I have been writing these marketing tips for over 12 years. One of the very first tips I published was on the effectiveness of Yellow Pages. My, how times have changed.
I’m not going to bash the hardworking people at Yellow Pages. Their job is becoming increasingly more difficult, because of Google!
When I get a call or email out of the blue, I ask the caller how they found out about us. Ten years ago, the answer was usually Yellow Pages. Now, it’s mostly Google. Yes, we are still advertising in Yellow Pages, but have cut it back significantly.
Yellow Pages still offer lots of value. If you are targeting the older demographic, you have to be there. A lot of the categories are still quite popular, including contractors, law, dental, insurance, accounting offices and restaurants. But it’s not like it used to be.
Twelve years ago, one of my recommendations for advertising in the Yellow Pages, was to get as much information as possible in your ad. Why? If someone is reading your ad, it’s because they need what you have to offer. If you are advertising in the Yellow Pages, make sure you have everything in your ad for them to make a decision. My recommendation has not changed.
Yellow Pages are doing some good things online and still should be taken seriously. But it is important to find out where your new customers are going for their information and make sure you are there to give them the information they need.