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Rating: 
Summary: I'm recommending this book to everyone I know
Review: A customer of mine said this to me the other day...Whats the difference between Yellow Pages and an Iranian terroist? You can negotiate with an Iranian terroist. It's great that you would like to know more about how to make our products work for you because we are as passionate about YP as this author obviously is. It's an accolade to the undeniable success of Yellow Pages that a book like this has been written so if it helps you guys get the most from us; then all the better. I would say buy this book but also listen to what your rep has to say...we may not all be marketing experts but we do know the book cover to cover and inside out. We know what makes a bad advert and what makes a good one. We understand what buttons to press for the users of the product and we honestly do try to make you guys as much money as possible no matter how small your investment. Bear in mind though that a wonderbra does nothing for a flat chest...we try to move your advertising programme forward for that very reason. The title of this book may mislead you into thinking that you can still have a tiny advert in one classification in one area of your country when in reality, you really may need to cover a wider area and appear in all the classifications that are relevent to your business. If no-one sees your advert then it makes no difference how good the information is contained there because you have just lost an enquiry. I suggest that you closely monitor the response of your advert with YP, ask your rep to carefully go through all the demographics and take the time to listen what s/he has to say. Then make a decision based on fact. For those companies who only spend a few hundred dollars but expect to make a million ask yourself why you are surprised when it doesn't happen. I hope this book gives your business the edge that you're looking for with your Yellow Pages advertising but bear in mind that cost wil always be inextricably linked to reward.
Rating:
Summary: A FUNNY AND VALUABLE BOOK
Review: GETTING THE MOST FROM YOUR YELLOW PAGES is the perfect step by step plan for increasing the results of your directory advertising and your small business marketing in general. The book made me laugh and what I learned made me money.
Rating:
Summary: I've worked with the author. Highly recommended.
Review: I've worked with Barry Maher, the author of the book, and there's a reason TIME magazine called him the best in the business.
Rating:
Summary: MY NUMBER ONE MARKETING RESOURCE!!!
Review: This is going to be my number one marketing resource. Yellow Pages are the biggest item in my marketing budget and all the other advertising I do in total brings me in fewer customers than the Yellow Pages. That's why this book is a godsend. It's full of great, factual information and tips, and it's already made my directory advertising work much better. And it also helped me lower my total advertising costs!
Rating:
Summary: A MONEY MAKING AND MONEY SAVING BOOK!!!
Review: This is one of the most valuable books I've ever owned for promoting a small business. The bulk of my advertising dollars go to yellow page advertising, and, guess what, most of what I thought I knew about yellow pages (and much of what the yellow page sales reps have told me about them) is absolutely wrong! This book turned my business around. I can't praise it highly enough.
Rating: 
Summary: Why has Amazon removed the names and emails of reviewers
Review: What is wrong with this picture? The yellow page industry's annual sales figures are a mind boggling eleven to twelve billion dollars. Shouldn't the reader therefore conclude that dozens of books are constantly rolling off the presses devoted to this topic? Yet, I diligently searched for all the books and writings concerning yellow pages advertising---and this 2nd updated edition printed in 1997 is the most recent and comprehensive one that I could locate! What's more, according to Amazon.com's sales figures this book is not even close to being a best seller. Barry Maher has a virtual monopoly because of an apparent lack of interest. He focuses on the small to mid size companies who usually don't seem to spend five minutes a year figuring out their marketing strategy. The author brilliantly goes into a great deal of specific advice concerning why and when one should purchase an add in a particular yellow pages segment. Should one buy an ad in a "core" directory published by the local telephone utility, or might an independent publisher be more appropriate? Maher answers that placing an ad in the core book is usually mandatory. He quickly adds, though, that the independent offerings might also make economic sense. The independents may not obtain an equal number of responses, but their lower cost and impressive distribution figures often make them a great bargain. What about a business to business yellow pages? In which circumstance is this the right choice for a business? How big should an ad be? Who should design the ad? Should the buyer pay extra for color? Is the price negotiable? How does one gauge success or failure? Why purchase an ad now if the book will not be released until later in the year? Barry Maher addresses these and other pertinent issues. He even comments briefly, but perspicaciously upon the new phenomenon of Internet yellow pages. This book absolutely should not be ignored. I suspect that too many entrepreneurs fail to seriously consider about how best to effectively market their products and services. A careless hit and miss approach is often the full extent of their willingness to invest time and energy in a matter of such overwhelming importance. "We aren't big enough to advertise," is an excuse commonly uttered. Maher rightfully points out that you don't advertise because you are big, but because you desire to become big. Ralph Waldo Emerson supposedly (or at least he gets the blame) said that the the world will beat a path to your door if you build a better mousetrap. Unfortunately, in the real world nobody knocks on the front door, regardless of your firm's excellent qualities, if they have never heard of you. Many companies go bankrupt solely due to abysmal marketing habits. Another good book to purchase is -The Guerrilla Marketing Handbook- by Jay Levinson & Seth Godin. They also have an excellent chapter dedicated to yellow page advertising.
Rating:
Summary: Why is Barry Maher's Book Almost the Only One Available?
Review: What is wrong with this picture? The yellow page industry's annual sales figures are a mind boggling eleven to twelve billion dollars. Shouldn't the reader therefore conclude that dozens of books are constantly rolling off the presses devoted to this topic? Yet, I diligently searched for all the books and writings concerning yellow pages advertising---and this 2nd updated edition printed in 1997 is the most recent and comprehensive one that I could locate! What's more, according to Amazon.com's sales figures this book is not even close to being a best seller. Barry Maher has a virtual monopoly because of an apparent lack of interest. He focuses on the small to mid size companies who usually don't seem to spend five minutes a year figuring out their marketing strategy. The author brilliantly goes into a great deal of specific advice concerning why and when one should purchase an add in a particular yellow pages segment. Should one buy an ad in a "core" directory published by the local telephone utility, or might an independent publisher be more appropriate? Maher answers that placing an ad in the core book is usually mandatory. He quickly adds, though, that the independent offerings might also make economic sense. The independents may not obtain an equal number of responses, but their lower cost and impressive distribution figures often make them a great bargain. What about a business to business yellow pages? In which circumstance is this the right choice for a business? How big should an ad be? Who should design the ad? Should the buyer pay extra for color? Is the price negotiable? How does one gauge success or failure? Why purchase an ad now if the book will not be released until later in the year? Barry Maher addresses these and other pertinent issues. He even comments briefly, but perspicaciously upon the new phenomenon of Internet yellow pages. This book absolutely should not be ignored. I suspect that too many entrepreneurs fail to seriously consider about how best to effectively market their products and services. A careless hit and miss approach is often the full extent of their willingness to invest time and energy in a matter of such overwhelming importance. "We aren't big enough to advertise," is an excuse commonly uttered. Maher rightfully points out that you don't advertise because you are big, but because you desire to become big. Ralph Waldo Emerson supposedly (or at least he gets the blame) said that the the world will beat a path to your door if you build a better mousetrap. Unfortunately, in the real world nobody knocks on the front door, regardless of your firm's excellent qualities, if they have never heard of you. Many companies go bankrupt solely due to abysmal marketing habits. Another good book to purchase is -The Guerrilla Marketing Handbook- by Jay Levinson & Seth Godin. They also have an excellent chapter dedicated to yellow page advertising.
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