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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 Fri. October / 11 / 2024

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PayPal enters the ads game, led by an architect of Uber's $1 billion advertising business  Business Insider

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TikTok unveils 5 new advertising tools  Search Engine Land

5 AI takeaways from Advertising Week 2024: Perplexity, Moloco - Ad Age
5 AI takeaways from Advertising Week 2024: Perplexity, Moloco  Ad Age

Meta Announces Image Animation and Video Expansion Tools at Advertising Week - Social Media Today
Meta Announces Image Animation and Video Expansion Tools at Advertising Week  Social Media Today

Just Eat partners with Rokt for AI-enhanced advertising on its platforms - Reuters
Just Eat partners with Rokt for AI-enhanced advertising on its platforms  Reuters

The Time Bomb Ticking Beneath the CTV Advertising Boom - Variety
The Time Bomb Ticking Beneath the CTV Advertising Boom  Variety

Kyle and Jackie O lose advertisers as campaigners accuse show of normalising ‘violent misogyny’ - The Guardian
Kyle and Jackie O lose advertisers as campaigners accuse show of normalising ‘violent misogyny’  The Guardian

WPP and Roblox strike new global content and advertising partnership - Digiday
WPP and Roblox strike new global content and advertising partnership  Digiday

Programmatic Advertising’s Final Frontier Is Linear TV - AdExchanger
Programmatic Advertising’s Final Frontier Is Linear TV  AdExchanger

H-E-B facing possible lawsuit over alleged false advertising - Chron
H-E-B facing possible lawsuit over alleged false advertising  Chron

As digital advertising has evolved, marketers are re-evaluating their DSPs - Digiday
As digital advertising has evolved, marketers are re-evaluating their DSPs  Digiday

How to Start Advertising Your Alcohol Brand on TikTok - SevenFifty Daily
How to Start Advertising Your Alcohol Brand on TikTok  SevenFifty Daily

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

How the Cookieless Shift Reshapes the Advertising Industry - Chain Store Age
How the Cookieless Shift Reshapes the Advertising Industry  Chain Store Age

SB Nation and Vox Media’s political advertising policy - SB Nation
SB Nation and Vox Media’s political advertising policy  SB Nation

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The top 5 trends seen at Advertising Week New York 2024, from AI buzz to signal loss woes  The Drum

Instacart, Roku Grow Advertising Partnership - Progressive Grocer
Instacart, Roku Grow Advertising Partnership  Progressive Grocer

Appeals court finds Crocs’ advertising claims misleading - BizWest
Appeals court finds Crocs’ advertising claims misleading  BizWest

Hancock County Commissioners approve advertising for open positions on the Parks and Recreation Board - WTRF
Hancock County Commissioners approve advertising for open positions on the Parks and Recreation Board  WTRF

PayPal Formally Launches Ad Business to Pitch Its Shopping Data to Advertisers - Adweek
PayPal Formally Launches Ad Business to Pitch Its Shopping Data to Advertisers  Adweek

Amazon bets big on sports streaming in bid to boost Prime memberships, advertising revenue - GeekWire
Amazon bets big on sports streaming in bid to boost Prime memberships, advertising revenue  GeekWire

Lamps Plus to pay $4.1M to resolve false advertising suit from California prosecutors - ABC 10 News San Diego KGTV
Lamps Plus to pay $4.1M to resolve false advertising suit from California prosecutors  ABC 10 News San Diego KGTV

How AI gives Hershey an edge for high-stakes Halloween season - Marketing Dive
How AI gives Hershey an edge for high-stakes Halloween season  Marketing Dive

Pixalate Releases Made For Advertising (MFA) Connected TV - GlobeNewswire
Pixalate Releases Made For Advertising (MFA) Connected TV  GlobeNewswire

Company Enters $10M Settlement to Resolve Deceptive Advertising Claims - Regulatory Oversight
Company Enters $10M Settlement to Resolve Deceptive Advertising Claims  Regulatory Oversight

Thanks So Much To Our Advertisers - Above the Law
Thanks So Much To Our Advertisers  Above the Law

Experts at Advertising Week rebuff the notion that AI will supplant human creativity - The Drum
Experts at Advertising Week rebuff the notion that AI will supplant human creativity  The Drum

A marketer’s guide to Advertising Week New York 2024 - Marketing Dive
A marketer’s guide to Advertising Week New York 2024  Marketing Dive

Pixalate Releases Made For Advertising (MFA) Mobile Apps Ad - GlobeNewswire
Pixalate Releases Made For Advertising (MFA) Mobile Apps Ad  GlobeNewswire

