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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. May / 25 / 2022

Snap's Warning Puts the Spotlight on Advertising. These Stocks Are at Risk. - Barron's
  1. Snap's Warning Puts the Spotlight on Advertising. These Stocks Are at Risk.  Barron's
  2. Social Media Hammered by Questions Over Advertising  TIME
  3. Snap's Gloomy Forecast Prompts Debate Over Trouble for Broader Advertising Market  The Wall Street Journal
  4. Social media companies hammered by mounting questions over advertising  KSL.com
  5. Snap's warning sends shock across digital advertising as investors flee social media stocks  CNBC
  6. View Full Coverage on Google News

Nebraska to receive $260k in Ford false advertising settlement - WOWT
  1. Nebraska to receive $260k in Ford false advertising settlement  WOWT
  2. Ford paying $19M to states to settle false advertising claims  New York Post
  3. Ford agrees to $19.2M settlement over alleged false advertising  Detroit News
  4. Ford settles false advertising claims for $19 million | National News | kpvi.com  KPVI News 6
  5. Ford To Pay $19.2 Million In Multistate Settlement Over False Advertising Allegations  Forbes
  6. View Full Coverage on Google News

AdTech CMO On Opt-Out Culture And Why Brands Need To Get Creative About Social Advertising - Forbes
AdTech CMO On Opt-Out Culture And Why Brands Need To Get Creative About Social Advertising  Forbes

Digital Advertising Slump The New Signal Of An Upcoming Recession? - Forbes
Digital Advertising Slump The New Signal Of An Upcoming Recession?  Forbes

iHeartMedia Sees Advertising Growth Ahead Despite Snap Warning - Hollywood Reporter
iHeartMedia Sees Advertising Growth Ahead Despite Snap Warning  Hollywood Reporter

Napier named board chair of national advertising trade association - Rochester Business Journal
Napier named board chair of national advertising trade association  Rochester Business Journal

AutoNation Unveils National Advertising Campaign Driving Home "Go Be Great" - PR Newswire
AutoNation Unveils National Advertising Campaign Driving Home "Go Be Great"  PR Newswire

News from Google Marketing Live advertising conference - AdAge.com
News from Google Marketing Live advertising conference  AdAge.com

State Privacy Requirements for Opt-Out of Targeted Advertising - The National Law Review
State Privacy Requirements for Opt-Out of Targeted Advertising  The National Law Review

City of Ocala accepting bids for bus wrap advertising on SunTran buses - Ocala News
City of Ocala accepting bids for bus wrap advertising on SunTran buses  Ocala News

FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews - Federal Trade Commission News
FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews  Federal Trade Commission News

Advertising in the Metaverse - Fenwick & West LLP
Advertising in the Metaverse  Fenwick & West LLP

Spotify Quietly Resumes Political Advertising Ahead of 2022 Midterms - Digital Music News
Spotify Quietly Resumes Political Advertising Ahead of 2022 Midterms  Digital Music News

Mobiquity Technologies, Inc. to Provide Data and Advertising Solutions for Reflex Finance to Drive Awareness for B2B and B2C Campaigns - Yahoo Finance
Mobiquity Technologies, Inc. to Provide Data and Advertising Solutions for Reflex Finance to Drive Awareness for B2B and B2C Campaigns  Yahoo Finance

What if Elon Musk ditches Twitter advertising? - Smartbrief
What if Elon Musk ditches Twitter advertising?  Smartbrief

Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need? - AdExchanger
Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need?  AdExchanger

It's becoming easier to advertise on TikTok - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
It's becoming easier to advertise on TikTok - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

Selective Advertising Market Research With Facebook, Google, WordStream, Sizmek, Marin Software | Size 2022 – Opportunities, Growth, and Worldwide Forecast to 2077 – The Daily Vale - The Daily Vale
Selective Advertising Market Research With Facebook, Google, WordStream, Sizmek, Marin Software | Size 2022 – Opportunities, Growth, and Worldwide Forecast to 2077 – The Daily Vale  The Daily Vale

Advertising Sold Out For ESPN's Derek Jeter Series 'The Captain' - Next TV
Advertising Sold Out For ESPN's Derek Jeter Series 'The Captain'  Next TV

Netflix's upcoming advertising tier will boost subscribers, narrow free cash flow gap - Seeking Alpha
Netflix's upcoming advertising tier will boost subscribers, narrow free cash flow gap  Seeking Alpha

Primary Demand Advertising Market Research With Facebook, Google, WordStream, Sizmek, Marin Software | By Application, By Type and By Regional Industry Outlook 2022 – 2076 – The Daily Vale - The Daily Vale
Primary Demand Advertising Market Research With Facebook, Google, WordStream, Sizmek, Marin Software | By Application, By Type and By Regional Industry Outlook 2022 – 2076 – The Daily Vale  The Daily Vale

