Dick Larkin's closing keynote to the Association of Directory Publishers conference on April 28, 2011

1. Dick Larkin American Marketing & Publishing

2. American Marketing & Publishing HomePages Directories 323 Community Directories 54 new books last year 194 new books planned this year Average 10,800 copies 10 Upper Midwestern States 14 Years in Business

3. Conquering Misperceptions Crafting New Realities

4. Good News and Bad News

5. First, the BAD NEWS

6. If you are in the business of printed telephone directories, you are going to be out of business

7. EVERYONE ( outside of the industry) agrees that printed directories are going to die

8. They only disagree on the timing

9. Now the good news

11. I mean the other good news

12. If you are in the business of connecting customers

13. Your services will always be needed

14. Perception Is Not Reality

15. Perception DRIVES Reality

16. The expectation that print is dying is accelerating the final outcome

18. I’ll believe it when I _ _ _ it

19. WRONG!

20. I’ll believe it when I believe it

21. Customers doubt your claims

22. They are confused by your “facts”

23. Help them convince themselves

24. Share Stories of Others Being Successful

25. Tell Your Story

26. Good News from the Future

27. This survives but in a new form

31. Live Long and Prosper

32. Arousing Developments in Advertising

33. Risk Shifting

34. In the good old days, advertisers bore all the risk

35. If ads didn’t work, their only recourse was to quit advertising

36. You could count on delivery, but not engagement

37. Pay-Per-Click is a guarantee of engagement

38. Pay-per-call is even more engagement

39. Groupon Flipped the Model

40. Rather than ask for advertising dollars, Groupon delivers a check and an audience FIRST

41. The world has changed. Deal with it.

42. Look Where It’s Going

43. The best way to look into the future is to look into the past

44. 5 Years Ago 2006

52. Everything is . . .

53. More Personal

54. More Mobile

55. More Socially Connected

56. More Convenient

57. More Measureable

58. More Efficient

59. More Self Service

60. More Instant

61. The pace of change is increasing

62. Margins keep going down

63. Conquering Misperceptions

64. 5 Years From Now 2016

72. The Secret to the Perception of Success

73. Fast Results = Success

74. So What Should You Do?

75. Get Help

76. Be the Navigator and Activator

77. Act Like You Know What You’re Doing

78. Businesses Crave Vision

79. So Now What?

80. People Buy From Someone They

81. Know Like & Trust

82. Step 1. Sell Something Engaging

83. Step 2 Reduce Risk

84. Step 3 Work Like Hell to Make the Customer Happy

85. Repeat and Refine

86. Make Your Own Rules

87. ADP Members want you to succeed and will help

88. Thank You