How 360 Measures Up, Part One: Comparing 360Telecommunications to Yellow Page Ads
Disadvantages of Using Yellow Pages Advertising for Your Business
There are several reasons why in today’s world, yellow pages advertising your business is just not the most effective way to increase sales:
- Technology. As mentioned previously, these days, with the increasing popularity of the internet, a growing number of people now forgo the print version of the phonebook and do their search online.
- Clutter. Go flip open a phone book to the yellow pages (if you can find one), and take a look at the large number of ads. Especially in markets that are heavily saturated, the pages can look cluttered. Your ad can get lost in all the clutter, therefore making it ineffective.
- Placement. What is the next thing that you notice? All the ads are grouped together by classification, to make it user-friendly. This means that your ad would be placed directly next to your competition’s ad. What if their ad is larger or more eye-catching? The placement of your ad among your competitors makes it much easier for a customer to comparison shop between every single listing, if they so choose.
- Specific. We mentioned that potential customers are looking for you, but what if they don’t know what to look for? In thumbing through the phone book, prospects must know exactly what to look under to find your listing. Even if you have multiple listings, if you don’t place one exactly where people are looking for services, they will miss your ads. For example, a prospective customer is looking for T1 internet service, but they look in the yellow pages under business internet service, which is not where your ad is placed. So they call some of your competitors instead.
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