One of my best friends in school was a terrible student. He never cracked a book, never studied a day in his life. But when test-time came, he was cool as a cucumber. Just unflappable. I figured out from an early age that simply learning something was a lot different than being able to apply […]
Infographic – Cutting Through the Blah: Designing a Great YP Ad
What exactly makes a great Yellow Pages ad? We discussed our thoughts yesterday, but here at Kirkpatrick we’re all about results from analysis, so we wanted to show you our methods in action. We put together this infographic with a client’s ad and we tried to break our tips down so that it is easier […]
Stand Out From the Crowd: Why Your Phone Book Ad Needs a Designer!
We’ve spent several weeks now, focusing on how to manage yourself through the negotiation process when dealing with phone book publishers. But what happens after that? Where do all the ads in the phone book come from? Who makes the decisions on layout, fonts, images and everything else? More often than not, law firms and […]
Making Sense Out of Cents: Our Guide to Phone Book Ad Placement & Finding a Better Rate
Have you ever wondered how your phone book ad ended up where it did? The ads seem to be ordered randomly, and everyone knows readers probably won’t read more than a few pages of listings. This week, not only do I explain the method behind the order of phone book advertising… But I’ve also got […]
The Rules of Negotiating Your Directory Ad
We’ve spent a few weeks talking about Kirkpatrick’s data-driven approach to finding out which phone book ads are working and which aren’t. All of this information will prepare you to negotiate with your phone book sales representative, when it is time to renew your contract. This week I’ve brought you a few tips on making […]
Infographic: Run the Numbers! Advertising in Fewer Phone Books!
Yesterday we posted our thoughts on why advertising in fewer phone books might be a better solution for your firm’s marketing needs. We know — aside from us telling you to keep using phone books — this is a pretty far-fetched idea… Advertise less? But we would love for you to discuss what we wrote about […]