For decades, phone book listings were the heart of effective local advertising. Well, that heart has been broken.
I’ve talked to many small business owners recently who found phone book ads effective in the past. Their consensus? Phone book ads don’t work anymore. People don’t use phone books anymore to find service providers. They Google it. This is why all of the phone book directories are pushing their online services — as they scramble for their own survival.
“I don’t own a phone book, and I haven’t since I first moved out. I get them – each year I’ll find one at the end of my driveway – but, I never keep them,” said Karl Ribas, a search engine marketing consultant. “I rely 100 percent on search technology to provide me with those sorts of answers… specifically Google Maps. Google Maps is the best local search tool ever, and I’d much rather use it and my computer to find the information I need then flip the pages of the YellowBook.”
Agreed. On a recent roadtrip to South Dakota where we found myself routinely seeking hotels, road service and restaurants, we were able to find everything we needed using an iPhone — except, of course, in a few instances where we lacked cellphone reception (damned you AT&T!). The local phone book, which covered most of the South Dakota was nearly unusable during our stops. There were too few paid listings in the Yellow pages for each category (pizza, restaurant, etc.).
By contrast local Google results for the area were great — and better for business owners too since their listings were free and included more useful information such as hours, menu information and reviews. I also had the ability to use Facebook and Twitter to contact people who know the areas we traveled and could suggest places to frequent and avoid.
With a phone book (and their paid online directories), you can probably find a listing of some places that serve pizza. Using Google local search (and social networks) you’re likely to find the place serving the best pizza.
The difference is palatable.
Phone book Strengths
While supplies last, put those unsolicited phone books to use. Learn the lost and manly art of ripping a phone book in half.
About Troy Janisch