Oct. 6, 2003
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in this issue
-- How to build an Edsel
-- A Commando . . . in the Yellow Pages?
-- Answer to Last Week's Brainteaser
-- Recommended Reading
-- Search Engines Sucking Up Local Ad Dollars
-- This Week in Pictures
-- Chariots of Fire . . . kind of
-- I'd like to see Alan Alda try this
-- Career advice for recent graduates
-- Cubs vs. Red Sox in World Series?
-- This Week's Brainteaser
-- Quote of the Week

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A Commando . . . in the Yellow Pages? back to top
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Tough times demand tough tactics

I invite you to think like a commando in your approach to your business.

Join me, Dick Larkin, The Yellow Pages Commando as we invigorate the directory marketing world.

Through these newsletters, speaking engagements, and a forthcoming book and tape series, we'll relentlessly challenge the status quo.

We have already inspired thousands of business people to take a fresh approach to their marketing.

Resistance is futile.

Check out Dick's Website

Answer to Last Week's Brainteaser back to top
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Buford purchased a handful of magic vitamins that were advertised in an email he received.

The pills promised to make his garden plants double in height every month (or something like that).

Buford purchased a 10-month supply and buried the vitamins in his garden.

To his amazement, their magic worked exactly as advertised, and the plants in his garden doubled in height every month. Unfortunately, with all of the excitement over the vitamins, Buford forgot to plant his vegetables so now he has the tallest weeds in the state.

At the end of the 10th month, the weeds were 100 feet tall.

How tall were they after the 8th month?

Click Here to See the Answer & Our Winner

Recommended Reading back to top
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It's a great idea to build a resource center in your office of books, tapes and videos that are available to those who want to improve their skills.

A few minutes set aside each day on self improvement will repay you many times over.

	Dick - the advice on building a resource center is great. A must have Video is the Steve Schiffman - Cold Calling Techniques. I have required all of my districts to have it on hand and show it frequently to the AE's. It is very good training on how to set appointments. Just an FYI. Steve Boucher Buy it at Amazon.
	My friend Michelle Nichols writes about professional selling for BusinessWeek Online. She's taken her best articles, features and tips and recorded them on a great CD. I like that it's broken up into usable bits and pieces. Great for anyone in sales who does much windshield time. Do me a favor and tell her "Dick sent me." Check it out on her website.
	I am amazed that more of the professionals in this industry haven't bought this book to help their people become more successful. If you won't invest in training your people, how do you expect them to build the skills they need? This is an outstanding book on Yellow Pages advertising. It helps anyone who relies on the Yellow Pages for customers to design ads that will have the maximum impact. It's specifically targeted to attorneys, but the lessons apply to every Yellow Pages advertiser. Buy it at Amazon.
	"Getting the Most from Your Yellow Pages Advertising" by Barry Maher has become the bible for people interested in utilizing directory advertising to its fullest extent. Barry provides an amazing amount of insight and information in a light, easy to read format. He was the #1 YP sales person for GTE, and has become a top sales trainer and speaker. I wanna be just like him when I grow up. Buy it at Amazon.

Search Engines Sucking Up Local Ad Dollars back to top
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For the last 10 years, I've studied the increasing impact of the Internet on consumer behavior. What we've experienced has been extraordinary, but I believe that the fundamental shifts in daily activities of the masses are just beginning.

Recently, Google, Overture, Yahoo!, AOL and many others have set their sites on making money from Local Search. Until now, print publishers have been unscathed (other than our poor investments during the boom) by this shift. That's all about to change.

As you read this, all of the search engines are preparing to attack your business. You must be proactive if you expect to continue serving your advertisers while your shoppers are changing their search behavior.

There is only one conference that is totally focused on the critical issue of Local Search. The Kelsey Group's Digital Directories & Interactive Local Media Summit is coming up later this month on October 22-24, 2003 in Alexandria, Virginia.

As a self-appointed spokesperson for the industry, I've gotta say that this is perhaps the most important meeting of the minds that will shape our industry this year.

I encourage you to take the time (my friend Seig Fischer tells me that only God makes time . . . we mortals may only take time.) to attend this thought-provoking event.

It's difficult to justify passing up the opportunity to strategize with the best and the brightest. (To keep it balanced, I'll be there too.)

When you register, tell the nice Kelsey lady that, "The Yellow Pages Commando sent me". (It makes her giggle.)

Click here to check out the newly updated agenda

This Week in Pictures back to top
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Welcome to McDonalds, may I take your order?

Did I ever tell you about the "McDonalds Close?"

Chariots of Fire . . . kind of back to top
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Personally, I don't have the guts to paint flames on my casket.

I don't want to give the gatekeeper any ideas.

If you do go there, make sure you take a handbasket

I'd like to see Alan Alda try this back to top
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The secret to being a good manager is being able to delegate projects instead of doing everything yourself.


I wouldn't recommend trying this at home, though.

Now this guy was a real man

Career advice for recent graduates back to top
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The White House is proud to report that the nation's job market improved last month.

Why Johnny can't read

Cubs vs. Red Sox in World Series? back to top
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Cheered on by thousands of their well-traveled fans, Chicago won a postseason game outside of Wrigley Field for the first time since 1945 when Kerry Wood led the Cubs past the Atlanta Braves 4-2 on Tuesday night in the opener of their NL division series.


There are some subtle indications that the Cubbies might go all the way.

How attitude (and heart) won the National Championship

This Week's Brainteaser back to top
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Buford and Festus were riding their bicycles to town one day. Sixteen miles from their destination, Festus wrecked his bike rendering it useless.

Buford’s bike works properly, but it can only carry one rider at a time. The person riding the bike goes 8 miles per hour and the person walking goes 4 miles per hour.

Alternating walking and riding, how quickly can they both travel the 16 miles to town? What would be the fewest number of times they could switch riding and walking?

Email your answer to puzzler@dicklarkin.com

We'll select one entry to win a cool prize with a year's supply of bragging rights.


Quote of the Week back to top
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It's not the hours you put in your work that counts, it's the work you put in the hours.

Sam Ewing