Clik here to view.
The New Phone Book’s Here! The New Phone Book’s Here!
I’m conducting sales training all week, and one of my students showed me this video: The Jerk came out in 1979. Since then, however, people have become skeptical about how effective Yellow Page...
View ArticleClik here to view.
Yellow Page Advertising, Part 1: Yellow Page Usage
It’s become an online hobby for many marketing “gurus” to diparage Yellow Pages as “antiquated” and “obsolete.” They say things like, “Who uses the Yellow Pages anymore, anyway?” or they criticize the...
View ArticleClik here to view.
Yellow Page Advertising, Part 2: Yellow Page Consumers—Ready to Buy
As the image above illustrates, consumer behavior towards any particular medium is what makes it a valuable advertising channel. For newspaper and magazines, it’s the number of people who have...
View ArticleClik here to view.
Yellow Page Advertising, Part 3: Too Expensive?
I’ve been told by older reps how sweet it was to sell Yellow Page advertising “back in the day” (that being when phone companies had a monopoly on Yellow Pages). They tell me the typical sales pitch...
View ArticleClik here to view.
Yellow Page Advertising, Part 4: Return on Investment
Anyone who’s read a business book or gone to college should know ROI is a number derived from a simple mathematical formula. Ian Sohn over at Flagged For Follow Up made that statement on a blog post...
View ArticleClik here to view.
Yellow Page Advertising, Part 5: Google Search vs. Internet Yellow Pages
I always find it interesting (and refreshing) when a search marketing company has something positive to say about the Yellow Pages. As someone who ran a web development business for over 5 years, I...
View ArticleClik here to view.
How Yellow Pages Converts Consumers into Leads and Sales [INFOGRAPHIC]
It’s popular to bash Yellow Pages these days. After all, everyone uses the Internet now, right? Yet, a 2010 study conducted by CRM Associates, shows that both usage and calls volumes are increasing to...
View ArticleClik here to view.
Base Your Marketing on Real Data, not Biased Opinion Masquerading as Fact
In my latest article on SitePoint, Transactional vs. Consultative Selling: Knowing the Difference Makes All the Difference, I compared the transactional sale with a consultative one. In Harvard...
View ArticleClik here to view.
Inbound and Outbound Marketing: The Good, the Bad and the Ugly
Michael Hyatt, Chairman of Thomas Nelson Publishers, says that when we think there’s a singular solution to our woes, we’re guilty of “silver bullet thinking.” It’s precisely this type of thinking...
View ArticleClik here to view.
Who Even Uses the Yellow Pages Anymore?
I had the opportunity to speak with an account rep at an Internet company recently. As we talked about different types of advertising, it became obvious that he distained old media. He said that...
View Article
