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Small
Business, BIG Marketing™
by Will
Dylan ©2004
CHAPTER 5 -
DIRECTORY ADVERTISING (Yellow Pages)
The
overriding message is that directory ads can be a useful
part of your overall marketing campaign, but don’t
rely on them for all of your business. Remember, anyone
can put an ad in the local business directory. As a
small business, you can’t buy the biggest ad or buy
enough space to dominate a particular category. If you
do what all of your other competitors do, you’re not
doing everything you can to get more than your fair
share of the market.
**The
small business focus group I attended opened my eyes to
the fact that many businesses just don’t have this
whole marketing thing figured out, which is an advantage
to you. Some of these small business people had never
considered generating publicity for their company, or
building a strong, profitable referral program (which
we’ll talk about later on). They looked at the Yellow
Pages as their entire marketing plan, and that’s far
too limiting. As I mentioned, it’s a part of your
overall marketing plan, but it’s not the entire plan.
Don’t count on one ad in one book to keep you thriving
forever. Anyone can buy a bigger ad than you, but very
few people will have an effective marketing plan in
place or even an understanding of how advertising and
publicity work. That’s your advantage!**
Begin Chapter 6 >>
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