Advertising Week Briefing: Some worry the DOJ is 'fighting yesterday’s war’ in ad tech antitrust case - Digiday
Advertising Week Briefing: Some worry the DOJ is 'fighting yesterday’s war’ in ad tech antitrust case  Digiday

Roblox Makes an Advertising Play With ‘Immersive Brand Canvas’ - BeetTV
Roblox Makes an Advertising Play With ‘Immersive Brand Canvas’  BeetTV

Samba TV and IRIS.TV partner up, combine AI with contextual advertising - StreamTV Insider
Samba TV and IRIS.TV partner up, combine AI with contextual advertising  StreamTV Insider

It’s Blockgraph’s Turn To Launch A Self-Service Platform For CTV Advertisers - AdExchanger
It’s Blockgraph’s Turn To Launch A Self-Service Platform For CTV Advertisers  AdExchanger

How Harris and Trump are shifting their TV advertising in sprint to Election Day - CNN
How Harris and Trump are shifting their TV advertising in sprint to Election Day  CNN

Local Advertising Keeps Pushing Toward An Outcome-Based Model - TV News Check
Local Advertising Keeps Pushing Toward An Outcome-Based Model  TV News Check

Advertisers share what's working in AI and what's not as the hype cycle fades - Business Insider
Advertisers share what's working in AI and what's not as the hype cycle fades  Business Insider

Snapchat Is Testing 2 New Advertising Placements - Search Engine Journal
Snapchat Is Testing 2 New Advertising Placements  Search Engine Journal

Meta introduces generative AI video advertising tools - Search Engine Land
Meta introduces generative AI video advertising tools  Search Engine Land

How United Airlines brought Kinective Media to market — and what’s next - Marketing Dive
How United Airlines brought Kinective Media to market — and what’s next  Marketing Dive

Advertisers are targeting horror-loving younger audiences in theaters - Marketing Brew
Advertisers are targeting horror-loving younger audiences in theaters  Marketing Brew

Snapchat bows new ad solutions with Disney, McDonald’s and Taco Bell - Marketing Dive
Snapchat bows new ad solutions with Disney, McDonald’s and Taco Bell  Marketing Dive

Advertising Week Briefing: Marketers are taking the athlete influencer opportunity seriously - Digiday
Advertising Week Briefing: Marketers are taking the athlete influencer opportunity seriously  Digiday

How streaming devices are changing the game in CTV advertising - Ad Age
How streaming devices are changing the game in CTV advertising  Ad Age

TikTok joins the AI-driven advertising pack to compete with Meta for ad dollars - Digiday
TikTok joins the AI-driven advertising pack to compete with Meta for ad dollars  Digiday

New Score Uses AI to Rate Brands’ Inclusivity in Advertising - The Wall Street Journal
New Score Uses AI to Rate Brands’ Inclusivity in Advertising  The Wall Street Journal

Samba TV, IRIS.TV Collaborate To Enable Contextual Advertising - TV Technology
Samba TV, IRIS.TV Collaborate To Enable Contextual Advertising  TV Technology

Federal Circuit Holds Falsely Advertising Product as Patented Can Violate Lanham Act - The National Law Review
Federal Circuit Holds Falsely Advertising Product as Patented Can Violate Lanham Act  The National Law Review

Advertising Week Briefing: Brand storytelling versus performance debate takes center stage at AWNY - Digiday
Advertising Week Briefing: Brand storytelling versus performance debate takes center stage at AWNY  Digiday

Why Advertising Must Become More 'Open Source' To Combat Effectiveness Decline - Creative Salon
Why Advertising Must Become More 'Open Source' To Combat Effectiveness Decline  Creative Salon

Meta is making it easier for e-commerce advertisers to have video ads - Retail Brew
Meta is making it easier for e-commerce advertisers to have video ads  Retail Brew

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Baby Boomers a tricky group for advertisers  Moonshot News

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The owner of Åhléns demands their advertising be "less woke"  Adland

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Automate, Measure and Maximize: TikTok Is Building For The Future With New Performance Advertising Solutions  TikTok Newsroom

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How to lean into DOOH advertising this holiday shopping season  The Drum

Camila Cabello, Rachel Lindsay and Industry Leaders from Spotify, Ford and Warner Bros. Discuss What's Next and Future Innovations at Advertising Week - Variety
Camila Cabello, Rachel Lindsay and Industry Leaders from Spotify, Ford and Warner Bros. Discuss What's Next and Future Innovations at Advertising Week  Variety

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How Google (Alphabet) Makes Money: Advertising and Cloud  Investopedia

