I endorse a new friend of mine, Dick Larkin, the author of The Yellow Pages Commando

I say "new" friend of mine because up until last week, Dick and I had never spoken on the phone. In reality, Dick really is an old-time friend of mine, we just didn't know it until last week. I've subscribed to his free e- newsletter - The Yellow Pages Commando - for the past 18 months and since the first issue I received thought of him as a friend. Dick has spent a decade as an executive with several phone book companies such as Transwestern Publishing, GTE, and Yellow Book.

Ok, now before you hang me for being in "bed with the enemy" (Dick reads this and is well familiar with the typical attitude of business owners and YP salesmen), Dick is not the typical YP ad rep. He "gets it", knows how it works, and is truly an expert at successful Yellow Pages marketing. Believe it or not there ARE successful Yellow Page ads in our industry, but the problem is many YP ad reps are only out to sell space with empty promises and the business owner follows their "name, rank, serial number" advice.

I encourage you to take a look at his site and sign up for his free e-newsletter. You'll see what I mean by Dick not being a "space and sales" type guy; he's definitely a "results" guy.

BRC Builders Resources
www.brcsystems.com

Dick Larkin's YPCommando newsletter is probably the defining example. There isn't another newsletter sent to my inbox that I more eagerly await and that gets me more involved. It's not your average newsletter, by any stretch, and it's a heck of a lot of fun discovering why.

After 54 conferences since 1988, I have had the opportunity to hear something in the vicinity of 3,000 presentations. Rare is the speaker who can both entertain and inform his audience. Rare still is the speaker who provides meaningful data to support his perspective.

You managed to accomplish all of these in your outstanding presentation at our recent Yellow Pages - Return on Investment Conference at the San Diego Sheraton Hotel.

You spoke on a subject that is vital to the future of everyone in the Yellow Pages business. And you told your audience how you are succeeding in selling Internet Yellow Pages. Importantly, they were listening to every word because you were humorous, while at the same time presenting your information in such a way that everyone in the audience could relate to you.

Sincerely,

John F. Kelsey, III
President and CEO
The Kelsey Group, Inc

Moreover, every week I learn stuff from Dick that translates into opportunities to do the better job for my clients, and in the end, make more money for me.

May sound corny, but Dick's newletter is another one of those little treasures I use to help me become a better human being.

www.barrymaher.com

Dee Wallace
Better Business Bureau's Consumer Guide

Keep up the Newletters! They are informative using creativity and humor. They bring laughs to the office on a Monday morning.