Here’s the exercise I give at seminars to illustrate how horrible most marketing is. Just so happens, it uses the Yellow Pages, and I have been getting asked a lot about Yellow Pages marketing lately. If you do not have your own ad in the YP, pick out your business category and do it for the competition.
It’s pretty simple really…
- Get your copy of the Yellow Pages and a thick, black magic marker
- Open to your section
- On every space ad, scratch out the name, address or location information, and phone number
- Now, look at the ads that are left and wait for the lesson to appear
Ok, ok. I won’t just leave it there. Check back tomorrow and I’ll explicitly spell out the lesson…