HOW TO PUBLISH YOUR OWN TELEPHONE DIRECTORY
LET'S IMPROVE ON THE 'PHONE BOOK'!
The best way into any business venture is often to identify
a business need - and then go about filling it. That's just
what this business opportunity is - a burning need for
you services!
You are sure to agree that your local telephone directory
or 'Yellow Pages' is an essential aid for just about
everyone. But, it has one major drawback. Quite simply,
these directories cover vast areas - often several
hundred square miles. So, any given product or service
advertised in them may be far too far away from most
potential customers for that ad to work properly.
What is needed is a strictly local telephone directory. A
directory that advertises local goods and services to
local people - not those living 30, 40 or 50 miles away.
The main directory publishers are not really interested in
this. And, although there have been a few attempts, few
have undertaken the provision of a proper local 'phone
directory'.
That's your opportunity to corner the market. Simply
publish a directory on a strictly local basis. You'll make
money from providing effective advertising to local
businesses. And, you'll have the prestige of providing a
valuable public service too. Two great benefits in just
one business!
HOW TO GET ADVERTISING
Obviously an essential when producing your own
advertisers is to get advertising. People who will pay to
get customers through your publication. Apart from
providing the substance of your directory, they will also
provide your income.
The idea of publishing 'trade' directories is certainly not
new. And, there have been a number of 'dubious'
directories who have taken the advertisers money in
return for poor service - or even no directory at all.
Having said this, most businesses have a need for a
really effective means of local advertising - something
different to the press. So, if you undertake to provide
an effective and honest directory you should not be
short of customers.
To be successful in your directory - and gain the
confidence of would be advertisers, always set up and
trade in the most professional way possible. Do
everything you promise and always give good value for
money. After all, you want to repeat your directory
year after year - and giving a good service is the only
way of doing this.
Most areas should not be short of plenty of potential
advertisers. Just about any local business is good -
whether it be a shop, a tradesman, a local service or
whatever. In fact, looking in the existing 'Yellow Pages'
and newspapers will give you plenty of potential
customers. Of course, you won't need a full directory
to start. You can be quite successful in your first year
with just 20-40 advertisers.
The very best way to get advertising patronage is to
approach potential customers in person. Get freelance
sales help with this if it is not your ideal sort of work!
At all times be sure to explain the value of a local
advertising scheme - and the honesty of your business.
Some customers might have been involved in failed
advertising schemes in the past - you must do better
and reassure them.
One good tip is not to ask for a penny until you are
ready to print and distribute the directory. You won't
need money anyway if you pre-arrange to obtain credit!
When you get a firm order for advertising then
co-operate carefully to produce an effective
advertisement for the business. Using freelance
copywriting help will impress. The best way of selling
space is in small blocks only a matter of centimetres
deep. This gives good value - and also means your
directory is cheap to print.
You are free to get as many advertisers as you are able.
The more you get the more you earn. Several hundred
would lead to a runaway success. But, considerable
profits can be derived from just a handful!
PROOF OF POTENTIAL
The great thing about this business is that you can
actually see what your income could be!
For example, a popular local telephone directory
charges $200 per unit of space (some advertisers take 2
or more!) Each directory they produce attracts about
30-35 advertisers. So, it's not hard to see a possible
take of $7,000 mount up. Overheads, including the cost
of printing and distribution are minimal - 20% of the
proceeds at the most!
Even better, this figure can be repeated on an annual
basis. And, you might decide to operate all over your
region. What if you published 7, 8 or more directories
all over your county?
Of course, you might not charge as much, get as many
advertisers or operate that many directories. But, even
a fraction of the amount makes a considerable income
for a still mainly part time venture!
HOW TO PUBLISH A TELEPHONE DIRECTORY
Now back to reality! After you have obtained advertisers
for your project and banked your revenue you have to
get down to providing the service you have promised.
It is very important that you do this to the best of your
ability to ensure customer satisfaction - and ensure
people ask to advertise next year.
Your first step should be to decide the form and format
of your directory. Almost without doubt a book type
format is not the best - and it can be expensive. The
best thing to do is publish your directory on a card.
This would probably be A5 or quartro size and be
printed on both sides. Allocate a block for each of
your advertisers.
The main benefits of a card is that your advertisers will
always 'show', unlike a book. And, the card format will
often be placed by the telephone where it will be used
and be effective. Contact a printer specialist in that
type of work. It is also a good idea if you have the
card encapsulated in plastic film. Looks much more
professional and lasts longer.
Do pay attention to a professional design of the
directory card. This makes it stand out - and makes it
work even if other people publish similar cards in the
area. It might be a good idea to consult a professional
artist or designer.
