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Large companies want to keep their “Name” in front of customers at all times. But the advertising process has been corrupted to the point where the focus becomes brand exposure rather than a more worthwhile goal of getting the customer to do the talking FOR you. More and more folks are trying to get into Yellow Page ad branding than are trying to get out of it. By definition, direct response advertising has facts to support it and the act of branding doesn't. Some of you branding agency folks are steamed at me by now, so I should say that there IS a place for branding in the marketing process. Obviously I'm focused on Yellow Page advertising results. But you should understand that every advertising campaign should have a solid base of direct response tied to it. This isn't to say branding is "bad." But it should be understood that Branding and normal Public Relations is more about keeping shareholders happy with their stock than any direct ties to profits. But those that have managed to make the neede changes have discovered its a Gold Mine that results in larger purchases, more profitable purchases, and multiple, ongoing, repeat sales. The cost of Yellow Page marketing marketing plummets when you create happy, raving customers who pick up the phone and call their friends and do even better promotions for your company than a room full of “marketing professionals” could ever do. Sure, it takes work to please customers to that extent. And you, being the smart ones out there, know that THAT is what it's all about. Yellow Page Directory listings can be the one of the most trackable forms of advertising a business has. And since the cost is on-going and copy can't be changed for months, it makes no sense to not track it. Most every market has multiple directories with different deadlines. There is always room for improvement and testing your advertising is the route to better results. It takes a lot of effort to make an extra 20% profit on your product or service. But if you can make a 50% to 500% improvement ( or more ) in your advertising and cost per new customer with effective, direct response advertising, doesn't that sound better? Why spend advertising money in an attempt to make "impressions" if getting people to call you up and place an order is a better option?
Article Source: http://allentrepreneurinfo.com
About the Author - Chuck Masterson is the Director of R&D at Yellow Pages Into Profits and has assembled a team of the nations top Yellow Page ad design Specialists.
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