I’m asked all the time about yellow page advertising. I’m asked if it’s a good idea, what is the best way to do it, and so on. Well, here’s a photo of me at the shop placing the newly arrived phone books in one of our paper recycling bins. So, what does that tell you?
We don’t advertise in the Yellow Pages; it doesn’t fit for our business. It would fit if you offer any emergency service, such as plumbing, tree care, roofing, helping with flooded basements, DUI litigation, and the like. But for most of you who receive this GREAT IDEA, your services are hardly an “emergency.” So, use your money on something that will give you a better return. If you are a landscaper in St. Croix, Wisconsin, and I enter “Landscaper, St. Croix, Wisconsin” and your company’s name does not come up, you have some work to do on your website.
At my house, we don’t need the yellow pages; we go online and do all our searches that way. Or we call a friend and ask for a referral. If the power’s out or we don’t have internet service, we just relax and wait or use our cell phone. Do you need a yellow page ad? I don’t think so. Do you need a website? Well, do you need a phone to be in business? This week, look at what you’re spending on yellow page advertising and closely analyze how effective it is for you. You might be surprised at what you find out.