this is something like what I posted about awhile ago to someone who was about to teach a bunch of people, realtors I think, "how to" do local SEO etc.
It isn't the realtors, it's the guy with big bucks who can snatch your niche away from you ... so, sharing here is cool, but blabbing about how easy this biz is (which it isn't, of course, if done well) in your home town, or region, is just short sighted, at best.
Offline marketing is a reputation, skill and results thing. You don't want others doing it, and giving "local search opt" a bad name by picking the low hanging fruit, and then doing a half-assed job of helping that local merchant.
People who are new to self-employment, NOOBS, don't get this side of biz. Biz is vicious most of the time. But you can't tell a noobie anything when he believes he owns the rainbow. Rainbows tend to vanish quickly, don't they?
That just makes it harder for you. Like... some of the stories about what YP has done to some people I know.
This attack against affiliates isn't a huge problem yet, but a camel's nose under your tent, needs attention.