YELLOW PAGE ADVERTISING WORK?

Carla,

Yellow page advertising works in certain industries and not in others. I know a towing company that claims a good 50% of their new clients come from their yellow pages ad. They have a half-page ad at the front of their category, a position they worked into after over 10 years. On the other hand, I consulted with an orthodontic office that said their yellow pages ad was a total waste of money. Not a single patient "found them in the yellow pages."

The question is, "Who are your customers and where do they look when they need your product/service?" Are you aware of any independent surveys about that? Are there any national associations that you might contact that have done this type of research? I know there a lot of associations in the construction industry because I have presented seminars at a number of their conventions. I'd be willing to bet that they have done a number of surveys to find out where their new clients came from.

I might suggest that you beware of those that sell advertising. Their independence might be suspect.

Good luck,

Arnold

carla spears wrote:

Assuming you are an accountant... If you work in a home-based office (as I do) or are just starting out, you need a yellow page listing not so much to attract new customers, but to support your legitimency as an independent accountant or CPA. I don't have an ad, instead just a simple one-line listing. My marketing money goes into targeted direct mailouts and a website.

Good luck, Russell Tuncap, CMA, CPA

I'd guess from Carla's website that she isnt an accountant!