Don't forget to review your listings in wire service directories on occasion. If they are working and you are receiving enough orders from a town you're listed in, great, keep 'em!
I've consulted with shops and noticed that they have:
*Listings in the color red that they claim that they never authorized, or agreed to a free promo for a red listing, and are now paying for it. Red listings might stand out on first glance, but they are also hard to read in the small print in the directory.
*Display ads that they rec'd on a free promo, then forgot to remove them when the freebie was expired. If the ad(s) are working, great! If not, remember they add up on your statement month-to-month.
*Listings in towns that are not really towns, but actually are neighborhoods of a real town, that are only known by "locals."
* 800 numbers -- are they still generating much business for you? Many people have unlimited long distance calling with their phone companies now, and it's not really a long-distance charged call to phone someone out of town/state now. You pay for every 800# you list in most w/s directories.
*Special listings/extra blurbs under your codifications -- if you have these, make sure you review the copy and use wisely the 4 or 5 lines they allow you. Saying things like "delivering 6 days a week" is a given, and not really telling anybody anything "earth shattering."
*Consider things like: are you the only listing in the area? Then, you might not need all the extra blurbs, display ads, etc. Or, are you listing in towns as an also served that have so many actual town members listed already, that you are "lost in the sauce" under the also served, and the listing may not be worth it?
Just some food for thought ... keep what works, think about dropping what doesn't work and save $$$.
I've consulted with shops and noticed that they have:
*Listings in the color red that they claim that they never authorized, or agreed to a free promo for a red listing, and are now paying for it. Red listings might stand out on first glance, but they are also hard to read in the small print in the directory.
*Display ads that they rec'd on a free promo, then forgot to remove them when the freebie was expired. If the ad(s) are working, great! If not, remember they add up on your statement month-to-month.
*Listings in towns that are not really towns, but actually are neighborhoods of a real town, that are only known by "locals."
* 800 numbers -- are they still generating much business for you? Many people have unlimited long distance calling with their phone companies now, and it's not really a long-distance charged call to phone someone out of town/state now. You pay for every 800# you list in most w/s directories.
*Special listings/extra blurbs under your codifications -- if you have these, make sure you review the copy and use wisely the 4 or 5 lines they allow you. Saying things like "delivering 6 days a week" is a given, and not really telling anybody anything "earth shattering."
*Consider things like: are you the only listing in the area? Then, you might not need all the extra blurbs, display ads, etc. Or, are you listing in towns as an also served that have so many actual town members listed already, that you are "lost in the sauce" under the also served, and the listing may not be worth it?
Just some food for thought ... keep what works, think about dropping what doesn't work and save $$$.
