This week saw the latest edition of the Yellow pages distributed around Newcastle city centre. This photo shows what I saw on my way back from a meeting. A wheelie bin with a pile of Yellow Pages stacked up next to it!
I'm not sure what this picture tells me other than they companies these were delivered to did not need the Yellow Pages or thought it was surplus to requirment.
My belief is that the days of Yellow Pages and similar directories are well and truly over. Why would you thumb through a directory when you can have all the information about the services you are looking for at you finger tips via a computer or mobile phone - what is more you can often get much more information about these business online that you could ever do in the Yellow Pages. At the end of the day your business could be spending hundreds or thousands of £££'s each year on advertising in these directories only for your advert to end up dumped next to a wheelie bin in a back alley of Newcastle!!! What a waste.
Spend your adverting budget smarter! Make sure you are trying out new ways to make contact with prospective clients. My first port of call, use the money you would spend on telephone directories on advertising using Pay Per Click Advertising.
Of course there are some businesses who will make more money than they spend in telephone directories and to those business I say keep doing it.... but also try Pay Per Click advertising.
And don't stop there. There are dozens of ways to attact customers online, try one out each month and you could be looking at a different business this time next year.
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