The card should most certainly be very bold and
attractive. Make sure your advertisers squares are
given all the best spots. It might be a good idea to
leave some space for a map showing where the
advertisers are located locally. Another popular idea is
to give some local service information - e.g.
the numbers of Bus and Railway Stations, Councils,
and Hospitals, etc. Always use colored card - and
ideally colored ink for a really strong impact.
You might wish to experiment with several designs to
see which looks best. Then, you can proceed to have
the cards printed. Have this done all at the same time
to get the very best price. The number you have
printed depends on your area - and the number you
have promised customers. Always stick to it. What
you charge is up to you, but aim to give good value.
For example, the local publisher charging $200 per
square guaranteed a minimum distribution of 30,000
cards.
However you tackle preparation of your cards, always
take it very seriously. This is vital if you are to build a
large and profitable business over coming years.
DOING THE DISTRIBUTION
With the cards printed all that remains is to get them out
to the public. As you would expect it is vital this is done
correctly. If mistakes are made your advertisers will get
very little response - and it is unlikely they will want to
advertise with you in future years. If they get a good
response you will get lots of future business.
There is sufficient profit in this business for you to give
all the distribution work to a specialist leaflet
distribution company. They will deliver your leaflet for a
fixed price per thousand. Be sure to give them your
exact requirements. And, test that deliveries have been
made in the correct places as there are some dubious
operators.
However, distribution is such a simple process that there
is no reason why you should not handle it yourself. The
best things to do is employ part time distributors to
deliver the leaflets for you. Housewives and students are
ideal for this type of work. Advertise for their services
locally and pay on a 'per leaflet dropped' basis.
You will need to carefully supervise your distributors to
ensure leaflets go just where you want them, nowhere
else, and that there is no wasteful duplication.
Remember that your advertisers may also be the
recipients of your cards, making it very important to
handle this properly!
The general rule should be that all premises in the given
area should receive a telephone directory card. Though
you have no way of knowing if they actually have a
telephone. The largest category of recipients will be
private households - do all the 'out of the way' houses as
well as the 'easy' large estates. Apart from this all
business premises should receive a card - shops,
offices, factories, etc. Here your cards can reach a
large number of potential customers and increase the
overall impact of the distribution.
Also try and think of any different or novel ways of
distributing your cards. You might be able to leave a
small supply in local libraries or community centers.
Or, those advertisers with shops would probably be
pleased to place a supply on display. Any way you
can think of to maximise the potential number of
readers is a good idea.
When distributing never forget that your sole aim is to
get more business for your advertisers. Some
advertising firms forget this and see such a scheme
only as a 'fast money earner'. But, quite simply, the
more and more new customers you generate for your
advertiser the more pleased they will be. That can only
lead to increased income and prestige for you.
MAKING THE MOST OF YOUR BUSINESS
There is little doubt that this opportunity can lead to an
excellent sideline business. Just one telephone
directory, produced in the area you know best can be
most successful - even though competition may exist
from other directories. Advertising that really works is
always a much sought after commodity. And, many
businesses have not found that illusive type yet! Of
course, once you are set up for the publishing and
distribution of information it makes good business
sense to make full use of your resources. You will find
it easy to go into this type of publishing in a big way -
and there is certainly full time potential!
The obvious choice is of course to expand the areas
you operate in as already discussed. Just as the
'Yellow Pages' operates over various zones you could
do the same! Work over whatever area you like - there
could be hundreds in any region.
This idea offers potential for exploitation on all agency
basis. Advertise for agents in all parts of the country to
arrange local telephone directories in their own areas.
They arrange all advertising and distribution - you just
do the necessary preparation of the card. Then, share
profits on a commission basis and both parties do well.
Maybe make your directory a national name?
There are all sorts of opportunities for publishing
information on a directory basis. This is particularly
easy to do, offers good advertising potential. And,
directories are always the fastest selling type of
publication. You might consider publishing a trade
directory - and accept advertising nationwide from
companies within a certain trade. Or, you might consider
a county-wide directory on a certain theme which would
certainly be easier to use than a stack of telephone
directories.
Why not consider something along the lines of a
'County Entertainments Directory'. On a similar theme
why not a 'Stamp Collectors Directory' or a 'Catering
Traders Directory'. There are plenty of possibilities.
A different idea is to consider publishing some newsletter
or bulletin - but aim it at a particular trade or interest.
You could both sell advertising and subscriptions. Copy
the success of the 'free' newspapers in your own
information publishing business.
FINAL TIPS
Information is perhaps something that can be the basis
of any successful business. People will always pay to
receive information - or transmit it to people they want to
receive it. Publishing has long been a desirable operation.
One great thing about selling information is that it can be
constantly improved and renewed. Just because someone
else already publishes a telephone directory does not mean
you are excluded. If you can do it better, locally at first,
you can succeed!
Quite simply, it's a need - and if you can satisfy it, you
can take the credit!
