Q. How can I decide if a “yellow pages” display ad would be effective?
A. While a basic one-line listing in a business phone directory always makes sense (and usually is free with your business telephone service), buying display ads in these phone books can be an expensive proposition. There’s no “one size fits all” answer about whether to buy such an ad, but Bob and Susan Negen at WhizBang! Training offer these guidelines and precautions.
If you have little direct competition, in your local market area, don’t bother paying for a display ad. People looking for your product or service will find your number with or without an ad.
If you have lots of direct competition a display ad might make sense. Your potential customer might be making a decision about whom to call among all the possible providers based on the yellow pages ad.
Also, there are often two, three or more business directories in an area, each one claiming to be the phone book of choice. (General Telephone never copyrighted the walking fingers logo or the term “Yellow Pages,” so anyone can use it.)
Since an ad in each competing book would be prohibitively expensive, take a week-long poll of all your customers and ask them which book is by the phone in their kitchen right now. Only spend money on an ad if one phone book gets a clear victory in the poll.
In addition, be aware of some aggressive techniques that phone book ad salespeople have been known to use. The suggestions below come from a woman who worked in the field for years.
If a phone book sends you a picture of a big display ad that you haven’t asked for, call immediately and make it clear you’re not buying it. Some unscrupulous salespeople will do a “pitch” ad that somehow gets in the book “by accident,” and the publisher makes you pay for it since your business name is on it.
If you get an invoice in the mail that says it is from the “Yellow Pages” but does not list your local telephone service provider, do not pay it until you verify that it is a company from which you have ordered an ad.
Some unethical phone book publishers are “phishing” for payment for ads in books you do not need or want to be in. These books are actually published, but the invoice usually states that your listing will not appear unless you send them money.
Instead, write “REFUSED” on it and mail it back to them (keep
a copy in case they try to invoice you further).
Finally, know your budget before you speak with a salesperson. A good
salesperson will help you; a bad one will be intent only on selling
you a larger ad. If you are uncomfortable, request a different salesperson.
