Yellow Page Sage - Table of Contents, Yellow Page Smarts

Table of Contents for Yellow Page Smarts

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. And that is also reflected in a first rate ad. Because it all works together.

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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