Comments on: Yellow Pages Advertising is Dead (Hooray!!) and Why Small Businesses Should Embrace Marketing 2.0 http://www.thesaleslion.com/yellow-pages-advertising-is-dead-hooray-and-why-small-businesses-should-embrace-marketing-2-0/ Awesome Inbound Marketing, Blogging, Small Business, and Life Success Tips Sun, 05 Feb 2012 09:09:36 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Vaughn http://www.thesaleslion.com/yellow-pages-advertising-is-dead-hooray-and-why-small-businesses-should-embrace-marketing-2-0/comment-page-1/#comment-12035 Vaughn Thu, 14 Apr 2011 14:52:49 +0000 http://www.thesaleslion.com/?p=459#comment-12035 Your article gives me some information about YP that I wanted to know. I haven't bought in and I don't think I will now. While the dedicated phone line might be a good way to go, I think that the standard "publish and pay monthly" model is way too expensive. Even a basic YP ad here is about $200 a month. Not only that, a business owner I know had their ad totally ruined when the wrong company name was used. They aren't paying but are being hounded by the YP company. I'm sticking to Google and Facebook. Your article gives me some information about YP that I wanted to know. I haven’t bought in and I don’t think I will now. While the dedicated phone line might be a good way to go, I think that the standard “publish and pay monthly” model is way too expensive. Even a basic YP ad here is about $200 a month. Not only that, a business owner I know had their ad totally ruined when the wrong company name was used. They aren’t paying but are being hounded by the YP company. I’m sticking to Google and Facebook.

]]> By: jackofalltradesmasterofnone http://www.thesaleslion.com/yellow-pages-advertising-is-dead-hooray-and-why-small-businesses-should-embrace-marketing-2-0/comment-page-1/#comment-11366 jackofalltradesmasterofnone Tue, 29 Mar 2011 20:41:14 +0000 http://www.thesaleslion.com/?p=459#comment-11366 found your article trying to find some ammo to use against my YP rep tomorrow...unfortunately (also, fortunately!) i agreed to use tracking lines in my ads last year. I own two businesses and appear in several headings with each. I average 42 calls a month with one and 36 calls with the other. both have a very high close rate and are what my YP rep calls "a" type customers. how can i replace those calls and my favorite types of customers with less dollars (i spend just over $1,800 a month)? i am thinking of using them for my SEM because it seems all i get is clicks and they tell me my SEM budget with them would only be used by receiving calls that last a certain amount of time. their SEM product would put me in the top tier of their site and also push my profile (which is connected to my website) out to google, yahoo and bing. that program starts at $150 a month and he said that others in my headings here locally are getting around 10 calls a month with it. that would be a large roi for me if i only closed on one or two of them... last year i attended a seminar my rep invited me to that was given by Dr. Fromholzer (sp?). are you familiar with his work? i can tell you that he definitely renewed my faith in the print and helped making the decision to increase a little easier. found your article trying to find some ammo to use against my YP rep tomorrow…unfortunately (also, fortunately!) i agreed to use tracking lines in my ads last year.

I own two businesses and appear in several headings with each. I average 42 calls a month with one and 36 calls with the other. both have a very high close rate and are what my YP rep calls “a” type customers.

how can i replace those calls and my favorite types of customers with less dollars (i spend just over $1,800 a month)?

i am thinking of using them for my SEM because it seems all i get is clicks and they tell me my SEM budget with them would only be used by receiving calls that last a certain amount of time. their SEM product would put me in the top tier of their site and also push my profile (which is connected to my website) out to google, yahoo and bing. that program starts at $150 a month and he said that others in my headings here locally are getting around 10 calls a month with it. that would be a large roi for me if i only closed on one or two of them…

last year i attended a seminar my rep invited me to that was given by Dr. Fromholzer (sp?). are you familiar with his work? i can tell you that he definitely renewed my faith in the print and helped making the decision to increase a little easier.

