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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 Mon. December / 11 / 2023

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Digital advertising is still far too murky  Financial Times

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Ranked: The Top TV Advertising Spenders in 2023  Visual Capitalist

Tesla defends 'Autopilot' and 'FSD' names in false advertising case - TESLARATI
Tesla defends 'Autopilot' and 'FSD' names in false advertising case  TESLARATI

Shohei Ohtani Notes: Advertising Revenue, 40-Man Roster Move - MLB Trade Rumors
Shohei Ohtani Notes: Advertising Revenue, 40-Man Roster Move  MLB Trade Rumors

How Much Amazon Advertising's Salaries Are in 2023 - Business Insider
How Much Amazon Advertising's Salaries Are in 2023  Business Insider

Disney: Elon Musk calls for boss to be fired over ad spat - BBC.com
Disney: Elon Musk calls for boss to be fired over ad spat  BBC.com

As X Advertisers Flee, We'll Remember 2023 as the Year Elon Tore Twitter Apart - Bloomberg
As X Advertisers Flee, We'll Remember 2023 as the Year Elon Tore Twitter Apart  Bloomberg

Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute - The Daily Beast
Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast

'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer - CNBC
'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer  CNBC

With Concerns About Brand Safety, More Advertisers Have Left X - Forbes
With Concerns About Brand Safety, More Advertisers Have Left X  Forbes

The Key to Successful Advertising - Practical Ecommerce
The Key to Successful Advertising  Practical Ecommerce

Local author offers unique book cover advertising - Foothills Sun Gazette
Local author offers unique book cover advertising  Foothills Sun Gazette

Transit Advertising: An Effective OOH Strategy - MarketingProfs.com
Transit Advertising: An Effective OOH Strategy  MarketingProfs.com

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Step beyond tokenism when advertising for people with disabilities and the LGBTQ+ community: Experts | News  Campaign Asia

Denver Council OKs advertising proposed 2024 budget | Community News | lancasteronline.com - LNP | LancasterOnline
Denver Council OKs advertising proposed 2024 budget | Community News | lancasteronline.com  LNP | LancasterOnline

Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations - CT News Junkie
Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations  CT News Junkie

Advertising boycott at the platform formerly known as Twitter grows by the day - NPR
Advertising boycott at the platform formerly known as Twitter grows by the day  NPR

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Sustainable businesses explain 'greenwashing' and how to avoid it while shopping  WZZM13.com

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics - AdExchanger
Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics  AdExchanger

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Opinion: A thriving education system needs no advertising budget  Kennebec Journal and Morning Sentinel

U.S. political ad market projected to reach record $16 billion in 2024 - Axios
U.S. political ad market projected to reach record $16 billion in 2024  Axios

TikTok, gaming, and AI will define the advertising landscape in 2024, report says - Marketing Brew
TikTok, gaming, and AI will define the advertising landscape in 2024, report says  Marketing Brew

Amazon and IPG Mediabrands strike a three-year video advertising deal - Insider Intelligence
Amazon and IPG Mediabrands strike a three-year video advertising deal  Insider Intelligence

Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81 - Star Tribune
Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81  Star Tribune

Advertiser backlash may pose mortal threat to Elon Musk's X - NPR
Advertiser backlash may pose mortal threat to Elon Musk's X  NPR

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Kevani expands LA digital signage advertising fleet with South Bay Pairing  Digital Signage Today

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Serena Williams and Alexis Cohanian Storm Miami In Foundation Series Cybertruck: See - Tesla Doesn't Need to Advertise!  Torque News

Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated - Digiday
Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated  Digiday

X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ - The Wall Street Journal
X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ  The Wall Street Journal

Morning Brew welcomes Sara Badler as chief commercial officer, advertising - Editor And Publisher Magazine
Morning Brew welcomes Sara Badler as chief commercial officer, advertising  Editor And Publisher Magazine

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

Aleph and Audiomack Forge Strategic Partnership to Transform Digital Advertising in Nigeria and Ghana - Innovation Village
Aleph and Audiomack Forge Strategic Partnership to Transform Digital Advertising in Nigeria and Ghana  Innovation Village

EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA - International Association of Privacy Professionals
EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA  International Association of Privacy Professionals

Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue - Digiday
Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue  Digiday

IAB on the Hill: Advocating for Digital Advertising to Policymakers - IAB
IAB on the Hill: Advocating for Digital Advertising to Policymakers  IAB

