Red Carpet,
What position in the section are you? You will always get customers who go for the first one, some who go for the smallest or one liners because they perceive these as the cheaest or vice versa with the larger firms, who they think will do a more professional job.
An interesting fact about any publication whether it is a newspaper or a directory, is that peoples eyes are always drawn to the righthand page and very seldom look at the left hand pages. I learned this from advertising e-mails that used to be sent to me free of charge.
There were some interesting points from this guy, but his intentions were for me to attend one of his seminars, which i didn't. If you need other help with advertising, go on to the yell web page, and there is a section on there called directors briefngs which you can download and print out. The topics covered are things like your advertising strategies, telephone systems, etc etc. They are well worth a look at.
From my personal experience with yellow pages, was that we doubled our money on our expense. From my point of view, i still use and swear by leaflets. You cannot beat having your own personal advert in their hands without the opposition, and the one thing you never put on your leaflet is the fact that you are in yellow pages, because once you are in there, you are showing the customer your opposition. I
If you are a business who are earnin lots and lots of money, then to avoid paying more tax, i would recommend expensive advertising in all the directories, but try it and see what happens. I know because i have done it.
Dave Spot On