]]> By: Marcus Sheridan http://www.thesaleslion.com/yellow-pages-advertising-is-dead-hooray-and-why-small-businesses-should-embrace-marketing-2-0/comment-page-1/#comment-9198 Marcus Sheridan Tue, 15 Feb 2011 05:17:44 +0000 http://www.thesaleslion.com/?p=459#comment-9198 OK Carolyn, I appreciate the fact that you've stopped in and commented, but you're statements here are much too generic to hold any water. I'd suggest you answer the following: 1. What type of business do you own? 2. How much did you spend on YP advertising and how many sales did you make---more specifically, what was your ROI? 3. You say internet didn't work for you. Why not? I've never seen it <i>not</i> work if the person actually worked hard, especially at inbound marketing. I'm up for a serious conversation here, so I do hope you respond. OK Carolyn, I appreciate the fact that you’ve stopped in and commented, but you’re statements here are much too generic to hold any water. I’d suggest you answer the following:

1. What type of business do you own?

2. How much did you spend on YP advertising and how many sales did you make—more specifically, what was your ROI?

3. You say internet didn’t work for you. Why not? I’ve never seen it not work if the person actually worked hard, especially at inbound marketing.

I’m up for a serious conversation here, so I do hope you respond.

]]> By: Carolyn http://www.thesaleslion.com/yellow-pages-advertising-is-dead-hooray-and-why-small-businesses-should-embrace-marketing-2-0/comment-page-1/#comment-9051 Carolyn Sun, 13 Feb 2011 04:51:57 +0000 http://www.thesaleslion.com/?p=459#comment-9051 I took out a yellow page ad last year for the first time. Am I glad I did not read your comments before I did. If I had I would never have invested in the yellow pages. My yellow page ad brought a great return on my investment. I tried online and other advertising programs, all of which promised a great return. For the most part I barely broke even. For local business, as far as I know, the phone book is the only place you can go and get a complete list of servicing merchants. Not just the ones paying but the ones who do not pay. I appreciate the freedom of choice and hope we never loose it. I took out a yellow page ad last year for the first time. Am I glad I did not read your comments before I did. If I had I would never have invested in the yellow pages.

My yellow page ad brought a great return on my investment. I tried online and other advertising programs, all of which promised a great return. For the most part I barely broke even.

For local business, as far as I know, the phone book is the only place you can go and
get a complete list of servicing merchants. Not just the ones paying but the ones who do not pay. I appreciate the freedom of choice and hope we never loose it.

]]> By: Marcus Sheridan http://www.thesaleslion.com/yellow-pages-advertising-is-dead-hooray-and-why-small-businesses-should-embrace-marketing-2-0/comment-page-1/#comment-3377 Marcus Sheridan Fri, 15 Oct 2010 03:32:10 +0000 http://www.thesaleslion.com/?p=459#comment-3377 Wow AdMan, what can I say? That was a tremendous story....heck, maybe the best comment I've ever seen here on the Lion. Curious, what path are you on now? Obviously, you've got some talent and vision...I'd be curious to hear the rest of your story. Wow AdMan, what can I say? That was a tremendous story….heck, maybe the best comment I’ve ever seen here on the Lion.

Curious, what path are you on now? Obviously, you’ve got some talent and vision…I’d be curious to hear the rest of your story.