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Draftkings facing class action lawsuit over sign-on bonus advertising  NBC10 Boston

Digital Out-of-Home vs. Traditional Advertising — Which is Best for You? - Entrepreneur
Digital Out-of-Home vs. Traditional Advertising — Which is Best for You?  Entrepreneur

Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing - The Drum
Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing  The Drum

Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy - RetailWire
Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy  RetailWire

Judge plans to rule in cannabis advertising case by year's end - Arkansas Times
Judge plans to rule in cannabis advertising case by year's end  Arkansas Times

Google Updating Cryptocurrency Advertising Policy For 2024 - Search Engine Journal
Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

Lamar Advertising billboards show solidarity with snubbed FSU Seminoles - Tallahassee Democrat
Lamar Advertising billboards show solidarity with snubbed FSU Seminoles  Tallahassee Democrat

Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that. - The Hill
Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that.  The Hill

Elon Musk restores X account of conspiracy theorist Alex Jones - Euronews
Elon Musk restores X account of conspiracy theorist Alex Jones  Euronews

Social media platform X added 10 million new users in December, CEO says - Al Jazeera English
Social media platform X added 10 million new users in December, CEO says  Al Jazeera English

Google lets advertisers opt out of Search Partner Network amid Adalytics claims - MarTech
Google lets advertisers opt out of Search Partner Network amid Adalytics claims  MarTech

Waymark in Detroit Working to Automate TV Advertising Process - DBusiness
Waymark in Detroit Working to Automate TV Advertising Process  DBusiness

Our Political Advertising Policy for 2024 Primary and General Election - canadianrecord.com
Our Political Advertising Policy for 2024 Primary and General Election  canadianrecord.com

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Nextdoor Launches Self-Service Portal for Advertisers  PYMNTS.com

Elon Musk's attitude problem is the biggest issue for advertisers - Business Insider
Elon Musk's attitude problem is the biggest issue for advertisers  Business Insider

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023 - MediaPost Communications
IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023  MediaPost Communications

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Federal government begins advertising new cyber rotation program  FedScoop

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

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Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

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Advertising Trends to Watch in 2024  Insider Intelligence

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Advertising & Marketing Tips Archives  Home Textiles Today

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PC opposition leader critical of Liberals for advertising successes during cost-of-living crisis  CBC.ca

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Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report  Adweek

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Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain  PR Newswire

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This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

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Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business  Hollywood Reporter

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Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

Gong Yoo: Gong Yoo and IU named 2023's favourite advertising models: Report - Times of India - IndiaTimes
Gong Yoo: Gong Yoo and IU named 2023's favourite advertising models: Report - Times of India  IndiaTimes

US advertising employment reaches a new record high - Ad Age
US advertising employment reaches a new record high  Ad Age

Morning Brew hires Sara Badler as chief commercial officer, advertising - Axios
Morning Brew hires Sara Badler as chief commercial officer, advertising  Axios

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Marketers & Influencers Optimistic About AI’s Impact On Advertising, New Study Suggests  The Drum

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Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report  The Messenger

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The Washington Post Will Pause Its Advertising on X  Washingtonian

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How Much do Small Businesses Spend on Advertising?  Small Business Trends

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Elon Musk slams Bob Iger over Disney advertising next to child exploitation material  TweakTown

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X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

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Carol Williams, advertising powerhouse  KTVU FOX 2 San Francisco

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Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights - Search Engine Journal
2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights  Search Engine Journal

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Celebs starting ad agencies, directing ads: 2023 year in review  Ad Age

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Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023  MediaPost Communications

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

Mobile Advertising Definition, Types, and Examples - Investopedia
Mobile Advertising Definition, Types, and Examples  Investopedia

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What do hotel guests really want in 2024? You might be surprised.  USA TODAY

Digital advertising is still far too murky - The Manila Times
Digital advertising is still far too murky  The Manila Times

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Editor And Publisher Magazine
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Editor And Publisher Magazine

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WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’  Wrestling Headlines

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X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ...  wdwmagic.com

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Google advertisers can now opt out of Search Network  Search Engine Land

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Native Advertising Examples: 5 of the Best (and Worst)  WordStream

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Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing  The Intercept

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Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

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Google's 2024 cookie deprecation deadline is still on, says vp of global advertising Dan Taylor  Digiday

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The Renter's Guide to Upgrades | Special-advertising | postandcourier.com  The Post and Courier

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