Yellow Pages Tips - Permission Based Works!

Thanks in part to the rising popularity of the internet, consumers (that's all of us) are spoiled these days, and have gotten into a "search" mindset: We know that we can search for what we want or need anytime we want or need to, so more than ever we HATE to be advertised at when WE didn't make our own choice to search for something.

People are sick of being bombarded and interrupted by untargeted marketing messages these days (aren't you?). They're telling businesses loud and clear NOT to interrupt ...

... their TV shows with commercials (TiVo, cable TV, DVD's, On Demand, etc.)

... their newspaper or magazine stories with ads (circulation drops every year)

... their drives down the highway with billboards (anti-billboard laws)

... their music with commercials (Satellite Radio, iPods, etc.)

... their internet surfing with advertisements (Pop-Up and Spam Blockers, Junk Emailboxes, etc.)

... their dinners and evenings at home with telemarketing calls (Do Not Call List)

... their mailboxes with direct mail (they call it "Junk Mail", don't they?)

Starting to see the difference between permission-based, search advertising (internet and Yellow Pages) and interruption-based marketing? Good. This is the single most important distinction you can make if you're frustrated and confused by the results of your overall marketing strategy:


It isn't ALL marketing that is risky and confusing and doesn't work as well as it used to. Only interruption-based marketing is dying, while permission-based marketing is booming.

You've heard the saying "People hate to be sold, but they love to buy", right? Well, we all know that's true - now more than ever. Your prospects hate to be interrupted with advertising - but when they know they have a need they'll look for you.

Respect people by giving them control over their own shopping, and they'll respond by putting their money into your pocket.

And realize this: When prospects are looking for you (Yellow Pages and internet), you have their full attention and they want you to provide as much information as possible. But when you try to interrupt them, you have their partial attention at best, and they usually can't wait until your advertising is done so they can get back to whatever you interrupted in the first place. OUCH!

The first place most people look is still the book that's delivered free to every single home and business: their local Yellow Pages. It isn't the newest idea, and it isn't sexy. But it works. Period. The internet Yellow Pages and search engines are smaller but growing options as well.

If you have a large advertising budget and can afford to take big risks, then go ahead and try various interruption-based marketing methods. But if you want the best bang for your local advertising buck, then do yourself a favor and focus on what works best with today's shoppers: permission-based, search marketing (Yellow Pages and internet). Then only after you're using winning strategies with your Yellow Pages and internet marketing should you even think about risky and complex things like "media mix", "branding" and interruption-based marketing in general.

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