Want some plain talk about AT&T
and SBC yellow pages advertising?

Certainly SBC yellow pages advertising is the dominant force in its category throughout 12 states and even more now with the new AT&T territories added in. (Click here for more advertising stories)

Do an internet search and you will find the AT&T or SBC Yellow Pages web site on top. 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 must have some sort of an in-column listing as a minimal part of your marketing.

Tip: Your information here most probably will be used as source information on the internet.

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.

Geographical borders have to be set somewhere, and when directories don't match those of your business, it is still best to at least be in the directory in some form.

AT&T and SBC yellow pages advertising directories are the authority figure in the business areas they serve. As is Verizon or any other major regional phone company directory.

And yes, you do need to be listed in other local directories as well.

One never can tell who is searching. Different people search in different ways. For instance, older people use printed directories, younger people use Google or other internet search tools.

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 customers about 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 slightly 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!

Explore internet "local search" listings such as Google, Google Places, AOL's Patch and more. Another possibility is local billboard advertising.

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