What the limbic mind likes--and it's your ONLY buyer

Table of Contents
Electronic book in Adobe PDF format ©2004
This book will take you by the hand and show you step by step what’s involved in making a Yellow Page ad that sets you apart. There’s no single thing that makes a home run. Your Yellow Page ad embodies a combination of choices. Those choices reflect all the other ways the business operates. But fine tuning such decision points adds up to a winning business strategy.

Introduction    Get the Best of Both Worlds—Online and Off

Section I    Re-Think What You Know about Yellow Page Advertising

Chapter 1    Benefit from Changing Yellow Page and Demographic Trends
Chapter 2    Become an Informed Yellow Page Ad Buyer
Chapter 3    Consider the Internet as a Parallel Marketing Reality
Chapter 4    How Human Nature Effects Your Yellow Page Ad
Chapter 5    Amp Up the Impression Your Ad Makes

Section II    Develop a Marketing Strategy that Covers all Your Bases

Chapter 6    Making the Sale is More than Getting the Phone to Ring
Chapter 7    There’s No Substitute for Knowing Your Customer
Chapter 8    How and Why People Use the Yellow Page Directory
                     (statistics)

Section III    Understand the Yellow Page Advertising Choices

Chapter 9      Prepare to Meet Your Yellow Page Sales Rep
Chapter 10    Do the Math
Chapter 11    Pay Attention to What You’re Paying for
Chapter 12    Design Builds a Bridge to the Reader
Chapter 13    Apply Some Copy Writing Basics

Section IV    Bringing Yellow Page Ads and the Internet Together

Chapter 14    Integrate High-Tech and Low-Tech Marketing Methods
Chapter 15    Gear up for Local Search
Chapter 16    Get More Mileage from Email and Your Web Site

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