Yellow Pages Decisions

So, it's Yellow Pages time at Image Building Communications. Well, technically, the deadline was last Friday, but my Yellow Pages rep and I have been in contact for about the past month. The "Resume Services" category in our local Yellow Pages (Dex) has changed quite a bit over the past few years, and even after I made an initial decision, I reconsidered.

Over the years, I've had a variety of ads -- ranging from simple "name and phone number" listings to in-column ads upwards of 2 inches in size. The 2007 edition lists a handful of local service providers, and all the ads -- in-column and display, are gone.

I still believe in the value of the Yellow Pages -- I get a couple of calls each week from prospective clients who've found me this way, and I'm ready to reclaim the book by going back to an in-column ad.

But to help with the prequalification process, I'm taking two steps. I'm emphasizing a free critique (I already have a script I use to respond to these, which includes feedback, "how we work" process information, pricing details, and a few fictionalized samples) over a phone call, because I usually ask them to send me their existing resume anyway.

I'm also beefing up my website, including some general pricing information, to deter the "I want a resume for $50" folks. By driving more people online, I hope to capture more e-mail addresses, and use this to create a better dialogue with prospects, either to convert them down the line, or sell them resume distribution services, even if I don't write their resume.

What are your thoughts? What are you doing with your Yellow Pages advertising, and why?

Watch Those Domain Name Expirations!

Your business brand extends to your online identity. But did you know you could lose your identity (call it "identity theft") if you're not careful?

Imaging you spend a couple of years cultivating your online business. You create a keyword-rich website and use Search Engine Marketing to drive a significant amount of traffic to the site. Then, one day your domain name expires (you even forgot it was up for renewal!) and someone swoops in and takes it. Perhaps they turn it into a link farm, or maybe they just use it to promote their own business. It can happen to you.

When you register your domain name, keep a close eye on when it's due to renew. Even better, choose a service that offers "Safe" renewal (automatic). If you choose to close your business, consider selling your domain name. Even if you only get $100 for it, you'll be able to choose the reputation of the person who is using it. Or consider signing up for an affiliate service and earning straight commissions for referrals from your old domain.



I got the idea for this post from Anne Follis. I was updating my database and came across Anne's old site, which is now owned by Tracy Parish. Anne has a new site, CareerHappy.com. She had let her old domain name expire, and Tracy wisely snatched it up. It's all perfectly legal ...but if your online brand is important to you, make sure you secure it by monitoring your domain renewal. And register the names of sites that are similar to yours and redirect them to your main site.

An Argument Against Accents

No, this post isn't about being bilingual. It's about accent marks, and why not to use them on your website. What's the difference between "resumes" and "résumés" online? Lots.

You'll notice that I don't use accent marks on this blog. That's because when you use the accent marks online, they can be converted into characters.

I'm going to pick on Dawn Bugni a little bit. That's Dawn's website, The Write Solution.

You might notice something interesting on this page -- The "e" with the accent marks have been replaced with question marks. That's the danger in using the accented "e" letters online.

Even worse than how it looks is that it won't be indexed by the search engines. Most people searching for a resume service won't use the accent marks -- and if you use the accent marks (even if they come through correctly), your site won't be ranked as highly as a site that doesn't use the accent marks.

Resume Writer's Action Plan - Part 3

Here's the third installment in our series. For part 2, click here.

11. Tap into the college market. Send a letter of introduction to college career planning departments in your area. While many offer assistance in finding jobs for new graduates, most don't help grads write resumes. They are even more likely to refer alumni to you, as they are often stretched thin by simply serving currently enrolled students. Send along brochures and business cards. Be sure to mention you are an alum of the institution (if you are).

12. Write articles that target the needs of executives and submit them to your local business journal. Research a trend or statistic relevant to employment for executives and quote yourself as an expert.

13. Generate publicity in general-interest publications as well by writing a short article featuring a hot topic or trend.

14. Speak out! Target a specific profession and seek opportunities to speak at their conventions or seminars by hooking up with a professional association, or target a more general audience (church groups, community organizations, etc.)

15. Improve your client acquisition rate from cold calls. Develop a script to answer common questions and make your pitch for the sale. You'll feel more relaxed if you can focus on the person you are talking to .... and not wondering what information you need to know from the client.