Go after the business you want. Highlight the reasons your customers choose you. If you don t know ask them. Be recognized as a specialist. You ll receive more of the calls you want.
People constantly make judgments and choices.
The quality of every single word, picture and logo, and the execution of those elements in your ad represents the quality of your products and services. Write down every answer. Information is power and the result of your advertising dollars is information you need to make intelligent business decisions. Yellow page reps always have a deadline and are often behind schedule, which can pressure you into making quick decisions you haven t thought out. Know when your rep will be coming and start doing your homework two to three months ahead of schedule.