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42 WHY YOU DON’T WANT TO BE IN THE BOOK

In my role as a marketing speaker and marketing coach, my clients and audience members often ask me if they should spend the time and money to be listed in this directory or that trade show book or some magazine’s Marketplace section.

You’re about to get the answer for YOU and YOUR business if you’ve ever wondered the same thing.

But first, remember the Yellow Pages?

Their old tagline was, “Let Your Fingers Do the Walking.”

It was more convenient—in the 1960s and 1970s—to use the Yellow Pages and your rotary phone to find out what you needed to know about local businesses than to literally walk from store ...

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