Now, with that out of the way, let’s continue on to the lesson. Here are the basics you should be aware of, in no particular order:

1. Don’t always trust your YP rep to
   Get Feedback BEFORE You Hit Send
   Before any document is finalized, you need to let someone else take a look at it. I cannot stress enough the significance of this step! Letters, memos, reports, brochures, even important e-mails—any writing that will see the light of day— should be read by others before you send it off because:• Feedback sharpens your final product even though it may drive you crazy, take time, or make
   Why? Because most of the other people online want to sign you up for some consulting service or sell you their book. I just want to spread good, important information that the average business might use to save money and create a more effective ad.

   The fact that I did write a book about that very subject is not relevant right now. You came here to learn something and darn it, that’s what I’m going to do. Teach you some straight facts. But, first let me explain why you should listen to me at all. I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together YP ads that work hard.

   Now, with that out of the way, let’s continue on to the lesson. Here are the basics you should be aware of, in no particular order:

   1. Don’t always trust your YP rep to d
      Yellow Page Advertisers Need to Show Up
      Many Buyers Never Consult the Yellow Pages Before They BuyCustomers purchase most goods and services from local merchants. In the past, they relied on the Yellow Page directory to research their choices when they were ready to buy.The Yellow Pages connected them to providers at the perfect moment in the sales process. They were referred to as "now" buyers, because they were motivated t
      to save money and create a more effective ad.

      The fact that I did write a book about that very subject is not relevant right now. You came here to learn something and darn it, that’s what I’m going to do. Teach you some straight facts. But, first let me explain why you should listen to me at all. I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together YP ads that work hard.

      Now, with that out of the way, let’s continue on to the lesson. Here are the basics you should be aware of, in no particular order:

      1. Don’t always trust your YP rep to
         Factoring Basics
         Most sales to commercial clients usually carry 30 to 60 day payment terms. This means that as a supplier, you must deliver your products or services now. However, your client has between 30 to 60 days to pay you.This creates a significant challenge for owners of small and midsize businesses. The problem is simple. Your clients want to pay you in 30 to 60 days, but you must pay rent, payroll an
         to do. Teach you some straight facts. But, first let me explain why you should listen to me at all. I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together YP ads that work hard.

         Now, with that out of the way, let’s continue on to the lesson. Here are the basics you should be aware of, in no particular order:

         1. Don’t always trust your YP rep to
            Learning Guides a Great Addition to Procedures Manuals
            IntroductionLearning guides are a very useful medium for delivering flexible delivery when the topic and circumstances are conducive to it. According to Bruhn and Guthrie (1994), a Learning Guide is a 'structured booklet designed to direct the learner through a series of learning activities and to a range of resources to achieve specified competencies or learning outcomes".A lear
            I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together YP ads that work hard.

            Now, with that out of the way, let’s continue on to the lesson. Here are the basics you should be aware of, in no particular order:

            1. Don’t always trust your YP rep to
               How To Succed in Business
               Many more people are leaving the regular nine-to-five job experience to start their own businesses. Some do it in order to pursue a life long dream, others to utilise a gift or talent, in order to earn some extra income.You do not even have to quit your job to go into business. You can be a business by your self (become a consultant) in an area of your expertise and increase your cash flow. Wh
               that work hard.

               Now, with that out of the way, let’s continue on to the lesson. Here are the basics you should be aware of, in no particular order:

               1. Don’t always trust your YP rep to do what’s best for you. They work and get paid by the publisher. Get another opinion. It’s in your best interest to do so.
               2. The largest ads don’t always get the most business. It has to do with content; what you say and how you say it, the layout, and illustrations.
               3. If you can afford it, go under every single related heading or category; even if it has to be a line listing. In other words, dominate, when possible.
               4. Don’t get suckered into large white page programs; they are only for referrals and people that already know you. Put the money into the Yellow Pages.
               5. Track every ad, either with special numbers, keywords, or just ask every customer where they found your phone number. You need to know where the calls are coming from.
               6. If you’re a service business, make sure