Direct to Consumer Pharmaceutical Advertising DTCPA Market Size And Forecast | HARVARD POLITICAL REVIEW, MDedge, FDA – The Daily Vale - The Daily Vale
Direct to Consumer Pharmaceutical Advertising DTCPA Market Size And Forecast | HARVARD POLITICAL REVIEW, MDedge, FDA – The Daily Vale  The Daily Vale

Interactive Advertising Market Statistical Forecast, Trade Analysis 2022 –Grey Advertising, Wieden+Kennedy, Butler, Shine, Stern & Partners, Ogilvy & Mather, BBDO, Crispin Porter + Bogusky, The Martin Agency, Deutsch, Droga5, Mullen Advertising - The Daily Vale
Interactive Advertising Market Statistical Forecast, Trade Analysis 2022 –Grey Advertising, Wieden+Kennedy, Butler, Shine, Stern & Partners, Ogilvy & Mather, BBDO, Crispin Porter + Bogusky, The Martin Agency, Deutsch, Droga5, Mullen Advertising  The Daily Vale

Internet Advertising Market 2022 Growing Opportunity and Competitive landscape – Alphabet, Facebook, Baidu, Yahoo! Inc – The Daily Vale - The Daily Vale
Internet Advertising Market 2022 Growing Opportunity and Competitive landscape – Alphabet, Facebook, Baidu, Yahoo! Inc – The Daily Vale  The Daily Vale

Aerial Advertising Market 2022 by Keyplayers and Vendors: Air Amelia, Ad Airlines, Airsign, High Exposure, Arnold Aerial, etc… – The Daily Vale - The Daily Vale
Aerial Advertising Market 2022 by Keyplayers and Vendors: Air Amelia, Ad Airlines, Airsign, High Exposure, Arnold Aerial, etc… – The Daily Vale  The Daily Vale

Spectacular Outdoor Advertising Market 2022 by Keyplayers and Vendors: Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, Stroer, etc… – The Daily Vale - The Daily Vale
Spectacular Outdoor Advertising Market 2022 by Keyplayers and Vendors: Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, Stroer, etc… – The Daily Vale  The Daily Vale

Lee Introduces Digital Advertising Act - United States Senator Mike Lee
Lee Introduces Digital Advertising Act  United States Senator Mike Lee

Social Media Advertising Market Size, Scope, Forecast to 2029 Keyplayers | Alphabet, Facebook, Baidu, Yahoo! Inc, Microsoft – The Daily Vale - The Daily Vale
Social Media Advertising Market Size, Scope, Forecast to 2029 Keyplayers | Alphabet, Facebook, Baidu, Yahoo! Inc, Microsoft – The Daily Vale  The Daily Vale

Jaanuu Launches First-Ever Out-of-Home Advertising Campaign Featuring New Fabric Innovation - PR Newswire
Jaanuu Launches First-Ever Out-of-Home Advertising Campaign Featuring New Fabric Innovation  PR Newswire

Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media” - Federal Trade Commission News
Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media”  Federal Trade Commission News

Elections, social media advertising & you: Facebook, Instagram to disclose targeting data - WRAL TechWire
Elections, social media advertising & you: Facebook, Instagram to disclose targeting data  WRAL TechWire

Why Marketers Are Returning to Traditional Advertising - HBR.org Daily
Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

Meet the Notable Leaders in Advertising, Marketing and PR - Crain's New York Business
Meet the Notable Leaders in Advertising, Marketing and PR  Crain's New York Business

TIM AND DEMI TEBOW RESTORE THEIR BODIES IN NEW ADVERTISING CAMPAIGN - PR Newswire
TIM AND DEMI TEBOW RESTORE THEIR BODIES IN NEW ADVERTISING CAMPAIGN  PR Newswire

Greenpeace boat protest: 'Fossil fuel advertising will put Venice under water' - Greenpeace International
Greenpeace boat protest: 'Fossil fuel advertising will put Venice under water'  Greenpeace International

How Much Are You Really Saving With Metasearch Advertising? | By Thomas McDermott - Hospitality Net
How Much Are You Really Saving With Metasearch Advertising? | By Thomas McDermott  Hospitality Net

Serena Williams and Jake Gyllenhaal Star In JUST Egg Advertising Campaign - Green Queen Media
Serena Williams and Jake Gyllenhaal Star In JUST Egg Advertising Campaign  Green Queen Media

Advertising: A Slow-Fast Evolution - Forbes
Advertising: A Slow-Fast Evolution  Forbes

