Maybe Its Time To Hire A Yellow Page Expert

Writen by Jeffrey Hauser

The problem with most successful business owners is that they tend to be control freaks. That can be both good and bad. Micromanagement has it's place in the corporate structure but can also be a two-edged sword. When the owner must be involved in every single decision and forgets that he or she hired people to oversee the very things they are criticizing, then the system fails. But, if you are reading this and fall into that category, take a deep breath and relax. I've been in your shoes and realize I can't be omniscient and know all things.

I admit I try. But I have to leave the implementing of my website to the professionals that do that for a living. The same is true about my accounting, insurance, and other areas I would love to do myself. Luckily, I have marketing degree and can handle that aspect quite nicely. I suggest that you consider your own strengths and weaknesses as well. Stay with what you do best and allow the people you pay to do their jobs.

So, when the Yellow Page rep comes to see you, do you pretend to be an advertising expert as well? Do you understand the elements of ROI, reach, penetration, and targeting? Can you do a market analysis and category study? I didn't think so. Advertising requires time that you don't have. And yet, it can make or break a business. If you rely heavily on Yellow Pages for new customers, you have three choices. You can do everything yourself using whatever knowledge you possess, rely on the YP rep for input, or finally, go to an outside source that creates directory ads for a living.

But why would you want to invest so much in a simple ad? Well, if it can bring in fifty percent more customers over a year, what is that worth? If you spend an additional $1000 with an outside advisor, and received a $50,000 return, would that justify the extra expense? It's the same reason you would hire an attorney if you were being sued. Would you even consider representing yourself and do all your own research? Then think about how much a well-designed directory ad, that had all the salient elements required, might be worth?

There are many places to go for such a product. The internet is full of consultants and designers. My personal recommendation, stemming from 25 years as a YP sales consultant, would be to begin by investing less than twenty bucks in a book that explains what you should be doing first, second, and so forth. Then you can seek out a YP guru to recreate your program. For more information, just go to my site. I promise it will be worth your while and time.

Jeffrey Hauser's latest book is, "Inside the Yellow Pages," which can be viewed at http://www.poweradbook.com He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.