I have a client who is in a fairly specialised niche. He takes a full page Yellow Pages advertisement every year because his main competitor does.
In fact the rep says to my client “You need to take a full page ad because your competitor does. You don’t want him to get an advantage do you?”
What The Competitor Says
At a function last week I met the competitor. I asked him why he takes a full page Yellow Pages ad. He said:
“I hate to because it’s so expensive and doesn’t give us a huge amount of business, but my main competitor always takes a full page ad and the rep says I need the same size so he doesn’t get a big advantage.”
The Last Person…..
The last person you should believe when you’re buying advertising is the advertising rep. They can pretty much make any statistic fit the scenario they’re selling.