Yellow Pages: A Year-Long Ad
Anyone with a business phone line is automatically listed in the
Yellow Pages. This is just a simple line listing.
However, since many entrepreneurs in today’s market place use
a cell phone only and don’t have access that line listing, they will take
out a display ad to magnify their marketing message.
Are Your Competitors There?
A good rule of thumb is to advertise in the Yellow Pages only if
you see your competitors there. For many businesses, advertising in the
Yellow Pages is the only way they market. Retailers and some service
providers (like locksmiths, plumbers, restaurants, and hotels) rely on
placement. However, if you get most of your business through referrals
or other media, then you might want to pass.
The greatest benefit of a Yellow Pages ad is that, unlike other
print ads, the prospect is searching with a distinct purpose in mind.
Someone facing possible foreclosure would be overjoyed to see a
Yellow Pages ad that says something like, “We Buy Houses; Walk
Away Today; Instant Debt Relief; Fast Cash to You; We Pay Top
Dollar.” Always make sure to drive them to your site by offering a
benefit, such as “Get a free report on how to stop foreclosure today.”