Isn't that interesting?

I had never thought of repeating the heading at the top of an ad, but Rich says that it works well in his directories.

Since most companies use their name as the headline, someone who simply repeats exactly what the shopper is already looking for will have a distinct advantage.

It all comes back to the same thing . . .

The ad that gives the shopper what he / she wants is more likely to get the business.

Also, shoppers decide whom to call for a weird variety of reasons (not all of them rational). The person who's willing to try something that is unusual is most likely to find a new avenue.

I'm Having a Headline Contest!

Tell me the best headline you've seen in a Yellow Pages ad.

You may select any heading that you want, but special preference will be awarded to headlines for . . .

• Attorneys
  
  
• Contractors (any type)
  
  
• Automotive

Why the Yellow Pages Commando name change? back to top
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Several fine folks have asked me if TransWestern Publishing sent me packing since I've changed the name of this newsletter to The Yellow Pages Commando News.

No, I'm still TransWestern's VP of Internet. The reason I changed the name of the newsletter is to keep the emphasis on promoting innovative "commando-style" thinking in the Yellow Pages industry.

It's not about my company being better than any other company.

It's about OUR INDUSTRY being better than any other industry when it comes to being the best vehicle for local advertising.

Check out the IYP that's my Real Job . . . WorldPages.com

Answer to Last Week's Brainteaser back to top
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Buford has a goat, a wolf, and a head of cabbage. (Don't ask me why).

He comes to a river that has no bridge, but it does have a small boat to cross the river. The boat can hold only Buford and one of the three things he has.

If he takes the wolf over first, the goat will eat the cabbage. If he takes the cabbage over first, the wolf will eat the goat.

How does he cross the river with all intact?

Check the Answer and our Celebrity Winner

Recommended Reading back to top
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Several people asked me how to get a copy of the e-book on Yellow Pages that I raved about last week.

Follow the link below to get your copy.

I am particularly impressed with the section on writing headlines. You can't underestimate the impact a good headline will have on an ad.

Keep on the lookout for my upcoming book after the first of the year . . .

The Yellow Pages Commando Guide to Directory Domination
110 Insider Secrets to Turn Your Ads into Weapons of Mass Production

From basics to brilliance, I cover the techniques that have been proven to generate calls.

Let me know if you're interested in a pre-order special price.

Click Here for Your Copy of The Wipeout Technique

This Week in Pictures back to top
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Michael Oschmann, Managing Director, Mueller Medien said that this picture reminded him of how most Yellow Pages publishers were trying to protect their turf from being invaded by internet search engines.

Yeah, I see the resemblance.

Lifetime Achievement Award back to top
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Mark Cannon, Executive Big Cheese at Switchboard Inc. was awarded the New Technologies Leadership Award by John Kelsey of the Kelsey Group at the Digital Directories & Interactive Local Media conference.

Mark's done an incredible service the the Internet Yellow Pages industry by being a leader as well as a valued partner of mine.

Congratulations, Mark!

Link to Mark's web site

Proud sponsor of the 3 martini breakfast . . . back to top
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Today's windshield commando tip . . .
Spell check your letters before printing them out.


Perhaps our fictional comic-book hero governor will ask the California State Highway Department to hire proof readers for the fine folks laying paint.

I asked a professional ad designer to work his magic on a buggy ad

Has anybody seen that old "Miracle-Gro" dude? back to top
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The neat thing about selling internet advertising products with your assortment of print advertising products is that it enables you to harvest an extra 10% out of the same field.

My advice to Martha Stewart . . . shut yer pie-hole!

Cat nip (or is that kitty chow?) I'm not sure. back to top
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Even as a youngster, Buford was interested in getting a little tail.

How to target your YP ad to a specific audience

They should try selling 'em on ebay back to top
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I've always wondered what they did with cows after the initial lease term expired.

Now I know.

My recommended reading list

This Week's Brainteaser back to top
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This is a little sad, so you might want to get a tissue now.

Buford's half-step brother Ennis died in an unfortunate accident involving a high voltage wire, a jackhammer and a home dentistry kit. (Told you it was sad).

On his way to the final destination, he finds himself standing before two seemingly identical paths guarded by two seeming identical angels.

The only difference is that one of the paths leads to heaven and the other leads to eternity with Rush Limbaugh (without painkillers).

To make matters worse, one of the angels always tells the truth and the other angel always lies. Poor 'ol Ennis doesn't know which is which.

What one question could Ennis ask either angel to determine which path leads to heaven and which leads to Rush?

Email your answer to puzzler@dicklarkin.com

We'll select one entry to win one of the few remaining bottle-poppers with a year's supply of bragging rights.

Don't know what a bottle-popper is? Shut up and click here.

Quote of the Week back to top
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If you pick up a starving dog and make him prosperous, he will not bite you. This is the principal difference between a dog and a man.

Mark Twain (1835 - 1910)