Yellow Pages: Why They Still WorkMany cities are jumping to the internet with their local telephone

Over the last few decades, technology has become increasingly more convenient. Any information we need or want can be conjured at our finger tips. Where does this leave traditionally advertising venues like the yellow pages? These traditional means of advertising are still quite an effective way to boost traffic for your business.

Taking an ad in the phone book is cost effective, even for a larger, more visual advertisement that would be more expensive to place. Keep in mind that these ads run for an entire year for a one-time cost. Many who are looking for information on a particular subject will still depend on the internet for a thorough search, but for a business in a certain geographic area, a consumer knows that the most direct way to contact information is still through the yellow pages. 

Though virtual advertising these days is a must for your business, keep in mind that it leaves a gap that real world advertising must fill. Sure, a few keystrokes can lead anyone anywhere in the world to your website, but the truth is that you really only need those in your area to find your website. A website is a good business attribute in that it can answer questions for customers, or even offer on-line appointment booking. But for quick reference, a consumer is going to want to see your business advertised against others. This allows a few quick comparisons. Customers are often led to call those who have placed larger advertisements, but the number one thing that consumers really need is information that will lead them to your location. They need someone close, and the quickest most effective way to find someone close is to see the addresses of businesses that provide the service they need. 

Local customers are your bread and butter, and the yellow pages are designed to lead local customers to your services. Other forms of advertising can help other aspects of your business, but nothing is more helpful than an address and phone number. The biggest advertising campaign you can muster will not draw traffic if your name, number, and location are not easily attainable. How many times have you watched a catchy or funny commercial and said something along the lines of "Have you seen the commercial where…? I don't even remember what the commercial was for, but man, it was funny!" Name, number, and location are the things that really need attention, and the cheapest, most effective, and easiest way for everyone to find that information is by a quick flip through the phone book.

You must also consider the group demographics of your customers. If your target area is even partly dedicated to those older than fifty, the internet is not the best tool. You may need it for your younger demographic, but your older, and let's face it, more responsible customers are going to go for print every time.

If these reasons aren't enough to convince you that yellow pages are not still a viable means of advertisement, consider this. The yellow pages can be searched on-line. Through a simple search, a customer can get a quick name, number, and location with the option to click on your website. That is all inclusive advertising!