ecommendations. Suppose they are a novice with just a few years on the job. You’ve already allocated $50,000 for an annual Yellow Page budget. That’s a lot of money at risk to entrust to someone that is relatively new. And there’s another issue at stake. Who are they working for? If you answered, the client, then think again. Who pays their salary? It’s the publisher, of course. So the rep will do everything they ask of them, including pusI should probably begin with my own qualifications to discuss this topic. I was a Yellow Page consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have experience in creating ads and have advised almost 7000 companies on how to put together the most effective ones. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in essentials areas like the headline, artwork, body text, placement, book, or heading. So, whether you have an ad or are thinking about placing one, please read on.

If you are one of the typical small businesses that currently advertises in your local directory or have decided you are now ready, you will need a consultant. Most of the time you are assigned a representative of the publisher and he or she will guide you through the process. Yes, there is a process of choosing the directory, the type of ad, the size, colors, copy and artwork. Most average companies have little knowledge of marketing and therefore must rely on the expertise of their rep. The problem is regarding their qualifications. There are some basics facts you need to know or ask them before proceeding to trust their suggestions. Here are a few, in no particular order:

• How long have they been a rep?
• What is their background or degree, if they have one?
• What size accounts do they handle? For example, large or small, or certain types.
• Can they give you references of other businesses they’ve helped or advised?

Once you establish their credentials, you have to decide how much faith to place in their recommendations. Suppose they are a novice with just a few years on the job. You’ve already allocated $50,000 for an annual Yellow Page budget. That’s a lot of money at risk to entrust to someone that is relatively new. And there’s another issue at stake. Who are they working for? If you answered, the client, then think again. Who pays their salary? It’s the publisher, of course. So the rep will do everything they ask of them, including push

rdless of size, color or position, I can tell you it most probably needs improvement in essentials areas like the headline, artwork, body text, placement, book, or heading. So, whether you have an ad or are thinking about placing one, please read on.

If you are one of the typical small businesses that currently advertises in your local directory or have decided you are now ready, you will need a consultant. Most of the time you are assigned a representative of the publisher and he or she will guide you through the process. Yes, there is a process of choosing the directory, the type of ad, the size, colors, copy and artwork. Most average companies have little knowledge of marketing and therefore must rely on the expertise of their rep. The problem is regarding their qualifications. There are some basics facts you need to know or ask them before proceeding to trust their suggestions. Here are a few, in no particular order:

• How long have they been a rep?
• What is their background or degree, if they have one?
• What size accounts do they handle? For example, large or small, or certain types.
• Can they give you references of other businesses they’ve helped or advised?

Once you establish their credentials, you have to decide how much faith to place in their recommendations. Suppose they are a novice with just a few years on the job. You’ve already allocated $50,000 for an annual Yellow Page budget. That’s a lot of money at risk to entrust to someone that is relatively new. And there’s another issue at stake. Who are they working for? If you answered, the client, then think again. Who pays their salary? It’s the publisher, of course. So the rep will do everything they ask of them, including pus

assigned a representative of the publisher and he or she will guide you through the process. Yes, there is a process of choosing the directory, the type of ad, the size, colors, copy and artwork. Most average companies have little knowledge of marketing and therefore must rely on the expertise of their rep. The problem is regarding their qualifications. There are some basics facts you need to know or ask them before proceeding to trust their suggestions. Here are a few, in no particular order:

• How long have they been a rep?
• What is their background or degree, if they have one?
• What size accounts do they handle? For example, large or small, or certain types.
• Can they give you references of other businesses they’ve helped or advised?

Once you establish their credentials, you have to decide how much faith to place in their recommendations. Suppose they are a novice with just a few years on the job. You’ve already allocated $50,000 for an annual Yellow Page budget. That’s a lot of money at risk to entrust to someone that is relatively new. And there’s another issue at stake. Who are they working for? If you answered, the client, then think again. Who pays their salary? It’s the publisher, of course. So the rep will do everything they ask of them, including pus

r suggestions. Here are a few, in no particular order:

• How long have they been a rep?
• What is their background or degree, if they have one?
• What size accounts do they handle? For example, large or small, or certain types.
• Can they give you references of other businesses they’ve helped or advised?

Once you establish their credentials, you have to decide how much faith to place in their recommendations. Suppose they are a novice with just a few years on the job. You’ve already allocated $50,000 for an annual Yellow Page budget. That’s a lot of money at risk to entrust to someone that is relatively new. And there’s another issue at stake. Who are they working for? If you answered, the client, then think again. Who pays their salary? It’s the publisher, of course. So the rep will do everything they ask of them, including pus

ecommendations. Suppose they are a novice with just a few years on the job. You’ve already allocated $50,000 for an annual Yellow Page budget. That’s a lot of money at risk to entrust to someone that is relatively new. And there’s another issue at stake. Who are they working for? If you answered, the client, then think again. Who pays their salary? It’s the publisher, of course. So the rep will do everything they ask of them, including push whatever new product that pays the highest commission. Most reps are mostly commissioned and therefore reliant on sales to make their money. That means selling at all costs. So they need to increase their accounts each year to increase their pay.

I’m not slamming the reps because I was one. But their self-interests will often in conflict with yours. You may want to consider a second opinion from an advertising agency, although most of those types deal in other media such as TV, radio, newspaper and magazine. That’s because the Yellow Pages pays no commissions to agencies. Or you might try an independent YP consultant that just charges by the hour.