In my last post, I covered proven insider business marketing strategy #1 which is using Emotional Direct Response Marketing to immediately increase your ROI within 30 – 45 days every time you advertise.
This post will cover proven insider marketing strategy #2 which is why you need to predetermine which local Yellow Page Publisher is used by your ideal target prospect so that you do not become an advertising victim with bad response and ROI from your marketing and advertising efforts.
When I first started advertising in the Yellow Pages in 1977, there was only 1 Yellow Pages distributed where I lived in Newport Beach, CA. It was published by the local phone land line carrier as was typical throughout North America. So it was easy to know where to place your marketing message and advertising because you had only 1 choice where you could place a Yellow Page ad.
Within the next 10 years, 3 major competitors arrived and some smaller, weaker books appeared at the same time. Before I knew it, there were 10 Yellow Pages being published for the area my service business served.
I could not possibly afford to put my Yellow Page ad in all of them without going broke.
So what was I to do? How would I know what local Yellow Page publisher’s advertising would bring the highest Return On Investment for me?
All the Yellow Page publisher’s sales representatives claimed that their book was the local favorite. This is the part of their presentation where usually they pointed out some reference material “doohickey” in the front of their book that made their book more useful and special to the consumer. The only problem with this is the consumers don’t really even know the doohickey is there and do not reference that book more for the reasons given by the sales representative.
Most areas have at least 3-4 local Yellow Page publishers currently. They all offer different rates, coverage areas and 3-5 column formats.
I have had clients of my marketing agency go through an exercise to scientifically predetermine which local Yellow Pages is used by their ideal target prospect. One of my clients was advertising in all 3 Yellow Page books in her area for her insurance business. These were full page ads. What she found out by doing the exercise was that one book had the majority of the response at 68%. The other 2 books shared the 32% that was left over with about 16% usage each. That one book had over 400% more usage than the other books by her ideal target prospect.
She decided to invest in my “Kick Ass Ad For You” Yellow Page ad design service to upgrade her Yellow Page ad for the most responsive book, and dropped the Yellow Page ads in the other books which cut her Yellow Page advertising expenses in half! She still found that with a great ad in the right book, she got slightly more response than she was by advertising in all 3 Yellow Page books locally!
I have 2 methods essential to small business marketing for scientifically predetermining which local Yellow Pages is used by your ideal target prospect, but it takes more explanation than there is room for here. I do offer these methods as a bonus with either the Gold Mastery system or “Kick Ass Ad For You” Yellow Page ad design service offered at my website at www.InstantYellowPageProfits.com
Predetermining which local Yellow Pages is used by your ideal target prospect is critical to your Yellow Page advertising success and small business marketing plan because the best ad in the wrong Yellow Pages will not be seen by enough prospects to maximize your profits. It is only when you publish your Yellow Page ad in front of your target audience in the best local Yellow Pages that you will reap the greatest response and ROI.
My next post will cover insider marketing strategy #3 which is “14 Amazing Ways to Stand Out from the Competition Excluding Price”.
Tags: advertising, marketing, marketing agency, marketing strategy, small business marketing, Yellow Page ad design
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