Get rid of your phone book.
Here is what we found:
When we first meet our customers, many of them are still advertising in local yellow pages. They also rank low according to search engines. According to Entrepreneur.com a full page ad in the Manhattan Kansas Yellow Pages is around $12,000.00. In New York City, that same ad would cost around $92,000.00. When exactly was the last time you used a Yellow Pages to find a business? I asked this question of a local business owner last week and his reaction was that he used a Yellow Pages that very day! He was at a store and needed the number to a Sprint store.
Little did he know that even if he had a regular feature phone (not even an iPhone or an Android), he could text a keyword to 46654 and receive a list of businesses in his area.
Why have a five pound book in your home taking up space? What value does that book provide? We continued our discussion . . .
We centered our discussion around the average customer. What is one average customer worth to your business? Is it 1,000 dollars a year? 10,000 dollars a year? What if you averaged just one extra customer a month? What would that value be to your business? Today, is building a Web site that ranks highly (on the first page of Google) with organic search more valuable than buying a Yellow Pages ad?
What do you think?
