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By doing an internet search, you will arrive very quickly at the SBC or AT&T Yellow Pages web site. Their marketing reasons are well presented and thought out.
Yet as a small businessperson, you may encounter some problems and objections while thinking about why even to use yellow pages advertising.
Of course, you have to have some sort of an in-column listing as a minimal part of your marketing. It's going beyond the minimum where legitimate questions get raised.
For instance, the geographical boundaries of their directories may not match the physical range of your business. Your town or trading area may include parts served by two directories.
Or your clients are businesses in your portion of the state, but not statewide. Buying a statewide ad doesn't make economic sense.
SBC yellow pages advertising directories are the authority figure in the business areas they serve.
And yes, you do need to be listed in other directories as well.
One never can tell who is searching. Different people search in different ways.
We've had clients inquire as to whether they should be in other competing directories.
Depending on their business profile, we advise them to query their clients as to which directories they use every day.
In some cases, it may be a major alternate directory.
Or a more local community sponsored book.
Whatever the analysis, consider taking out a bigger ad in that "lead" book while maintaining a presence in the others.
But don't even come close to breaking your budget bank!
You have other places to spend your advertising budget! One possibility is local billboard advertising.
Want to know more? Please use the Contact Us page.
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