A Disgruntled Advertiser receives an earful from folks in and around the YP industry

Disgruntled Advertiser - Part 2 back to top Forward to a Friend
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A few weeks back, I published a real letter from a disgruntled former Yellow Pages advertiser.

Rather than do any real work myself, I asked my subscribers for their thoughts. Man, if I get any lazier, I'll qualify for a position in senior management. :-)

I never anticipated I'd receive such a wide variety of responses.

This week, I'll give you the surprising highlights of the responses to the second through fourth objections.

If you still wanna put in your two cents, send your comments to Dick@YPcommando.com.

Dear Dick,

Obviously, you are sold on the value of Yellow Pages advertising. So, I must ask your thoughts on the following:

I owned a heating and air conditioning company for more than 20 years. Yellow Pages was a terrible headache for me.

First, heating and air conditioning were divided headings and I was forced to buy ads under both headings.

Second, each ad only generated business on a seasonal basis with few or no calls during the remaining months of the year.

Third, calls for repair service on heating and cooling equipment only came in during the hottest or coldest times of the year . . . times when my technicians were already loaded with work.

Fourth, calls for quotes on new heating and cooling systems only resulted in a 10% closure rate. It appeared that Yellow Pages inquiries were generally from price shoppers.

With all that said, what I want to hear is how I was totally wrong in my opinion and how Yellow Pages advertising could have been a boom to my business. Am I nuts...or what?

Richard O.
Jacksonville, FL

My New Favorite Book on Yellow Pages back to top Forward to a Friend
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I've been bragging about Kerry Randall's book on Yellow Pages Advertising for Lawyers as being simply the best book I've read for Yellow Pages advertisers. The problem was that it was targeted toward lawyers and didn't address other business types.

Wisely, Kerry updated the wonderful tips and marketing plans for any business that advertises in the Yellow Pages.

He sent me a copy for review, and I liked it so much that I bought the exclusive rights to market the electronic version.

His book is loaded with very specific examples and exercises that are easy to follow. I can honestly say that every advertiser (even a guy with a little in-column ad) will benefit by reading this book.

I've seen, and even promoted other very good YP books that sell for $50 - $150, but nothing cuts to the chase like Winning the Yellow Pages War. Kerry focuses on the critical issues that will have the biggest impact. He uses solid examples and shows examples of ads created using his techniques.

I'm selling copies of Winning the Yellow Pages War for only $15.00. That price is far too little for the value the book contains.

However, my mission as the Yellow Pages Commando has always been to help more people be successful with their Yellow Pages advertising rather than to get rich off a few that can afford a higher price.

Answer to Last Week's Brainteaser back to top Forward to a Friend
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Buford was being audited by the IRS.

He figured that even if his son, brother in-law and his half-uncle were the same person, he should still be able to claim three dependents.

The poor IRS auditor was so flustered that he gave Buford the opportunity to plead his case with a single statement.

If the statement was true, Buford would be fined $10,000. If the statement was false, 'ol Buford would rot in prison for 10 years.

What did Buford say that got the auditor to dismiss the charges altogether?

We Need to Talk back to top Forward to a Friend
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Many of the signs and billboards in the area were no match for Hurricane Charley. However, one billboard resisted the 100-mile per hour winds of the storm. While the billboard still stands, the advertisement that was there when Hurricane Charley hit was pealed back to reveal an earlier message. When the sun rose the next morning on Sand Lake Road in Orlando the words on the billboard clearly read, "We need to talk. God."

This was sent in by my friend Michelle Nichols who is a sales trainer extraordinaire. She's a writer for BusinessWeek Online and walks the talk.

Oh Yes, That's Much Better back to top Forward to a Friend
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I'm so glad that the state invested the time and money to rename all of the freeway exits.

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The Kelsey Group has lined up an amazing array of speakers for their upcoming conference; Interactive Local Media.

Basically, everyone who is anyone in the exploding fields of local search and internet marketing will be there.

I honestly can't think of an industry that has more opportunity for changing the way buyers and sellers interact than local internet search.

I was razzing John Kelsey about hosting a conference in Jersey City in November, and he rationalized that being 25 minutes away from Manhattan attracts a much different audience than the conferences in places with mild climates such as Orlando and Boca Raton. I think the real reason is that it's close to his office.

Since I'm coming from San Diego, I'll pack an insulated Hawaiian shirt.

Fear Factor for Kids back to top Forward to a Friend
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This is one of those new reality show inspired playgrounds.

In my day, we only had to worry about the upperclassmen.

Substantial Penalty for Past Due Accounts back to top Forward to a Friend
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I imagine that there are a lot of painters out there who have wanted to do this a time or two.

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Alan Saltz, author of Legal Theft 2.0 offered a very good tip that would improve almost any YP ad.

Got a good tip for YP advertisers? Send it my way, and I'll make you rich and famous.

Maxi Cooper back to top Forward to a Friend
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I think the Mini Cooper is the coolest car going, and now it's available in the economical family size.

Calvin Klein for the Straight Guy back to top Forward to a Friend
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On second thought, maybe $60 is too much for a bottle of aftershave.

Poppin' Wheelies back to top Forward to a Friend
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I was popping wheelies in the driveway when I had a slight mishap.

Has anyone seen Fluffy?

This Week's Brainteaser back to top Forward to a Friend
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Here are a few fun stumpers.

Email your answer to puzzler@dicklarkin.com

The winner will receive an amazing array of WorldPages.com goodies.

To improve your random chances of winning, please include your name, company name and mailing address.

I draw the winner the day before I send the following newsletter, so enter early and often.

Quote of the Week back to top Forward to a Friend
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"Stress occurs when you know the right thing to do but you do the wrong thing anyway."

"The truth hurts. That's how you know it's the truth. If somebody is telling you something that makes you feel nicey-nice, it probably ain't the truth."
- Larry Winget

Larry Winget is a "tell it like it is" guy who is as entertaining as he is thought provoking. His new book, "Shut Up, Stop Whining & Get a Life," is #1 on the New York Times Best Seller List.