YELLOW PAGES

Good Guy Bad Guy

HISTORY: For over 40 years we lived by the Yellow Pages.

Not anymore.

 For many years then there was only one (1) set of Yellow pages - Usually ran by MA-BELL. You only had to advertise in one Phone Book.
The government broke up MA-BELL into several Baby Bells with it more competition for your Advertising dollar. Most cities now have at least 3 competing "Yellow Page Directories"

Now the problem: Which one to use? As a general rule the best one is the one who actually provides your phone service. And they are the one who gives New Yellow pages to all new phone customers.

This is only a general rule - Each area of the country is different! And so are their prices.

Example: It costs more for a 1/4 page display add in Springfield MO. Circulation of about 250,000 than it does in Cincinnati, Oh - Circulation over 1 million

But the Yellow Pages still have their place if you know how to use them!

How do you use them? The ad must be large enough to direct them, to your WEB SITE!

For most studios this is a waste. 95% of all Martial Arts Web Site have horrible Web Site. 

Warning: Most Web Sites are put up by computer techies. Great graphics, lost of flash. But these techies do not know how to market your product and services.

EXAMPLE: Let assume the YP are still working - and you develop a 1/2 page display ad. This will cost you $1200++ per month

Below is an old add I had readily available
This add several years ago cost over $15,000 a year
Click here to take you to the Chicago studio of Greg Mattson and Becky Mornar where their opening home page cost them $9 a month or about $100 a year
Note: I have not yet fully developed this page. I wanted to get it up as an example of what your home page should contain

Notice: The object of the ad - in one  eye scan - by the prospective buyer,  is to sell our product/services:
1. Difference at TRACY'S is private instruction. We are appealing to the more affluent shopper.
2. Why should you buy form us. Special Family Rate: Let anyone try to match that. 
3. Not a sport - self defense - 
Fact: Most people want the Martial Arts for Practical Self Defense!
4. Retail sale.
5. Locations and addresses.
As a general rule students are interested in the studio that are closest to them.
6. No Belt test fee's ever! Two reason for this:
1. To appeal to students who studies before and hate belt testing fee's. I remember a typical comment form former Tae Kwon Do students "Why I hated most about Tae Kwon Do, was belt testing fees."
2. Our competitor on the sale will never let the students know there are belt testing fee or how much they will be.
3. This is on our competitors "Cash Cows" - All belt test is paid for in advance and they usually require payment to be made in "Cash"!

Example: This year Cincinnati, circulation 1 Million, in the main YP Book,  there are only two display ads. Ours is the largest - only dollar bill size - split between two of our studios at a cost of about $350 a month for each studio.

Below this years YP ad - This case - because there are few competitors (Only 2 display ads and only another 30 line listing - The YP's are a good investment.

You would like one of two things to happen:
1. Have them call your studio for information
2. Have them go to your web page for more information - then call the studio

The other side of the Coin: In Lexington. YP circulation in main book of about 300,000 has 2 1/2 pages of display ads with 2 of them taking 1/2 page ads. Our ad is on the back page with poor placement.

Obvious: For one year the Yellow Page Ad in Cincinnati, will be a good advertising investment. 

But what will happen next year?

One great advantage of Yellow Page ads. All listing are under one heading: Martial Arts.