]]> By: Marketing and Ad Man http://www.thesaleslion.com/yellow-pages-advertising-is-dead-hooray-and-why-small-businesses-should-embrace-marketing-2-0/comment-page-1/#comment-3361 Marketing and Ad Man Thu, 14 Oct 2010 14:06:27 +0000 http://www.thesaleslion.com/?p=459#comment-3361 I happened upon this site by chance and found the comments regarding the yellow pages intellectually interesting, devoid of the hate banter on some other sites. It is for this reason I now respond, because people here seem to think with their heads instead of their hearts in making marketing and advertising decisions. First, about me. I am a professional advertising person with major ad agency experience who gravitated into the yellow pages world over 20 years ago. I have seen the rise and fall of this medium up close and personal. I understand the rights and wrongs better than even those I worked with in the industry for decades. Allow me to share my insights. Does the yellow pages work? Yes, it does. It it the panacea of small business it once was two decades ago? Absolutely not! Usage is down and that is a documented fact. I'm an advertising veteran. I've seen trending over the years where the flavor of the month changed, encompassing every format in the media mix at one time. That's to be expected. Today, internet advertising is the rage the way radio, TV and direct mail once shared the limelight. Does internet advertising work? Of course. All advertising works when done correctly. It's the ABC formula - Advertising Buys Customers. The trick is buying the best customer for the lowest possible price at the right time. It's not a game for amateurs and unfortunately, small business owners have been at the mercy of advertising sales reps who know more about selling than the very thing they sell. I always felt an affinity for the small businessman. I never went right into advertising with them. I spoke with the about how they first defined themselves from a marketing perspective - what are their differentiators or the essence of their business. Advertising is a function of marketing, not vice-versa. You cannot put the horse before the cart. Small businesses need to sit down from time to time and assess themselves from a marketing viewpoint before even considering advertising options. The trouble is they don't know how to do this correctly and they cannot afford the outside consultant help that can show them the way. What I would suggest to them is to empower themselves. Learn how to do it on their own. Get involved in the marketing side and then the advertising side of their business. It might require taking course in marketing fundamentals and advertising, but it would be time and money well spent. I was an exception in my business. I was a marketing and advertising professional who personal pride in my clients succeeding. It was a reflection upon the quality of my work. Today, the major media companies have no place for a man of my work ethic. It is strictly sales, not service oriented. I left the industry because we grew apart. What was once a partnership with my clients became confrontational battles over expenditures and when that happens we both lose sight of what's important - doing the right thing. I've seen clients profit greatly in internet marketing. I've also seen more of them literally take their money, put it into the ash try, and watch it burn away getting nothing in return because of flawed understanding of the medium. There are just as many incompetent, sales oriented people in the internet business as there are in other forms of media. To prove the point, I admit to being one of them. I am Google Adwords certified and I say point blank I would never hire myself to do an internet ad campaign. Sure, I know more about it than the majority of small businessmen and I could use that little bit of knowledge to pilfer ad dollars from them, but refuse to earn a living stealing. Find people you can trust - in internet, in electronic media and especially yellow pages. Respect each other and you both will profit. Easier said than done. Best of luck to all you small business people. I worked with thousands of you over the years and it was a joy to share in your success. I happened upon this site by chance and found the comments regarding the yellow pages intellectually interesting, devoid of the hate banter on some other sites. It is for this reason I now respond, because people here seem to think with their heads instead of their hearts in making marketing and advertising decisions. First, about me. I am a professional advertising person with major ad agency experience who gravitated into the yellow pages world over 20 years ago. I have seen the rise and fall of this medium up close and personal. I understand the rights and wrongs better than even those I worked with in the industry for decades. Allow me to share my insights.
Does the yellow pages work? Yes, it does. It it the panacea of small business it once was two decades ago? Absolutely not! Usage is down and that is a documented fact. I’m an advertising veteran. I’ve seen trending over the years where the flavor of the month changed, encompassing every format in the media mix at one time. That’s to be expected. Today, internet advertising is the rage the way radio, TV and direct mail once shared the limelight. Does internet advertising work? Of course. All advertising works when done correctly. It’s the ABC formula – Advertising Buys Customers. The trick is buying the best customer for the lowest possible price at the right time. It’s not a game for amateurs and unfortunately, small business owners have been at the mercy of advertising sales reps who know more about selling than the very thing they sell. I always felt an affinity for the small businessman. I never went right into advertising with them. I spoke with the about how they first defined themselves from a marketing perspective – what are their differentiators or the essence of their business. Advertising is a function of marketing, not vice-versa. You cannot put the horse before the cart. Small businesses need to sit down from time to time and assess themselves from a marketing viewpoint before even considering advertising options. The trouble is they don’t know how to do this correctly and they cannot afford the outside consultant help that can show them the way. What I would suggest to them is to empower themselves. Learn how to do it on their own. Get involved in the marketing side and then the advertising side of their business. It might require taking course in marketing fundamentals and advertising, but it would be time and money well spent. I was an exception in my business. I was a marketing and advertising professional who personal pride in my clients succeeding. It was a reflection upon the quality of my work. Today, the major media companies have no place for a man of my work ethic. It is strictly sales, not service oriented. I left the industry because we grew apart. What was once a partnership with my clients became confrontational battles over expenditures and when that happens we both lose sight of what’s important – doing the right thing. I’ve seen clients profit greatly in internet marketing. I’ve also seen more of them literally take their money, put it into the ash try, and watch it burn away getting nothing in return because of flawed understanding of the medium. There are just as many incompetent, sales oriented people in the internet business as there are in other forms of media. To prove the point, I admit to being one of them. I am Google Adwords certified and I say point blank I would never hire myself to do an internet ad campaign. Sure, I know more about it than the majority of small businessmen and I could use that little bit of knowledge to pilfer ad dollars from them, but refuse to earn a living stealing. Find people you can trust – in internet, in electronic media and especially yellow pages. Respect each other and you both will profit. Easier said than done. Best of luck to all you small business people. I worked with thousands of you over the years and it was a joy to share in your success.

