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Local Marketing
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Article 7: Yellow Pages
Without question, the Yellow Pages are the granddaddy of all local marketing and advertising.
“The Yellow Pages can be one of the most effective advertising sources for selected businesses,” says Jeff Dobkin, a direct marketing consultant and the author of “How To Market A Product for Under $500” (Danielle Adams Publishing Company, 2003). “Most Yellow Pages shoppers are looking primarily for businesses that are nearby.”
Some business, like plumbers and carpet cleaners, are almost completely reliant on Yellow Page advertising.
“A Yellow Pages ad reaches people at the ideal time,” says Dobkin, when they’re ready to buy or when they’re desperate for your service (like plumbing or carpet cleaning).
There are some secrets to designing and placing Yellow Pages ads and listings, says Dobkin.
“Everyone likes to shop in their own backyard, so you should plan your Yellow Pages listing so that your town or area is printed in the biggest letters possible. I prefer an ‘in-line’ listing with a ‘logo ad’ placed within the column. But instead of your logo, place your town or area name in the logo slot.
“To see what I’m talking about, look at the airlines’ ads. Use short, crisp wording in your ad, throwing a wide net to get as many people as possible to call you. Remember: The main objective of the ad is to sell the call to your business.”
The biggest drawback for small businesses is cost. Prices vary widely depending on the size of your ad and the circulation of the directory. Still, Yellow Pages ads are relatively expensive considering the audiences they reach.
“You’ll be quoted a monthly rate by the salesperson, but remember that the contract is for a full year,” says Dobkin.
Finally, if you live in a large city, make sure you get listed in the right phone book and under the right heading.
“You can experiment by placing your listing under different headings from year to year and tracking which headlines bring in the most calls,” Dobkin suggests.
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