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<DIV><FONT face=Arial size=2>You must be talking about an actual ad =
in the YP's.
I have a residential number and it is costing me $93 to have my number =
listed
for a year. Quite reasonable I think. Essential too. Most people look =
there
first. Plus a lot of the customers wonder if you are legitimate or a =
'fly by
night' sort of person. People have said they were wondering why I wasn't =
listed.</FONT></DIV>
<DIV><FONT face=Arial size=2>Keith Roberts</FONT></DIV>
<BLOCKQUOTE dir=ltr
style="PADDING-RIGHT: 0px; PADDING-LEFT: 5px; MARGIN-LEFT: 5px; =
BORDER-LEFT: #000000 2px solid; MARGIN-RIGHT: 0px">
<DIV style="FONT: 10pt arial">----- Original Message ----- </DIV>
<DIV
style="BACKGROUND: #e4e4e4; FONT: 10pt arial; font-color: =
black"><B>From:</B>
<A title=tune4u@earthlink.net
href="mailto:tune4u@earthlink.net">tune4u@earthlink.net</A> </DIV>
<DIV style="FONT: 10pt arial"><B>To:</B> <A =
title=pianotech@ptg.org
href="mailto:pianotech@ptg.org">Pianotech</A> </DIV>
<DIV style="FONT: 10pt arial"><B>Sent:</B> Thursday, May 01, 2003 =
8:49
AM</DIV>
<DIV style="FONT: 10pt arial"><B>Subject:</B> RE: "PennySaver" =
ads</DIV>
<DIV><BR></DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff =
size=2>Happy news. I
don't use a business line, just residential--one of the many =
advantages of
ruralness. So I have to pay to be YP listed. I'm the only one in many =
phone
books around here and one of three in the the Rolla, MO book. No one =
has a
display ad.</FONT></SPAN></DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff
size=2></FONT></SPAN> </DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff =
size=2>My comments on
YP as a use for promotional dollars was based on the absurdly high =
price they
want for those ads and the year-long lock-in (no flexibility, if the =
ad
doesn't pull, you're stuck). I used to own an executive =
consulting firm
in St. Louis. After getting soaked for several years, we retreated =
from YP
ads. But we ran a good-pulling ad every week in the Sunday =
Post-Dispatch.
THAT'S expensive, too, but we could adjust ad copy and =
location week
by week and not advertise on holiday weekends, =
etc. Flexibility is
not a YP benefit.</FONT></SPAN></DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff
size=2></FONT></SPAN> </DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff =
size=2>Unless one
is in city market with a bunch of competitors, I think promotional $ =
can be
spent much more effectively than the YP. That was my
point.</FONT></SPAN></DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff
size=2></FONT></SPAN> </DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff size=2>I =
also believe, based on my experience, that the most valuable =
long-term, business building clientele, does not come from
"shoppers," though I do take your point about people getting a =
referral, then
forgetting the name. You DO have to be in the book and I =
think the
bold listing is worthwhile, but not necessarily any more than
that.</FONT></SPAN></DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff
size=2></FONT></SPAN> </DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff =
size=2>Also, if you
have multiple services & products, I think it pays to =
buy listings in
more than one section, too. Exposure is a good =
thing.</FONT></SPAN></DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff
size=2></FONT></SPAN> </DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff =
size=2>And lastly, I
do have an ad in one book, for a specific reason, but it is a =
professionally
designed ad I submitted to them. The ads that YP companies will slap =
together
for you are usually sub-par at best.</FONT> </SPAN></DIV>
<DIV><SPAN class=684513015-01052003></SPAN><SPAN
class=684513015-01052003><FONT color=#0000ff =
size=2></FONT></SPAN> </DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff =
size=2>Alan
Barnard</FONT></SPAN></DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff =
size=2>Salem,
MO</FONT></SPAN></DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff
size=2></FONT></SPAN> </DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff size=2>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff =
size=2>(Hey Wim,
"What's shakin' in Alabama?")</FONT></SPAN></DIV>
<DIV><SPAN class=684513015-01052003><FONT color=#0000ff
size=2></FONT></SPAN> </DIV></FONT></SPAN></DIV>
<DIV><SPAN class=684513015-01052003></SPAN><FONT face=Tahoma><FONT =
size=2><SPAN class=684513015-01052003><FONT face=Arial
=
color=#0000ff></FONT></SPAN></FONT></FONT> </DIV></BLOCKQUOTE></BO=
DY></HTML>