel Outdoor, Focus Media, Lamar Advertising  The Daily Chronicle

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Metro to soak up advertising revenue in exchange for sign easements  Pueblo Chieftain

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Facebook and YouTube accept hate speech audits to keep advertisers happy  CNN

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Learn to Profitably Advertise and Market Your Brand With These Courses  Thehour.com

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Amazon reportedly prevents some device rivals from advertising competing products  CNBC

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Google Antitrust Suit Looms Over Issues of Search Dominance, Advertising  The Wall Street Journal

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Partho Dasgupta re-elected as president of The Advertising Club  The Financial Express

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Mobile Advertising Market 2020 Industry Size, Trends, Global Growth, Insights And Forecast Research Report 2025  The Daily Chronicle

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BrandWagon Conclave 2020: How advertising revenue on TV is set to return  The Financial Express

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Digital Marketing Agency Launches Amazon Advertising Management  Martechcube

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SaTT Smart Advertising Token Raises USD 7.1M, Rare Feat in 2020 Lackluster ICO Landscape  GlobeNewswire

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Smart Advertising Market Potential Growth, Size, Share, Demand and Analysis of Key Players – Research Forecasts to 2027  The Daily Chronicle

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Digital Advertising Market Investment Analysis | Google, Facebook, Baidu, Alibaba, Microsoft, Yahoo, IAC  The Daily Chronicle

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Report: Governor's advertising campaign was used to collect Alaskans' info  Anchorage Daily News

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Complex Networks has a new youth culture agency - Business Insider  Business Insider

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How to write a press release | Advertising | laconiadailysun.com  The Laconia Daily Sun

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Trump Has Lost His Edge In TV Advertising  FiveThirtyEight

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The TV viewership shift: what it means for advertisers  The Drum

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Trump Retreats From Advertising in Key Battleground States  Bloomberg

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Top Marketing and Advertising Company Ignite Visibility Selected as One of the Best Places to Work in San Diego  PR Web

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Northern Ireland public seeks gambling advertising ban  CalvinAyre.com

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Marketers misunderstand the two tasks of online advertising  Marketing Week

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‘It’s like every red flag’: Trump-ordered HHS ad blitz raises alarms  POLITICO

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For the advertising industry, the pandemic means opportunity.  The New York Times

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The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

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Urban IQ Focuses On "Advertising With a Purpose"  MarTech Series

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Facebook tries to head off election turmoil, angering both Trump and Democrats  The Washington Post

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Trump goes mostly dark in TV advertising fight with Biden  Associated Press

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Republican U.S. House campaign arm cancels $2 million in Houston-area advertising  KPRC Click2Houston

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Republican worries rise as Trump campaign pulls back from television advertising  The Washington Post

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Meet Business Insider's 10 execs transforming the advertising and media industries - Business Insider  Business Insider

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Google's advertisers will take the hit from UK digital service tax  The Guardian

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MidWeek Should Have Labeled Amemiya Story An Advertisement  Honolulu Civil Beat

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In Hard Times, a Barrage of Ads Promises Peace of Mind  The New York Times

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Advertisers Seek Right to Cancel TV Spending as Pandemic Roils Fall Season  The Wall Street Journal

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How Trump’s Billion-Dollar Campaign Lost Its Cash Advantage  The New York Times

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Ford Drags General Motors In New Environmental Focused Advertisement: Video  GM Authority

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Biden and Trump Unveil Dueling Law-and-Order Ads  The New York Times

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

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Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

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Ad Boycott of Facebook Keeps Growing  The New York Times

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