]]> By: Marcus Sheridan http://www.thesaleslion.com/yellow-pages-advertising-is-dead-hooray-and-why-small-businesses-should-embrace-marketing-2-0/comment-page-1/#comment-3178 Marcus Sheridan Thu, 07 Oct 2010 15:03:39 +0000 http://www.thesaleslion.com/?p=459#comment-3178 Love the passion Gary. And you're right, local campaigns are possible, and often way more effective, than the YPs of the world. Love the passion Gary. And you’re right, local campaigns are possible, and often way more effective, than the YPs of the world.

]]> By: GaryKPDX http://www.thesaleslion.com/yellow-pages-advertising-is-dead-hooray-and-why-small-businesses-should-embrace-marketing-2-0/comment-page-1/#comment-3119 GaryKPDX Mon, 04 Oct 2010 02:27:44 +0000 http://www.thesaleslion.com/?p=459#comment-3119 I have had almost an identical experience with the YP, have virtually abandoned it and moved our marketing online. It has been interesting to watch the YP companies first try to milk it, then defend it even as some sought Chapter 11 protection. Most recently, they are wanting to become intermediaries for small business' web advertising at outrageous rates. If you are a small business owner and feel persuaded by one of these companies' presentations, you gotta ask yourself, "When I need to look up something do I go to yellowpages.com, att, DexKnows, superpages, etc?" Chances are, you don't. And of course you quickly learn that these companies are all "agencies" for companies such as Google and Yahoo as well. With a little research most small business owners can work with, for example, Google, directly to create wonderfully effective local campaigns. The Internet has always been about disintermediation. Whenever you encounter someone wanting your money to be your intermediary for Internet marketing, hold on to your wallet! I have had almost an identical experience with the YP, have virtually abandoned it and moved our marketing online. It has been interesting to watch the YP companies first try to milk it, then defend it even as some sought Chapter 11 protection. Most recently, they are wanting to become intermediaries for small business’ web advertising at outrageous rates. If you are a small business owner and feel persuaded by one of these companies’ presentations, you gotta ask yourself, “When I need to look up something do I go to yellowpages.com, att, DexKnows, superpages, etc?” Chances are, you don’t. And of course you quickly learn that these companies are all “agencies” for companies such as Google and Yahoo as well. With a little research most small business owners can work with, for example, Google, directly to create wonderfully effective local campaigns.

The Internet has always been about disintermediation. Whenever you encounter someone wanting your money to be your intermediary for Internet marketing, hold on to your wallet!

]]> By: Boston Social Media » Blog Archive » Why Small Businesses Should Embrace Marketing 2.0 http://www.thesaleslion.com/yellow-pages-advertising-is-dead-hooray-and-why-small-businesses-should-embrace-marketing-2-0/comment-page-1/#comment-2238 Boston Social Media » Blog Archive » Why Small Businesses Should Embrace Marketing 2.0 Tue, 24 Aug 2010 20:04:47 +0000 http://www.thesaleslion.com/?p=459#comment-2238 [...] Click here for the full blog…. [...] [...] Click here for the full blog…. [...]

]]> By: 11 Reasons Why Your Business Should Not Advertise with Yellow Pages http://www.thesaleslion.com/yellow-pages-advertising-is-dead-hooray-and-why-small-businesses-should-embrace-marketing-2-0/comment-page-1/#comment-1933 11 Reasons Why Your Business Should Not Advertise with Yellow Pages Sun, 01 Aug 2010 15:31:41 +0000 http://www.thesaleslion.com/?p=459#comment-1933 [...] Click here for the full article…. [...] [...] Click here for the full article…. [...]

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