The Yellow Pages Marketing Exercise

in On Local Business Marketing

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…

{ 23 comments… read them below or add one }

1 izmir halı yıkama July 30, 2009 at 10:53 am

Thanks for helpful information you catch up us with your instructional explanation.

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2 Anonymous July 3, 2009 at 8:26 am

yellow page is effective in advertising. it is useful in marketing and in budgeting your expenses in advertising.and also this will help you in promoting your sales to other.

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3 kitchen January 21, 2009 at 3:54 pm

Great list for novice as well as for professionals too

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4 auto January 21, 2009 at 8:41 pm

Hi. Many thanks for all the information. I found the answer to my problem without even having to ask.

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5 Viphole January 8, 2009 at 3:57 pm

If you are not reviewing your Yellow Pages ad results on a regular basis, you may be tossing hard-earned dollars down the drain. Yellow Pages ads have a number of built-in limitations that may reduce the effectiveness of your advertising dollar and restrict your ability to reach new patients.
http://viphole.com/blog/

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6 Anonymous December 17, 2008 at 1:34 pm

Yellow pages are a gr8 marketing service all over the world

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7 Anonymous December 17, 2008 at 6:34 pm

Yellow pages are a gr8 marketing service all over the world

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8 Anonymous December 7, 2008 at 9:59 pm

thnaks for sharing….

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9 Anonymous December 7, 2008 at 4:59 pm

thnaks for sharing….

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10 Anonymous April 28, 2008 at 3:34 am

My definition of a sport is that it’s a physical activity that involves competition with regards to All Muscle Building efforts .Since bodybuilders train and then compete, we are certainly assume a sport yellow page directory it belongs.

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11 Anonymous April 28, 2008 at 8:34 am

My definition of a sport is that it’s a physical activity that involves competition with regards to All Muscle Building efforts .Since bodybuilders train and then compete, we are certainly assume a sport yellow page directory it belongs.

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12 Anonymous June 23, 2005 at 3:06 pm

That’s a brilliant way to explain it.

Most Yellow Page ads are little more than a company name, logo, “laundry list” of products and services offered, and some similar slogany language.

My FAVORITE example came after looking in the carpet cleaning section, and seeing 75% of the companies claim to be…

The Carpet Cleaning Specialists

-or-

The Carpet Cleaning Experts!!

Everyone says the same thing!  It’s disastrous, considering your ONE goal is to stand out as a different and better option than the competition.

Alan Saltz
Yellow Pages Consultant
http://www.YellowPagesProfit.com
——-

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13 Anonymous June 23, 2005 at 8:06 pm

That’s a brilliant way to explain it.
Most Yellow Page ads are little more than a company name, logo, “laundry list” of products and services offered, and some similar slogany language.
My FAVORITE example came after looking in the carpet cleaning section, and seeing 75% of the companies claim to be…
The Carpet Cleaning Specialists
-or-
The Carpet Cleaning Experts!!
Everyone says the same thing!  It’s disastrous, considering your ONE goal is to stand out as a different and better option than the competition.
Alan Saltz
Yellow Pages Consultant
http://www.YellowPagesProfit.com——-

Reply

14 Anonymous January 14, 2005 at 9:01 pm

I’d like to know what the lesson is.  I don’t have access to any american yellow pages book.  Tell us!

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15 Anonymous January 15, 2005 at 2:01 am

I’d like to know what the lesson is.  I don’t have access to any american yellow pages book.  Tell us!

Reply

16 Anonymous November 19, 2004 at 1:11 am

I did it and found that they fail to tell you what they do! Cool idea.

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17 Anonymous November 19, 2004 at 6:11 am

I did it and found that they fail to tell you what they do! Cool idea.

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18 Anonymous November 12, 2004 at 4:11 am

Michael,
I coach my clients in advertising and love using the Yellow Pages as my prime example for how ad’s should not be written.  I like your way of explaining getting different, with the markers to the page.  It’s amazing how the Yellow Pages manage to create such equality in each section.  A targeted ad written properly would dominate a section & they’ve shown in my experience, that it is their intention to maintain the format to please everyone. In my opinion, as long as everyone on the page is happy, the Yellow Pages are happy.  We work with businesses to help them with targeted alternative to the yellow pages that have proven much more effective.  If anyone is interested, visit title

Jeff Levin, MBA
Action International Business Coach
http://www.jefflevin.com

Reply

19 Anonymous November 12, 2004 at 9:11 am

Michael,
I coach my clients in advertising and love using the Yellow Pages as my prime example for how ad’s should not be written.  I like your way of explaining getting different, with the markers to the page.  It’s amazing how the Yellow Pages manage to create such equality in each section.  A targeted ad written properly would dominate a section & they’ve shown in my experience, that it is their intention to maintain the format to please everyone. In my opinion, as long as everyone on the page is happy, the Yellow Pages are happy.  We work with businesses to help them with targeted alternative to the yellow pages that have proven much more effective.  If anyone is interested, visit title
Jeff Levin, MBA
Action International Business Coach
http://www.jefflevin.com

Reply

20 Anonymous November 8, 2004 at 5:11 pm

Where’s the Yellow Pages 2nd part?

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21 Anonymous November 8, 2004 at 10:11 pm

Where’s the Yellow Pages 2nd part?

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22 Anonymous November 3, 2004 at 3:11 pm

what was the lesson?

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23 Anonymous November 3, 2004 at 8:11 pm

what was the lesson?

Reply

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