Social Media Hammered by Mounting Questions Over Advertising - Nasdaq
Social Media Hammered by Mounting Questions Over Advertising  Nasdaq

Why advertising won the streaming wars - Fast Company
Why advertising won the streaming wars  Fast Company

Google Shares Sneak Peek At New Advertising Features - Search Engine Journal
Google Shares Sneak Peek At New Advertising Features  Search Engine Journal

Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report - World Health Organization
Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report  World Health Organization

France Regulates the Use of Carbon Neutrality Claims in Advertisements - JD Supra
France Regulates the Use of Carbon Neutrality Claims in Advertisements  JD Supra

Condé Nast is “no longer a magazine company,” its CEO says - Nieman Journalism Lab at Harvard
Condé Nast is “no longer a magazine company,” its CEO says  Nieman Journalism Lab at Harvard

What social media advertising tells us about inflation - Marketplace
What social media advertising tells us about inflation  Marketplace

John Waters and Mink Stole star in advertising campaign for Calvin Klein - Baltimore Fishbowl
John Waters and Mink Stole star in advertising campaign for Calvin Klein  Baltimore Fishbowl

David Droga changed advertising. Now he wants to kill it. - Fast Company
David Droga changed advertising. Now he wants to kill it.  Fast Company

US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections - IAB
US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections  IAB

Microsoft Advertising is rolling out Auto-generated remarketing lists and more - Search Engine Land
Microsoft Advertising is rolling out Auto-generated remarketing lists and more  Search Engine Land

Questions about digital advertising? – The Florida Bar - The Florida Bar
Questions about digital advertising? – The Florida Bar  The Florida Bar

TikTok introduces its first ad product to offer a revenue share with creators - TechCrunch
TikTok introduces its first ad product to offer a revenue share with creators  TechCrunch

Google Topics Resembles Contextual Advertising - Practical Ecommerce
Google Topics Resembles Contextual Advertising  Practical Ecommerce

'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising - Digiday
'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising  Digiday

Amazon Advertising Is 44% Cheaper Than Facebook Or Google. But That’s Not The Only Only Thing Brands Should Care About - Forbes
Amazon Advertising Is 44% Cheaper Than Facebook Or Google. But That’s Not The Only Only Thing Brands Should Care About  Forbes

PPC Advertising Ultimate Guide - Forbes
PPC Advertising Ultimate Guide  Forbes

Cinema advertising hopes to get close to pre-pandemic ad revenue totals with new tools, services - Digiday
Cinema advertising hopes to get close to pre-pandemic ad revenue totals with new tools, services  Digiday

It’s Been an Interesting Few Years in Cough-Drop Advertising - The New York Times
It’s Been an Interesting Few Years in Cough-Drop Advertising  The New York Times

Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem. - The New York Times
Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem.  The New York Times

Contextual Advertising – Giving Publishers What They Need - The Drum
Contextual Advertising – Giving Publishers What They Need  The Drum

How Amazon Is Building Its Huge Advertising Business - Business Insider
How Amazon Is Building Its Huge Advertising Business  Business Insider

Dream hacking: Is this the dystopian future of advertising? - Big Think
Dream hacking: Is this the dystopian future of advertising?  Big Think

Traditional Advertising Is Headed For Growth. These 7 Trends Are Driving It - AList
Traditional Advertising Is Headed For Growth. These 7 Trends Are Driving It  AList

Lamar Advertising Company acquires Burkhart Advertising - Greater Baton Rouge Business Report
Lamar Advertising Company acquires Burkhart Advertising  Greater Baton Rouge Business Report

Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency? - Hollywood Reporter
Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency?  Hollywood Reporter

Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads - The Verge
Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads  The Verge

HSBC faces greenwashing accusations from UK advertising watchdog - Financial Times
HSBC faces greenwashing accusations from UK advertising watchdog  Financial Times

Apple's Eddy Cue Is Shaking up Its Services - Business Insider
Apple's Eddy Cue Is Shaking up Its Services  Business Insider

Digital Advertising in 2022 – Stratechery by Ben Thompson - Stratechery by Ben Thompson
Digital Advertising in 2022 – Stratechery by Ben Thompson  Stratechery by Ben Thompson

Georgia Democrats signal brutal ad campaign against Herschel Walker as high-stakes Senate race begins - NBC News
Georgia Democrats signal brutal ad campaign against Herschel Walker as high-stakes Senate race begins  NBC News

Amazon has a $31 billion a year advertising business - CNBC
Amazon has a $31 billion a year advertising business  CNBC