I talked to the CEO of Advertising Week on what's next for brand-centric NIL - Extra Points
I talked to the CEO of Advertising Week on what's next for brand-centric NIL  Extra Points

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Native Advertising: Leveraging Google’s 2024 Changes for Success | Ask the Expert  Clarksville Now

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Untapped opportunities for advertisers in kids and family podcasts  Podnews

Paige Bueckers' Pimple Centric Instagram Advertisement Disgusts Fans - Sports Illustrated
Paige Bueckers' Pimple Centric Instagram Advertisement Disgusts Fans  Sports Illustrated

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I nearly left advertising because of menopause. How many women actually did?  The Drum

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British photographer Rankin’s advertising agency files for bankruptcy amid tough 'shift in the creative landscape'  Art Newspaper

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System1 and IPA Reveal How Creative Consistency Compounds Advertising, Brand and Business Effects  Little Black Book - LBBonline

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Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

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Cross-Industry Anti-Fraud Efforts Saved Advertisers $10.8 Bn In 2023  Martechcube

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Why Q5 is TikTok's Golden Opportunity for Advertisers  Ad Age

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Instacart Roku expand their advertising tie up with new shoppable formats and targeting capabilities  Retail Technology Innovation Hub

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Nearly $450 Million in Political Advertising Reserved Until Election Day, New AdImpact Data Shows  Barrett Media

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Shirofune Joins IAB Australia as Official Member, Strengthening Commitment to Digital Advertising Innovation  GlobeNewswire

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'False advertising': Grocery giants pay $3.9M after allegedly overcharging Calif. customers  SFGATE

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Overheard at Advertising Week New York 2024: ‘AI got us to the last round of a pitch’  The Drum

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Google launches ads in AI Overviews, revolutionizing search advertising  eMarketer

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UK's Junk Food Ad Ban Spurs Recipe Innovation: How Brands Can Adapt to Healthier Standards  Food Digital

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Why Home Depot is turning to DIY as its retail media network scales up  Marketing Dive

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How Walmart is redefining podcast advertising through influencers and data-driven insights  Ad Age

The rise, stall and fall of Oracle’s advertising business - Digiday
The rise, stall and fall of Oracle’s advertising business  Digiday

E.U. Court Limits Meta's Use of Personal Facebook Data for Targeted Ads - The Hacker News
E.U. Court Limits Meta's Use of Personal Facebook Data for Targeted Ads  The Hacker News

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Nick Simkins LIA Diary Wrap-up: In Vegas and in Advertising, Playing it Safe Rarely Wins  Campaign Brief

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Mike Braun's altered reality advertising campaign  State Affairs Pro

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US and UK campaigns knock ‘smile’ off Kraft Heinz  More About Advertising

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How ‘Saturday Night Live’ Convinced Advertisers to “Let Go Some of the Control” for Season 50  Hollywood Reporter

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IAS ANNOUNCES FIRST-TO-MARKET META OPTIMIZATION SOLUTION FOR ADVERTISERS  StockTitan

Modern art harbors the solution to advertising’s attention woes - The Drum
Modern art harbors the solution to advertising’s attention woes  The Drum

VIZIO Announces Exclusive Series ‘Rockstar Kitchen Chronicles’ Hosted by Gavin Rossdale at Advertising Week 2024 - Business Wire
VIZIO Announces Exclusive Series ‘Rockstar Kitchen Chronicles’ Hosted by Gavin Rossdale at Advertising Week 2024  Business Wire

Roblox is starting to take programmatic advertising more seriously - Digiday
Roblox is starting to take programmatic advertising more seriously  Digiday

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For ‘SNL’ 50th Season, NBCUniversal Ad Chief Mark Marshall Says He Insisted On “A Sense Of Humor” From Sponsors  Deadline

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Republicans Are Pouring Millions Into Anti-Trans Advertisements In Election’s Final Stretch  AOL

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Genius Sports Launches Ad-Buying Platform that Transforms Sports Advertising  Ministry of Sport

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Advertising Week New York Rings the Nasdaq Stock Market Opening Bell  Nasdaq

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Tenet Releases Beta Versions of Networking and Advertising Modules of Business Hub  Newsfile

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Dutch advertising board finds against MSC Cruise in greenwashing complaint  Reuters

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How Should Advertisers Navigate A TikTok Ban Or Google Breakup? Just Ask Brian Wieser  AdExchanger

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Google’s Grip on Search Slips as TikTok and AI Startup Mount Challenge  The Wall Street Journal

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South Dakotans for Better Marijuana Laws accuse opponents of false advertising  Argus Leader

Diligence in advertising - Courthouse News Service
Diligence in advertising  Courthouse News Service

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