Yellow Page Smarts
Table of Contents

Introduction    Get the Best of Both Worlds—Online and Off


Section I    Re-Think What You Know about Yellow Page
                     Advertising
Chapter 1    Benefit from Changing Yellow Page and
                     Demographic Trends
Chapter 2    Become an Informed Yellow Page Ad Buyer
Chapter 3    Consider the Internet as a Parallel Marketing
                     Reality
Chapter 4    How Human Nature Effects Your Yellow Page Ad
Chapter 5    Amp Up the Impression Your Ad Makes


Section II    Develop a Marketing Strategy that Covers all
                     Your Bases
Chapter 6    Making the Sale is More than Getting the Phone
                      to Ring
Chapter 7    There’s No Substitute for Knowing Your Customer
Chapter 8    How and Why People Use the Yellow Page Directory
                     (statistics)


Section III    Understand the Yellow Page Advertising Choices
Chapter 9      Prepare to Meet Your Yellow Page Sales Rep
Chapter 10    Do the Math
Chapter 11    Pay Attention to What You’re Paying for
Chapter 12    Design Builds a Bridge to the Reader
Chapter 13    Apply Some Copy Writing Basics


Section IV    Bringing Yellow Page Ads and the Internet
                       Together
Chapter 14    Integrate High-Tech and Low-Tech
                       Marketing Methods
Chapter 15    Gear up for Local Search
Chapter 16    Get More Mileage from Email and Your Web Site