Getting the Most from Your Yellow Pages Advertising: Maximum Profit at Minimum Cost

When you're looking for good, solid, objective information for advertisers on yellow pages advertising, look carefully. There is so much BAD information out there, information that's at best useless, and at worst misleading in a way that will cost you money and make your advertising LESS effective. On the other hand, there's a reason TIME magazine called the author of "Getting the Most from Your Yellow Pages Advertising" the leading expert on advertising in the yellow pages. Look carefully at some of the other, supposedly-objective sources of yellow pages information. Personally, if I was looking for objective information, I would be very wary about any book or booklet that's written by a yellow pages publisher or by somebody that works for a yellow pages publisher. Yellow pages publishers are more than happy to give you their propaganda for free. Why pay for it just because it's in book form? For the same reason, I probably wouldn't pay for anything on yellow pages written by an advertising medium that competes with yellow pages, like a newspaper or magazine. Why pay for a sales pitch that's going to tell you basically to stop advertising in the yellow pages and buy advertising their product? The beauty of this book is that it is written FOR THE ADVERTISER, by an author who has no axe to grind, "the leading independent consultant on the subject," as TIME says, who's "helped thousands of small businesses get the most effective and cost-effective yellow pages advertising possible." This is the same author who wrote the Prentice Hall Marketing Yearbook series. In my "Books for Business" column, I've reviewed other books by Maher, and I've never seen any sign of any hidden agenda that he's trying to sell the reader. That's probably because he's got nothing else to sell besides the information he collects and provides in his books. (One other supposedly-objective book on yellow pages for example, acually says that businesses should buy ads in every possible phone directory, that every one of these directories work great, even the worst of them. No statistics are given to support this claim, but it turns out the book is written by a person who works for a company that publishes one of those directories. And that's their sales pitch: "you should buy an big ad in our directory because you should buy a big an in every directory." Of course, it's not the author's money going into a directory that nobody might be reading, it's yours. There's another book out there based almost entirely on advertising theories that have been consistently and repeated discredited by research. That doesn't bother the author, he's not familiar with that research or apparently any other. All the author of "Getting the Most from Your Yellow Pages" has got to sell is the the best available information, based on the best available research. That's why this is considered THE book on yellow pages advertising. Rating $$$$$ Books for Business Ratings $$$$$ A Must-Read, I

This book made me money and saved me money while doing it. If that author ever reads this I'd like to offer him a large "thank you" and tell him that he's got a fan for life.

Don't buy any phone directory advertising until you've read this book!!! Whatever you get will work better and you won't overspend or underspend or buy anything that's useless.

GETTING THE MOST FROM YOUR YELLOW PAGES is the perfect step by step plan for increasing the results of your directory advertising and your small business marketing in general. The book made me laugh and what I learned made me money.

GETTING THE MOST FROM YOUR YELLOW PAGES ADVERTISING is a truly valuable book for any small business that advertises. Before opening my shop, I spent two years working for a directory company. But I learned more about yellow pages advertising from this book than I learned in that whole time. Plus the book is funny and always interesting.