10 Things Your Yellow Page Rep Won't Tell You

I was a Yellow Page salesman/rep for 25 years. Like most other reps, I worked on commission. In other words, if my accounts didn't buy or increase their advertising, I didn't get paid. So I had to convince them they needed more. And that was each and every very year I saw them. But, I also was supposed to form a partnership with them so that we could mutually benefit. That meant only recommending what they needed without busting their budgets. That's the way it was back in the eighties when I was first hired. But every decade brought new challenges for us reps to help the publishing company increase their bottom line.
So, as the urgency to make more profits overrode my customer service, I was forced to present more options and therefore recommend larger programs just to keep my job. Fast-forward to today and it's even tougher and more competitive. With the Internet sucking more ad dollars and all the other media fighting for every cent, the Yellow Page rep is under extra pressure than ever before. So, as a businessperson, what should you do? Do you ignore all their advice assuming it's just to make them richer? Or is there another way to separate fact from fiction? Well, I'm glad you asked. That's where I come in.
Now that I am retired and do not make any income from the Yellow Page people, I can write articles like these to educate the public. As of now, I've written more than 100 such articles covering every conceivable Yellow Page topic. But why would I do such a benevolent thing? Ah, I do have a reason. I wrote a book sold on Amazon about how business owners should advertise in the directory. And if you are impressed by my knowledge, then maybe you'll buy my book. But for now, just enjoy this free article. Its purpose is to show you 10 ways that your rep might be misleading you. These are just ideas that they may not have told you but you certainly need to know. And now, in no particular order, are those pesky beliefs they would have you accept.
People always look for the largest ad in the heading: Some do some don't. You need to know why.
Adding color is a sure way of attracting more customers: Depending how it is used.
A large, bold heading is what can make the difference: But the wrong heading can also detract from the ad or kill the sale.
Show big pictures of your product: Except if you're selling funerals, toilets, kitty litter, etc. Know when to show them and when not to.
You must be in every phone book in your area: Sometimes that's true, but not always. There's a trick to finding the right book.
You have to be the first ad: Actually, it might be better in some cases to be third or fourth.
If you don't advertise, your competition will: Does he know something you don't? It's usage and survey time.
The Yellow Pages are the most cost-effective advertising: This depends on the type of service or product you offer. In some case, it's not.
Everyone pays the same rates: Unless you are new and get a discount or qualify for other incentives. Very important info.
They can guarantee you will get results with the ad: I can guarantee he or she can't guarantee anything.
So, there you have it, the real truth in advertising. You can read in more detail how these statements can affect your business advertising. They are all in my book, which is less than 20 bucks and guaranteed to save you that much and more. I show you how and when to place that large ad, add color and which books to be in. In the meantime, get ready for your rep's next visit by reading, "Inside the Yellow Pages," and you will be wiser and more educated in the wily ways of those sneaky YP reps. Good luck and happy profits.

Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He authored a book about his directory years, "Inside the Yellow Pages" which can be seen at his website, http://www.poweradbook.com and he is officially retired.

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