Before long, your Yellow Page directory rep will be paying you a visit. It’s an annual event that happens several months before next year’s directory goes to press. He or she will urge you to think about your ad just long enough to renew what you used in the previous directory – or to upgrade according to their suggestions. If you comment that business is up OR down, they’ll recommend a larger, spruced-up ad as the answer.
The statistics they quote are out of date, and don’t reflect today’s realities. The typical business owner is afraid – unsure what to trust to bring enough new customers. Even if he wants to reduce his reliance on the Yellow Pages (or the every-escalating expense), he doesn’t know what to do instead. The truth is, no single promotional method can do the job. However, the majority of the public is already changing the way it decides where to buy – which doesn’t bode well for Yellow Pages.
