Do your fingers do the walking?

OK, I admit it !!

I pinched this week’s Subject
from someone else!

But a newsletter that I subscribe to “Flying Solo” has just re-confirmed what our clients and our research have been telling us for ages now; i.e.

Fewer than 20% of Yellow Pages books
are removed from the plastic wrappers.

(b.t.w. Flying Solo is a very good newsletter for small business owners. If you are a business owner, it is worth a read. I’ve been a subscriber for years.)

I know for a fact that my Yellow Pages, (still in the plastic wrapper), props up my second computer screen. Useful, but a rather expensive solution for the folks at Yellow Pages and all of their advertisers.

The stats that Yellow Pages provide are quite impressive, but they date from the first half of this decade. Given the rate of change in technology and the internet over the last 3 years alone, we hardly think those statistics are relevant anymore.

Case Study

Earlier this year, a client called me to ask –
“We are about to renew our YP advertising. What should we do?”

Not wanting to appear biased, I asked how much they were spending on YP, answer – $7,500.
I asked how many referrals they got from the YP and the value of that business for the year, answer – about $2,000.
It was a pretty easy decision for him to make.

So I suggested that he do what most of our clients are now doing – cut the YP adverts back to the minimal required to keep an email address and website address on the listing and then invest into online advertising.

Level Playing Field

There was a time when YP was THE only information resource in the home and office. Remember that far back?

It’s all different now. YP is just another “another directory listing on the web”.

And now, between his new website (from Hotpink Websites) and the other online activities, this client’s business is pumping. He has put on more staff and is always busy.

Next week I will explain why Directory Listings are very important and also quite useless 🙂

In the meanwhile, here is a suggestion . . .

Suggestion
Get a highly interactive website platform, (built by Hotpink Websites of course), along with our SEO Micro Sites to get you onto page 1 of Google quickly.

From The Hotpink Foundation – Hotpink Websites
Take Action Now…