Ban Online Behavioral Advertising - EFF
Ban Online Behavioral Advertising  EFF

Op-ed: Apple and Google are spelling the end for user-tracking, and advertisers must adjust, says Taboola CEO. - CNBC
Op-ed: Apple and Google are spelling the end for user-tracking, and advertisers must adjust, says Taboola CEO.  CNBC

Democrats unveil bill to ban online 'surveillance advertising' - The Verge
Democrats unveil bill to ban online 'surveillance advertising'  The Verge

Microsoft Advertising announces open beta for RSA ad customizers - Search Engine Land
Microsoft Advertising announces open beta for RSA ad customizers  Search Engine Land

10 Top Advertising Campaigns & Why They Work - Search Engine Journal
10 Top Advertising Campaigns & Why They Work  Search Engine Journal

The 10 most innovative advertising agencies of 2022 - Fast Company
The 10 most innovative advertising agencies of 2022  Fast Company

Privacy Preserving Attribution for Advertising - Mozilla & Firefox
Privacy Preserving Attribution for Advertising  Mozilla & Firefox

Amazon, Disney and Other Streamers Are Embracing Ads - The New York Times
Amazon, Disney and Other Streamers Are Embracing Ads  The New York Times

U.S. Advertising Forecast Cut Slightly Amid Geopolitical Uncertainty - Hollywood Reporter
U.S. Advertising Forecast Cut Slightly Amid Geopolitical Uncertainty  Hollywood Reporter

Companies Try to Sell Videogaming as the Next Big Advertising Channel - The Wall Street Journal
Companies Try to Sell Videogaming as the Next Big Advertising Channel  The Wall Street Journal

Digital Advertising Soared 35% to $189 Billion in 2021 According to the IAB Internet Advertising Revenue Report - IAB
Digital Advertising Soared 35% to $189 Billion in 2021 According to the IAB Internet Advertising Revenue Report  IAB

Is Super Bowl advertising worth it? That's the $6 million question - Temple University News
Is Super Bowl advertising worth it? That's the $6 million question  Temple University News

A Downtick Is Coming for Online Advertising - The Wall Street Journal
A Downtick Is Coming for Online Advertising  The Wall Street Journal

Federal Trade Commission accuses Intuit of deceptively advertising TurboTax as free - NPR
Federal Trade Commission accuses Intuit of deceptively advertising TurboTax as free  NPR

How CTV Advertising Can Bypass Digital Media's Awkward Teenage Years - Adweek
How CTV Advertising Can Bypass Digital Media's Awkward Teenage Years  Adweek

What advertisers need to focus on as they prepare for the metaverse - VentureBeat
What advertisers need to focus on as they prepare for the metaverse  VentureBeat

Inside Reddit's UK advertising growth ambitions - Digiday
Inside Reddit's UK advertising growth ambitions  Digiday

History Is Repeating Itself in the Current Digital Advertising Landscape - Adweek
History Is Repeating Itself in the Current Digital Advertising Landscape  Adweek

Walgreens Advertising Group Announces Launch of Self-Serve Programmatic and Clean-Room Solutions - Walgreens Newsroom
Walgreens Advertising Group Announces Launch of Self-Serve Programmatic and Clean-Room Solutions  Walgreens Newsroom

The truth in political advertising: 'You're allowed to lie' - NPR
The truth in political advertising: 'You're allowed to lie'  NPR

6 Keys to Post-Pandemic Out-of-Home Advertising Success - Entrepreneur
6 Keys to Post-Pandemic Out-of-Home Advertising Success  Entrepreneur

Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle - The Business Journals
Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle  The Business Journals

Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutions - Microsoft
Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutions  Microsoft

Google suspends all advertising in Russia - CNBC
Google suspends all advertising in Russia  CNBC

Disney+ to Introduce an Ad-Supported Subscription Offering in Late 2022 - The Walt Disney Company
Disney+ to Introduce an Ad-Supported Subscription Offering in Late 2022  The Walt Disney Company

Netflix CFO has no plans for advertising but 'never say never' - Reuters.com
Netflix CFO has no plans for advertising but 'never say never'  Reuters.com

When TV Manufacturers Do Ads: State Of The CTV Advertising And OEM Union - AdExchanger
When TV Manufacturers Do Ads: State Of The CTV Advertising And OEM Union  AdExchanger

Facebook is the big loser of the fourth quarter's advertising wars - CNBC
Facebook is the big loser of the fourth quarter's advertising wars  CNBC

The cases for and against the annual TV advertising upfront model - Digiday
The cases for and against the annual TV advertising upfront model  Digiday

Is Momentum Shifting Toward a Ban on Behavioral Advertising? – The Markup - The Markup
Is Momentum Shifting Toward a Ban on Behavioral Advertising? – The Markup  The Markup

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