Before digital marketing, the Yellow Pages were the battleground and those who understood how to use them strategically found opportunities others overlooked.
Back in the early 1990s, I found myself sitting in a room with about 30 florists here in Sarasota. At the time, the Yellow Pages were one of the most powerful advertising tools available, and a company out of Boston had just taken out a large ad targeting our market.
Naturally, it got everyone’s attention.
The reaction in the room was immediate—and unanimous. The plan was to boycott them. Refuse their orders. Shut them out completely. The thinking was simple: if we all worked together, we could stop them from gaining any traction.
Everyone agreed. Everyone except me. I remember raising my hand and saying, “You’ve got this all wrong.”
The company from Boston wasn’t doing anything unethical. In fact, they were doing something smart. They had figured out that the Yellow Pages offered a significant discount—around 40%—for businesses advertising outside their local area. They saw an opportunity and took it.
A rare look inside the Sarasota florist meeting in the early 1990s where most chose to resist change, and one chose to rethink the opportunity.
My question to the room was simple: If it’s such a great deal, why aren’t we doing the same thing?
Instead of trying to block them, I chose a different approach. I picked up the phone and called them directly. I told them if they ever had trouble fulfilling orders in Sarasota, I’d be happy to handle them.
That one decision—to collaborate instead of resist—stuck with me.
Turning an Idea Into Opportunity
Years later, that moment came back to me when I started Coast to Coast Flowers in 1998. I took the same concept and expanded on it. We placed ads not just locally, but across different markets and especially along the West Coast. There was a strategic reason behind it.
When business slowed down for us in Florida around lunchtime, it was just the start of the day in California. By placing ads in those markets, we created a flow of incoming orders that filled our slower hours. While other shops were winding down, we were just getting started again. It balanced the day, increased efficiency, and ultimately drove more revenue. And it worked.
The Bigger Lesson
Looking back, the lesson isn’t really about Yellow Pages ads, it’s about mindset. Too often, businesses respond to competition by trying to shut it down instead of understanding it. They see something new or different and their first instinct is to resist it.
But the real opportunity usually lies in asking a better question: What are they doing right—and how can I use that to my advantage?
The businesses that grow aren’t always the ones with the biggest budgets or the loudest voices. They’re the ones willing to think differently, adapt quickly, and take action when others hesitate.
Getting in the Game
At the time, I didn’t know how that decision would play out long-term. You rarely do in the moment. But experience has a way of showing you what works—and what doesn’t.
Many of the businesses that sat in that room that day are no longer around. Not because they weren’t good at what they did, but because they chose to resist change instead of embracing opportunity.
Today, the tools have changed. It’s no longer the Yellow Pages—it’s digital marketing, search, AI, and new platforms that are constantly evolving. But the principle is exactly the same.
Opportunities are always there. The question is whether you’re willing to recognize them—and act on them. Because at the end of the day, success in marketing isn’t just about being present. It’s about getting in the game—and making a difference.
Ready to Stop Following—and Start Leading?
The businesses that grow aren’t waiting for opportunities—they’re creating them. If you’re ready to take a smarter, more strategic approach to your marketing, we can help you uncover the opportunities others are missing. Call Us Today and let’s talk about how to put your business in position to win.
