Yellow Pages – Is it worth it?
PART 1:
I was driving into the city last night to pick Fleur up from work (yeah, she had to work on a public holiday) and saw this sticker on the red ute ahead of me..
Now it may be hard to see, but the big yellow sticker reads
Find Us In The Yellow Pages
It may just be me, but WHY THE HECK would you pro-actively encourage your competition to look in a medium filled with adverts from your competition?
You wouldn’t send out a direct mail piece to your prospects and stuff the envelope full off flyer’s from the opposition, would you?
You wouldn’t put links to your direct competitors on the websites landing page, would you?
I can only conceive one I (some-what) logical reason for sending your prospects to the yellow pages where your competition also advertises…
And this is… if your competition sucks…your advert stands out like dogs balls and your advert is full of benefit driven elements.
Unfortunately, by the look of this ute and its lack of calls to action and USP’s (YES, you should put these on all your advertising mediums, and you car is definitely one) this wasn’t the case…
In part 2 of this series on Yellow Pages advertising I will share with you my thoughts on advertising in the Yellow Pages in general… stay tuned.
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July 3rd, 2007 at 4:16 am
Dude,
I actually have to disagree with you there.
He’s driving a ute, so he is probably a tradie, people looking for a tradie (who haven’t got dedicated ones picked out) are targeted prospects that will generally look for one or more quote from a tradie in the local area.
It’s pretty good localised SEO. Also, it provides an extremely high PR backlink which can be beneficial to your own website
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November 10th, 2007 at 11:57 am
i agree with the seo aspect of the yellow pages but how does the sticker help that?
Also, if the tradie was a good salesman ppl who call should not need to get a 2nd or 3rd quote… Or atleast dont make it easy for them by encoraging them to open the yellow pages
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August 5th, 2010 at 5:37 am
I appreciate the way you capture the heart and soul of the concept, really good writting layout, I enojoyed it!
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