Why Are the Yellow Pages like Nursing Homes?

They’re shockingly expensive, few people under 70 use them, and many who do are just a little out of it.

Moral of the story? When you invest in Yellow Page ads, you’re setting fire to money.

Are we being a little harsh on this venerable (read: antique) information source? Hell no. This obsolete technology sucks millions of dollars away from more cost-effective marketing tools, while delivering less every year. There are better uses for your budget, especially if you market goods and services to people who don’t remember the Truman Administration.

Killianadvertising.com

Go Radio’s opinion:  Yellow Page ads are sold as “bigger is better” and “club your neighbor” approach.  Let’s be real…The BEST marketing strategy is to never have your customer go to the yellow pages to choose between you and your competitior.

Yellow Page ads are designed to reach people that are buying right now, at this moment and price shopping.  They want to be able to go down the list of names and call for price quotes.  By driving cosumers to the Yellow Pages, they now have the opportunity to choose between you and your neighbor who may be better, have a lower price OR has already ‘pre-sold’ the consumer, because they’re advertising on the radio.

Don’t get stuck in the ‘Yellow Page’ rut…say NO….we know your Grandpa probably built his business on Yellow Pages and the local Newspaper, but times have changed.  People are busier then they’ve ever been.  No one….let me repeat….no one has time to search through the Yellow Pages, when you can GOOGLE anything you want!